Google Ads vs Facebook Ads: Which Is Right for Your Business?

Google Ads vs Facebook Ads: Which Is Right for Your Business?

If you’ve ever wondered where to put your ad budget—Google or Facebook—you’re not alone. Both platforms are giants in their own right, with billions of users and a range of advertising options. But they work in very different ways, and choosing the right one depends entirely on your goals.

As a freelance PPC specialist, I often get asked, “Which one should I use?” The honest answer is that it depends.

Here’s a breakdown of how the two platforms differ and how to decide which one is the better fit for your business.

Google Ads: For People Actively Searching

Google Ads is all about intent. People use Google when they need something, whether it’s a local plumber, a new laptop or advice on how to grow their business. You are meeting them at the moment they are looking.

✅ Pros:

• High-intent leads: People searching on Google are already interested in what you offer. That’s incredibly valuable when it comes to conversions.

• Massive reach: Billions of daily searches offer huge potential, whether you are targeting locally or globally.

• Versatile formats: It’s not just text ads. You can also run YouTube ads, display ads, Shopping campaigns and more.

⚠️ Cons:

• Can be costly: Competitive industries like legal, finance or tech can see higher cost-per-click rates.

• Takes experience to manage: Getting results requires proper setup, ongoing optimisation and a good understanding of how the platform works.

Facebook Ads: For Reaching the Right People (Even if They’re Not Looking)

Facebook and Instagram Ads are based on discovery. People don’t log in intending to buy something, but with the right message, you can spark interest and get in front of the right audience.

✅ Pros:

• Highly targeted: Facebook’s targeting options are detailed, from interests and behaviours to life events.

• Creative-first: Ads are visual, ideal for storytelling and showcasing your brand personality.

• Generally lower costs: Facebook often offers a lower cost per click compared to Google, particularly for awareness campaigns.

⚠️ Cons:

• Lower intent: People aren’t searching for your product, so conversions might take more time or need retargeting.

• Ad fatigue can happen quickly: Repeating the same creative too often can reduce effectiveness.

So Which One Should You Use?

Here’s a quick guide:

• Choose Google Ads if people are already searching for your product or service. It works especially well for things like professional services, local businesses and urgent needs.

• Choose Facebook Ads if you want to build brand awareness, reach specific interest groups or showcase visual products like fashion, events or lifestyle brands.

• If your budget allows, consider using both. Facebook can help build awareness at the top of the funnel, while Google is great for converting interest into action further down the line.

Final Thoughts from a PPC Freelancer

There’s no one-size-fits-all answer. It all comes down to your goals, audience and budget. If you’re not sure where to start, begin with the platform that best suits your business model. Or better yet, test both and let the results guide your strategy.

As a freelancer, I help businesses make the most of their ad spend and run campaigns that deliver real results — not just vanity metrics. Whether you’re running your first ad or trying to scale, I’m here to help.

Need support getting started or want a second opinion on your strategy? Feel free to reach out.