The practical view
Start with the channel that matches your buyer’s intent. Google captures people already searching for a solution. Meta helps create demand and stay visible to prospective customers.
What to focus on
For many service businesses, Google Ads is the best first channel for high-intent leads. Meta becomes more valuable for retargeting, visually strong work, and seasonal offers.
The takeaway
The strongest systems use each channel for what it does best, then connect every call and form fill back to the campaign that created it.