Google Ads vs. Facebook Ads – Which Is Better for Your Business?

When it comes to paid advertising, the top two platforms most businesses consider are Google Ads and Facebook Ads. Both are powerful, scalable, and proven to drive results—but they work in fundamentally different ways.

So which one is better for your business?

At Inspired Connection Agency, we manage ad campaigns on both platforms for local service companies, ecommerce stores, and national brands. In this article, we’ll break down the differences, advantages, and best use cases for each platform to help you decide where to invest your budget.

1. Experience: What We’ve Learned From Managing Over $1M in Ad Spend

Over the past few years, we've run campaigns for:

• A home service company that cut lead costs by 50% with Google Ads

• An ecommerce boutique that scaled from $2K to $45K/month with Facebook Ads

• A dental clinic that used both platforms together to increase new patient appointments by 3x

There’s no one-size-fits-all answer. The right platform depends on your goals, industry, audience, and offer.

2. Expertise: Comparing Google Ads and Facebook Ads

2.1 Platform Overview

Google Ads:A search intent-based platform. Ads appear when users actively search for something specific on Google or browse websites within the Display Network or YouTube.

Facebook Ads:An interest-based platform. Ads are shown to users based on demographics, behaviors, and interests—even if they aren’t actively searching.

2.2 Audience Intent

• Google Ads = Intent-BasedPeople are looking for a specific product, service, or solution. You can capture high-converting traffic when someone types in “emergency plumber near me” or “best CRM software.”

• Facebook Ads = Discovery-BasedUsers aren’t searching; they’re scrolling. Your ad interrupts their feed, which means you need more engaging visuals and storytelling to grab attention.

Winner for Direct Leads/Sales: GoogleWinner for Awareness/Brand Building: Facebook

2.3 Targeting Options

Google Ads Targeting:

• Keywords and search queries

• Location and device

• Audience demographics

• Remarketing (based on past site behavior)

• In-market and affinity audiences

Facebook Ads Targeting:

• Demographics (age, gender, job, education)

• Interests and behaviors

• Custom audiences (email list, website visitors)

• Lookalike audiences

• Engagement with previous content

Winner for Precision Demographics: FacebookWinner for Purchase Intent: Google

2.4 Ad Formats

Google Ads:

• Text Ads (Search)

• Responsive Search Ads

• Display Ads (banner)

• Shopping Ads

• YouTube Video Ads

• Call-only ads

Facebook Ads:

• Image and video ads

• Carousel ads

• Lead generation forms

• Instant experiences

• Instagram Stories/Reels ads

• Messenger ads

Winner for Visual Branding: FacebookWinner for Text-Based Utility: Google

2.5 Cost and Budget Flexibility

Google Ads:

• Typically higher cost-per-click (CPC), especially in competitive niches

• You pay for intent, so ROI can be higher

• Daily budget and bidding flexibility

Facebook Ads:

• Lower average CPC

• Costs rise based on competition and ad quality

• Daily or lifetime budgets with automated or manual bidding

Winner for Smaller Budgets: FacebookWinner for Long-Term ROI: Google (when targeting the right keywords)

2.6 Conversion Rates

Google Ads:

• Higher average conversion rates due to strong intent

• Especially effective for local services, emergency needs, and ecommerce

Facebook Ads:

• Lower average conversion rates but high-volume reach

• More touchpoints often required (cold > warm > hot traffic)

Winner for High-Intent Leads: GoogleWinner for Nurturing Awareness to Sale: Facebook

2.7 Learning Curve

Google Ads:

• Steeper learning curve, especially for keyword research and bidding

• Requires constant optimization to reduce wasted spend

Facebook Ads:

• Easier for beginners to launch

• Visual content creation is key to performance

Winner for Ease of Use: FacebookWinner for Long-Term Mastery: Google

3. Authoritativeness: Which Platform Should You Use?

Here’s a breakdown by industry and business model:

	Best Platform
Local services (plumbers, cleaners, HVAC)	Google Ads
Ecommerce	Facebook Ads (with retargeting via Google)
B2B / SaaS	Google Ads (search) + Facebook (for remarketing)
Health & Wellness	Facebook Ads
High-ticket coaching	Facebook Ads (for lead gen) + Google for retargeting
Restaurants / Retail	Facebook Ads (for awareness + promos)
Emergency services	Google Ads

Pro Tip: Many businesses get the best results by using both platforms together. For example:

• Use Facebook to drive awareness and build retargeting audiences

• Use Google to capture high-intent search traffic and close the sale

4. Trustworthiness: Avoiding Costly Mistakes

Common Google Ads Mistakes:

• Targeting too many broad keywords

• Not using negative keywords

• Sending traffic to irrelevant landing pages

• Overbidding without testing

Common Facebook Ads Mistakes:

• Targeting too broad of an audience

• Using weak visuals or generic stock photos

• No clear call-to-action

• Ignoring metrics like frequency or engagement rate

The key to success on either platform is strategy + testing + iteration. Set clear KPIs, monitor performance regularly, and always run split tests.

5. Google vs. Facebook Ads Comparison Table

Feature	Google Ads	Facebook Ads
User Intent	High (search-based)	Low (discovery-based)
Targeting	Keyword + demographics	Interests + behaviors
Ad Types	Text, Display, Video, Shopping	Image, Video, Carousel, Forms
CPC	Higher	Lower
Conversion Rate	Higher	Lower (initial)
Ease of Use	Intermediate	Beginner-friendly
Best For	Direct leads, local services, search traffic	Brand awareness, social selling, retargeting
Analytics	Strong with Google Analytics	Strong with Meta Pixel
Creative Focus	Headline and keyword relevance	Visual appeal and storytelling

6. Frequently Asked Questions (F.A.Q.)

Q1: Which platform is better for local businesses?Google Ads is generally better for local businesses due to search intent (e.g., “electrician near me”). However, Facebook is great for reputation building and seasonal promotions.

Q2: Do I need both Google and Facebook ads?Not always—but combining both creates a full-funnel strategy. Facebook builds awareness, Google captures high-intent searchers.

Q3: Which has a higher ROI?It depends. Google Ads often has a faster ROI for direct needs, while Facebook has a lower CPA over time through brand nurturing.

Q4: Are Facebook Ads still worth it in 2025?Absolutely. Despite algorithm changes, Facebook (and Instagram) ads remain highly effective with the right targeting and creative.

Q5: Is Google Ads better for B2B?Yes—especially search ads targeting job titles, industries, and buyer intent. Pair with LinkedIn or Facebook for full coverage.

Q6: What’s cheaper—Google or Facebook?Facebook usually has a lower CPC, but Google often brings in higher-value leads. Cheap clicks don’t always mean better ROI.

Conclusion: The Best Ad Platform Is the One Aligned With Your Goals

The “Google Ads vs. Facebook Ads” debate isn’t about which is universally better—it’s about which fits your:

• Business type

• Sales cycle

• Customer behavior

• Offer and budget

If you're ready to generate leads now, Google Ads might be the fastest route. If you're building a brand or launching a product, Facebook Ads might deliver the widest reach.

Want a Custom Ads Strategy for Your Business?

At Inspired Connection Agency, we don’t believe in cookie-cutter campaigns. We assess your goals, audience, and offer—and help you run ads on the platform that gives the best ROI.

Ready to stop wasting budget and start getting real results?

Let’s talk.