If you run a travel agency with a limited marketing budget, you probably can't do everything at once. So which should come first, Google Ads or Meta Ads (Facebook and Instagram)?
The short answer: start with Google Ads if people already search for what you sell. Start with Meta Ads if you're selling something people don't know they want yet. With a small budget, pick one, get it working, then add the other.
The real difference: searching vs scrolling
Google Ads show up when someone types a search. A person searching "Kashmir honeymoon package 5 nights" has already decided where they want to go. They're comparing operators. That's high intent, and it usually costs more per click.
Meta Ads show up while someone is scrolling reels or their feed. They weren't looking for a trip, but a good video of a sunrise over Kanchenjunga might make them want one. You're creating the demand rather than catching it. Clicks and leads are cheaper, but more of those people are still dreaming rather than ready to pay.
When Google Ads should come first
You sell well-known destinations people already search for: Sikkim, Darjeeling, Goa, Kashmir, Kerala.
Your packages have clear names people type: "Gangtok 4 nights", "Char Dham yatra package".
You want bookings in the next few weeks, not in six months.
You don't have strong photos or videos yet.
When Meta Ads should come first
You run fixed departures or group tours with set dates.
You sell something niche that people don't search for by name: women-only trips, weekend treks, offbeat villages.
You have good reels, drone shots or guest videos.
You close most sales on WhatsApp. Click-to-WhatsApp ads on Meta fit this well.
Judge them by bookings, not leads
This is where most agencies get it wrong. Meta will almost always give you cheaper leads than Google. That doesn't mean it's working better.
A Meta lead might cost you a third of a Google lead, but if only a small share of those people ever book, each booking can end up costing more. The only fair comparison is ad spend divided by bookings on each platform. Track where every booking came from, even if it's just a column in a spreadsheet, and let that decide where the next rupee goes.
When you're ready to run both
Once one platform is bringing bookings at a cost you're happy with, add the other. They work well together: Meta introduces people to your trips, and when they later search on Google, your Search ad is there to catch them. Instagram and Facebook can also show ads again to people who visited your website but didn't enquire.
A sensible split to begin with is roughly 60/40 in favour of whichever platform is currently cheaper per booking. Review it every month and shift money towards what's working.
Before you spend anything
Set up conversion tracking for WhatsApp clicks, calls and enquiry forms on both platforms.
Send ads to a page about that exact trip, not your homepage.
Make sure someone can reply to enquiries within an hour during the day.
Not sure which fits your agency? Book a free 30-minute strategy call and we'll look at your packages and tell you where we'd start.