Google Ads Vs Facebook Ads

In an age where the average consumer sees over 1,700 ad banners in a month, there’s more pressure for companies to get on top with online advertising than ever. A visible online presence to potentially unknown audiences is fundamental for the brand recognition and local SEO boost that small business owners need to stay afloat. 

When it comes to taking care of vast scale and local marketing, though, there are now two leading online contenders to consider: Google and Facebook. These top names hold the largest share of total U.S. digital ad spending, with 37.2% and 19.6% of the market each. The question is, which option is best for your local business campaign?

In reality, this battle isn’t as clear-cut as the media, and the rivalry between these two companies makes it seem. Rather than settling on one ‘right’ platform, in this article, we’re going to consider the why, what, when and how each advertising opportunity could work for your business.

Google Adwords

With 37.2% of the digital marketing shares right now, Google Adwords just about piques the online marketing post. But, what exactly can this service bring to you?

Who is Google Adwords best for? 

Adwords benefits most business models, and local businesses are no different. When you’re operating on a small scale, this platform provides a fantastic way to appeal to broader audiences with targeted, keyword specific searches. When a user navigates to the Google search engine, they are looking for something specific. That may be a piece of information, a product, a service, a funny fact, a video, or any number of things.

But all of those things are pre-determined prior to them opening the search bar. For example, if someone searches for “affordable landscaping in Sydney,” it is pretty clear and precise what they are looking for.


It is worth noting, however, that small businesses using Google Ads typically spend between $2,500 and $5,000 per month on PPC. If you’re still in the process of breaking into your local market, then this potentially pricey option might not be the best foot forward. What’s more, small businesses looking to harness personalised relationships might find the goal difficult to achieve on this platform.

What exactly does Google Adwords offer your business?

Adwords works on a paid search basis, where businesses bid on keywords to win advertising spots. Google considers costing, ad relevance and quality when considering contenders. If you win an ad, it will appear alongside listings in relevant search queries for a limited time, allowing for targeted and, hopefully, profitable ad opportunities.

When should you use Adwords?

Adwords is perhaps best used when your marketing objective is focused around wide-reaching organic traffic. This is a fantastic platform from which to grow your local business given that consumers from around the world use and buy from Google daily. If you’re in a good position for expansion, then Adwords is an accomplice you want on your team. 

Why use Adwords rather than Facebook/Insta?

So, why should you use Adwords over Facebook advertising? Perhaps most notably, the keyword-tailored focus on this service stands out as a plus-point. Adwords also offers advertising to consumers who are searching to BUY NOW, thus increasing your chances of conversion. Other reasons why Adwords might stand out for you include – 

  • Google’s wide reach
  • A very varied ad format
  • A chance for fast conversions

Which business types have the highest conversion rates on Google Ads?

Mobile Searches

  • Legal (6.95%)
  • Hair Salons (5.95%)
  • Construction (4.64%)
  • Healthcare (4.24%)
  • Automotive Service and Repair (4.06%)
  • Transportation (3.83%)
  • Arts and Entertainment (3.54%)
  • Internet and Telecom (3.33%)
  • Business Services (3.16%)
  • Retail (3.11%)

Desktop Searches

  • Finance & Insurance (7.19%)
  • Consumer Services (5%)
  • Advocacy (4.61%)
  • Real Estate (4.4%)
  • Legal (4.35%)
  • Education (4.13%)
  • Employment Services (3.97%)
  • Home Goods (3.68%)
  • Dating and Personals (2.75%)
  • Industrial Services (2.58%)

NOTE: Each campaign you run will have a long list of variables that you should test, iterate, and optimize, in order to get the results your clients desire. These tests are the only way to accurately make decisions on where you should allocate budget, not industry benchmarks.

Facebook Ads

The ‘paid social’ advertising options offered by the Facebook team focus on social media rather than unique searches. But, what can it do for your local SEO efforts and when should you use them?

Who are Facebook ads best for?

Like Adwords, Facebook opportunities offer broad business appeal, allowing even small business owners to appeal to new audiences. Local advertisers, in particular, seem to find success here, with 62% of local business owners now using the platform. Low upfront costs and the ability to appeal on a personal level mean that this is ideal for companies looking to grow a local rather than national audience. 

As a local business owner, Facebook ads can be a powerful marketing tool. With simple measurement and unparalleled ability to target based on interests, behaviours and custom audiences, Facebook ads can be the difference maker—to help you cut through the noise, reach your customers, and grow your business.

What exactly can Facebook ads do for you?

Facebook ads allow business owners to promote everything from social media pages, to specific posts or videos, and even physical products. Again based on a bidding framework, Facebook ad users can target clients on the back of everything from location, demographic, interests and relationship status. 

Rather than focusing on products, success here is largely focused around creating personal connections, with conversions hopefully following down the line through strategic re-targeting campaigns. An ability to target your ideal client locality is also extremely useful for small business owners who want to build huge amounts of trust and authority in their local area. 


When should you use Facebook Ads

These advertising techniques are undeniably useful for businesses just starting out. If you’re looking to build custom with low costs and high chances at returns on investment, then efforts using Facebook’s advertising platform can help you do it. Admittedly, a system that requires users to seek you rather than the other way around can be tricky, however, high ad relevancy and well constructed messaging and positioning can still help you to come out on top here.

Why use Facebook ads rather than Adwords?

Probably the biggest advantage of Facebook over Google is the fact that it knows our social behaviour. We may not be fully aware of it but we subconsciously reveal information on Facebook about ourselves more than what we intend to. As an advertising platform it has one of the most advanced audience targeting systems available to business owners today.   

Targeting such as custom audiences based on user behaviour, lookalike audiences determined by complex matching algorithms, and interest or location-based targeting based on demographic information. 

For this reason alone, Facebook Ads remain popular among many small business owners as they offer the ability to pinpoint your target customer and only advertise to people who are actually likely to purchase your product or service. Something that not many advertising platforms can provide, at least not in as great of detail.

So, who wins the battle?

As you can see, both advertising platforms bring a host of benefits for local and wide-reaching businesses alike. the bigger debate of paid search vs paid social is clearly one that requires a lot of testing with many different variables. Primarily, your answer as to which is best for you will depend on critical considerations such as – 

  • Marketing focus
  • Monthly budget
  • Your stage of business
  • Your knowledge of your audience
  • Marketing objective

All have an equal role to play in the success of a campaign and the ROI achieved.

Google Ads will help you find new customers right away and in the process, give you an instant return on your marketing investment. While Facebook Ads will help new customers find and explore you. And this way give you a better ROI in the long run.

Do Not Launch Another Marketing Campaign Until You've Read This Book!

Do N​​​​ot Launch Another Marketing Campaign Until You've Read This! 

For Small Business Owners Who Want To Dominate Their Local Area And Out Market Their Competitors With Persuasive Marketing Techniques & Strategies!

How to activate your customers basic psychological triggers & connect
with their inner most needs, habits, 
and desires. 

How to activate your customers basic psychological triggers & connect with their inner most needs, habits, and desires. 

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