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Google Ads vs Instagram ads: which one to choose

The main difference is intent. On Google, people are searching for what you sell. On Instagram and Facebook, you interrupt someone who was looking at something else. That is why Google usually brings leads who are closer to buying, while Instagram is better at creating desire and staying top of mind.

EixoAds · Updated on November 1, 2026

How each one works

  • Google Ads (search): your ad shows when someone searches a keyword, such as "air conditioning repair in Goiânia". You meet demand that already exists.
  • Meta Ads (Instagram and Facebook): your ad shows in the feed, stories and reels to people with the profile you choose (age, region, interests). You create demand.

When Google Ads works best

  • Services people look for when they need them: health, legal, maintenance, renovations, repairs.
  • Urgent needs: locksmith, towing, plumbing.
  • B2B: companies looking for a supplier.
  • When you want leads ready to close, not just visibility.

When Instagram works best

  • Visual and impulse products: fashion, home decor, food, beauty.
  • Launches and new things nobody is searching for yet.
  • Brands that need to be remembered and build a community.
  • Remarketing: showing ads again to people who already visited your site or profile.

Cost and lead quality

On Instagram, a click is usually cheaper than on Google, often under R$ 1 in Brazil. But the person was distracted, so fewer clicks tend to become leads. On Google, a click costs more, but whoever clicks was already looking. What you should compare is cost per lead and cost per customer, not cost per click. See how much Google Ads costs.

Can you use both?

Yes, and many businesses do: Google captures people already searching, and Instagram builds the brand and handles remarketing. With a small budget, the usual advice is to start with the channel that matches how you sell (usually Google, for services) and open the second one later. EixoAds manages Google Ads; see the plans.

Frequently asked questions

Which brings better results, Google or Instagram?

It depends on what you sell. For services people look for when they need them, Google usually brings leads closer to buying. For visual or impulse products, Instagram tends to work better.

Which one is cheaper?

Instagram clicks are usually cheaper but convert less. Compare cost per lead and per customer, not cost per click.

Can I start with both at the same time?

You can, but with a small budget it is better to start with one channel, learn what works, and only then split the budget.

Want to know how much to invest?

Talk to Lucas on WhatsApp: we review your industry and city before you invest.

Chat on WhatsApp See plans and pricing

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