Last week, I talked to a plumber in Nashville who'd just blown through $2,000 on Facebook Ads with nothing to show for it. The week before? A salon owner who couldn't figure out why her Google Ads weren't working.
Here's the thing: both of them were using the wrong platform for what they were trying to accomplish.
If you're a small business owner staring at your marketing budget wondering whether to bet on Facebook or Google, you're asking the right question. But the answer isn't as simple as "Facebook is better" or "Google wins."
I'm going to break down exactly how these platforms work, what they actually cost, and most importantly—which one makes sense for your specific business. No fluff, no jargon, just practical advice you can use today.
The Core Difference (And Why It Matters)
Before we dive into costs and features, you need to understand the fundamental difference between these platforms. It's the difference between hunting and fishing.
Google Ads is hunting. People are actively searching for what you offer. Someone types "emergency plumber near me" at 11 PM—they've got a problem right now. You show up with the solution, they click, you (hopefully) get a customer.
Facebook Ads is fishing. People are scrolling through their feed looking at vacation photos and cat videos. You're interrupting them with something they didn't know they wanted. Your job is to make them stop, think "huh, that's actually interesting," and click.
Neither approach is better—they're just different. And that difference determines everything else.
Let's Talk Money: What These Actually Cost
I'm going to be straight with you: the "average cost" numbers you see online are basically useless. A Facebook ad for a local coffee shop costs way less than one for a law firm.
But here's what I've seen work for real small businesses:
Google Ads Costs
According to WordStream's 2024 data, the average cost-per-click across all industries is $2.69. But that's misleading because it varies wildly:
- Service businesses (plumbers, electricians, HVAC): $5-$50 per click
- Local retail/restaurants: $1-$3 per click
- Professional services (accountants, lawyers): $6-$100+ per click
I know what you're thinking: "$50 per click?! That's insane!"
Here's the math that makes it work: If you're a plumber charging $150 for a service call, and 1 in 10 clicks becomes a customer, you're spending $500 to make $150. That's terrible, right?
Wrong. Because that customer calls you again when their water heater breaks. And they refer you to their neighbor. Your actual customer lifetime value might be $2,000+. Suddenly $50 per click looks pretty reasonable.
Facebook Ads Costs
Facebook is generally cheaper per click—usually $0.50 to $2.00 for most small businesses. But (and this is a big but), you need way more clicks to get the same results.
Why? Because people on Facebook aren't actively looking for your service. You're creating demand, not capturing it. That takes more touches, more convincing, more clicks before someone converts.
Here's what I typically see:
- Local awareness campaigns: $0.50-$1.50 per click
- Lead generation: $5-$15 per lead
- Direct sales: $2-$5 per click (but lower conversion rates)
The salon owner I mentioned earlier? She was getting clicks at $0.75 each. Sounds great, right? Except her conversion rate was under 1% because people weren't ready to book—they were just curious.
Audience Targeting: Apples vs Oranges
This is where things get interesting.
Google's Approach: Intent-Based
With Google Ads, you're targeting what people are searching for. Someone types "best pizza delivery near me" and boom—your ad can show up.
You can target by:
- Specific search terms (keywords)
- Location (down to a specific radius)
- Time of day
- Device type
The beautiful thing? You know they're interested. They literally just told Google they want pizza.
Facebook's Approach: Interest-Based
Facebook lets you target people based on who they are and what they like:
- Demographics (age, gender, income level)
- Interests (what pages they follow, what they engage with)
- Behaviors (purchase history, device usage)
- Life events (just moved, recently engaged, new parent)
I once helped a children's party entertainment company target parents within 10 miles who had kids ages 4-8 and had engaged with birthday-related content in the past month. We got leads at $8 each. Try doing that with Google.
When Google Ads Actually Makes Sense
Google works best when people are actively looking for what you offer. Here are the scenarios where I'd choose Google first:
1. Emergency or Urgent Services
If you're a locksmith, tow truck, emergency plumber, or urgent care clinic—Google is your friend. When someone's locked out of their house at midnight, they're not scrolling Facebook. They're frantically Googling.
