Facebook ads vs Google ads: which one should you run?
Google Ads catches people already searching for what you sell. Facebook ads create demand from people who aren't searching yet. Most service businesses do best with both, and here's how to decide where to start.
| Facebook & Instagram ads | Google Ads | |
|---|---|---|
| How people find you | Scrolling their feed | Searching for your service |
| Buyer intent | Lower, you create the demand | High, they're already looking |
| Best for | Offers, trials, events, visual services | Urgent needs and high-intent searches |
| Creative | Video and images matter most | Keywords and ad copy matter most |
| Cost per click | Usually lower | Higher in competitive industries |
| Scale | Large audiences, grows demand | Limited to how many people search |
How to decide.
Start with Google if…
People already search for what you sell ("barber near me", "real estate agent"), and you want the buyers who are ready now.
Start with Facebook if…
Your offer needs to be seen to be wanted (a free trial class, a show special, a before and after), or search volume in your area is small.
Run both when…
You want to catch today's searchers with Google and build tomorrow's demand with Facebook, then use tracking to see which one actually brings sales.
For most service businesses, start where the demand already is. If people search for what you sell, Google Ads catches them first. Then add Facebook and Instagram to reach the people who haven't started looking yet, and use tracking to move budget toward whichever one actually produces customers.
Which one fits your situation?
| If this sounds like you | Choose | Why |
|---|---|---|
| You need customers this month and people search for your service | Google Ads | It catches people at the moment they're ready to book. |
| Few people search for what you sell | Facebook ads | You create demand by showing the offer to people who haven't started looking. |
| You sell a big, considered purchase like a hot tub | Both | Facebook builds interest over weeks; Google catches them when they compare. |
| You're a coach or consultant selling a program | Facebook ads first | Video and proof do the selling before the call; search volume for coaching is usually small. |
| You have great video from your business | Facebook ads | Video is where Facebook and Instagram beat search. |
| Budget is tight and you can only pick one | Where your demand already is | Check search volume in your city on our location pages, then decide. |
How it plays out in real life.
Say you run a gym. Google Ads catches people typing 'gym near me' this week, which is usually a steady but limited stream. Facebook ads put a free class offer in front of people nearby who've been meaning to start. Running both, then comparing cost per paying member in your tracking, tells you where the next dollar should go.
Using both together
- Use Facebook to introduce the offer and Google to catch people when they search for you later.
- Retarget people who clicked a Google ad with proof and reviews on Facebook and Instagram.
- Track both to the sale in one place so neither platform gets credit for the other's work.
- Shift budget monthly toward whichever produces customers at the lower cost.
What it really costs.
How you pay
Both charge mostly per click or per impression, and both let you set a daily budget.
What drives cost on Google
Competition for your keywords in your city. See real click prices on our location pages.
What drives cost on Facebook
Audience size, competition for attention and how engaging your creative is.
The number that matters
Cost per customer, not cost per click. A cheap click that never books costs more than an expensive one that does.
Common mistakes.
- Running Google Ads on broad keywords that bring the wrong searches.
- Running Facebook ads with weak creative and blaming the platform.
- Judging both by clicks instead of sales.
- Giving up on either one before it has had time to learn.
Signs it's time to change.
- Google search volume in your area is small: add Facebook to create demand.
- Facebook leads are cheap but don't buy: add Google to catch people already ready.
- One platform is clearly winning in your tracking: shift budget toward it, but keep testing the other.
Straight answers.
Is Facebook or Google better for small businesses?
Neither is better on its own. Google captures existing demand; Facebook creates new demand. Most service businesses get the best results running both and tracking which brings real sales.
Which is cheaper, Facebook ads or Google Ads?
Facebook clicks are usually cheaper, but Google clicks come from people already searching, so they often convert better. Compare cost per sale, not cost per click.
Can you manage both?
Yes. We run Facebook, Instagram and Google Ads together and track every lead to the sale.
Not sure which fits? Ask us.
Book a free 45-minute strategy call and we'll tell you straight what we'd run for your business.
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