Google Ads vs Facebook Ads: Which One Makes Sense for Your Business?

Marsel Gareyev
Dec 30, 2025
6 min read

If you’ve ever opened your ads dashboard, stared at the numbers, and thought:

“Should we be on Google Ads? Facebook Ads? Both? Neither? I just want my phone to ring…”

You’re definitely not the only one.

Most business owners don’t wake up excited to talk about CPCs, audiences, and conversion tracking. You just want a clear answer on where to put your budget so you’re not wasting money.

This is exactly the kind of conversation we have all the time at Lead by Marketing, so let’s walk through it the way we would on a call—with plain language, real expectations, and zero pressure.

First, the Big Picture: Intent vs Attention

The core difference:

Google Ads = you’re showing up when people are actively searching for something.
Facebook (Meta) Ads = you’re jumping into someone’s feed while they’re scrolling for fun.

One is intent-based (Google).The other is attention-based (Facebook/Instagram).

Neither is “better” in general. One will just usually be better for your specific offer, sales cycle, and audience.

When Google Ads Usually Make More Sense

Google Ads tend to win when:

People know they have a problem
They go straight to Google to find help
They’re close to making a decision

Think of searches like:

“emergency plumber near me”
“roof repair in [city]”
“SEO agency for small business”
“best dentist for implants [city]”

These folks are not casually browsing. They are in “please fix this now” mode.

Pros of Google Ads

High-intent clicks. You’re catching people at the exact moment they’re searching.
Easy to align with services. You can literally bid on “bathroom remodeling [city]” or “accountant for small business.”
Faster path to leads. When the campaign is set up well, clicks → landing page → phone calls or form fills.

Cons of Google Ads

Clicks can be expensive. Especially in competitive industries (legal, home services, healthcare, finance, etc.).
Bad targeting = wasted budget. If your keywords are too broad, you’ll pay for a lot of “just browsing” traffic.
You need a solid landing page. If your website is slow or confusing, you’ll pay for clicks that don’t convert.

Best fit: Local services, professional services, “I-need-help-now” problems, high-intent searches.

When Facebook (Meta) Ads Usually Make More Sense

Facebook and Instagram ads shine when:

Your audience isn’t searching yet
You need to build awareness, interest, or desire
Visuals and storytelling matter

Think:

A medspa promoting a new skin treatment
A remodeling company showing before/after photos
A gym offering a 6-week challenge
An online course or membership

These people may not be Googling “buy this right now,” but they’re still great prospects once you put the right message in front of them.

Pros of Facebook/Instagram Ads

Powerful audience targeting. You can target by interests, behaviors, locations, and lookalike audiences.
Creative flexibility. Video, carousels, before/after photos, testimonials—great for building trust.
Great for nurturing. You can retarget people who engaged with your content, visited your site, or watched your videos.

Cons of Facebook/Instagram Ads

Lower intent. People didn’t come to the platform looking for you, so it usually takes more touchpoints.
Creative-heavy. If your images, videos, and copy aren’t strong, results will suffer.
Algorithm mood swings. Changes to Meta’s ad platform, privacy rules, and tracking can make performance feel inconsistent if you’re not on top of it.

Best fit: Brands that can tell a story, show proof (visuals, testimonials), or nurture leads over time—especially in health/beauty, coaching, home improvement, e-commerce, and B2C services.

Budget & Timeline: What Most Owners Forget to Factor In

A big part of “which one makes sense?” comes down to how fast you need results and how much you can invest consistently.

If you need leads yesterday

Google Ads is usually the first stop.

You can turn on a well-built campaign and, if everything is in place, start getting calls and form fills within days.
You’re paying more per click, but those clicks are often people ready to talk now.

If you can play a slightly longer game

Facebook/Instagram can be powerful.

You warm people up with value, proof, and offers.
You build audiences you can retarget.
You create a steady pipeline, not just “emergency” leads.

At Lead by Marketing, we often recommend a mix:

Start with Google Ads to capture the easy, high-intent demand.
Layer in Facebook/Instagram to build brand awareness, retarget site visitors, and stay in front of people who are still deciding.

