Start with Google Ads if people already search for what you sell and are ready to act. Start with Meta Ads if people need to discover your offer first or if your offer sells visually. Lower cost per lead on Meta does not automatically make it the better deal, because the two platforms catch people at different moments, so compare them by the customers they produce.

What’s the actual difference?

Google Search reaches people who have typed a need into a search box. Meta shows ads to people who are scrolling and did not ask for you. That is the main distinction, and it should shape your offer, your landing page and your expectations.

The reach is real on both sides. According to Pew Research Center, 71% of U.S. adults use Facebook and 50% use Instagram. Facebook use peaks at 80% among adults ages 30 to 49.

What do the benchmarks say?

These are the most recent public figures we could verify from LocaliQ, which reports data from its own customer campaigns.

Treat this table as a planning aid. The search data covers both Google and Microsoft campaigns from “thousands” of customers, and the Facebook page does not state its sample size. Neither is an audited market average, and a “lead” can mean very different things. A Facebook form filled out in two taps is not the same as a call from someone who searched for an emergency plumber.

Industry matters too. LocaliQ’s search figures show a cost per lead of $40.04 for physicians and surgeons and $90.92 for home and home improvement.

What is AI Max, and is it about to change your account?

AI Max for Search is a set of targeting and creative features that sits on top of existing Search campaigns. It includes broader search term matching, automatically customized ad text and final URL expansion, which can send people to whichever page on your site Google finds most relevant.

The timing matters. Google says campaigns using automatically created assets and campaign-level broad match were set to auto-upgrade starting in September 2026, while the Dynamic Search Ads upgrade was delayed to February 2027. We could not confirm from public pages that every account has finished moving, so check your account notifications and settings.

Google claims advertisers who activate AI Max typically see 14% more conversions or conversion value at a similar cost per acquisition or return on ad spend, based on Google’s own internal data from 2025. Google is selling the ads, so treat that as a reason to test rather than as a proven outcome for you.

If you run Search campaigns, we recommend these steps:

• Run an experiment. Google offers a one-click 50/50 test against your base campaign.
• Control landing pages. Use URL exclusions so traffic does not reach blog posts, career pages or anything that does not convert.
• Keep negative keywords current. Google says they are respected with AI Max on.
• Read the search terms report. It now shows an AI Max match type and source.
• Check your budget. Google warns AI Max “won’t be effective if campaigns are limited by budget.”

What about Meta’s Advantage+?

Meta describes Advantage+ as a suite that applies AI automatically to audience, placements and budget, with sales, app and leads campaign types. It reports a 10% reduction in cost per qualified lead for leads campaigns, without supporting details on that page. Like Google’s figure, it is the seller’s own claim.

The practical concern with automation on both platforms is that it will find whatever you tell it to count. If you optimize for any form submission, you may get plenty of cheap, low-quality forms. Our advice is to pass better signals where you can, such as qualified leads or booked appointments rather than raw submissions, and to review lead quality weekly.

Which should you test first?

This is our rule of thumb, not a universal law.

Google Search first if:

• People search for your service by name, such as “knee specialist near me” or “commercial roof repair”
• The need is urgent or high in value
• You can answer calls or forms quickly

Meta first if:

• Your offer is new and few people are searching for it
• It sells through images or video, such as fitness, food or home products
• You have an attractive offer for someone not yet looking

Both, in sequence, if your budget allows: Search to catch active demand, and Meta to build familiarity and retarget visitors, subject to the privacy limits of your industry.

If you work in health, read about online tracking risks in our healthcare website guide before you install any ad pixel.

How much budget do you need for a fair test?

We have no verified universal minimum, so do your own math. Take your target cost per lead, such as a benchmark from the table, and decide how many leads you need to judge quality. For example, 20 leads at $66.69 comes to about $1,334. That is an illustration, not a recommendation for your market. If that figure is out of reach, narrow your location or your services until the test can produce a clear answer.

Before you spend anything

Ads amplify whatever already exists. We suggest fixing these first:

1. Conversion tracking. Confirm that calls, forms and bookings register correctly.
2. A focused landing page. One offer, one action, fast on mobile.
3. A response process. Decide who answers each lead and how quickly.
4. A definition of a good lead. Otherwise, cheap leads will look like success.

Frequently asked questions

Are Facebook leads worse than Google leads?

Not always, but they often come from people who were not actively looking, so they need different follow-up. Compare closed customers from each channel rather than form counts.

Can I turn off AI Max?

Yes. Turning it off disables all of its features, and turning it back on restores your previous settings. Check how this interacts with any automatic upgrade.

Do I need smart bidding for AI Max?

It is not strictly required, but Google says that with manual CPC the full benefits will be limited.

How long should I run a test?

Long enough to see complete leads through your sales process. For long sales cycles, that means judging quality over several months, not days.

Want a second opinion before you spend?

JONTI Code Design manages Google and Meta Ads from San José, Costa Rica, with bilingual support in GMT-6, and builds the landing pages that go with them. Write to info@jonti.co.cr with your goals and we will tell you where we would begin.

Sources

• “Search Advertising Benchmarks for Every Industry [2026 Data].” LocaliQ, last updated June 1, 2026. https://www.localiq.com/blog/search-advertising-benchmarks/
• “Facebook Advertising Benchmarks for 2026.” LocaliQ, last updated September 23, 2026. https://www.localiq.com/blog/facebook-advertising-benchmarks/
• “Americans’ Social Media Use 2025.” Pew Research Center, November 20, 2025. https://www.pewresearch.org/internet/2025/11/20/americans-social-media-use-2025/
• “How AI Max for Search campaigns works.” Google Ads Help, accessed October 30, 2026. https://support.google.com/google-ads/answer/15910187
• “Frequently asked questions about AI Max for Search campaigns.” Google Ads Help, accessed October 30, 2026. https://support.google.com/google-ads/answer/15913066?hl=en
• “Google’s Dynamic Search Ads are upgrading to AI Max.” Google, updated June 11, 2026. https://blog.google/products/ads-commerce/dsa-upgrade-to-ai-max-2026/
• “Unlock next-level performance with AI Max for Search campaigns.” Google, May 6, 2025. https://blog.google/products/ads-commerce/google-ai-max-for-search-campaigns/
• “Meta Advantage+.” Meta for Business, accessed October 30, 2026. https://www.facebook.com/business/ads/meta-advantage-plus