Let’s say you’re running a local bakery. You’ve got amazing cupcakes, a loyal customer base, and you’re ready to grow. You decide to invest in ads but now comes the big question:
Should you advertise on Google or Facebook?
It’s one of the most common questions we hear from small business owners. The truth? Both platforms can work wonders! but for very different reasons.
This blog will walk you through the pros, cons, and best use cases of each, using real-world examples and clear guidance so you can confidently decide what’s best for your business.
Google Ads: Catch People in the Moment
Google Ads are search-based. That means your ad shows up when someone is actively looking for something like “dentist near me” or “emergency plumber in Toronto.”
If your service solves a problem people already know they have, Google Ads is likely your best bet.
Best for:
- Urgent or time-sensitive services
- High-intent keywords
- Businesses that benefit from showing up first in search
Example:
Imagine someone wakes up to a flooded kitchen. They’re not browsing social media! they’re Googling “24/7 plumber.” If you run a plumbing business, you want your ad to be the first thing they see. That’s where Google Ads win.
Tip:
Google Ads work best when paired with strong keyword research and local targeting. Without it, you risk paying for clicks that don’t convert.
Facebook Ads: Reach People Where They Hang Out
Facebook (and Instagram) Ads are discovery-based. You’re not waiting for people to search! you’re putting your business in front of them while they scroll.
This is perfect for local businesses that rely on building awareness and community trust.
Best for:
- Visually engaging businesses (bakeries, salons, boutiques)
- Events, promotions, and seasonal offers
- Creating demand before it exists
Example:
You run a yoga studio. A beautifully designed ad shows up in someone’s Instagram feed:
A calming video, a “First Class Free” offer, and a “Book Now” button.
They weren’t looking for a yoga class — but now they’re thinking about trying one. That’s the power of Facebook Ads.
Tip:
Use audience targeting to your advantage. Facebook allows you to get specific! down to interests, age, lifestyle, even life events like “new parents.”
Cost Comparison: Which One Gives Better ROI?
When it comes to return on investment, both platforms can be incredibly effective, but in very different ways. Google Ads often come with a higher cost-per-click, especially for competitive keywords like “plumber near me” or “real estate agent Toronto.” But that higher cost is tied to high intent. People using Google Search are usually looking for a solution right now, which can lead to quicker conversions and a stronger short-term ROI.
Facebook Ads, on the other hand, are generally more affordable. You can reach thousands of people with a small budget, especially if your targeting is dialed in. The platform is excellent for brand awareness, storytelling, and nurturing interest over time. While Facebook leads may take longer to convert, the overall cost per lead is often lower, especially for services that benefit from visual storytelling, like beauty, wellness, or fitness businesses.
So which one gives you the better ROI? It depends on your goals. If you’re looking for immediate leads or phone calls, Google Ads is likely your best bet. If you want to build a local audience, educate your customers, and stay top of mind, Facebook Ads can stretch your budget further.
The Smartest Move? Combine Both
The smartest local businesses don’t choose! they combine both.
Here’s how:
- Start with Facebook Ads to build awareness. Show up with engaging visuals, offers, or stories.
- Follow up with Google Ads for people who are now searching because they saw your brand earlier.
- Retarget website visitors on Facebook to bring them back.
This creates a marketing funnel that warms people up and converts them when they’re ready.
So, What Should YOU Do?
If you’re just starting out and need fast leads, start with Google Ads.
If you want to build a presence and community, Facebook is your friend.
Still unsure? Ask yourself:
- Are people searching for your service right now? → Google
- Is your product highly visual or shareable? → Facebook
- Do you want lower cost-per-click on a small budget? → Facebook
- Are you in a competitive industry with high-intent traffic? → Google
- Want the best of both worlds? → Use both with a funnel strategy
Don’t Forget the Essentials
Whether you use Facebook or Google, your success depends on more than just running the ad. You also need to:
- Use a strong landing page
- Track everything (Google Analytics, Meta Pixel)
- Set clear goals (calls, bookings, form fills)
- A/B test your creatives
- Avoid common ad mistakes
Need help setting any of this up? That’s exactly what we do at Ad Suite AI making local advertising simple, smart, and effective.
➜ Try Ad Suite AI now at https://adsuiteai.com/
What’s next?
Next week, we’re diving into a question everyone’s asking: Will AI really replace human marketers? The answer might surprise you. Stay tuned! you won’t want to miss it!