Who Are Meta and Google’s True Customers?

Users or Businesses: Who Pays the Bills?

At first glance, it might seem like users are the primary customers of Meta and Google. After all, their platforms—Facebook, Instagram, Google Search, YouTube, and others—are designed to provide seamless, free experiences to individuals. These users interact with content, connect with friends, and seek information daily. However, when we examine the business models of these tech giants, the picture becomes clearer: their revenues come overwhelmingly from advertising, not user subscriptions.

Meta and Google offer their services “free” to users because the real money comes from businesses paying to reach these audiences. It’s advertisers—ranging from small local shops to global brands—who pay for the privilege of putting their messages in front of potential customers. In this sense, business owners are the actual customers fueling the platforms’ financial engines.

Why Business Owners Matter Most

Advertising dollars account for the majority of Meta and Google’s annual revenues. For example, Google’s parent company, Alphabet, regularly reports that over 80% of its revenue is generated from advertising. Meta’s business model is similar, with small and large advertisers alike forming the backbone of its income.

Business owners, whether they run e-commerce stores, restaurants, service providers, or multinational enterprises, rely on these platforms to attract new customers, build brand awareness, and drive sales. The platforms, in turn, invest heavily in developing sophisticated targeting, analytics, and automation tools to help advertisers achieve their goals. The more successful advertisers are, the more they’re likely to invest—and that’s a win-win for both the platforms and the business owners.

The User’s Role in the Ecosystem

While users are not the direct customers in this relationship, they are an essential part of the advertising ecosystem. Their attention, behaviors, and preferences are the “product” that Meta and Google offer to advertisers. The platforms collect vast amounts of data to refine ad targeting and improve campaign effectiveness. But from a strictly financial perspective, it’s the business owners who are footing the bill and whose needs drive platform development and support services.

The Complexities of Navigating Meta and Google Advertising

Despite their potential, Meta and Google’s advertising platforms are notoriously complex. The interfaces change frequently, the rules and algorithms evolve, and competition for attention is fierce. Business owners face a steep learning curve: understanding ad formats, bidding strategies, audience segmentation, and metrics like click-through rate and return on ad spend can be overwhelming.

Moreover, both Meta and Google provide limited customer service to individual advertisers, especially those with smaller budgets. It’s not uncommon for business owners to feel lost, frustrated, or unsure if their campaigns are truly optimized. This complexity can lead to wasted budgets, missed opportunities, and poor returns if not managed carefully.

The Need for Advocacy: Why Business Owners Deserve Representation

Given the central role business owners play in the success of Meta and Google, it’s in their best interest to have advocates who understand the nuances of digital advertising. An advocate—whether a marketing consultant, agency, or in-house specialist—can help level the playing field, ensuring that businesses make informed decisions, avoid common pitfalls, and maximize their return on investment.

Advocates serve as translators between the technical jargon of ad platforms and the real-world goals of business owners. They monitor changes, troubleshoot issues, and develop strategies tailored to each business’s unique needs. Most importantly, they represent the interests of the business, not the platform, ensuring that every advertising dollar works as hard as possible.

Business Owners Are the True Customers

In the world of Meta and Google, users are the audience, but business owners are the customers. Without advertisers, these platforms couldn’t offer free services to billions or invest in the technological infrastructure that powers the digital economy. Business owners deserve representation, support, and advocacy as they navigate the complex world of digital advertising. By partnering with experts who understand the platforms inside and out, business owners can ensure their voices are heard, their investments are protected, and their businesses continue to grow in the digital age.

I’m SB Marketing & Consulting owner, David Abbott, and I’m available to be your advocate when navigating Meta Facebook, Instagram Ads and Google Ads. I can provide consultation, strategy, and manage digital advertising campaigns — whatever you need.