Google Ads vs. Meta and TikTok: Where Should a Local Budget Go?
The honest answer is that it depends on whether people are already searching for what you sell. That single question decides most of the budget split — and it is easier to answer than most owners think.
Start with demand you can capture
If customers type your service into Google — plumbers, attorneys, roofers, dentists — start with search. You are paying to be present at the exact moment of intent, which is the shortest path to a lead.
Use social to create demand
Products people did not know they wanted — new restaurants, boutique retail, e-commerce brands, med spas — perform better on Meta and TikTok, where visuals do the persuading before any search happens.
A practical starting split
For most local service businesses, put roughly 70% into search and 30% into social retargeting. For product and lifestyle brands, flip it. Then let 60 days of data move the number, not your opinion.
- Track calls and form fills as conversions, not clicks
- Give every campaign at least 30 days before judging it
- Always run retargeting — it is the cheapest revenue you have
Fix the landing page before raising the budget
Doubling spend on a page that converts at 1% just buys twice as much disappointment. In most accounts we take over, the fastest gain comes from the page, not the platform.
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