Google Ads vs Facebook ads: which fits your business?

Google Ads vs Facebook ads comes down to one difference: Google shows your ad to people who are already searching for what you sell, while Facebook and Instagram show it to people who weren't looking but might want it. If customers search for you when they need you (a plumber, a dentist, a lawyer, a locksmith), start with Google. If your product sells because people see it and want it (food, beauty, fashion, home decor, events), Facebook and Instagram often lead. Many businesses end up using both, each for a different job.

This comparison goes through how each platform finds customers, what each costs, which types of business suit which, and how to split a budget when you use both.

Demand capture vs demand creation

Google Ads captures existing demand. Someone types "AC repair Dallas" into Google. They have a problem and want it solved today. Your ad appears in the results, and if it's relevant, they click and call. You're competing for a moment of intent.

Facebook and Instagram ads create demand. Someone scrolls their feed and sees a video of a beautifully finished bathroom remodel in their area. They weren't planning a remodel this week, but now they're thinking about it. You're interrupting with something interesting enough to act on.

Neither is better. They answer different questions: "How do I get the people already looking?" and "How do I get people to start looking?"

Side-by-side comparison

Which fits your business?

Google usually leads for:

• Emergency and urgent services: plumbing, HVAC, towing, locksmiths, water damage
• Professional services people search for: lawyers, accountants, dentists, physical therapists
• B2B services with clear search terms
• Anything people compare when they're ready to buy

Facebook and Instagram usually lead for:

• Restaurants, cafes and food businesses
• Salons, med spas, fitness studios
• Fashion, jewelry, cosmetics and home goods brands
• Events, classes and local experiences
• Home improvement with visual results, as a complement to search

Both, from the start, make sense when:

• You have a solid budget, around $1,500 a month or more in ad spend
• Your service has both search demand and a strong visual story, such as remodeling, landscaping or cosmetic dentistry
• You want retargeting: Google catches the searcher, Meta reminds them later

For businesses in regulated categories such as housing, employment or financial products, Meta's targeting is restricted by policy, which often tips the balance toward search. See Meta special ad categories.

What each costs

Neither platform has a fixed price. Google clicks in competitive US service niches can be expensive because the person is close to buying. Meta impressions are usually cheaper, but more people need to see and click the ad before one becomes a customer. The only fair comparison is cost per customer, measured with proper tracking on both. I go deeper on each in how much Google Ads costs and how much Facebook ads cost.

On the management side, my fees are:

Prices are in US dollars, with no minimum term. Ad spend is paid by you directly to Google and Meta. The full list is on advertising pricing.

How to split a budget between the two

There's no formula, but a practical approach for a service business:

1. Start where intent is strongest. For most service businesses, put most of the budget into Google Search first.
2. Add Meta for retargeting and awareness once the website gets steady traffic, with a smaller share.
3. Measure cost per lead and cost per customer on both for two to three months.
4. Shift budget toward the winner, but keep some on the other: channels support each other. Someone may see your Instagram video on Monday and search your name on Google on Thursday.

For a visual product business, flip the order: Meta first, with Google Search on your brand name and best product terms.

Mistakes when comparing the two

• Judging Meta by clicks. Clicks on Meta come cheaper, but buyers are less ready, so the cost per customer may still be higher. Or lower. Measure it.
• Judging Google by impressions. Search impressions are limited by how many people search; you can't buy more demand than exists.
• Ignoring the overlap. If someone sees a Facebook ad and then clicks a Google ad, both platforms may claim the sale. Compare totals in your own CRM, not just platform reports.
• Running both with half the attention. Two weak campaigns lose to one strong one.

Where SEO fits in

Both platforms stop sending customers the day you stop paying. That's why I usually plan ads alongside a website that ranks on its own over time. Ads give you leads this month; organic search and your Google Business Profile reduce how much you need to spend on ads next year. If you're weighing paid against organic, my article on SEO vs PPC compares them in detail, including how long each takes to pay back.

Getting started

If you're unsure which comes first for your business, that's exactly what the free 30-minute consultation is for. Bring your average job value and your service area, and I'll tell you where I'd start. If you already know, see Google Ads or social media ads for how I set up and run each.