TL;DR
- Use both, but for different jobs. Google Ads captures people actively searching now, so Search usually delivers fewer but higher-intent leads.
- Meta (Facebook and Instagram) excels at visual discovery, audience expansion, and remarketing; Advantage+, with strong creative, can scale efficient volume.
- Start where intent is clearest, wire up tracking and your CRM, then layer the other platform once quality holds.
- For step-by-step structures and page patterns, contact TDG today for help running Google and Meta campaigns
Introduction
Choosing between Facebook Ads and Google Ads is not about naming a universal winner. It’s about matching each platform’s strengths to your goal, budget, timeline, and industry. Below you’ll find campaign types and their purpose, setup links, budget tiers, realistic timelines, B2B/B2C guidance, and a decision framework — plus TDG resources you can act on today.
How the Platforms Find Leads
Google Ads: Intent Capture
Google meets buyers at the moment of search. Core types for lead gen in 2026 are Search, Performance Max, Video, and Demand Gen. Performance Max is designed to complement, not replace, keyword campaigns by extending reach across YouTube, Display, Discover, Gmail, and Maps.
Start with Google’s overviews of Search campaigns and Performance Max. Link GA4 ↔ Google Ads and enable Enhanced Conversions for leads for better measurement and bidding.
Meta Ads: Audience Expansion and Creative-Led Demand
Meta reaches people who look like your best customers and moves them from curiosity to action with creative. Advantage+ (Sales/Leads) reduces manual targeting and leans on AI. If you use Instant Forms, connect your CRM and enable CAPI or conversion-leads feedback. See Meta’s Lead Ads Instant Forms best practices and Advantage+ overview. Technical setup for quality feedback: Conversions API.
Core Campaign Types, Purpose, and When to Use
Google Search
Purpose: Capture high-intent queries now.
Best for: Local services and B2B/B2C with clear problem/solution keywords.
Set up: Exact and phrase match for “money terms,” strict negatives, presence-based geo targeting, Responsive Search Ads, fast single-purpose landing page. Start here: Create a Search campaign. For structure, TDG’s AEO page shape helps landing pages convert and earn snippets.
Google Performance Max
Purpose: Find incremental conversions across all Google surfaces.
Best for: After Search proves quality and your signals are trustworthy.
Set up: Provide complete assets and audience signals; keep a separate budget from Search; validate lead quality in your CRM before scaling. Start with PMax overview and PMax best practices.
Google Video & Demand Gen
Purpose: Educate and qualify with explainer/testimonial/case videos; expand visual reach and remarket.
Set up: Skippable in-stream with CPA/CPV goals; custom segments based on search terms and site visitors; landing pages that repeat the promise and present a clear next step. See Google Ads campaign setup library. Google Help
Meta Advantage+ (Leads/Conversions)
Purpose: Broad, AI-assisted prospecting with minimal manual targeting.
Best for: B2C and many B2B situations where creative communicates value quickly and follow-up is fast.
Set up: Multiple creative variants and placements; choose Instant Forms best practices for friction-light capture or Website Conversions for higher intent; connect CRM via CAPI.
Budgets and Timelines
Budget Tiers and Where to Start
- $1k–$2.5k/month: Google Search in one metro (3–5 tight ad groups; exact/phrase only). Meta: one Advantage+ campaign with 3–5 creatives.
- $2.5k–$5k: Search plus a small Performance Max test on a separate budget. Meta: A/B test Instant Forms versus Website Conversions.
- $5k–$10k: Search at full coverage; PMax for incremental; YouTube remarketing. Meta: Advantage+ prospecting plus Website Conversions for depth.
- $10k+: Full Google mix and mature Meta structure (both Instant Forms and Website paths) with weekly creative testing and CRM feedback loops.
Implementation help: TDG’s PPC Management and Inbound Retainers.
Learning and Optimization Timeline
- Days 1–7: Validate tracking, geo, queries, and creative delivery.
- Days 8–21: Tighten negatives on Search; refine locations; rotate creative on Meta; confirm CRM routing and response SLAs.
- Days 22–45: Introduce Target CPA on Google when conversions are steady; on Meta, compare Instant Forms vs Website leads by booked meetings and pipeline; scale only where quality holds. Use Google’s PMax Q&A and AI essentials to guide expansions. Google Help
Set up Checklists That Protect Lead Quality
Google Ads
- Link GA4 ↔ Google Ads; import primary conversions.
- Enable Enhanced Conversions or Enhanced Conversions for leads.
- Use presence-based location settings and strict negatives; keep match-type discipline.
- Add PMax only after Search meets the target CPL, and validate lead quality in CRM before scaling. For CRM and sales handoff, TDG’s HubSpot Partner hub explains how we close the loop.
Meta Ads
- Choose Advantage+ Leads/Conversions based on offer and funnel stage.
- If using Instant Forms, keep them short with one qualifying question; connect CRM and enable CAPI / conversion-leads.
