"Should I advertise on Google or on Facebook?" The honest answer is: it depends on how your customers look for you. And to understand that, you need to see the core difference between the two platforms, which isn't technical. It's about timing.
The key difference: searching vs. discovering
On Google, the person is already searching. They type "plumber near me" or "accident lawyer in Orlando" because they have a need right now. Your ad shows up at exactly that moment.
On Facebook and Instagram, the person isn't looking for anything. They're scrolling through family photos, videos and news. Your ad appears and sparks an interest they may not have had five minutes earlier.
One is demand that already exists. The other is demand you create. Neither is better; they're for different things. This table sums it up:
| Google Ads | Facebook and Instagram | |
|---|---|---|
| Customer intent | Already looking for what you sell | Not looking, discovers it |
| What they see | Text in search results (Search) or banners on websites (Display) | Images and videos in their feed and stories |
| Best for | Emergencies and services people search for | Visual products, deals, services people crave once they see them |
| Targeting | By what people type into the search bar | By location, age, interests and behavior |
| Typical destination | Website or phone call | WhatsApp, lead form, profile or website |
| Needs a website | Usually yes | Not always |
When Google Ads makes sense
- Emergency services: locksmiths, tow trucks, plumbers, AC repair, lawyers. Nobody looks up a locksmith for fun; they look one up when they need one.
- Services people research before deciding: accountants, clinics, schools, legal services.
- When you already have a good website to send people to. If the site is slow or confusing, you're paying for clicks that go nowhere. We explain it in a slow website loses customers.
We also handle Google Ads, on Search and Display; for that, we put together a proposal based on your business and what you want to achieve.
When Facebook and Instagram make sense
- Visual businesses: restaurants, beauty salons, clothing stores, dresses, decor, events.
- Deals and promotions people didn't know they wanted until they saw them.
- Services for the Hispanic community, which spends a lot of time on these platforms and prefers to message on WhatsApp.
- When you don't have a website yet, because you can send people straight into a conversation.
Our published results from Meta campaigns for clients in dresses, insurance, beauty salons, immigration services, construction and Christmas lights show an average cost per contact of $6.19. It's a real benchmark, not a guarantee.
What if I use both?
For many businesses, the best answer is to combine them, but not both at once from day one. A practical order:
- Start with the platform that best matches how your customers look for you.
- Test with a small budget and measure what each contact and each customer costs you.
- Once one is working and the numbers are stable, add the other.
That way you're not splitting a small budget in two and ending up without clear data from either. This article on how much it costs to get a customer with ads helps you run the numbers.
Here's an example to make it clear: a remodeling company can use Google to capture people searching "kitchen remodel" this week, and at the same time use Instagram to show before-and-after photos of its work to homeowners in its area who haven't thought about it yet. Two different audiences at two different moments, and each platform does its part well.
Beyond paid ads, you can show up on Google without paying for every click: with your Google Business Profile and a well-built website for your city. It's not instant, but it adds up over time and pairs really well with ads. We explain it in local SEO for businesses.
Common mistakes when choosing
- Choosing based on hype or because it worked for someone you know, without thinking about how your customers buy.
- Sending people to a website that doesn't convince them, or to a WhatsApp no one answers.
- Judging after three days. Every campaign needs a testing period to gather data.
- Only looking at cost per click and not at what each paying customer costs you.
How we help
At Blides Publicity, we run Facebook and Instagram campaigns with unlimited ads: we test with a small budget, pause what doesn't work and scale what does. We also handle Google Ads, on Search and Display; for that, we put together a proposal based on your business and what you want to achieve.
Want ads that bring in customers, not just expenses?
We test before investing, pause what doesn't work and scale what does.
To decide today
Ask yourself one question: do my customers search for me or discover me? If they search, Google has the edge. If they discover you, Facebook and Instagram. If both happen, start with one, measure and then add the other. And if you're not sure, send us a message and we'll go over it with your business's numbers.
Frequently asked questions
Which is cheaper, Google Ads or Facebook Ads?
It depends on the industry and the city. On Google, some industries pay expensive clicks because there's a lot of competition, and on Meta it's usually easier to start small. What matters is what each customer costs you, not each click.
Can I run Google Ads without a website?
Some formats allow direct calls, but in general you need a clear, fast website to send people to.
Does Blides do Google Ads?
Yes, we handle Google Ads on Search and Display. We put together a proposal based on your business and your goals.
