If people already search for what you sell, start with Google Ads. If they do not know your product exists yet, or the purchase is visual and impulse-driven, start with Meta (Facebook and Instagram) Ads. Most Greek small businesses should begin with one, prove it, then add the other.
Google Ads captures existing demand
Someone types "plumber Corfu" or "accountant Ioannina" — they have the problem now and want a solution. You pay to be the answer. Intent is high, so conversion is high, but you are limited by how many people are searching, and competitors bid on the same terms.
Best for: services, urgent needs, considered B2B purchases, anything with clear search demand.
Meta Ads creates demand
Nobody searches for a handmade ceramic lamp or a new brunch spot — but shown a good photo while scrolling, they want it. You target by interest, location, and behaviour, and the creative does the work. Cost per click is usually lower; intent is lower too, so you need a stronger offer and a smoother landing page.
Best for: visual products, local awareness, events, launches, impulse and lifestyle purchases.
A practical first 90 days
- Pick the channel that matches your demand type.
- One campaign, one audience or keyword set, one matching landing page.
- Budget €300–600/month in spend, run 6 weeks before judging.
- Measure enquiries and sales, not clicks or reach.
- Only once it is profitable, test the second channel.
The mistake to avoid
Splitting a small budget across both from day one. Neither gets enough data to optimise, and you cannot tell which one works.
For an online store, the ads are one part of a monthly cycle — see managed e-commerce growth. For a service business, see how ad campaigns are run.