Start with customer intent
Google Search can reach people who are actively looking for a service. The quality of that demand depends on the terms, geography, landing page and competitiveness of the market.
Understand discovery on Meta
Facebook and Instagram can place a relevant offer in front of people who are not currently searching. Creative clarity and the strength of the offer matter greatly here.
Compare the whole funnel
Cost per click and cost per lead alone can mislead. Review qualified inquiries, contact rate, appointment rate and available sales outcomes.
Choose a test you can evaluate
Start with one clear offer, usable tracking and sufficient time to learn. Avoid splitting a small budget across too many channels, audiences and creatives.
What to do next
Use Google when existing search intent is meaningful; test Meta when your offer can create interest through compelling creative. For many businesses, both play different roles.