Which is cheaper Google Ads or Meta Ads for coaches?

Meta generally has lower cost per click but Google clicks tend to be higher intent. Expect $20 to $80 per lead on Meta and $40 to $150 on Google.

Should I run Google Ads and Meta Ads at the same time?

Running both well needs at least $1,500 to $2,000 per month. Below that concentrate on one platform.

Google Ads vs Meta Ads for service businesses: which one actually gets you qualified leads

Google Ads vs Facebook Ads for service businesses UK: which actually gets you qualified leads in 2025

The question of Google Ads vs Facebook Ads for service businesses in the UK comes up in almost every growth conversation. The honest answer is not which platform is better — it is which platform is right for where your buyers are in their decision journey.

The fundamental difference between the two platforms

Google intercepts demand that already exists. Someone types “business coach London” or “AI automation agency UK” — they know they have a problem and they are actively looking for a solution. Google puts you in front of them at exactly that moment.

Meta creates demand that does not yet exist. Your ideal client is scrolling Instagram or Facebook, not actively looking for you. Your ad interrupts their feed, creates awareness, and plants the idea that they have a problem worth solving.

This distinction matters enormously for service businesses because the buying cycle is long and trust-dependent. You are not selling a £20 product. You are asking someone to invest thousands of pounds in a service relationship.

When Google Ads works better for UK service businesses

Google Ads and Meta Ads funnel strategy comparison — Kyoren Worldwide

Google works when buyers are already searching for what you offer. If someone types “marketing automation agency for coaches UK” they are much further along the buying journey than someone who sees your Instagram ad. They have identified their problem, they are evaluating solutions, and they want to talk to someone now.

Cost per lead on Google for UK service businesses typically runs between £40 and £120. Higher than Meta, but the intent is significantly stronger. A lead from Google who searches for exactly your service converts at a much higher rate than a cold Meta lead.

When Meta Ads works better for UK service businesses

Meta works when your buyers do not know they have the problem yet, or when you need to build a large warm audience efficiently. It is also better for businesses where the visual or emotional appeal of the service can be demonstrated — coaching transformations, lifestyle outcomes, before and after results.

Cost per lead on Meta for UK service businesses typically runs between £20 and £70. Lower than Google, but at lower intent. The lead who clicks a Meta ad needs more nurturing before they are ready to buy.

The right approach for most UK service businesses

Run Meta to build awareness and fill the top of the funnel. Run Google to capture the demand that Meta creates. Use a strong CRM and follow-up sequence to convert both. This is not a £500 per month strategy — to run both platforms well you need at least £1,500 to £2,000 per month. Below that, concentrate on one.

Frequently asked questions

Which ad platform is better for UK service businesses — Google or Facebook?
It depends on search intent. If buyers actively search for your service by name, Google usually delivers better ROI. If your buyers need educating, Facebook builds awareness more cost-effectively.

What is a realistic cost per lead for UK service businesses on Google Ads?
Expect £40 to £120 per qualified lead on Google for most UK service businesses. Facebook typically runs £20 to £70 per lead but at lower intent.