How are Facebook ads and Google Ads different?
Intent
Google: the person typed what they need, often right now. Facebook: the person was scrolling, and your ad made them want it.
Cost per lead
Facebook is usually cheaper per lead: $27.66 on average against $70.11 for Google in the same benchmark set (WordStream, 2025).
Lead quality
Google leads are usually readier to book. Facebook leads need a faster follow-up and often a qualifying question on the form.
What the ad needs
Google runs on keywords and a matching page. Facebook runs on pictures and the first line, so it needs fresh creative every month.
Where it works best
Google: emergency, urgent and high-value searches. Facebook: visual services, offers, local events and anything people do not know they need yet.
Which should a local business run first?
If people search for your service when they need it, start with Google. A burst pipe, a suspended license or a toothache all begin with a search, and the person at the top of the results gets the call.
If people have to be shown your service before they want it, start with Facebook and Instagram. Teeth whitening, a kitchen remodel, a med spa offer or a new class are bought because someone saw them, not because they searched.
Many local businesses end up running both: Google to catch the people ready now, Facebook to fill the pipeline and to remind people who visited your site. If the budget only stretches to one, pick the one that matches how your customers decide, and run it well before adding the second.
What four questions settle the choice?
Do customers search for you when they need you?
Yes: Google first. No, or rarely: Facebook first.
Can a photo sell the result?
Before and after, finished work or a product in use: Facebook will do well.
How fast can you answer a lead?
Facebook leads cool quickly. If you cannot call back within an hour, fix that before spending.
Is your service in a special ad category?
Housing, employment and financial services have restricted targeting on Meta, which changes the plan.
Questions people also ask
Is Facebook advertising cheaper than Google Ads?
Which is better for a plumber or electrician?
Which is better for a med spa or dentist offering cosmetic work?
Can I run both with one agency?
Should I stop Google Ads to try Facebook?
Sources
- Facebook ads cost, 2025 benchmarks (WordStream) read 2026-11-12
- Facebook ad costs jump 21% in 2025, but still beat Google (Search Engine Land) read 2026-11-12
- Special ad categories (Meta for Developers) read 2026-11-12
Facts and prices checked . Next review February 2027.