Facebook ads or Google ads?

The difference is not price — it is the customer intent at the moment they see the ad.

Google: they are looking for you

Someone typing "pharmacy system" needs it now. Higher intent, higher conversion, higher cost.

Facebook and Instagram: they are not

You are interrupting them. Lower intent but far cheaper reach, and excellent for visual products.

Choose based on

• Services people search when they need them → Google
• Visual or impulse products → Facebook and Instagram
• A new product nobody knows exists → Facebook, to create awareness

Start with one channel and a small budget for a month. Splitting a small budget teaches you nothing about either.

Make the comparison on evidence, not labels

The right option depends on risk, ownership and the next two years of change—not the technology name alone. Score each alternative against the same requirements: launch speed, custom workflows, security, content ownership, integrations, support and the cost of leaving later.

Ask for a small proof around the hardest requirement before signing the full project. Also confirm who owns the source files, domain, accounts and data exports. A low starting price becomes expensive when the business cannot move its content or data without rebuilding everything.

• Use one written requirement list for every vendor or option.
• Test the riskiest integration or workflow before full commitment.
• Calculate two-year ownership cost, including support and migration.
• Put ownership, access and exit terms in the contract.

A topic-specific field checklist

• Google Search is strongest when people already express intent; Meta is strong for discovery and visual demand creation.
• Use the same conversion definition and Egyptian-pound gross margin when comparing channels.
• Separate platform-reported conversions from CRM-qualified leads and completed sales.
• Test one focused offer per channel before splitting a small budget too widely.

Details most proposals miss

Vendor and platform comparisons fail when they compare labels instead of failure modes. The hard questions are who can change the product safely, how quickly a fault is diagnosed, what data can be exported, and what happens when the original person or platform is no longer available.

• A requirement scorecard weighted by business risk, not a feature count.
• A proof-of-concept for the hardest workflow or integration.
• Named ownership for domain, repository, production, analytics and vendor accounts.
• A maintenance map showing who updates code, content, dependencies and infrastructure.
• An exit test that exports content and operational data in a usable format.

The TechMate implementation layer

TechMate treats independence as part of quality. The project is structured so the client owns access and decisions while the delivery team keeps documentation, environments and release history understandable.

• One accountable delivery owner across design, content and development.
• Written trade-offs instead of promising that every option is equally good.
• Milestone demonstrations using the client journey, not isolated screens.
• Risk register for integrations, migration and third-party limits.
• Support boundaries and response routes documented before launch.

Delivery phases that reduce risk

Run the decision like a small due-diligence exercise. Start with the irreversible risks, test one difficult requirement and make ownership visible before comparing presentation quality.

• List must-have outcomes and unacceptable failure.
• Weight criteria by operational and financial impact.
• Request proof for the hardest requirement.
• Review ownership, security, support and exit terms.
• Start with a milestone that can be accepted independently.

Questions that reveal implementation quality

• Who replaces the key person if they are unavailable?
• Can another team deploy from the delivered repository?
• What data export has been tested?
• Which limitation is most likely to affect this project?
• What is explicitly outside support after launch?

A realistic scenario

Example: Meta creates demand for a visual product while Search captures people asking for it by name. Tag both journeys through CRM revenue before declaring one cheaper from platform cost-per-lead alone.

Sources directly related to this guide

• Meta for Business — ad budgets and pricing
• Google Analytics — events and key events