Google Ads vs. Facebook Ads: Which One Should You Actually Use?

I get asked this question constantly: “Should I advertise on Google or Facebook?” And my answer is always the same: it depends on what you’re selling and who you’re selling to.

Both platforms can work. Both can also waste your money if you use them wrong. Here’s how to decide which one makes sense for your business.

The Fundamental Difference

Google Ads = Intent-Based Marketing

People are actively searching for what you offer. They type “plumber near me” or “best yoga studio in Tucson” because they have a problem right now. You’re showing up at the exact moment they’re looking for a solution.

Facebook Ads = Interest-Based Marketing

People are scrolling through their feed looking at vacation photos and cat videos. You’re interrupting them with an ad based on their interests, demographics, and behaviors. They weren’t actively looking for you, but your ad might catch their attention.

When Google Ads Makes More Sense

Use Google Ads if:

• People actively search for what you offer (emergency services, professional services, home services)

• You have high purchase intent keywords (“buy,” “hire,” “near me,” “best”)

• You need leads fast

• You’re in a competitive local market

• Your product/service solves an immediate problem

Example: If you’re a locksmith, someone searching “locksmith near me” at 2am is ready to hire immediately. That’s a Google Ads goldmine.

Average Cost: Google Ads cost-per-click varies wildly by industry—anywhere from $1 to $50+ per click. Legal and insurance keywords can cost $100+ per click. Local service businesses typically see $5-15 per click.

When Facebook Ads Makes More Sense

Use Facebook Ads if:

• Your product/service is visual (fashion, food, home decor, fitness)

• You’re building brand awareness

• You need to educate people about why they need your product

• You’re targeting specific demographics or interests

• You have a longer sales cycle

• You’re promoting events or special offers

Example: If you’re a yoga studio offering a new class series, Facebook lets you target people interested in yoga, wellness, and fitness within a specific radius. They might not be searching for yoga classes right now, but your ad could inspire them to try something new.

Average Cost: Facebook ads are generally cheaper per click ($0.50-$3.00 on average) but may require more touches before someone converts.

The Real Talk: Which One Actually Works Better?

Here’s what the data shows:

Google Ads typically converts better because you’re capturing people with high intent. Conversion rates average 3-5% across industries, with some industries seeing 10%+ conversion rates.

Facebook Ads typically costs less per click but requires more nurturing. Conversion rates average 1-2%, but the cost per click is lower, so your cost per conversion can still be competitive.

My Honest Recommendation

For most small businesses, especially service-based businesses, start with Google Ads. Here’s why:

1. Faster results: You’re reaching people ready to buy now

2. Easier to measure ROI: Direct correlation between ad spend and leads

3. Less creative required: Text ads are simpler than designing visual ads

4. Higher intent = higher conversion rates

Once you’re consistently generating leads from Google Ads and have budget to spare, add Facebook Ads for:

• Retargeting people who visited your website but didn’t convert

• Building brand awareness in your local market

• Promoting special offers or events

The Hybrid Approach (Best of Both Worlds)

The smartest strategy? Use both, but strategically:

Google Ads: Capture high-intent searchers ready to buy

Facebook Ads: Retarget website visitors who didn’t convert, and build awareness with cold audiences

This creates a full-funnel approach. Facebook introduces people to your brand. Google captures them when they’re ready to buy. Facebook retargeting reminds them to come back if they didn’t convert the first time.

Budget Reality Check

If you have less than $500/month to spend on ads, pick one platform and do it well. Splitting a small budget across multiple platforms dilutes your impact.

• $500-1,000/month: Focus on Google Ads

• $1,000-2,000/month: Google Ads primary, Facebook retargeting secondary

• $2,000+/month: Full-funnel approach with both platforms

The Bottom Line

Stop asking which platform is “better.” Ask which platform makes sense for your business, your customers, and your budget. Google Ads captures demand. Facebook Ads creates demand. Both can work. Both can fail. It all depends on your strategy.

At Wholistic Agency, we manage both Google and Facebook ads for our clients, but we always start with strategy first. We look at your business, your customers, your budget, and your goals—then we recommend the platform that actually makes sense. Not the one that makes us the most money, but the one that will deliver results for you.

That’s the difference between ethical marketing and just taking your money.

Want to know which platform is right for your business? Schedule a free consultation and we’ll give you honest advice based on your specific situation. No cookie-cutter recommendations, no pressure—just real talk about what will actually work.

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About the Author

Mike Leyva-Doherty is the Founder & CEO of Wholistic Agency, a Tucson-based marketing agency specializing in Google Ads, Facebook Ads, and data-driven digital marketing strategies. With years of experience managing campaigns across multiple platforms, Mike helps businesses invest their ad budgets wisely.