Facebook Ads vs Google Ads: Where Should Your Small Business Spend?

Google catches people searching for your solution RIGHT NOW. Facebook finds people who MIGHT want it later. Both work — but for different reasons.

This is the most common paid advertising question small businesses ask, and the answer isn't "both" — it's "one first, then the other." Your budget, business type, and sales cycle determine which platform deserves your first dollar. Getting this wrong means burning through $1,000 before learning what works.

Google Ads: capturing existing demand

When someone types "plumber emergency near me" or "CRM for small business," they have a problem and they're looking for a solution RIGHT NOW. Google Ads puts you in front of that intent. The conversion rate is higher because the customer is already motivated — you're not creating desire, you're capturing it. Best for: service businesses, local businesses, high-consideration purchases, B2B. Typical cost per click: $2-50 depending on industry. Typical conversion rate: 3-8% for well-managed campaigns.

Facebook/Instagram Ads: creating demand

Nobody opens Facebook thinking "I need a new CRM." But a well-targeted ad showing how a CRM saved a business owner 10 hours per week? That creates interest in someone who didn't know they had a problem. Facebook is for interruption marketing — reaching the right people before they're actively searching. Best for: e-commerce, visual products, brand awareness, impulse-friendly purchases, building audiences for later. Typical cost per click: $0.50-3. Typical conversion rate: 1-3% (lower because the audience is colder).

The decision matrix

Local service business (plumber, lawyer, dentist): Start with Google Ads (70% of budget). People search when they need you. Add Facebook retàrgeting (30%) to stay top of mind with website visitors. E-commerce (products): Start with Facebook/Instagram (70%). Visual products sell through discovery. Add Google Shopping (30%) to capture searchers. B2B services (agency, consultant, SaaS): Start with Google Ads (60%) for high-intent keywords. Add LinkedIn (30%) for targeting by job title. Facebook (10%) for retàrgeting only. New brand with zero awareness: Start with Facebook (80%) to build awareness affordably. Add Google (20%) for branded searches as awareness grows.

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