Practical guide
Google or Instagram: where should you start?
Start with the buyer’s journey. Are they already searching for your service, or do they first need to see the product and understand its value? The answer helps you choose what to test first.
When to consider Google Search
If someone can describe what they need in a specific search, such as ‘bicycle repair in Oslo’, search ads let you present your offer at that moment. You need to provide that service in the relevant location.
Review search terms, competition and the landing page. A search does not guarantee a purchase: the person may be comparing prices, looking for instructions or seeking a different service. This refers specifically to Google Search; YouTube and other ad formats appear in different contexts.
When to consider Instagram
If you can show the value of a product in action, through visuals or a short story, Instagram could be the first introduction. A repair shop, for example, could show a bicycle fault and explain how it fixes it.
Instagram can also generate enquiries, alongside building awareness. It needs persuasive content, a clear offer and a straightforward next step. Someone does not have to be actively searching to be interested.
How to choose your first test
Consider four things: whether people search for your service, what content is ready, where the ad will take them and how you will assess enquiry quality. With a limited budget, testing one clear hypothesis can be more useful than launching everything at once.
Agree the spend and evaluation criteria in advance. Compare qualified enquiries as well as the cost per click. You can reconsider the channel after the test; no single platform is best for every business.