If you have a limited budget and want to try paid ads, the first question is usually: Google or Facebook and Instagram? Both can bring in customers. They just work in very different ways.
The key difference: intent
Google Ads show up when someone is actively searching. If a person types "emergency plumber near me", they need a plumber right now. You're meeting existing demand.
Meta Ads (Facebook and Instagram) show up while people scroll. They weren't looking for you, so your ad has to catch their attention and create interest. You're creating demand.
When Google Ads is usually the better start
- People already search for your service (plumbers, lawyers, dentists, roofers, HVAC)
- The need is urgent or high-value
- You serve a specific local area
- You want calls and form fills, not just awareness
When Meta Ads is usually the better start
- Your product or service is visual (restaurants, salons, fitness, home decor)
- People don't search for it because they don't know it exists yet
- You have a clear offer, like a first-class discount or a seasonal special
- You want to stay in front of people who visited your website
What about cost?
Google clicks often cost more, because the person is closer to buying. In competitive local services, a single click can cost anywhere from a few dollars to well over $20. Meta clicks are usually cheaper, but fewer of those people are ready to buy today.
That's why comparing cost per click is misleading. What matters is cost per customer. A $15 Google click that turns into a $2,000 job is a bargain.
Our usual advice
For most local service businesses, start with Google Ads on a small set of high-intent searches. Once that's bringing in steady leads, add Meta Ads to reach new people and remind past visitors about you.
For visual or impulse businesses, start with Meta, with a clear offer and good photos or short videos.
Whichever you choose, get these right first
- A landing page that matches the ad. Don't send people to a generic homepage.
- Tracking. Know which calls and forms came from ads, or you're guessing.
- Enough budget to learn. A few dollars a day rarely gives the platforms enough data to work with.
- Patience. Give a campaign at least four to six weeks before judging it.
Ads amplify what's already there. If your website doesn't convert visitors, ads just send more people to a leaky bucket. Fix the page first, then turn up the traffic.