Meta ads vs Google ads for Shopify stores
Google ads capture people already searching for your products, so they often work best for products with existing demand. Meta ads on Facebook and Instagram create demand by showing products to people likely to want them, which suits new, visual or impulse products. Most stores eventually use both.
By Abdullah Ashraf, Shopify expert · Last updated: October 2026
Side-by-side comparison
| Meta ads | Google ads | |
|---|---|---|
| How it works | Shows ads to likely buyers | Shows ads to people searching |
| Best for | New, visual, impulse products | Products people search for |
| Creative needs | Strong images and video | Good product feed and titles |
| Main formats | Feed, Stories, Reels | Shopping, Search, Performance Max |
| Learning curve | Creative testing | Feed and keyword management |
Costs in the UK
Both are pay-per-result with no minimum spend. Many small stores start with £10 to £30 a day on one platform, then add the other. See how much to spend.
Prices change. Check each provider's current UK pricing page before deciding.
Which should you choose?
Choose Meta ads if…
- People don't search for your product yet
- Your products look great on camera
- You can produce regular creative
Choose Google ads if…
- People already search for what you sell
- You have a good product feed
- You want to capture ready-to-buy shoppers
Frequently asked questions
Which should I start with?
Start where your customers already are: search demand means Google, visual discovery means Meta.
Can I run both?
Yes, and they often support each other.
Can you manage both?
Yes. See Meta ads and Google Shopping.
Keep exploring
Related pages you might find useful next.
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