As a local business owner, you’ve probably heard about Google Ads and Facebook Ads. These online advertising platforms are powerful tools that can help grow your business, but choosing between them can be tricky.
You might be thinking: Which one is better for my business? How do they work? And most importantly, will they actually bring in more customers?
Good news – you’re in the right place for answers.
In this article we’ll compare Facebook Ads and Google Ads. You’ll discover how they work, what makes them different, and how they can benefit your local business.
By the end of this post, you’ll have a clear understanding of these platforms and be better equipped to choose the right one for your business goals.
Google Ads: Your Digital Billboard
Imagine being able to put your business front and centre when people are actively searching for what you offer. That’s exactly what Google Ads does for you online.
One of Google Ads’ strengths is its ability to target user intent. This means you can reach people who are actively looking for products or services like yours. Here are some key targeting options:
- Keywords: Choose words or phrases related to your business. When people search for these, your ad can appear.
- Location: Target your ads to specific geographic areas, from entire countries to local suburbs.
- Demographics: Refine your audience based on age, gender, or parental status.
- Devices: Choose whether your ads appear on smartphones, computers, or tablets.
Why do many businesses find Google Ads effective? Here are a few reasons:
- Quick Results: Your ads can drive traffic to your website almost immediately after launching.
- High Intent: People clicking on your ads are often ready to make a purchase or inquiry.
- Cost Control: You only pay when someone clicks on your ad, allowing for better budget management.
Expert Insight: Google Ads are ideal for reaching people when they’re searching for your type of product or service. It’s like having a virtual salesperson available 24/7, ready to guide potential customers to your business.
Facebook Ads: Harnessing Social Media’s Power
Facebook Ads allow you to tap into the vast network of social media users, showcasing your business to potential customers even when they’re not actively searching for your products or services.
What sets Facebook Ads apart is its advanced targeting capabilities. Facebook has collected a wealth of data about its users, which you can use to reach your ideal audience:
- Demographics: Target based on age, gender, education, job title, etc.
- Interests: Reach people based on their hobbies, favourite activities, and pages they’ve liked.
- Behaviours: Target users based on their purchase behaviour, device usage, or travel patterns.
- Location: Narrow your audience down to specific countries, cities, or even suburbs.
- Custom Audiences: Use your existing customer list to reach current customers or find similar potential customers.
Why do businesses often include Facebook Ads in their marketing strategy? Here are a few key benefits:
- Visual Appeal: Facebook Ads are highly visual, helping to catch users’ attention as they scroll through their feeds.
- Precise Targeting: The detailed targeting options ensure your ads reach the most relevant audience.
- Brand Awareness: These ads are excellent for introducing your brand to potential customers who might not be actively searching for you.
Expert Insight: Facebook Ads excel at helping you connect with potential customers based on their interests and behaviours. It’s particularly effective for businesses looking to build brand awareness and engage with their audience in a more social setting.
Choosing Your Target: Google Ads vs Facebook Ads
Think of Google Ads as fishing with a spear – aiming for specific, active customers. It’s great for immediate solutions, like someone searching for an “emergency plumber”.
The upside? High intent to purchase.
The downside? It can be pricey for popular terms.
On the other hand:
Facebook Ads are like casting a wide net based on who people are, not what they’re actively seeking. It’s perfect for introducing your business to potential fans, like a fitness centre targeting health enthusiasts.
The plus? Broad reach and brand awareness.
The catch? It might take longer to see direct sales results.
So, which is better?
It depends on your goals. Google Ads excel at targeting prospects ready to buy, while Facebook Ads shine at targeting demographics and interests. Many successful businesses use both!
Comparison Table:
| Feature | Google Ads | Facebook Ads |
|---|---|---|
| Ad Types | Search, Display, Video, Shopping | Image, Video, Carousel, Slideshow, Collection, Stories |
| Targeting Method | Keyword-based, user inten | Demographics, interests, behaviours |
| Primary Strength | Targeting user intent | Advanced demographic and interest targeting |
| Ideal For | Immediate solutions and high-intent searches | Building brand awareness and social engagement |
| Cost Model | Pay-per-click (PPC) | Cost-per-impression (CPM) and cost-per-click (CPC) |
| Average Cost | Higher due to keyword competition | Generally lower cost per click |
| Conversion Rate | Often higher due to high user intent | Variable, dependent on ad relevance and audience engagement |
| Visual Engagement | Less emphasis on visuals | High emphasis on visually engaging content |
| Best For | Immediate sales, service-based businesses | Brand building, visually appealing products |
| Analytics Tools | Google Analytics, Google Ads Dashboard | Facebook Ads Manager, Facebook Analytics |
| Pros | – High conversion rates – Immediate result – Reaches users actively searching | – Detailed targeting options – Visual appeal – Large audience reach |
| Cons | – Can be expensive – Competitive keywords | – Lower intent – Longer time to see results |
Making the Choice: Google Ads, Facebook Ads, or Both?
So, you’re ready to venture into online advertising, but which platform should you choose? Let’s break it down in a way that makes sense for your local business.
What to Think About:
- Budget: How much can you spend? Google Ads might cost more, especially for popular keywords. Facebook Ads often give you more bang for your buck in terms of clicks.
- Target Audience: Where does your audience hang out online? If they’re always Googling for services like yours, Google Ads might be your best bet. If they’re scrolling through social media looking for inspiration, Facebook Ads could be the way to go.
- Business Goals: What do you want to achieve? Need sales now? Google Ads can deliver. Want to build a fanbase for your brand? Facebook Ads shine here.
- Type of Product or Service: What are you selling? Emergency plumbing services? Google Ads might work better. Stylish clothing or fitness classes? Facebook Ads could be your ticket to success.
Making the Call:
- Start with a Trial: If you can, try both platforms with small campaigns to see which one works best for you.
- Use Analytics: These platforms both provide analytics tools that will tell you what’s working and what’s not.
- Consider a Combined Approach: Many businesses succeed using Google Ads and Facebook Ads together. It’s like having the best of both worlds!
Expert Recommendations:
For many local businesses, using both Google Ads and Facebook Ads is often the winning ticket. But don’t feel pressured to do it all at once.
Start with what makes the most sense for your immediate needs and budget. As you learn and grow, you can expand your strategy.
Remember, there’s no “cookie cutter” answer. Your perfect advertising mix will depend on your unique business. The key is to start somewhere, keep an eye on your results, and be ready to adjust as you go.
Ready to Get Started?
Advertising on Facebook, Google, or both is a big step towards growing your local business online. And remember, you don’t have to figure it all out on your own.
Special bonus for readers of this article:
If you need help crafting a strategy perfectly tailored for your business, get in touch with Greg O’Rourke of Dojo Web Group to book a FREE digital marketing audit session today.
Here’s to your success in the digital world!
