Google Ads vs Facebook Ads: Where Should you Spend Your Money?
You built the business. Now build the demand.
When you’re running a service business, every pound spent on advertising needs to work hard.
That is why the question isn’t simply “Are Google Ads better than Facebook Ads?”
The better question is:
Where are your ideal customers, and what are they doing before they contact you?
Google Ads and Facebook Ads can both generate leads. But they work in very different ways.
At Wow Search, we don’t recommend a platform because it pays us more. We look at your business, your customers, your goals and your budget — then recommend the channel that makes the most commercial sense.
Google Ads vs Facebook Ads: The Fundamental Difference
The biggest difference comes down to intent.
Google Ads captures existing demand
Someone searches Google because they already have a problem, need or requirement.
For example:
- “Emergency plumber near me”
- “Boiler repair Milton Keynes”
- “Dentist accepting new patients”
- “Accountant for small business”
- “Wedding photographer Buckinghamshire”
They are actively looking for a solution.
That makes Google Ads particularly powerful for service businesses where customers already know what they need.
Facebook Ads creates and influences demand
Facebook and Instagram work differently.
People aren’t usually scrolling through Facebook thinking:
“I need a new accountant today.”
They’re browsing social media.
Your advert needs to interrupt that behaviour with something relevant enough to make them stop, pay attention and take action.
That can make Facebook Ads particularly effective for visually compelling services, offers, events and businesses that can target a specific type of customer.
Google Ads vs Facebook Ads: Cost Per Lead
This is where things get interesting.
Facebook Ads can often deliver clicks and leads at a lower initial cost, particularly when the audience is highly targeted and the creative is strong.
Google Ads clicks can be more expensive because you are competing for searches from people who are actively looking for a service.
Ubersuggest’s current UK data shows the keyword “Google Ads vs Facebook Ads” has an estimated search volume of 70 per month and a CPC of around £9.45, highlighting how competitive paid search can become around commercial marketing terms.
But a cheaper lead isn’t automatically a better lead.
Imagine this:
Facebook Ads:
£15 per lead → 20 leads → 1 customer
Google Ads:
£40 per lead → 8 leads → 3 customers
Facebook produced cheaper leads.
Google produced more customers.
That’s why cost per lead should never be the only metric you judge advertising by.
At Wow Search, we look at the numbers that actually matter: qualified leads, conversion rates, customer value and ultimately return on investment.
Audience Targeting: Google vs Facebook
The platforms also approach targeting from completely different angles.
Google Ads targets intent
Google can target people based on what they’re searching for.
That is incredibly useful for local and professional service businesses where demand already exists.
A person searching for “roof repair near me” has demonstrated a very different level of intent from someone who simply fits the demographic profile of a homeowner.
Facebook Ads targets people
Meta’s advertising platforms can be extremely powerful when you know who your ideal customer is.
You can build audiences around characteristics, interests, behaviours, locations and previous interactions with your business.
That makes Facebook particularly useful for businesses that can clearly define their ideal customer.
Which Platform Works Best for Different Service Businesses?
There isn’t one universal winner.
Google Ads is often the stronger choice for:
Emergency and essential services
Plumbers, electricians, locksmiths, boiler engineers and similar businesses benefit from people actively searching for immediate help.
Professional services
Solicitors, accountants, mortgage advisers and consultants can benefit from targeting high-intent searches.
Home improvement
Roofers, builders, landscapers, window companies and other trades can capture customers who are already looking for quotes or services.
Local services with strong search demand
When customers regularly search for the service, Google can put your business in front of them at exactly the right moment.
Facebook Ads can be particularly effective for:
Beauty and aesthetic businesses
Strong imagery, transformations and offers can work extremely well on social platforms.
Gyms and fitness businesses
Facebook can help businesses reach specific demographics and promote memberships, challenges and introductory offers.
Events and experiences
If you need to create excitement and awareness around an event, Facebook and Instagram can be powerful channels.
Highly targeted lifestyle services
Businesses selling services to a clearly defined demographic can benefit from Meta’s audience targeting and creative formats.
So Which One Should You Choose?
The answer is:
It depends.
And that’s actually the point.
At Wow Search, we don’t believe every business needs Google Ads.
We don’t believe every business needs Facebook Ads either.
And we certainly don’t believe you should run both simply because an agency wants to manage two platforms.
We start with your business objectives.
Are you trying to generate immediate enquiries?
Build awareness?
Launch a new service?
Fill your diary?
Reach a very specific audience?
Generate leads within a limited geographic area?
Your answer changes the strategy.
Sometimes Google and Facebook Work Better Together
The two platforms don’t have to compete.
They can complement each other.
For example, someone might first discover your business through a Facebook advert.
They may not enquire immediately.
Later, they search Google for your business or the service you’re offering.
They click your Google Ad and become a customer.
That’s why looking at individual platforms in isolation can sometimes give you the wrong answer.
Good marketing looks at the customer journey, not just the advert.
Our Approach at Wow Search
We believe your marketing budget belongs to you — not to the platform and definitely not to the agency.
That’s why we take an objective approach.
We look at:
Your goals
What are you actually trying to achieve?
Your audience
Who is most likely to become a customer?
Search demand
Are people already looking for what you sell?
Competition
How expensive is it to compete?
Your budget
What can you realistically invest without wasting money?
Your conversion rate
What happens after someone clicks?
Then we recommend the strategy that fits.
Sometimes that’s Google Ads.
Sometimes it’s Facebook Ads.
Sometimes it’s both.
And sometimes the smartest decision is not to spend money on either until the fundamentals are right.
The Wow Search Difference
We’re not here to sell you advertising platforms.
We’re here to help you build demand.
That means we won’t recommend Google Ads because it generates a management fee.
We won’t recommend Facebook Ads because it’s the latest trend.
And we won’t tell you to spend more simply because you have budget available.
We look at the numbers, understand the opportunity and recommend what makes sense for your business.
Because better marketing isn’t about spending more.
It’s about making every pound work harder.
The Bottom Line
Google Ads is often strongest when customers already have intent.
Facebook Ads is often strongest when you need to reach, influence and engage a defined audience.
Neither platform is automatically better.
The right platform is the one that gets you closer to your business goals at a cost that makes commercial sense.
That’s the approach we take at Wow Search.
You Built the Business. Now Build the Demand.