The wrong question is "which platform is better." The right question: are people already searching for you, or do you need to show them you exist?
Google captures existing demand
When someone types "plumber near me" or "furniture store Tirana", they need it NOW. Google Ads puts you exactly there. That makes it strong for urgent services, local businesses, and products people search for by name. Cost per click is higher, but the click comes with buying intent.
Meta creates new demand
Nobody googles a product they don't know exists. Meta (Facebook and Instagram) puts you in front of people who match your customer profile while they browse. That makes it strong for visual products, e-commerce, and brands built over time. Clicks cost less, but the buying decision needs more touches.
How to split the budget
Local service business (clinic, repair shop, studio): start with Google — the demand exists, capture it. Add Meta to stay top of mind.
E-commerce with a visual product: start with Meta — the product sells through the eyes. Add Google Shopping once you have data on what actually sells.
B2B or a new product: neither alone is enough. Meta or LinkedIn to build awareness, Google to capture those who start searching, and a website that turns visits into contacts.
The most expensive mistake
Both platforms fail equally when the page you send traffic to doesn't convert. Before adding budget, check: does the page load fast on mobile? Is the offer clear within 5 seconds? Is the form simple? A page that converts twice as well makes every ad euro worth twice as much.
Measurement
Set a measurable goal before you start: cost per enquiry, not likes. Without accurate conversion tracking, every "which platform" debate is guesswork.