Google Ads vs. Facebook Ads: Which Should You Use?

Should you run Google AdWords or Facebook ads? It depends on what you're selling. Here's how to pick the right channel for your business.

"Should I run Google Ads or Facebook Ads?" is one of the most common questions small businesses ask. The answer isn't "both" and it isn't "whichever is cheaper." It's about matching the channel to *how your customers actually buy*.

The Fundamental Difference

Google Ads captures existing demand: people actively searching for what you offer
Facebook / Instagram Ads create demand: people who weren't looking for you, but might be interested

This single difference should drive your decision.

Use Google Ads When...

People are actively searching for what you sell. Classic examples:

Plumbers, electricians, emergency services: People Google "plumber near me" when they need one
Legal services: "DUI lawyer," "personal injury attorney"
B2B software: People search specific tool categories
Local services: Dentists, gyms, restaurants
High-intent products: "Best [product] for [use case]"

Why: These searches mean the person is ready to buy or hire. You're not convincing them they need it — they already know.

Use Facebook / Instagram Ads When...

People need to see your product to want it. Classic examples:

Fashion, beauty, lifestyle products: Visual, impulse-driven purchases
New products with no existing search volume: People can't search for what they don't know exists
Coaching, courses, digital products: Heavy on storytelling and visuals
Community or content businesses: Newsletters, podcasts, content brands
B2C products with visual appeal: Food, home goods, gifts

Why: These are categories where seeing the product creates desire. Google searches exist but the volume is low or doesn't match purchase intent.

Cost Comparison (Rough)

Google Ads: Higher cost per click ($1-50+), higher intent, better immediate conversion rate

Facebook Ads: Lower cost per click ($0.20-5), lower intent, need stronger funnel

For every $1 of revenue:
Google: typically requires $0.10-0.30 in ad spend
Facebook: typically requires $0.20-0.40 in ad spend

Your mileage varies wildly by industry.

When to Use Both

Larger businesses run both because they complement each other:

Facebook for awareness: Introduce people to your brand
Google for capture: Convert people searching for you (brand or category)
Facebook retargeting: Bring back people who didn't convert

But only do this when you have budget to do both well. Spreading $1000/month across both usually means neither works.

How to Decide

Ask yourself:

Do people actively search for what I sell?
- Yes → Start with Google
- No → Start with Facebook

2. Is my product visual? - Yes → Facebook / Instagram has an edge - No → Google is likely better

3. Is purchase intent high? (People ready to buy now) - Yes → Google converts faster - No → Facebook for awareness building

4. What's my budget? - Under $500/month → Pick one and focus - $500-2000/month → Still focus, but test - $2000+/month → Consider both

Common Mistakes

Running both with a tiny budget: Neither gets enough data to optimize
Judging Facebook on first-click conversions: It's awareness + retargeting
Ignoring Google for "boring" industries: B2B and services often crush on Google
Using Google for visual / impulse products: Search volume is low for a reason

Need Help?

I help small businesses figure out the right channel mix, set up the accounts properly, and launch campaigns that don't burn through budget. Let's talk about what would work for your business.