Facebook Ads vs Google Ads – Which Is Better for Your Business?
Facebook Ads vs Google Ads – Which One Should You Use?
If you’re investing in online marketing, the two biggest ad platforms—Facebook Ads and Google Ads—are likely on your radar. Both are powerful. Both drive traffic. But they serve very different purposes.
In this guide, we compare Facebook Ads vs Google Ads to help you decide which one fits your business goals, audience, and budget. At Healy Web Design, we run both as part of our Website & Marketing package to maximise visibility and lead generation.
Key Differences at a Glance
| Facebook Ads | Google Ads |
|---|---|
| Interruptive (shows to people based on interest) | Intent-based (shows to people actively searching) |
| Strong visual content (images/videos) | Text-driven ads (Search) or banners (Display) |
| Highly detailed audience targeting (demographics, behaviour) | Keyword targeting (what users search for) |
| Great for building awareness and retargeting | Great for capturing high-intent leads or sales |
| Typically lower cost per click (CPC) | Higher CPC, but more qualified leads |
When to Use Facebook Ads
Facebook (and Instagram) Ads are ideal when you want to:
- Build brand awareness and visibility
- Target specific audiences based on lifestyle, location, or interests
- Promote offers, events, or visual products
- Retarget website visitors or warm audiences
- Generate traffic to new landing pages
For example, if you’re launching a new service and want to introduce it to your ideal customer—even if they’re not actively searching yet—Facebook is your go-to.
When to Use Google Ads
Google Ads are perfect when your goal is to:
- Capture people searching for your service right now
- Rank instantly for competitive keywords
- Promote emergency or urgent services (like “plumber near me”)
- Get found on Google Maps or in local search
If someone searches “web design company in Essex,” they’re ready to hire. Google Ads put you in front of that intent immediately.
Cost Comparison
Facebook Ads: Generally cheaper clicks, especially for awareness and traffic. However, it may take multiple touches to convert users.
Google Ads: Higher cost per click, but more direct leads. Budget tends to go further when tightly targeted with the right keywords.
Our clients typically use a blend of both to balance short-term enquiries with long-term brand growth.
Facebook Ads vs Google Ads: Cost Breakdown
- Facebook: Target users by age, location, interests, job titles, behaviours, life events, and more.
- Google: Target users by search intent (keywords), location, device, and time of day.
Want to reach new mums in Chelmsford interested in home services? Facebook wins. Want to target people searching “SEO agency near me”? Google is king.
Ad Formats
Facebook Ads:
- Image or video ads in-feed
- Stories and reels
- Carousel ads, lead forms, and retargeting
Google Ads:
- Text ads in search results
- Display banner ads across the web
- Shopping ads for e-commerce
- YouTube ads (via Google Ads)
Do They Work Better Together?
Yes—100%. Here’s how we combine them in our strategy:
- Use Google Ads to capture people actively searching
- Retarget those visitors with Facebook Ads for reminders and offers
- Use Facebook to build cold audience awareness
- Drive traffic to landing pages we’ve optimised for both
Tracking Performance
We set up tracking for:
- Google Ads conversions (form fills, calls, purchases)
- Facebook Pixel for retargeting and audience building
- Google Tag Manager for full user journey tracking
- Live dashboards showing cost per lead, ROI, and ad performance
Which One Should You Choose?
If your audience already knows what they want—start with Google Ads.
If you want to educate, engage, or build a brand audience—start with Facebook Ads.
If you want to dominate—use both together and let them support each other.
Let’s Build a Campaign That Works
We manage both Facebook and Google Ads in our Website & Marketing package—including setup, tracking, and £850/month ad budget.
Request a free strategy session and we’ll show you which platform will bring the best return based on your goals.
