DE / EN
Google captures demand that already exists. Meta creates demand that does not. If people actively search for what you sell, Google Ads puts you in front of them at the moment of intent. If nobody wakes up searching for your category, Meta is where you build the want in the first place. Most brands with a considered purchase eventually need both, but almost never at the same time and almost never with the same budget split.
Ask whether a stranger with your exact problem would know what to type into Google. A dentist in Munich, a tax adviser, a plumber: yes, and Google should carry the load. A new pashmina label, a podcast studio, a creative agency, a premium coaching programme: no, because the buyer does not yet know that this specific thing exists. That is Meta territory. Where the answer is partly yes, run search to catch the ready buyers and Meta to grow the pool of people who become ready.
On Google, the auction rewards relevance and landing page quality, and the ad itself is a line of text. On Meta, the creative is the targeting. The algorithm finds the people who respond to what you made, which means a beautifully produced asset that stops the scroll outperforms clever audience settings every time. This is exactly why performance and production cannot sit in separate silos. An ad account is only as good as the material running through it.
Running either channel without a place to land. Traffic without a lead capture system is rented attention that disappears the moment you stop paying. Before a single euro goes into an auction, there should be a page that answers the visitor's question, a reason to leave contact details and a way to measure which campaign produced which enquiry. Without UTM tracking and clean conversion events, you are not optimising, you are guessing.
FADETOBLACK runs creative production and paid campaigns under one roof, from Munich and Paris, so the asset and the media plan are built together. Get a clear read on which channel fits your business: Book a free initial consultation.