Facebook Ads vs. Google Ads: Which is right for your business?

Every business investing in paid advertising faces this choice: Facebook Ads or Google Ads? It's not a small decision. Pick the right platform for your business model, and your ads will generate customers profitably. Pick wrong, and you'll burn through thousands of dollars wondering why nothing's working.

Let's break down exactly how to make this decision based on your specific business.

Understanding the Core Difference

Before we dive into which is better for your business, you need to understand how these platforms fundamentally differ:

Google Ads operates on search intent. Someone has a problem or need, opens Google, types in a query, and your ad appears. They're actively looking for a solution right now. Example: "emergency dentist near me," "best project management software," or "buy leather sofa." These are people with clear intent to solve a problem or make a purchase.

Facebook Ads operates on interest targeting. Someone is scrolling through their feed, not shopping or searching for anything specific. Your ad appears because Facebook's algorithm thinks they might be interested based on their age, location, interests, past behavior, and hundreds of other data points. They weren't looking for you—you're introducing yourself to them.

This isn't a small distinction. It affects everything: your costs, your conversion rates, your messaging strategy, and ultimately whether the platform will work for your business.

When Google Ads Is Your Best Bet

Google Ads excels when your potential customers are actively searching for what you provide. Here's when it's the clear winner:

Service Businesses with Urgent Needs

If you're a plumber, HVAC technician, locksmith, tow truck company, or emergency repair service, Google Ads is your goldmine. When someone's toilet is flooding at 2 AM, they're searching Google, not scrolling Facebook. These high-intent searches convert incredibly well because people need help immediately.

Professional Services People Research

Lawyers, accountants, consultants, real estate agents, financial advisors—people actively search for these services when they need them. They're comparing options, reading reviews, and looking for the right fit. Your Google Ad puts you in front of them at exactly the right moment.

When Facebook Ads Is Your Best Choice

Facebook Ads thrives when you're introducing people to something they didn't know they wanted or need. Here's when Facebook is the smarter play:

Unique or Trending Products

Innovative gadgets, unique fashion items, creative home goods—products people don't know to search for but love when they see them. Facebook's visual format lets you showcase these products in ways that create instant desire.

Visual and Lifestyle Brands

Fashion, jewelry, home decor, beauty products, food and beverage brands—anything that photographs beautifully works well on Facebook. You're selling a lifestyle and aspiration, which images and videos communicate far better than text ads.

Don't just guess—test with real money and real campaigns. Start with the platform that best matches how your customers actually buy. Run it for 60-90 days. Track cost per lead, cost per customer, and return on ad spend.

Let the data tell you what works. Then scale what's working and consider adding the second platform to capture customers at different stages of their journey.