This is the question I get asked more than anything. "Should I be on Facebook or Google?" And the honest answer is: it depends. But I can break it down so you can work out which one makes sense for your business in Newbury, Berkshire or wherever you're based.
Facebook Ads vs Google Ads isn't really a fair comparison, because they do different things. One catches people who are already looking. The other puts you in front of people who might be interested. Both can work brilliantly for local businesses. But picking the wrong one wastes money fast.
How Google Ads Works for Local Businesses
Google Ads shows your business when someone actively searches for what you do. "Plumber Newbury," "best dentist near me," "accountant Thatcham." These are people with intent. They need something right now and they're looking for someone to provide it.
That's what makes Google so powerful. You're not interrupting anyone. You're showing up at the exact moment they want you. For service businesses, tradespeople and anyone who relies on inbound enquiries, Google Ads is usually where I'd start.
The downside? It can be expensive. Popular keywords in competitive areas get bid up. And if your landing page is rubbish or your ad copy is vague, you'll burn through budget without much to show for it.
How Facebook and Instagram Ads Work Locally
Facebook (and Instagram, since they run on the same platform) works differently. Nobody is searching for your service. Instead, you're targeting people based on who they are, where they live, what they're interested in, and what they've done online.
That makes Meta Ads brilliant for a few things: building awareness in your local area, promoting offers and events, retargeting people who visited your website, and showcasing visual work like transformations, renovations or food.
The cost per click is usually cheaper than Google. But the intent is lower, so you need to work harder to convert those clicks into actual customers. Your creative has to stop the scroll. A boring stock photo ad won't cut it.
When to Choose Google Ads
Go with Google if your customers are actively searching for what you offer. That includes emergency services (locksmiths, plumbers, electricians), professional services (solicitors, accountants, financial advisers), health and dental, and anything where people compare options before buying.
If someone types "emergency boiler repair Reading" into Google, they're not browsing. They're buying. You want to be there when that happens.
Google also works well if you have a decent budget. I'd say £300 to £500 a month minimum for most local businesses to get meaningful data. Below that, you might not get enough clicks to learn what's working. I've written more about how much to spend on digital marketing if you're unsure.
When to Choose Facebook Ads
Facebook is better when you need to create demand rather than capture it. If you're a new restaurant in Hungerford and nobody knows you exist yet, a targeted Facebook campaign to everyone within 10 miles is a smart move. Same goes for gyms launching a January offer, salons promoting a new treatment, or events that need bums on seats.
It's also the better choice when your budget is tight. You can run a meaningful Facebook campaign from £3 to £5 a day. That's not really enough for Google in most industries. And if your business is visual, the format suits you. Video and carousel ads on Instagram can generate real engagement that turns into bookings.
Can You Use Both at the Same Time?
Yes. And for a lot of businesses, that's actually the best approach. Use Google to catch people who are already searching, and use Facebook to stay visible to everyone else in your area.
A good combination looks like this: Google Ads running on your core keywords to capture high intent searches, and a Facebook retargeting campaign showing ads to people who visited your website but didn't convert. That way Google brings them in and Facebook brings them back.
If you can only pick one platform to start with, ask yourself: "Are people already searching for what I do?" If yes, start with Google. If no, start with Facebook to build awareness first.
The Mistake Most Local Businesses Make
The biggest mistake I see? Running ads with no tracking. You can't tell if Facebook or Google is working if you're not measuring results. At minimum, set up conversion tracking on both platforms so you know which clicks turn into actual enquiries or sales.
And don't forget the basics. Neither platform will save you if your website is slow, your phone number is hard to find, or your Google Business Profile is half empty. Get the fundamentals right first, then layer ads on top.
Not Sure Where to Start With Ads?
I'll review your current setup and tell you whether Google, Facebook or both makes sense for your business. Packages start from £249/month.
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