Quick answer: Google Ads vs Facebook ads: Google captures people already searching, Facebook creates demand. Many service businesses need both.
Google and Meta (Facebook and Instagram) are the two biggest ad platforms for small businesses. They work in very different ways, so the right starting point depends on your business.
The key difference: searching vs scrolling
- Google Search ads reach people actively searching for what you do. Intent is high: “emergency plumber near me” means someone needs a plumber now.
- Meta ads reach people scrolling their feeds who aren’t looking for you yet. You create interest with a good offer and creative.
When Google is usually better first
- People already search for your service, especially urgent or high-value services (trades, legal, repairs, medical).
- You want enquiries quickly from people ready to buy.
- Your service is hard to show visually but easy to search for.
When Meta is usually better first
- People don’t search for your product or don’t know it exists yet (new products, events, courses, niche services).
- Your offer is visual: renovations, food, fitness, beauty, fashion, before-and-after results.
- You can target a clear audience by location, age or interests.
- Search volume for your service is low, or Google clicks are very expensive in your industry.
Cost differences
Google clicks often cost more but come from higher-intent people. Meta clicks are usually cheaper, but more people need to see your ad before one enquires. Compare cost per enquiry and cost per customer, not cost per click. Read how much does Google Ads cost and how much to spend on Facebook ads.
Many businesses use both
A common pattern: Google Search captures people ready to buy, while Meta builds awareness and retargets people who visited your site but didn’t enquire. Once one channel is working, testing the other is a sensible next step.
Whichever you choose
- Set up conversion tracking first.
- Send ads to a focused landing page.
- Follow up enquiries fast.
- Give it at least four weeks before judging.
Sources and further reading
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →