This is one of the most common questions we get from small and mid-size business owners: "Should I be running Facebook ads or Google ads?" The honest answer is: it depends — on your product, your margin, your audience's awareness level, and your goals. Let us break it down.
The Fundamental Difference
Google Ads captures demand that already exists. Someone searches "emergency plumber Chicago" — they need a plumber right now. Google puts your ad in front of them. This is intent-based advertising at its most powerful.
Facebook Ads creates demand that does not exist yet. Someone is scrolling through their feed and sees your product. They had not thought about buying it five minutes ago. Facebook interrupts the scroll with a compelling offer. This is awareness and desire creation.
When Google Ads Wins
- High-intent purchases — Plumbing, legal services, insurance, emergency repairs, software purchases
- Established product categories — When people already know they need what you sell
- B2B services — Decision-makers searching for specific solutions
- Local service businesses — Especially with Google Local Services Ads
When Facebook Ads Wins
- E-commerce — Especially impulse or lifestyle purchases where visual ads drive desire
- New product categories — Where people do not know to search for your solution yet
- Brand building — Reaching large audiences cost-effectively for awareness
- Retargeting — Re-engaging website visitors who did not convert
- Audiences defined by interests, demographics, or behaviors rather than search intent
Cost Comparison (2026 Averages)
- Google Ads average CPC: $1–$8 for most industries (legal and insurance can reach $50+)
- Facebook Ads average CPM: $7–$15 per 1,000 impressions (cost per click varies widely)
Neither platform is "cheaper." The right question is: which one delivers a lower cost per qualified lead or sale for your specific business?
The Best Strategy: Use Both
For businesses with sufficient budget, a combined approach typically produces the best results:
- Use Google Search to capture high-intent buyers actively searching
- Use Facebook to build awareness, retarget website visitors, and find lookalike audiences
- Let the data tell you where to shift budget over time
Not sure which is right for where your business is right now? Talk to our paid advertising team — we will give you an honest assessment based on your industry and goals.
