Meta Ads vs Google Ads: What Works Best in Kenya?
Kenyan Businesses Keep Asking the Same Question
“Should I run Google Ads or Meta Ads?”
“Which one works better for Kenyan customers?”
“Where will I get better ROI?”
If you’ve ever asked these, you’re not alone. At Tera Creations, we’ve run both ad types for clients in ecommerce, service businesses, and local B2B industries across Kenya.
Here’s a breakdown of what works, when to use each, and how to combine them for maximum results.
What Are Meta Ads?
Meta Ads are run through Facebook, Instagram, and Messenger via the Meta Business Suite. You can:
- Boost posts
- Run engagement or traffic campaigns
- Retarget website visitors
- Drive WhatsApp clicks or app installs
They’re perfect for building awareness, starting conversations, and engaging visually with potential customers.
Read more in How to Turn Your Website into a Sales Machine Using AI Chatbots
What Are Google Ads?
Google Ads appear in search results, on YouTube, Gmail, and across millions of websites via Google Display Network. You can:
- Show up when people search for services (Search Ads)
- Run banner ads across blogs and news sites (Display)
- Show skippable video ads on YouTube (Video)
They’re ideal for capturing active intent—people who are ready to buy or contact you.
Explore more in What’s the Cost of Running Google Ads in Kenya
Meta Ads vs Google Ads: Side-by-Side Comparison
| Feature | Meta Ads | Google Ads |
|---|---|---|
| Best For | Brand awareness, social engagement | Lead generation, direct search intent |
| Ad Formats | Images, videos, carousels, stories | Search, Display, YouTube, Shopping |
| User Intent | Passive (scrolling) | Active (searching) |
| Cost Per Click (CPC) | Lower (KES 5–40) | Higher (KES 30–150+) |
| Speed of Results | Fast for engagement | Fast for sales/lead forms |
| Targeting | Interests, behaviors, lookalikes | Keywords, location, device, timing |
| Retargeting | Strong visual retargeting | Strong intent-based retargeting |
When to Use Meta Ads in Kenya
- Launching a new brand or product
- Running a promotion or event
- Driving traffic to blog posts or landing pages
- Generating leads via WhatsApp or Messenger
Example: A Nairobi bakery promoting Valentine’s cupcakes to Instagram followers
When to Use Google Ads in Kenya
- When people are actively searching for your service
- To appear above competitors in high-intent moments
- To capture inbound leads quickly
- For local services like plumbing, law, real estate
Example: A law firm in Kisumu targeting “divorce lawyer Kisumu”
Should You Use Both?
Yes, if you can.
- Use Google Ads to capture high-intent buyers
- Use Meta Ads to warm up your audience and keep them engaged
For even better results, retarget Google Ads traffic on Meta—and vice versa.
That’s the kind of full-funnel strategy we offer in our digital marketing services
Bonus Tip: Start Small, Then Scale
Test both platforms with:
- KES 5,000 on Meta
- KES 10,000 on Google Search Ads
Monitor the cost per lead, engagement rate, and return on ad spend (ROAS).
Then shift your budget based on what performs best for your business.
Need help tracking results? Read: Step-by-Step: Setting Up Google Search Console
Final Thoughts
There’s no one-size-fits-all answer. But here’s the simple rule:
- Want clicks, calls, or sales fast? Use Google Ads.
- Want to build trust, retarget, or stay top of mind? Use Meta Ads.
- Want to scale sustainably? Use both strategically.
Not sure where to start?
Let’s build your ad strategy together
