Paid media specialists usually pick a primary platform. The choice shapes the kind of work you do for the next five years — so it’s worth getting right.
Google Ads — intent at scale
Bottom-of-funnel buyers, mature attribution, slower creative cycles. Strong fit for B2B and high-consideration products.
Meta Ads — interest at scale
Top-of-funnel discovery, fast creative cycles, strong fit for B2C and ecommerce.
Which one to start with
Pick the platform your target industry leans on. Cross-platform skill comes after you’re fluent in one.
The bottom line
Both pay well. Pick the one whose feedback loop you enjoy — fast creative iteration on Meta, slower campaign optimization on Google.
