Every tourism rental business asks the same question: Should I spend more on Meta or Google? The answer isn't one or the other — it's understanding when each platform performs best.

After managing campaigns across both platforms for vacation rentals, tour operators, and equipment rental companies, here's what we've learned about allocating budget for maximum bookings.

The Fundamental Difference

The core difference comes down to intent:

  • Google Ads — Captures existing demand. People are actively searching for what you offer.
  • Meta Ads — Creates new demand. People weren't looking, but your ad inspired them.

Both are valuable. But they serve different parts of the booking journey.

When Google Ads Wins

Google typically outperforms Meta in these scenarios:

1. High-Intent Searches

When someone searches "vacation rental Destin Florida July 2026," they're ready to book. These searches convert at 3-5× the rate of Meta traffic.

2. Branded Searches

If people are searching for your company name, capture that traffic. Competitors are bidding on your brand — you should be too.

3. Comparison Shopping

Searches like "best tour companies in Sedona" indicate someone actively comparing options. Google puts you in front of them at the decision moment.

4. Last-Minute Bookings

People booking within 7 days typically search rather than scroll. Google captures this high-value, urgent demand.

When Meta Ads Wins

Meta typically outperforms Google in these scenarios:

1. Dream Phase Inspiration

Before someone searches, they need to want the trip. Meta's visual format inspires people to start planning.

2. Retargeting Website Visitors

Meta's retargeting is more visual and emotional. Showing someone the exact property they viewed drives them back to complete the booking.

3. Reaching Past Guests

Upload your customer list and show them new properties or upcoming availability. Meta excels at nurturing existing relationships.

4. Shoulder/Off-Season Demand

When fewer people are actively searching, Meta creates demand that wouldn't exist otherwise.

Budget Allocation Framework

Here's how we typically allocate budgets for tourism rental clients:

New Business (Under $5k/month spend)

  • Google: 70% — Focus on capturing existing demand first
  • Meta: 30% — Retargeting and basic prospecting

Growing Business ($5k-$20k/month)

  • Google: 50% — Maintain search presence
  • Meta: 50% — Scale prospecting to create new demand

Established Business ($20k+/month)

  • Google: 40% — Capture all high-intent searches
  • Meta: 60% — Full-funnel approach for scale

Seasonal Adjustments

Don't run the same split year-round:

  • Peak season — Shift budget to Google (more people actively searching)
  • Off-season — Shift budget to Meta (create demand that doesn't exist)
  • Shoulder season — Balanced approach

Cross-Platform Strategy

The real power comes from using both platforms together:

  • Use Meta to drive initial awareness and website visits
  • Retarget those visitors on both Meta and Google Display
  • Capture brand searches on Google when they're ready to book
  • Use Google to capture demand Meta created

This full-funnel approach typically delivers 30-50% better ROAS than single-platform strategies.

Tracking Across Platforms

The biggest mistake is measuring each platform in isolation. Set up proper attribution:

  • Use UTM parameters on all ads
  • Configure Google Analytics 4 with proper conversion events
  • Look at assisted conversions, not just last-click
  • Consider 7-day and 28-day attribution windows for both platforms

The Bottom Line

There's no universal winner. The best approach uses both platforms strategically:

  • Google captures demand
  • Meta creates demand
  • Together, they maximize bookings

Start with Google to capture existing demand, then scale Meta to grow beyond what's already searching for you.