Every week a founder asks me: "Should I start with Google or Meta?" The honest answer is "it depends" — but the framework for deciding is simple, and most consultants overcomplicate it.
1. Start with intent
Google Ads captures existing demand. Someone types "plumber Reykjavík" and you appear. Meta Ads creates demand — it interrupts someone scrolling and convinces them they want what you sell.
If people already search for your product, Google first. If they don't yet know they want it, Meta first.
2. Then look at price point and decision cycle
Higher price + longer consideration = harder to close on Meta from cold. Lower price + impulse-friendly = Meta can shine. A €1,500 sofa sells on Instagram. A €50,000 kitchen renovation sells on Google.
Pick the channel that matches where your buyer's head already is.
3. Budget reality check
Below €1,000/month, pick one and run it well. Splitting €500 across both buys you noise on both. I'd rather see a tight Google Search campaign with €1,000 than a "balanced portfolio" that learns nothing.
Want help picking? Send me your details and I'll come back with a recommendation in 48 hours.