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Use Google Ads when buyers already show intent, and use Meta Ads when you need to create demand before the buyer searches. For qualified leads, Google often wins on urgency because people type problems, products, and local service needs into search.

Choose Apollo.io if your software company needs large-scale, affordable prospecting across many segments; choose Cognism if you sell into regulated, enterprise, or European markets where phone accuracy and compliant outreach matter more.

MQLs and SQLs are simple labels that stop sales and marketing from fighting over “good leads.” An MQL is a lead marketing thinks is ready for attention.