Google Ads vs Facebook ads: which is better?
Plain answers for local business owners. From Taha at Urban Promotion. Updated November 2026.
The main difference
| Google Ads | Facebook ads | |
|---|---|---|
| Who sees it | People searching right now | People who match your area and interests |
| Cost per click | Often higher, about $3 to $40 in the trades | Often lower, about $1 to $3 |
| Rough cost per lead | About $40 to $120 | About $15 to $80 |
| Lead quality | Usually ready to book | Usually needs more follow-up |
| What you need | A good landing page | Good video or photos |
Google usually suits
- Emergency work: burst pipes, power out
- Things people search for when they need them
- Businesses with a strong website and reviews
Facebook and Instagram usually suit
- Anything that looks good on video
- Renovations, spas, cafés, gyms and products
- Offers and new openings
- Staying in front of people who take time to decide
Which should you try first?
Ask one question: are people already searching for what you sell? If yes, look at Google. If they don't know they need you yet, start with Facebook and Instagram.
What matters more than the platform
- Cost per paying customer, not cost per click
- How fast you answer enquiries
- How good your offer is
More: are Facebook ads worth it and how our Facebook and Instagram ads work.
Rough figures from published Australian guides, November 2026, mostly written by agencies. We run Facebook and Instagram ads, so keep that in mind too.
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