The two platforms answer different questions. We break down which one to fund first.

They are not competing for the same moment

Google Ads reaches people who are already searching: an importer typing the name of a product, a specification or a supplier. Meta ads reach people while they are doing something else, and introduce a business they had not thought of yet.

One captures existing demand. The other creates awareness and warms an audience. Choosing between them starts with knowing which problem you have.

When to fund Google first

If buyers already search for what you sell, and you have a clear page for each product, start with search. The intent is strong, the targeting is precise, and results show up quickly. For many export businesses this is the most direct route to enquiries.

Be specific with keywords and exclusions. Broad terms burn budget on people who are not buyers.

When Meta earns its place

Meta is valuable when the product is new to the market, visual, or sold to a defined audience that does not search for it by name. It is also the best tool for retargeting: reminding visitors who have already looked at your site.

For export, pair it with proof such as certifications, factory footage and shipment photos, because trust travels poorly across borders.

A sensible order of operations

Fix the website and tracking, run a focused search campaign, then add Meta to retarget and to reach look-alike audiences once there is data. Review cost per qualified enquiry, not clicks, and move budget toward whichever platform produces conversations at a price you can sustain.