Neither is better across the board. Google Ads catches people who are already searching for what you do, so it's usually the faster way to get enquiries. Facebook and Instagram ads put your offer in front of people before they start looking, which makes them great for promotions, building demand and anything visual. Most local businesses should start with the one that matches how their customers buy, then add the other.
How Google Ads works
Google Ads shows your business when someone types a search like "plumber near me" or "accountant Adelaide". You're reaching people at the exact moment they want what you sell. That intent is what makes Google Ads so effective for services people go looking for.
How Facebook and Instagram ads work
Meta ads (Facebook and Instagram) work differently. Nobody is searching. Instead, your ad appears while people scroll, targeted by location, age and interests. The job of the ad is to stop the scroll and create interest, so the offer and the creative matter far more than they do on Google.
When Google Ads makes more sense
- Your customers search for you when they have a problem, like a burst pipe, a broken air conditioner or a tax deadline.
- You need enquiries coming in quickly.
- Your service is something people actively compare and choose between.
When Facebook ads make more sense
- Your service looks great in photos or video, like landscaping, renovations, beauty or food.
- You've got a promotion, seasonal offer or event to push.
- You're a new business that people don't know to search for yet.
- Your service is something people want once they see it, rather than something they go looking for.
Why the best results often come from both
The two work well together. Google Ads captures the people searching right now. Meta ads keep your name in front of locals so you're the business they think of later, and retargeting brings back people who visited your website but didn't enquire. Running both means you're covering people who are ready now and people who will be ready soon.
How to decide where to start
- Do your customers search for your service when they need it? If yes, start with Google Ads.
- Is your work visual, or do you have a strong offer? If yes, Meta ads are worth testing.
- How much work can you handle right now? Google tends to bring urgent enquiries, Meta tends to build a steadier pipeline.
Whichever you choose, set your budget based on the enquiries you want, not a number that feels comfortable. Here's how to work out a Google Ads budget.
Not sure which one suits your business?
I run both for local businesses and will tell you straight which one makes sense for you. See my Google Ads and Meta Ads services, or get a free audit.
Get my free auditFrequently asked questions
Are Facebook ads cheaper than Google Ads?
Clicks on Facebook are often cheaper, but the people clicking are usually earlier in their decision. What matters is the cost per enquiry and the value of the jobs you win, not the cost per click.
Can I run Google Ads and Facebook ads at the same time?
Yes, and they often work best together. Google captures people searching now, while Meta ads build awareness and bring back people who have already visited your website.
Do Facebook ads work for trades?
They can, especially for visual work, promotions and building a name locally. For urgent jobs where people search when something breaks, Google Ads is usually the stronger starting point.