Intent vs. discovery
Google Ads is intent-based: the user is already searching, you meet the demand. Meta Ads is discovery-based: the user isn't searching, you capture attention with the right creative.
So when demand already exists, Google tends to win; when you must create demand for a new product, Meta usually starts stronger.
2026 note: measurement is everything
On both channels the winner isn't who spends more — it's who feeds the algorithm the right 'high-value customer' signal. Server-side measurement and offline conversion data make smart bidding target the right people.