Google Ads: capture existing demand
People on Google are often searching with intent — “web design agency London”, “emergency dentist near me”. Search ads can put you in front of that demand quickly. Success depends on keyword relevance, ad copy, landing page quality and sensible bidding — not just higher budgets.
Your media spend stays in your Google Ads account. An agency should manage structure and optimisation while you retain ownership.
Meta Ads: create demand and remarket
Facebook and Instagram are stronger when you need to introduce an offer, show creative, or retarget people who visited your site. Targeting and creative testing matter more than exact-match keywords.
Creative fatigue is real. Plan for fresh angles — offers, proof, short video — rather than one static ad for months.
When to use both
Many UK SMEs benefit from search for high-intent queries and Meta for awareness or remarketing. Start with one channel if budget is tight, get tracking right, then expand. We never guarantee results — markets and auctions change — but we do commit to clear reporting and iteration.