DIGITAL TOOLS FOR PROMOTING MARKETING AGENCIES IN THE ADVERTISING SERVICES MARKET: A COMPARATIVE ANALYSIS OF GOOGLE ADS AND META APPROACHES

In this study, we conduct a comparative analysis of the effectiveness of the Google Ads and Meta advertising platforms for marketing agencies promoting their services in the highly competitive advertising-services market of 2025. The study addresses a significant gap in digital marketing literature regarding service-based marketing agencies' self-promotion strategies in increasingly saturated digital environments. Through a systematic case study analysis of a single marketing agency simultaneously implementing campaigns on both platforms over an eight-month period (August 2024-April 2025), the research controls variables like brand reputation and service offerings that might otherwise influence comparative results. The mixed-methods approach combines quantitative performance metrics analysis with qualitative assessment of strategic positioning and creative execution. Analysis reveals dramatic performance disparities between platforms, with Meta campaigns demonstrating substantially superior performance across virtually all metrics. Meta campaigns exhibited more sophisticated targeting capabilities through 18 distinct campaigns leveraging lookalike audiences and video content, while conversion rates proved substantially higher on Meta platforms. The research introduces a comparative assessment framework for evaluating digital promotion strategies in service-based businesses and establishes metrics particularly relevant to marketing agency promotion effectiveness. The findings provide actionable strategic insights for marketing agencies, supporting a Meta-first investment strategy with precise recommendations: video content prioritization, lookalike audience refinement, regular campaign refreshes, and AI optimization adoption for Meta campaigns; alongside extreme targeting precision, conversion path optimization, and strict budget control mechanisms for any Google Ads implementation. The study's cross-platform integration framework offers practical guidance for leveraging each platform's strengths while maintaining data-driven budget allocation for superior growth and client acquisition efficiency in the competitive advertising services market.