- If sending to your site, prioritize mobile speed and clarity; for the page pattern, lean on TDG’s AEO guide.
Tracking & CRM
- Auto-tagging in Google Ads; consistent UTMs in Meta.
- GA4 events for form starts/submits, phone clicks, and bookings; Enhanced Conversions.
- Offline conversion feedback from CRM to both platforms (Google enhanced leads; Meta CAPI). If you need help, start with TDG HubSpot Services or Contact TDG.
Industry Guidance: B2B and B2C
Local Home Services & Healthcare
Start with Google Search for bottom-funnel intent. Add Performance Max for incremental reach once quality holds. Use Meta for remarketing and seasonal offers. Include call reporting and location assets. For service-page and local SEO structure, reference TDG’s Managed SEO and What Search Engines Look For in Top-Ranking Blogs. Diamond Group+1
Ecommerce & DTC
Lean into Meta for creative-led discovery and scale. Use Google to capture brand and bottom-funnel demand. Catalogs on Meta and PMax on Google work well together when feeds and creative are strong. Google’s PMax overview explains why it complements Search. Google Help
B2B SaaS & Professional Services
Start with Google Search to capture problem/solution queries. Use Meta to amplify thought leadership, promote webinars or guides, and remarket to site visitors. Expect longer cycles; measure by qualified meetings and opportunities. For funnel design, TDG’s Modern Digital Marketing Funnel gives a current blueprint. Diamond Group
Real Estate & High-Consideration
Use Meta for storytelling, neighborhoods, and audience modeling; Google for in-market capture. Test Instant Forms vs Website Conversions and judge by the meetings held and revenue. If you need examples of vertical storytelling and local proof, see TDG’s Resources hub. Diamond Group
Which Platform to Use When
You Need Leads This Month
Google Search first in one metro with exact/phrase on core keywords and a fast landing page that mirrors query language. Start here: Create a Search campaign. Google Help
You Need More Volume at Lower Cost
Meta Advantage+ with strong creative. Test Instant Forms vs Website Conversions; fund the winner by booked meetings, not raw leads. Facebook
You Have Search Working and Want an Incremental Lift
Add Performance Max with a separate budget and complete assets; validate lead quality in CRM before scaling. Google Help
You Want to Create Demand for a New Offer
Meta prospecting with short video and carousels; Google Video/Demand Gen to reinforce; add Search once query volume builds. Use Google’s campaign setup guide for correct configuration. Google Help
Measurement & Decision Framework
Primary KPI
Cost per held meeting or sales-qualified opportunity, not cost per form fill.
Guardrails
- Pause any ad group or ad set after ~20 clicks with no qualified actions.
- Lower bids or add negatives for queries that spend 2–3× target CPL with no results.
- Raise budgets only on campaigns that hit target costs for two cycles and maintain quality.
Experiments
- On Google: test headline/description blocks, landing-page variants, and match-type expansions.
- On Meta: test hooks, formats, and offers weekly; small creative tweaks swing cost. For ad copy and offer alignment, TDG’s SEO vs. PPC explainer can help frame expectations. Diamond Group
Landing Pages & Creative That Convert
Landing Page Requirements
One sentence at the top that answers what you do and where you serve, a short context paragraph with what happens next, a small table with timelines or service areas, one primary CTA, and a phone option, fast mobile load. For on-page structure and examples, see TDG’s AEO guide and Managed SEO. Diamond Group+1
Creative Testing Plan
Three to five variations per audience on Meta; one new headline or description test per week on Google. If you expand to YouTube, use proof-led formats (testimonial, case, process). For inspiration, TDG’s vertical stories like Roofing Marketing show how to package proof and local context. Diamond Group
How The Diamond Group Can Help Right Now
- Free Channel-Fit Audit: We map goals, budgets, service areas, and sales process to the right starting mix and timeline.
- Tracking & CRM Sprint: We implement GA4 events, Enhanced Conversions, Meta CAPI, and offline conversion feedback so both platforms optimize to held meetings. Start with our HubSpot Partner page. Diamond Group
- Launch & Learn: We build Google Search and Meta Advantage+ with creative and landing pages, then run a 30-day learn phase with daily tuning. Explore our PPC Management and Inbound Retainers. Diamond Group+1
- Scale with Confidence: One weekly scoreboard shows CPL, meetings held, and pipeline by platform, campaign, and audience. When you’re ready, Contact TDG. Diamond Group
Quick Reference Links
- Google: Search campaigns · Performance Max · PMax tips · Link GA4 · Enhanced Conversions / for leads. Google Help+5Google Help+5Google Help+5
- Meta: Lead Ads Instant Forms · Advantage+ overview · Conversions API. Facebook+2Google Help+2
- TDG: Answer Engine Optimization · AI in PPC · Managed SEO · PPC Management · Inbound Retainers · HubSpot Partner · Resources · Contact. Diamond Group+7Diamond Group+7Diamond Group+7
