Meta Ads: Engaging Problem Aware Buyers
Meta ads are great for targeting “Problem Aware” buyers. These are people that may not be actively searching for a solution yet and / or may be unaware of what solutions are available. Meta Ads gives your business the opportunity to get in front of these people, grab their attention, introduce your brand, and plant the seeds for future action. Meta ads work well for products or services that need repeated exposure to build interest and trust.
For example if you are a kitchen company that designs and installs high end CNC cut plywood kitchens. You could go with a Google ad search campaign but then you would be in the mix with many of the other more standard kitchen renovation companies. Using Meta ads you can visually highlight the unique service you offer as compared to your competitors. Showcasing kitchen transformations that you have achieved for your existing customers you could inspire someone to realise their tired old kitchen could look the same.
How Do You Decide on Meta or Google Search Ads?
Google ads search campaigns work well to attract users that are actively searching for a service or product. To find out if there is enough search volume for your product or service you can use the Google ads planner. This will let you look up search terms and set the location you service (city, state, country) to see what the average volume of monthly searches is. If there is enough volume, Google Ads is a good place to start as buyers are generally closer to a purchase decision. If there isn’t enough volume of people actively searching for your products or services, or perhaps you offer a service that is unique when compared to your competitors but really needs visual elements to best communicate what your points of difference are then Meta ads could be the way to go.
The Bottom Line
Both Meta and Google Ads work for the right use case. The key is understanding how and when to use which one. If your priority is generating immediate leads from people ready to buy, Google Ads is often the most direct path. If your business needs to engage potential customers with visually appealing ads that really show your value proposition then Meta is the way to go.
If you’re unsure which channel is right for your business, get in touch! We offer both Meta Ads Management and Google Ads Management services. We’d love to help you navigate the latest digital marketing strategies and find the perfect mix for your goals.