In Türkiye, should you spend on Google or Meta? Google captures existing demand (intent search), Meta creates demand (visual discovery). The right answer is usually 'both', but priority shifts by product and customer journey.
Google Ads wins if people already search for your product and you want fast, high-intent conversions.
Meta Ads wins if your product is visual/impulse, brand-led and you need to create demand.
| Criterion | Google Ads | Meta Ads |
|---|---|---|
| Core logic | Captures demand (intent) | Creates demand (discovery) |
| Intent level | HighGoogle Ads | Low-medium |
| Creative dependency | Medium | Very highMeta Ads |
| Speed to first conversion | FastGoogle Ads | Slower |
| Scalability | Capped by search volume | Very highMeta Ads |
| Brand awareness impact | Limited | StrongMeta Ads |
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Google captures high-intent users already searching for your product (Search, Shopping, PMax). First conversion is fast because intent exists. Its limit is search volume: if nobody searches, Google can't create demand.
Meta (Instagram/Facebook) makes people discover your product via image and video before they search. It's strong at creating demand and building brand; success depends on creative and it scales well since the audience isn't capped by search volume.
Google harvests existing demand; Meta plants new demand. In a known category Google brings faster profit; for a new/unknown product you must create demand with Meta first. Mature brands use both as one funnel.
If your product is searched, start with Google; if not, create demand with Meta first.
Once scaling, yes; Meta creates demand and Google captures it.
Generally Meta on CPM, Google on high-intent CPC; real cost depends on margin and conversion.
Let's review your performance together in a free, no-obligation call with our expert team.