“Should we run Google Ads or Facebook ads?” is one of the most common questions small businesses ask.
The honest answer: it depends less on the platform and more on how your customers buy.
Google and Meta reach people in completely different moments. Once you understand those moments, the right choice usually becomes obvious.
When someone searches “emergency plumber near me” or “QDRO attorney Massachusetts,” they already have a need. They’re looking for a solution right now.
Google Ads puts you in front of that person at the exact moment of intent.
It works best when:
On Facebook and Instagram, people aren’t searching. They’re scrolling.
Meta ads interrupt them with something interesting enough to stop for. That makes Meta powerful for products and experiences people didn’t know they wanted yet.
It works best when:
Usually better on Google:
Usually better on Meta:
Many businesses eventually use both, but start where your customers already are.
Cheap leads aren’t always good leads.
Meta lead forms can generate lots of contacts at a low cost, but many of them are casual. Google clicks cost more, yet the person often has a real, immediate need.
The fix: Judge platforms by cost per qualified customer, not cost per click or cost per lead.
Most people don’t buy on their first visit. Retargeting shows your ads again to people who already visited your site.
A common, effective setup for service businesses: Google Ads to capture searches, plus a small Meta retargeting budget to stay visible while people decide.
Neither platform can fix a weak offer or a confusing website. Before spending, make sure you have:
Ads amplify what’s already there, good or bad.
If people search for what you do, start with Google. If they need to see it to want it, start with Meta.
Either way, measure what matters: real customers, not clicks.
Not sure which fits your business? Our Paid Ads plans start with exactly that question.
