Advertising Guide
Should You Run Facebook Ads or Google Ads? (Decision Guide for Small Business)
Every local business owner who wants to run paid ads eventually hits the same question: Facebook or Google? The answer isn't the same for every business. The right platform depends on what you sell, who you sell it to, and how people find you — and choosing wrong wastes thousands of dollars before you figure it out.
The fundamental difference between the two platforms is this: Google Ads capture demand that already exists. Facebook Ads create demand that doesn't yet exist. Understanding this one distinction will answer the question for 90% of local businesses.
How Google Ads Work (and Who They're For)
When someone searches "emergency plumber near me" or "roof repair [city]," they've already decided they need help. They're shopping for a provider right now. Google Ads put your business in front of that person at the exact moment they're looking. This is called intent-based advertising — you're matching your message to someone who's already raised their hand.
Google Ads are best for businesses with emergency or high-intent services
Plumbers, HVAC technicians, electricians, locksmiths, auto repair shops, roofers after a storm, dentists with toothache patients — these are services people search for when they have an immediate problem. Google Ads work exceptionally well here because you're not trying to convince anyone they need the service. They know they need it. You just need to be the one they find. Cost-per-click in these categories runs $15–80 depending on your market and competition, but conversion rates are high because the intent is already there.
Also consider Google Local Services Ads (LSAs) — often better than standard Search Ads
Before setting up standard Google Search Ads, check if your business category qualifies for Local Services Ads. LSAs are the green "Google Guaranteed" listings that appear above the standard map and search results. They're pay-per-lead rather than pay-per-click — you only pay when someone calls or messages you through the ad. You need to pass a background check and license verification to run them. For HVAC, plumbing, electrical, locksmiths, cleaners, and many other trades, LSAs typically generate cheaper leads than standard Search Ads and come with Google's trust badge.
How Facebook Ads Work (and Who They're For)
Facebook doesn't show ads to people searching for something — it shows ads to people who match a demographic and interest profile while they're scrolling through their feed. The person who sees your Facebook ad wasn't looking for you. You're interrupting their feed and trying to create interest that wasn't there.
Facebook Ads are best for considered-purchase services and awareness building
Remodeling a kitchen, adding a deck, getting a massage, joining a gym, booking a photography session, enrolling kids in martial arts or a dance studio — these are services people think about and plan, not emergency calls. For these, Facebook is often the better choice. You can target homeowners in specific zip codes who match an income bracket, age range, and interest profile. You can show them beautiful photos of a kitchen you remodeled and plant the idea before they start actively searching. When they're eventually ready to get quotes, you've already been in their head.
Facebook Ads also work well for promotions, seasonal offers, and retargeting
Running a spring cleaning special? Promoting a back-to-school dental checkup offer? Reminding website visitors who didn't call you back? These are all Facebook Ad use cases. Retargeting — showing ads specifically to people who visited your website but didn't convert — is one of the highest-ROI things any local business can do, and Facebook's pixel makes it easy to set up. A retargeting campaign with a budget of $5–10 per day can bring back the leads who almost called.
The quick decision framework: Ask yourself, "Do people search for what I do when they need it, or do they think about it over time?" Emergency or immediate-need service → Google Ads. Planned or lifestyle purchase → Facebook Ads. Promotional offer or retargeting → Facebook Ads.
Budget: What to Expect From Each Platform
Google Ads: plan for $500–1,500/month minimum for a meaningful test
In competitive local markets, keywords for high-value services like HVAC installation, roofing, or legal services can cost $30–80 per click. At $500/month, you might get 10–20 clicks — not enough data to optimize. To properly test Google Search Ads, budget $1,000–1,500 per month for at least 60–90 days. That gives you enough clicks to see what's working and what isn't. If you can't commit to that budget, start with LSAs instead — they're cheaper to test and you only pay for actual leads.
Facebook Ads: $300–800/month can produce meaningful results for local businesses
Facebook's cost-per-click is generally lower than Google's for local businesses, because you're targeting by audience rather than competing for high-intent search terms. A local landscaping company can reach homeowners within 20 miles with a well-targeted campaign for $10–15 per day. The catch: Facebook leads typically require more follow-up because the prospect wasn't actively looking when they saw your ad. Budget for follow-up time and a good CRM or automated follow-up system. Lead quality from Facebook is often lower than from Google, but volume is higher at the same spend.
The Decision Tree: Which One Should You Start With?
Use this framework to decide:
- You have an emergency or urgent service (plumbing, HVAC, electrical, locksmith): Start with Google LSAs, then Google Search Ads. Skip Facebook for now.
- You offer a high-ticket planned service (remodeling, landscaping design, roofing replacement): Facebook Ads for awareness + retargeting, then add Google Search Ads for people who are actively shopping.
- You run a business with repeat customers (salon, gym, dentist, chiropractor): Facebook Ads for promotions and retargeting. Google Ads for new patient/member acquisition.
- You have a small budget (under $400/month): Don't run paid ads yet. Invest that money in your Google Business Profile, reviews, and basic SEO. Those channels have no ongoing ad spend and compound over time.
Common Mistakes That Kill Both Platforms
Sending ad traffic to your homepage instead of a specific landing page
This is the single biggest conversion killer in local business paid advertising. Someone clicks your ad for "emergency furnace repair" and lands on your homepage about all your HVAC services. Confusion kills conversions. The ad should match the landing page exactly — emergency furnace repair ad goes to a furnace repair page with one goal: get them to call or fill out a form. If you don't have specific landing pages for your ad campaigns, you're burning 40–60% of your budget on clicks that bounce immediately.
Not tracking phone calls as conversions
Most local business customers call rather than fill out a form. If you're not tracking calls as conversions in your ad platform, you're flying blind. Google Ads has built-in call tracking — enable it. Facebook requires a call tracking tool like CallRail ($30–50/month) to tie phone calls back to specific ad campaigns. Without call tracking, you'll look at your campaign and see "low conversions" while your phone rings off the hook — and you'll make bad optimization decisions based on incomplete data.
The short answer to "Facebook or Google?" is: start with whichever one matches how your customers find and decide to buy from businesses like yours. Master one platform before adding the second. And before running any paid ads, make sure your website can actually convert the traffic — a slow, outdated, or confusing website will waste every dollar you spend on ads.
Want a website that converts your ad traffic — and captures leads while you sleep?
Anchor Co Media builds local-SEO websites with AI chatbots that answer questions and capture leads 24/7 — so your ad spend doesn't go to waste when someone visits after hours.
See what's included → View pricing