Is there already clear search demand?
Google Search can be a logical starting point when customers actively search for a service or product like yours. Review whether their intent matches your offer and whether the potential cost of winning a customer makes commercial sense.
Does the offer benefit from discovery?
A visually appealing product or travel experience may benefit from being introduced through Facebook or Instagram. That requires creative that earns attention and a clear reason to take the next step. A campaign cannot rely on audience settings alone.
Can the budget support both?
Running both platforms is not a requirement. With limited spend, starting with the stronger opportunity can generate a clearer result. Add a second channel when the first test and the business case justify it.
Judge useful outcomes, not platform enthusiasm.
Track qualified enquiries, sales or bookings and compare them with costs. Platform reported conversions may overlap or differ, so check actual business outcomes before deciding which channel deserves more budget.
Every business has different economics. Use these questions to inform a focused plan, then judge it against your own results.
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