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.
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 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.
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.
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.
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
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.
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
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
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
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
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
Meta Advantage+ with strong creative. Test Instant Forms vs Website Conversions; fund the winner by booked meetings, not raw leads. Facebook
Add Performance Max with a separate budget and complete assets; validate lead quality in CRM before scaling. Google Help
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
Cost per held meeting or sales-qualified opportunity, not cost per form fill.
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
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