Google Ads vs. Facebook Ads: Which Works Best?
Google Ads vs. Facebook Ads for Service Businesses
Google Ads vs. Facebook Ads for Service Businesses
The Google Ads vs Facebook Ads debate is as old as the platforms themselves. While both platforms promise impressive results, choosing the wrong one can drain budgets faster than a leaky bucket. At Lead Ember, we’ve managed Google Ad campaigns for multiple service businesses in the UAE and beyond. For us, the question isn’t which platform offers more, but which aligns better with your goals, budget, and needs.
Google and Facebook are among the most visited websites in the world, but both are, of course, fundamentally different. This reflects in their approach to ads, too.
Google Ads follows a pay-per-click model that allows you to advertise to users who are actively searching for services. Its algorithm relies heavily on a network of keywords.
On Facebook or Meta, ads are shown to users who may be interested, but are simply scrolling through social media, not necessarily ready to make a purchase. It uses its database to break down audiences by demographics, interests, behaviour, and more.
Think about it this way: Google Ads help potential clients find businesses, while Facebook Ads help businesses find potential clients. This difference should shape the way you craft campaigns, guide how you spend your money.
When an operations manager types “ERP implementation consultant” into Google, the intent is clear. That’s a hot lead, or a user ready to schedule a consultation within hours of clicking your ad.
Compare this to a business owner scrolling Facebook who sees your ERP consulting ad. Maybe they’re frustrated with manual processes, or perhaps they know they should upgrade their systems but haven’t gotten to it yet. That’s a cold prospect who needs education and nurturing before they convert.
This intent gap explains why Google Ads typically convert more but Facebook Ads often cost less per click. You’re paying for different levels of buyer readiness.
Google Ads are for intent-based targeting with surgical precision. The platform uses a network of keywords to target users based on exactly what they’re searching for. You can also target by location, device, time of day, and even previous search behavior.
But Google’s targeting has its limitations. If people aren’t actively searching for your service, you can’t reach them through Google Ads. This makes the platform less effective for new or innovative services that need more explanation.
Facebook Ads take a different approach, leveraging the platform’s vast database. Facebook knows users’ ages, interests, relationship status, job titles, education levels, and even life events like recent moves or job changes. You can target business owners in specific industries with remarkable accuracy.
Similarly, the cost per click varies dramatically between platforms.
Google Ads generally command higher prices because of the intent factor. Google Ads typically cost 2-4 times more per click than Facebook Ads. However, this higher cost often correlates with higher conversion rates. While the cost of each individual ad may vary significantly depending on your location or industry, let’s look at some numbers.
The figures vary significantly depending on the report in question. But either way, the real question shouldn’t be which platform costs less upfront, but which delivers better return on investment over your typical customer lifecycle.
For example, consider that Google Ads are associated with more conversions, while Facebook Ads are more effective at nurturing future leads, but need more impressions to get a passive scroller to convert on the day.
When you’re putting together a budget, factor in your margins, cost per acquisition and other crucial metrics.
As established, Google Ads consistently deliver higher immediate conversion rates for service businesses. Users clicking your Google Ad have already expressed intent by searching for your service.
Industry benchmarks show Google Ads convert at roughly 3-8% across service sectors, while Facebook Ads boast of slightly over 9%. This may cause some confusion, as it seems like Facebook ads are more effective.
But this isn’t entirely the case when it comes to the total number of conversions.
A Google ad that generates 10,000 clicks at a 5% conversion rate leads to 500 buyers. A Facebook ad that generates 1,000 clicks at a 9% conversion rate is only 90.
Moreover, Google Ads have tremendous scope for generating high quality leads. A service like Lead Ember, for instance, can optimise your B2B campaigns to deliver a consistent conversion rate between 15-20%.
Still can’t pick a side in the Facebook ads vs Google ads conundrum? Here’s a final comparison of the benefits of either platform.
Both can offer your business a lot. But ultimately, the choice boils down to which better fits your business goals.
When it comes to each platform’s effectiveness, opinion is divided. When asked in a survey, 52% of marketers opted for Facebook vs Google Ads. But a not insignificant 45% argued the opposite, and opted for Google vs Facebook ads.
It’s a fine margin and more proof that the real difference isn’t in the platform you select, but how you devise your campaigns.
At Lead Ember, we have years of experience helping businesses maximise their Google Ads outreach, helping organizations achieve up to a staggering 1524% return. These figures should act as proof that it isn’t where you do it, but how. Book a strategy call with us to discuss your business goals in more detail.
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