Two very different kinds of intent
Google Ads shows up when someone is actively searching for what you sell — the intent already exists. Meta Ads (Instagram and Facebook) interrupts someone's scroll to introduce a need they weren't actively searching for. Neither is better; they solve different problems.
When Google Ads wins on a small budget
If people in your city are already searching a term like your product or service by name, Google Search Ads can convert quickly because you're meeting existing demand — not creating it.
When Meta Ads wins on a small budget
If you're a newer brand, a visually strong product, or a service people don't think to search for yet, Meta's targeting and creative format is often more efficient at building initial awareness and trust.
A simple starting rule
If your product has clear search demand, start on Google. If you're building demand from scratch, start on Meta. Most businesses eventually need both, but starting with the right one first stretches a small budget much further.