2. High-Intent Services
When people search "divorce lawyer near me" or "roof replacement cost," they're not window shopping. They've got a need, and they're comparing options.
One roofing contractor I worked with was spending $40 per click on Google. Sounds expensive until you realize his average job was $8,000 and his close rate from Google leads was 15%. Do the math—that's profitable.
3. Specific Product Searches
If you sell something people actively search for—"custom wedding invitations," "organic dog food delivery," "used iPhone 13"—Google captures that intent beautifully.
When Facebook Ads Actually Makes Sense
Facebook shines when you need to create awareness, build relationships, or reach people who don't know they need you yet.
1. Visual Products or Services
If your work looks good in photos or videos—think restaurants, salons, home services, retail—Facebook's visual format is perfect.
That salon owner? Once we switched her to Facebook with before/after photos and client testimonials, her lead cost dropped to $12 per booking. Way better than the Google Search ads she was trying to run.
2. Longer Sales Cycles
If you're selling something people don't buy on impulse—like fitness training, home remodeling, or financial planning—Facebook lets you nurture the relationship over time.
You can show them multiple ads, build trust, tell your story. By the time they're ready to buy, you're the obvious choice.
3. Local Awareness
Opening a new location? Announcing a special event? Facebook's local awareness ads are incredibly effective and cheap.
I've seen local businesses reach 5,000+ people in their neighborhood for under $50. You can't do that efficiently with Google.
Industry-Specific Recommendations
Let me get really specific because that's what actually helps:
Restaurants & Food Services
Winner: Facebook
People don't usually Google "where should I eat tonight" anymore—they scroll Instagram or ask friends. Use Facebook/Instagram ads with drool-worthy food photos, special offers, and location targeting.
Home Services (Plumbing, HVAC, Electrical)
Winner: Google
These are almost always emergency or high-intent purchases. When someone's AC breaks in July, they're Googling, not checking Facebook.
Professional Services (Accountants, Lawyers, Consultants)
Winner: Google, then Facebook retargeting
Start with Google to capture the high-intent searches, then use Facebook to retarget people who visited your site but didn't convert. This one-two punch is powerful.
Retail & E-commerce
Winner: Both (seriously)
Use Google Shopping ads to capture product searches, and Facebook for brand awareness and retargeting. Most successful e-commerce businesses use both platforms together.
Gyms & Fitness Studios
Winner: Facebook
People don't wake up and Google "gyms near me" very often. But they scroll Facebook feeling guilty about skipping workouts. Hit them with transformation photos and limited-time offers when they're in that mindset.
Can You Use Both? (Should You?)
Here's the truth: most successful small businesses eventually use both platforms. But that doesn't mean you should start with both.
If you're just getting started with paid ads, pick one and master it first. Trying to do both with a limited budget is like spreading butter on too much bread—you end up with a thin, ineffective layer everywhere.
My recommendation: Start with whichever platform matches your business type (see the industry recommendations above). Get profitable on one platform, then expand to the second as a growth channel.
Once you're established on both, here's how they work together beautifully:
- Google captures the demand from people actively searching
- Facebook retargets the visitors who didn't convert
- Facebook also builds brand awareness so more people search for you on Google
It's a virtuous cycle, but you need enough budget to make both work. For most small businesses, that's at least $2,000-3,000/month across both platforms.
The Real Decision Framework
Forget everything you just read for a second. Here are the only three questions you need to answer:
Question 1: Are people actively searching for what you offer?
If yes → Start with Google
If no → Start with Facebook
Question 2: Is your product/service visual?
If yes → Facebook has an advantage
If no → Google might be better
Question 3: What's your budget?
Under $500/month → Pick ONE platform and focus
$500-2,000/month → Master one, then test the other
Over $2,000/month → Use both strategically
What Nobody Tells You (But I Will)
Here are some hard truths from running thousands of dollars in ads for small businesses:
1. Your first campaigns will probably lose money. That's normal. You're paying for data. The businesses that succeed are the ones that stick with it long enough to optimize.
