One of the most common questions we hear from new clients is: "Should I run Facebook ads or Google ads?" The honest answer is that it depends on your business model, your sales cycle, and what stage of the buying journey you're trying to reach. Here's how to think about it.
The Core Difference: Intent vs Interest
Google Ads targets intent — people actively searching for a solution right now. If someone types "emergency plumber Chicago," they need a plumber today. Facebook Ads targets interest — people who fit your ideal customer profile but aren't necessarily searching for you at this exact moment. You're interrupting their scroll, not answering a question they just asked.
This single distinction explains most of the performance differences between the two platforms.
When Google Ads Wins
Google Ads tends to perform better for:
- Service businesses with urgent needs — plumbers, electricians, lawyers, locksmiths
- High-intent purchases — someone comparing "best CRM software" or "web design agency near me"
- Businesses with a clear, well-defined service that people already know they need
Because you're capturing existing demand, conversion rates on Google Ads are often higher — but so is cost-per-click in competitive industries, sometimes reaching $20-50+ per click for legal or insurance keywords.
When Facebook Ads Wins
Facebook (and Instagram) Ads tend to perform better for:
- Visually appealing products — fashion, home goods, food, fitness
- Building awareness for a new brand that people aren't searching for yet
- Businesses with a lower price point that can support impulse decisions
- Retargeting — showing ads to people who already visited your site but didn't convert
Facebook's targeting options (interests, behaviors, lookalike audiences based on your existing customers) let you reach very specific segments even if they've never heard of you.
Cost Comparison
Generally, Facebook Ads have a lower cost-per-click but often a lower conversion rate, since you're reaching people earlier in their decision process. Google Ads costs more per click but tends to convert at a higher rate because searchers are closer to making a decision. Neither is "cheaper" in a meaningful sense — it depends on your cost-per-acquisition once you factor in the full funnel.
A Simple Framework
Ask yourself: "Do people already search for what I offer?"
- If yes (plumbing, legal services, SaaS tools, local restaurants) → start with Google Ads.
- If no (a new subscription box, a niche fashion brand, an app nobody's heard of) → start with Facebook/Instagram Ads to build awareness first.
Most established businesses eventually run both — Google Ads to capture people ready to buy, and Facebook Ads to build the audience of tomorrow's buyers.
The Real Answer: Test Both, Small
Rather than picking one platform based on theory, we recommend a small test budget on each — enough to gather real data on your specific offer, audience, and price point. Digital marketing works best when decisions are based on your actual numbers, not industry averages.
Not sure where to start? Talk to our team about a paid ads strategy tailored to your business.