Both platforms sell visibility, but not at the same moment of the decision. Choosing the wrong one means paying to be seen by people who aren't buying.
The core difference: intent versus attention
On Google, people type what they want: “dentist rabat”, “air conditioning price casablanca”. They already have a need, and your ad arrives while they search. On Facebook and Instagram, people scroll their feed. They aren't looking for anything, and your visual has to stop them and make them want it.
When Google Ads is the better choice
- Services people search for when the need arises: repairs, health, legal, rentals, training.
- Considered purchases where people compare before calling, in B2B as with consumers.
- Local searches such as “near me” or “[trade] + city”.
- Products searched by name or reference, through Google Shopping.
When Facebook and Instagram ads are the better choice
- Products that sell on sight: fashion, cosmetics, decor, restaurants, real estate.
- Impulse buys and novelties nobody is searching for yet.
- Events, openings and time-limited promotions.
- Retargeting people who already visited your website without buying.
Quick comparison
| Criterion | Google Ads | Facebook & Instagram ads |
|---|---|---|
| Moment | The person is searching | The person is scrolling |
| Format | Text, Shopping, YouTube video | Image, video, stories, carousel |
| Targeting | Keywords, city, radius | Age, interests, city |
| Best for | Services, urgent needs, B2B | Visual products, desire, novelties |
| Key metric | Cost per call or enquiry | Cost per message or order |
Budget: two lines not to confuse
A campaign always has two costs. The media budget, paid directly to Google or Meta, which pays for impressions and clicks: plan at least MAD 2,000 to 3,000 a month so the campaigns have enough data to learn. And management fees, which pay for design and running: at Wevtex, MAD 200 a day, whether we run one channel or Google and Meta together.
The trap that wastes half the clicks
The click is paid for, but the sale happens on the page that receives it. Sending an ad to a general homepage, slow or without a visible WhatsApp button, means paying for visits that leave. Every campaign deserves its landing page: one message, one offer, one button.
How to know what works
The right indicator isn't the number of clicks but the cost of a lead or a sale. It requires tracking installed before launch: forms, calls and WhatsApp messages counted and attributed to the campaign that generated them. Without it, you optimize by feel.