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Which platform truly delivers — when your leads matter more than your likes?

At Friday Marketing Agency, we operate from Beverly Hills and Glendale, but our work reaches far beyond. We collaborate with clients across Europe, Africa, the United States, Latin America, and Asia, helping brands grow with clarity, creativity, and strategy that works in every market.

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Our team brings together experts in content, strategy, digital advertising, and brand building. Ideas that capture attention, visuals that stay in mind, and messages that inspire people to take action.

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We plan, design, write, and manage. From full-funnel ad campaigns to high-performing landing pages, from social media strategy to video scripts, we cover every part of a brand’s online presence. Whether launching a startup or scaling a global brand, we help our clients stay ahead — consistently, creatively, and with measurable results.

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In 2025, B2B lead generation isn’t about reach anymore. It’s about results. Traffic is cheap; qualified leads are not. And with buyer journeys becoming more chaotic and nonlinear, marketers face a pressing question: Where should we invest our ad budget — Google Ads or Meta Ads?

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The answer isn’t black and white. One thrives on intent; the other thrives on attention. Yet both have evolved far beyond what they were even just two years ago. Let’s take a closer look at how these platforms now shape the way B2B companies attract, nurture, and convert high-value prospects.

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Where the Buyer Journey Begins (and Loops Back)

Before a lead fills out your form or books a call, they’ve likely searched you on Google, checked your company’s Facebook group, seen a carousel ad on Instagram, and maybe even clicked a sponsored post on Facebook. The buyer’s path is rarely linear. Sometimes they follow an ad, land on your pricing page, disappear, and then weeks later — return from a retargeted Facebook ad or stumble on your lookalike audience campaign.

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Many marketers in 2025 start their strategy by simply understanding this truth: Your audience isn’t choosing between platforms, so why should you?

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The Case for Google Ads: Intent is King

There’s nothing more powerful than showing up when someone is actively searching for what you offer. Whether it’s a compliance platform or CRM tool for law firms, Google Ads gives you access to leads who are close to a decision.

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Here’s how it works in practice:

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• You create a focused campaign with precise custom audiences built around keywords like “AI B2B solutions” or “how to post fb ads.”
• You pair those with negative keywords to filter irrelevant traffic.
• And then, using lead form extensions, you eliminate the friction of landing pages, capturing data instantly.

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The results? Faster conversion, better-qualified leads, and less time spent chasing cold traffic.

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Of course, rising costs are still a concern. In industries like LegalTech and SaaS, CPC can be steep — but with the right optimization, Adwords conversions justify the investment.

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Meta Ads: Warming Up Cold Leads at Scale

Where Google Ads is precise, Meta Ads is persuasive. While someone might not search “how to add someone to a Facebook group,” they could very well click a video ad showing how your software makes onboarding smoother — or get intrigued by a sponsored carousel explaining your latest case study.

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Meta (including Facebook, Instagram, Messenger) still owns a massive share of attention. And while ad fatigue on Facebook is real, the tools to fight it are stronger than ever: think Instant Forms, slideshow ads, and native lead gen formats designed for low-effort opt-ins.

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You can:

• Retarget people who interacted with your Instagram follower ads.
• Build lookalike audiences from your top-performing B2B customers.
• Run thought leadership videos that position your team as problem-solvers.

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This strategy doesn’t aim for instant conversions — but rather, it shapes warm audiences that convert later in the funnel.

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The Real Power: When Google and Meta Work Together

2025’s top-performing B2B ad strategies aren’t about choosing platforms. They’re about aligning them.

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A simple but powerful funnel looks like this:

• Awareness (Meta): Use short videos or sponsored posts to reach new users and create demand.
• Engagement (Meta Retargeting): Show relevant offers to people who engaged with your Facebook group or clicked ads.
• Decision (Google): Use bottom-funnel keywords like “free trial for enterprise CRM” and guide them to a high-converting form.

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The magic happens when the platforms pass signals to each other — when someone clicks a Facebook ad, doesn’t convert, but later searches your brand on Google. With a good setup (yes, including your Facebook Pixel and CRM), this can trigger a smart, unified journey.

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Platform Features Worth Using (That You May Be Ignoring)

To make both platforms work together, here are the tools we recommend not overlooking:

• How to create a sponsored ad on Facebook: If your team is still boosting posts manually, it’s time to shift to full campaign setups with conversion tracking.
• How to create a Facebook custom audience: Use pixel data, video views, and CRM uploads to segment smarter.
• How to create a lookalike audience in Facebook Ads: Match your best clients’ behavior to reach similar prospects.
• How to set up a Meta account: Still managing ads from personal profiles? Not in 2025. Use Business Manager for better control.

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On the Google side:

• Ad accounts on Facebook and Google should be synced with your analytics tools.
• Cost per click Facebook vs Google: Monitor closely — prices vary based on demand and auction, not platform loyalty.
• Video length Facebook ads: Stick to under 30 seconds for max engagement.
• Page vs group Facebook: Use both — but build community in the group, and authority on the page.

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Final Take: It’s Not a Contest. It’s a Combination.

Too often, marketers waste time debating platform loyalty. But the truth is — Google and Meta aren’t competing for your budget. They’re offering different angles to reach the same person at different moments of their decision-making.

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B2B marketing in 2025 isn’t about choosing sides. It’s about creating an omnipresence strategy. Show up in their feed. Show up in their search. And make every touchpoint count.

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