Targeting: Keywords vs People

Another way to think about it:

Google Ads = target keywords
Facebook Ads = target people

Google Ads targeting

You tell Google:

“Show my ad when someone searches ‘roof repair [city]’”
“Exclude people looking for DIY tutorials or jobs”
“Only show this to people in a 15-mile radius”

Your success depends on how well you:

Choose keywords
Write relevant ad copy
Match it with a landing page that solves the exact problem

Facebook/Instagram targeting

You tell Meta:

“Show my ad to homeowners in this area who are interested in home improvement and also subscribe to design magazines.”
“Show this ad to people who watched 50%+ of our last video.”
“Retarget everyone who visited our services page in the last 30 days.”

Your success depends on:

The strength of your offer
How compelling your visuals are
How well your messaging matches where they are in the decision-making process

Common Mistakes Business Owners Make on Each Platform

You can absolutely burn money on both if they’re not set up right. Here’s what we see a lot.

On Google Ads

Bidding on super-broad keywords.
Example: running ads for “plumbing” instead of “emergency plumber in [city]” or “water heater replacement [city].”
Sending all traffic to the homepage.
People click for a specific reason. If they land on a generic homepage and have to dig, many just leave.
No call tracking.
You might be getting leads and not realizing they came from Google Ads because nothing is set up to attribute calls.

On Facebook/Instagram Ads

Expecting “search” behavior from “scroll” users.
People in the feed are not as ready-to-buy as searchers. You need to educate and nurture, not just shout “Buy now.”
Weak creative.
Blurry images, generic stock photos, or copy that sounds like every other ad will get ignored.
No follow-up.
You get leads, but no system for calling, texting, or emailing quickly—so the money you spent to get those leads goes to waste.

A lot of the time, business owners think “Facebook doesn’t work” or “Google doesn’t work” when what’s really broken is the setup, messaging, or follow-up.

So… Which One Should You Choose?

Here’s a quick way to think it through:

Google Ads is usually the better starting point if:

People already search for your service
You’re a local or regional service business
Your offer solves a clear, urgent problem
You want the shortest path possible from click → call

Facebook/Instagram Ads are usually stronger if:

Your offer needs more explanation or education
Visual proof (before/after, transformations, demos) matters
You’re launching something new or not widely searched
You’re okay with leads that warm up over time instead of “I need this today”

Both together make sense if:

You want immediate leads and long-term demand
You’re ready to invest consistently for at least 3–6 months
You’re willing to let us (or your team) test, refine, and adjust based on real data—not just gut feelings

How Lead by Marketing Approaches This Decision

We’re not “Google-only” people or “Facebook-only” people. We’re “what actually makes sense for your business right now?” people.

When we look at your paid media, we start with questions like:

How do your best customers usually find you?
What does your sales process look like?
Is your website ready to convert traffic, or does it need work first?
What’s your realistic monthly budget—and for how long?
Do you need cashflow quickly, or are you building for the next 6–12 months?

From there, we’ll usually recommend one of three paths:

Google-first strategy
Capture high-intent demand, track every call/form, and clean up your landing pages so each click has the best shot at turning into revenue.
Facebook-first strategy
If search volume is low or your offer is more “inspired” than “urgent,” we build a creative-driven funnel: education, proof, offers, and retargeting.
Hybrid strategy
Use Google Ads to catch people searching and Facebook/Instagram to stay in front of them with proof, reminders, and retargeting until they’re ready.

No cookie-cutter campaigns. No “set it and forget it.” Just a paid media plan that lines up with how your customers actually make decisions.

Not Sure Where to Start? Let’s Look at the Numbers Together.

If you’re torn between Google Ads and Facebook Ads, you don’t have to guess—or learn everything the hard way.

At Lead by Marketing, we offer a digital marketing audit that breaks down:

How people are currently finding your business online
Whether Google Ads, Facebook Ads, or both make the most sense for your goals
What kind of budget and timeline you’d realistically need
Any website or tracking fixes you should handle before you put more money into ads

It’s not about pushing you into one platform over another. It’s about giving you a clear, honest roadmap so you’re not just “boosting posts” or “trying Google” and hoping for the best.

If you’ve been feeling stuck, confused, or burned by ads in the past, this is your chance to get clarity—and finally make your marketing budget feel like an investment, not a gamble.