Most GCC lead-gen advertisers should start with Meta, then layer in Google Search once volume justifies it. Meta typically offers cheaper, faster testing across the UAE and Saudi Arabia with rich targeting and creative formats, while Google Search captures higher-intent demand but usually costs more per click and needs more volume to optimize well.
The right sequence depends on category — high-consideration B2B or finance products often need Google's intent capture from day one, while consumer and e-commerce brands can build a full funnel on Meta first. Kando typically audits both before recommending a starting channel.