Search or scroll? Where to place your Ad based on what you actually want

By Mofeoluwa Awe

Where to advertise is more important than whether to advertise in the realm of digital marketing. With google and Meta (Facebook & Instagram), the two heavyweights of internet advertising, firms tend to stick with what works or follow trends. But it’s wiser to ask, “What is my goal?” if you’re spending actual money. And which platform is most compatible with it?

Here’s how to make that call:

1. If You Want Intent: Choose Google Ads

Google is where people go when they’re ready. They’re searching, comparing, deciding. Whether it’s “best skin care brand in Nigeria” or “affordable hotels in Ikeja,” these users already have a need, your ad just needs to show up.

Best for:

2. Pick Meta Ads If You Want People To Notice You

Facebook and Instagram together make up Meta, which is where people scroll, find, and interact, even when they’re not looking. This is where you should be if you want to build a brand, tell a story, or start a campaign that needs creative images or an emotional hook.

Best for:

Awareness of a brand
Building a community
New products come out
Targeting again (with unique groups)

Think: Visuals that make you stop and look, strong messages, and stories win here.

3. Making the Most of Your Money: What Can You Actually Afford?

Without the proper bidding strategy, Google Ads for competitive keywords may become rather costly. With meta, there’s usually greater leeway for creativity on a smaller budget, but engagement isn’t always a guarantee of conversion.

Don’t chase cheaper clicks, chase relevant results.

4. What Brands in Nigeria Need to Know

It’s important to try and adapt in places like Nigeria where people’s internet habits can vary based on their age, access to data, and trust level.

Try out different creatives on Meta to see what works.
Use Google’s local features to show up when people look in the real world.
Keep track of all clicks, scrolls, saves, and sales.

Let Your Goal Lead, Not the Platform

Make your choices based on what truly matters to you, not on trends. Allow your purpose to steer your decisions. Selecting the right platform aligned with your true objectives maximizes your budget, amplifies your impact, and transforms your results from uncertain to assured.