As an official Google, Meta and TikTok partner, we manage accounts on all three platforms every day and see the same confusion with almost every new client: “Which one is better?”. The question is badly framed. The three platforms do not compete for the same moment in the customer's mind; they cover different moments. Once you understand that, the budget decision becomes surprisingly simple.
Three platforms, three different intents
Google Ads captures existing demand. Someone types “plumber Botoșani” or “cleaning company Iași” because they need it now. You do not have to convince them they have a problem; you only need to be there, with a clear message and a phone number. It is the channel with the highest intent and, usually, the fastest return.
Meta Ads (Facebook and Instagram) creates demand. Nobody opens Instagram to look for a booking at a fishing lake, but if they see a good video of the sunrise over the water, they start making weekend plans. Meta excels at interest targeting, retargeting and visual products.
TikTok Ads builds awareness and sells through content. The audience is younger, the format is vertical and native, and the cost per thousand impressions is still the lowest of the three. It works brilliantly for consumer products, lifestyle services, events and any brand that has something to show, not just to say.
What it actually costs
The figures below are averages from the accounts we manage for clients in Romania and the Republic of Moldova in 2025-2026. They vary by industry, but they are an honest benchmark:
| Platform | Cost per click | Cost per lead (local services) | Recommended minimum budget |
|---|---|---|---|
| Google Search | 0.30-1.50 EUR | 5-25 EUR | 300 EUR / month |
| Meta (FB + IG) | 0.10-0.50 EUR | 4-20 EUR | 300 EUR / month |
| TikTok | 0.05-0.30 EUR | 6-30 EUR | 400 EUR / month |
On top of the ad budget, which is paid directly to the platform from your own account, there is the management fee. Our Ads START package starts at 149 EUR per month and includes full set-up, ad copywriting, weekly optimisation and a monthly report.
Which business wins on which channel
From our experience with portfolio clients:
- Local services with urgency (taxi, plumbing, cleaning, legal, dental): Google Search first, Meta for retargeting. At Taxi Milu, 80% of calls from ads come from Google.
- Tourism, leisure, hospitality: Meta first, TikTok second. At Iaz Drăgulea, Facebook and Instagram videos filled bookings weeks ahead of the weekend.
- eCommerce with visual products: Meta and TikTok in parallel, Google Shopping for people already searching for the product.
- B2B and complex services: Google Search for intent, LinkedIn for decision-makers, Meta only for retargeting.
- Brands for the 18-30 audience: TikTok first, with natively produced content, not resized TV commercials.
The classic mistake: trying all of them with a small budget
A 300 EUR budget split across three platforms means 100 EUR each, which is too little for any algorithm to learn anything. Our recommendation is to start with a single channel, the one that best matches your customer's intent, for at least 3 months, then add the second channel from the profit generated by the first.
What you need before the first campaign
Whatever the platform, a campaign fails when the infrastructure is missing:
- A fast landing page with a single clear objective. Do not send ads to the homepage.
- Correct tracking: Google Tag, Meta Pixel + Conversions API, TikTok Pixel. Without tracking, you are optimising by guesswork.
- Creative adapted to each format: text and extensions for Google, images and short video for Meta, 9-15 second vertical video for TikTok.
- A lead-handling process. A form nobody answers for two days cancels out any good campaign.
How we work
For every client we start with a free 30-minute audit to decide the primary channel, then build the campaigns in your account (not ours), set up tracking and deliver a monthly report anyone can read, not just a specialist. Our official partner status gives us direct access to platform support, which means account problems solved in hours rather than weeks.
See the dedicated pages: Google Ads, Meta Ads and TikTok Ads, or use the calculator to see what a combined package would cost you.
Conclusion
There is no “best platform”; there is the best platform for the moment your customer decides. Google for those searching now, Meta for those who can be persuaded, TikTok for those who do not yet know they want you. Start with one, measure everything and expand only when the numbers justify it.
Want to work together?
Schedule a free 30-minute call with a consultant.
