The short answer: start with Google Ads when people already search for your service. Start with Meta Ads when you need to create awareness or explain a new offer. Most businesses eventually need both, but not on day one.
The mistake is choosing a platform because it is familiar. The right channel follows buyer behaviour. A plumber in Nairobi gets urgent search demand. A new skincare brand needs to build desire before anyone searches for the name.
Google Ads: capture existing demand
Search ads appear when someone types what they need. That makes intent strong, but volume limited by how many people search. They work well for services with clear categories: legal, accounting, clinics, repairs, software, B2B services and branded searches.
- Best for: urgent, high-intent needs and branded terms.
- Watch: match types, negative keywords and landing page relevance.
- Typical budget: start with a controlled test budget and judge cost per qualified enquiry, not clicks.
Meta Ads: create and shape demand
Meta reaches people before they search. It is stronger for visual products, offers, events, awareness and retargeting. It also gives you more room to explain a new category or a premium offer.
- Best for: visual products, new offers, audiences that need education.
- Watch: creative fatigue, broad targeting and landing page speed.
- Typical budget: plan for several creative variants; one ad is not a test.
How to choose
| Question | If yes |
|---|---|
| Do people search for this service by name or problem? | Start with Google Search |
| Is the offer visual or new to the market? | Start with Meta |
| Do you need leads this month? | Google Search usually gives faster signal |
| Do you need to build awareness first? | Meta, then retarget with search |
| Is your landing page slow or unclear? | Fix it before spending on either |
Measure the right things
Impressions and reach are not outcomes. Track cost per qualified enquiry, cost per booked call, lead-to-sale rate and return on ad spend. Use conversion tracking before you scale, or you will optimise for the wrong action.
Common mistakes
- Sending every ad to the homepage.
- No negative keywords on search.
- Running one creative for a month.
- Measuring form fills without checking lead quality.
- Increasing budget before the landing page converts.
We run paid media with the content and landing pages that support it. See social media and paid ads, content systems, and the Safari Yetu case study for a full digital system.
Frequently asked questions
How much should I spend on Google Ads in Kenya?
Start with a test budget you can sustain for at least six to eight weeks. Judge it by cost per qualified enquiry, not daily spend. Very small budgets often cannot gather enough data to optimise.
Are Meta ads cheaper than Google ads?
Clicks can be cheaper, but cheap traffic is irrelevant if it does not convert. Compare cost per qualified lead and lead-to-sale rate, not cost per click.
Can I run ads without a website?
You can use WhatsApp or a landing page, but you still need a clear destination with proof and a next step. A weak destination raises cost on every platform.
How long before ads work?
Expect two to four weeks to gather enough signal, then ongoing iteration. Results depend on offer, audience, creative and follow-up speed.
Do I need both Google and Meta?
Usually yes once the first channel is profitable. Search captures demand; social creates and retargets it. Add the second channel when operations can handle more leads.
Next step: if you are unsure where to start, send us your offer and current numbers. We will recommend one channel and a realistic test budget.