You have 1,500 CHF/month to invest in ads. You're torn between Google Ads and Meta Ads (Facebook + Instagram). Everyone has an opinion, nobody really knows.
This comparison, based on how the two platforms work, will give you a clear answer. No generic fluff. Our verdict, by business type, with indicative orders of magnitude.
The Two Giants in 30 Seconds
Google Ads: advertising when the customer is already searching for something. You pay to appear in front of people in "purchase intent" mode.
Meta Ads (Facebook + Instagram + Messenger + WhatsApp): advertising when the customer isn't searching yet. You pay to interrupt a scroll and create desire.
Not the same mechanics. Not the same customer. Not the same result.
The Numbers Compared in Switzerland in 2026
- Average CPC Switzerland: 2.10 - 8.50 CHF on Google Ads, 0.60 - 3.20 CHF on Meta Ads.
- Cost per B2B lead: 80 - 250 CHF on Google Ads, 40 - 180 CHF on Meta Ads.
- Cost per B2C lead: 25 - 90 CHF on Google Ads, 15 - 70 CHF on Meta Ads.
- Conversion rate: generally higher on Google Ads, generally lower on Meta Ads.
- Time to optimize: on Google Ads, reliable data in 2-4 weeks, optimized in 2-3 months; on Meta Ads, about 1 month of learning, optimized in 2-3 months.
- Recommended test budget: 300 - 600 CHF/month on Google Ads, 300 - 600 CHF/month on Meta Ads.
- Swiss audience: almost all internet users on Google Ads, a large majority of internet users on Meta Ads.
- Dominant format: text + extensions on Google Ads, video / image on Meta Ads.
Indicative orders of magnitude: real costs vary widely depending on the sector, the target area, the competition and the quality of the ads.
When to Choose Google Ads
Google Ads wins in these cases:
You Sell Something People Actively Search For
Typical examples:
- Emergency plumber Lausanne
- Divorce lawyer Geneva
- Mac repair Zurich
- Independent accountant Vaud
- Yoga classes Morges
The user types, you appear, they click. Boom.
You Have a Short Buying Cycle
If the decision is made in 1-3 days (emergency, immediate need), Google Ads = fast ROI.
Your Offer Is Hard to Explain in an Image
A technical B2B service? Hard to explain in an Instagram visual. Google Ads + landing page = winning combo.
You Need Leads That Are "Qualified Right Now"
Google = a customer actively hunting. Meta = a customer caught in the middle of something else. For B2B and professional services, Google generally converts better.
Discover our Google Ads service.
When to Choose Meta Ads
Meta Ads wins in these cases:
You Sell a Visual or Emotional Product
- Fashion, jewelry, cosmetics
- Restaurants, hospitality
- Home decor, design
- Coaching, wellness, fitness
- Events, real estate
- Personal brands (creators, star consultants)
Your Audience Doesn't Yet Know It Needs Your Product
That's Meta's genius: creating desire. Nobody types a 1,200 CHF meditation course into Google. But an Instagram video that hits the right emotional nerve = conversion.
You Want to Build a Brand at the Same Time
Meta = mass exposure. You pay to sell, you get awareness as a bonus. With Google Ads, the moment you stop, the exposure stops.
You Sell a Physical E-Commerce Product
Instagram Reels and Meta's TikTok-style formats convert extremely well for B2C physical products between 30 and 200 CHF.
Comparison by SME Business Type
Restaurant / Cafe in Lausanne
Winner: Meta Ads (+ free Google Business Profile) Why: emotional decision, visual, impulse purchase.
Accounting Firm in Geneva
Winner: Google Ads Why: active search, B2B, short cycle.
Swiss Fashion E-Commerce
Winner: Meta Ads at 70%, Google Shopping at 30% Combo: Meta for acquisition + Google Shopping for the "ready-to-buy".
Real Estate Agency in Lausanne
Winner: Meta Ads for acquisition + Google for transactional keywords Combo: visual Meta for awareness, Google on "apartment for sale Vaud".
Plumber / Emergency Tradesperson
Winner: Google Ads at 90% Why: pure urgency, immediate intent.
Gym / Coaching
Winner: Meta Ads at 70%, Google Local at 30% Why: emotion, transformation, visual motivation.
B2B SaaS / Agency
Winner: Google Ads + LinkedIn Ads Why: search intent + precise professional targeting.
How Much to Invest at the Start?
30-Day Test Budget
- Google Ads: often 300 to 600 CHF of media budget on a single platform (more in highly competitive sectors)
- Meta Ads: the same order of magnitude, 300 to 600 CHF
- Google + Meta combo: rather from 1,500 to 3,000 CHF per month
Why not less? The algorithm needs data, ideally several dozen conversions, to optimize. Below a certain threshold, a campaign struggles to produce usable data.
Target Monthly Budget by Company Size
- Very small: Google Ads 300 - 1,500 CHF, Meta Ads 300 - 1,500 CHF, combo 1,500 - 3,000 CHF.
- Small (5-15 emp.): Google Ads 2,000 - 5,000 CHF, Meta Ads 1,500 - 4,000 CHF, combo 4,000 - 8,000 CHF.
- Medium (15-50 emp.): Google Ads 5,000 - 15,000 CHF, Meta Ads 4,000 - 12,000 CHF, combo 10,000 - 25,000 CHF.
Media budget paid to the platforms, excluding management fees: indicative orders of magnitude, to be adapted to your sector.
The Mistakes That Burn a Large Part of Your Budget
On Google Ads
- Launching in broad match without a negative keyword list
- No conversion tracking set up
- A single landing page for all ads
- Not separating Search, Display, Performance Max
- Automated bidding without initial data
On Meta Ads
- Too many audiences running at once (poorly managed CBO)
- No pixel or events configured
- Static creatives in 2026 (video dominates)
- Advantage+ Audience not enabled
- Optimizing for "clicks" instead of "purchase" or "lead"
The Final Verdict: Do You Have to Choose?
The real answer in 2026: combine both.
A complete ads strategy for a Swiss SME looks like this:
- Google Ads Search: capture hot intent (15-30% of budget)
- Google Performance Max: YouTube + Shopping coverage (10-20%)
- Meta Ads acquisition: awareness + cold leads (40-50%)
- Meta Ads retargeting: convert those who visited the site (10-15%)
- LinkedIn Ads (if B2B): ultra-qualified leads (10-15%)
With a limited budget (<1,500 CHF/month): pick ONE channel max. Better 1,200 CHF well spent on Google than 600 CHF poorly optimized on both.
How Do You Know If Your Ad Campaigns Are Profitable?
The 3 numbers to know by heart:
- CPA (cost per acquisition): how much you pay for 1 customer
- LTV (lifetime value): how much 1 customer brings in over their lifetime
- ROAS (return on ad spend): for every 1 CHF spent, how much you get back
Simple rule: if LTV > 3x CPA, scale. If LTV < 2x CPA, optimize before scaling. If LTV < CPA, stop.
Conclusion: Where to Start Tomorrow Morning?
You're a Swiss SME in 2026 — here's our straight recommendation:
- You sell an urgent local service? Google Ads.
- You sell a visual or e-commerce product? Meta Ads.
- You're B2B with a long cycle? Google + LinkedIn.
- You want it all: Google + Meta combo, professionally managed.
Want campaigns run with method from the very first month?
Discover our Google Ads services and Meta Ads. Ad accounts in your name, conversion tracking and weekly adjustments.