Meta Ads and Google Ads: When is one agency for both worth it?

One agency for Meta Ads and Google Ads together pays off when both channels are meant to run and their results need to be judged together. Google Ads reaches people who are actively searching. Meta Ads on Facebook and Instagram create demand among people who are not searching yet. Managed separately, both channels often claim the same customers, and the budget gets allocated wrongly.

What sets the two channels apart

• Google Ads: capturing demand. Someone searching for “bathroom renovation Mainz” wants a quote now. Easy to measure, but limited to existing demand.
• Meta Ads: creating demand. Images and videos reach people by interests, region and behaviour. Good for products with a wow factor, for recruiting and for remarketing.

Why two providers often end up costing more

1. Double counting: Meta and Google both claim an enquiry if the customer saw both ads. In total, the systems report more enquiries than actually exist.
2. No shared plan: the social campaign promotes an offer for which there is no matching search ad.
3. Separate tracking: two pixels, two consent setups, two versions of the truth.
4. Budget battles: each provider argues for more budget in their own channel.

What an agency for both channels must deliver

• Shared tracking with clean consent that counts each enquiry only once.
• Reporting that measures both channels against the real enquiries in the CRM.
• Aligned messaging: anyone who sees an offer on Instagram finds it again on Google.
• Remarketing across both channels.
• Experience with the advertising and privacy rules of both platforms.

When Meta Ads are not worth it

For very specialised B2B services with a small audience, or for pure emergency services, Google Search is almost always the better channel. Getting started is also hard without image and video material. A test with a clear goal and a run time of four to six weeks shows whether the channel suits you.

Related reading: B2B lead generation: When is an agency worth it? and Running YouTube ads: What do they cost, and when are they worth it?

FAQ

How much does a Meta ads agency cost?

Agencies usually charge a monthly retainer, a percentage of ad spend or an hourly rate, often with a one-off fee for setting up the account and tracking. You pay the ad budget itself directly to Meta on top. Ask whether creating images and videos is included, because with Meta Ads that is a large part of the work.

Who owns the ad account when an agency manages my Meta Ads?

The ad account, Facebook Page and pixel should sit in your own business portfolio in Meta Business Manager. The agency gets partner access, which you can revoke at any time. That way data, audiences and campaign history stay with you, even if you change agencies.

Do I need visitor consent for Meta Ads?

Yes. The Meta Pixel and the Conversions API transfer personal data and, under GDPR and German privacy law, may only be used with consent. Your cookie banner therefore has to list Meta as a separate service and only load it after consent. Without consent you will see fewer conversions in Meta, but campaigns can still run.

When to hand this over

• You run both channels, but the reported enquiries do not match the real ones.
• Two providers work side by side instead of together.
• You want to use social media but have no tracking that shows its success.

How we manage campaigns across channels is shown on our strategy & analysis page. In a free initial consultation we look at your numbers.