2. The platform isn't your problem—your offer is. I've seen businesses fail on both platforms because their offer wasn't compelling. No amount of targeting fixes a mediocre offer.
3. You need a real budget. Spending $10/day on Facebook or Google won't move the needle. You need at least $300-500/month to gather enough data to make informed decisions.
4. Organic reach is dead. If you're waiting to "build an audience organically" before running ads, you'll be waiting forever. Paid advertising is no longer optional—it's table stakes.
Common Mistakes I See All the Time
The "Set It and Forget It" Approach
Both platforms require active management. If you launch a campaign and check back in two weeks, you've wasted money. Check performance daily, especially in the first week.
Targeting Too Broad on Facebook
Targeting "everyone in my city" rarely works. Get specific. That party entertainment company I mentioned? They went from targeting all parents to targeting parents of kids 4-8 with birthdays in the next 60 days. Costs dropped by 60%.
Using Only Brand Terms on Google
If you're only bidding on your business name, you're missing the whole point. People searching your name already know about you. Bid on problem-based keywords your customers are actually searching.
Sending Traffic to Your Homepage
This kills me. You're paying $3 per click to send someone to a generic homepage? Create dedicated landing pages for each campaign with one clear call-to-action.
Frequently Asked Questions
Which platform is easier for beginners?
Facebook is generally more user-friendly for beginners. The Ads Manager interface is more intuitive, and you can start with a simple "Boost Post" to learn the basics. Google Ads has a steeper learning curve, but the quality of traffic is often higher.
How long before I see results?
On Google, you can see clicks within hours of launching. But profitable results? Give it 2-4 weeks to gather data and optimize. Facebook often takes longer—4-6 weeks—because you're building awareness, not just capturing existing demand. Don't pull the plug too early.
Can I run ads without a website?
Facebook allows you to run ads that go directly to Messenger, your Facebook page, or even a phone number. Google Ads technically requires a landing page, but it doesn't have to be a full website—a simple landing page works fine. That said, you'll get better results with a proper website.
What if I'm in a super competitive industry?
High competition usually means higher costs, but it also means there's demand. Focus on hyper-local targeting and specific niches. Instead of "personal injury lawyer," try "car accident lawyer in [specific neighborhood]." Get more specific than your competitors are willing to go.
My Honest Recommendation
If you've made it this far, you're serious about making paid advertising work. So here's what I'd actually do if I were in your shoes:
Month 1-2: Pick ONE platform based on your business type (use my industry recommendations above). Commit to a real budget—at least $500/month. Learn the platform, test different audiences and ads, and track everything.
Month 3-4: Double down on what's working. By now you should have clear data on which ads, audiences, and offers are performing. Cut the losers, scale the winners.
Month 5-6: If you're profitable on the first platform, start testing the second one with 20-30% of your budget. Don't abandon what's working—add to it.
Most small businesses that fail with paid ads fail because they try to do too much, too fast, with too little budget. Pick one, master it, then expand.
Ready to Stop Guessing?
Look, I get it. Paid advertising feels risky when you're spending your own money. You want guarantees, but there aren't any.
What I can promise is this: businesses that don't invest in paid advertising get left behind. Your competitors are already on Google and Facebook. The question isn't whether to do it—it's how to do it smarter than them.
At Capture Client, we've spent years testing what actually works for small businesses like yours. We don't sell you both platforms just to increase our fees—we recommend the platform that matches your specific business model and budget.
Want us to take a look at your business and give you an honest recommendation? Book a free 30-minute strategy call. We'll tell you exactly which platform makes sense for you, what budget you need, and what kind of results you can realistically expect.
No pressure, no sales pitch—just straight advice from people who've been in the trenches.
Because at the end of the day, the best advertising platform is the one that actually brings you customers. Everything else is just noise.
