Google Ads or Facebook ads: which should a local business start with?

What's the real difference between Google and Facebook ads?

Intent. On Google, people tell you what they want. They type "roof leak repair near me" or "green card lawyer" and choose from what shows up. On Facebook and Instagram, nobody is searching. People are scrolling, and your ad has to stop them and give them a reason to act.

So Google Ads catches demand that already exists, and Facebook and Instagram ads create it, by putting your work in front of people nearby before they go looking. Neither is better. They do different jobs, and the right first move depends on how your customers buy.

Which businesses should start with Google Ads?

Businesses that people look for when they have a problem or a clear need. If customers call the same day they search, start on Google.

• Emergency and repair trades. Searches like "emergency plumber", "AC repair Miami" or a roof leak after a storm turn into calls within minutes. Call-first ads and Local Services Ads put a plumbing company at the top while the customer still has the phone in hand.
• Law firms. People search "car accident lawyer" or "immigration lawyer near me", and nobody opens Instagram looking for a lawyer. Legal clicks are among the most expensive on Google, so a personal injury firm needs tight keywords and a close look at which calls become cases.
• Dentists and clinics. "Dentist near me open Saturday" is a search, not a scroll. Patients choose by treatment, neighborhood and hours.
• Accountants and insurance agents, during tax season and open enrollment, when people go looking.

For all of these, the Google Business Profile matters too, because the map results sit right next to the ads.

Which businesses should start with Facebook and Instagram?

Businesses whose work sells itself on camera, or that grow with an offer people didn't know they wanted until they saw it.

• Med spas and wellness. Video of your team and your space builds trust before the first visit. Ads are written to pass Meta's rules on prescription treatments, weight loss and before and after images.
• Gyms and studios. Intro offers and short clips of real classes, shown to people who live or work near your gym or studio.
• Pressure washing and landscaping. Before and after video does the selling. A homeowner who wasn't thinking about the driveway sees it and asks for a quote.
• Salons, pet care and dog trainers. Show the work, the place and the people, and give nearby customers an easy way to book.

Our own crew films these ads in person, so they show your real work, not stock footage. That matters more on Facebook and Instagram than anywhere else, because the ad has to earn the attention.

How do you decide for your business?

Think about how your best customers found you. Then use this as a starting point:

If this sounds like you	Start with
"People call me the day something breaks."	Google Ads, plus Local Services Ads if your trade qualifies.
"People search for my service by name."	Google Ads, backed by a strong Google Business Profile.
"My work looks great on camera."	Facebook and Instagram ads, with video of your real work.
"I sell with an offer, like a first class or a seasonal special."	Facebook and Instagram ads in a tight radius around you.
"People think it over for weeks before they buy."	Google to catch the search, then Facebook and Instagram to stay in front of people who visited your site.

Which one costs less?

Neither, once you compare them fairly. Google charges when someone clicks your ad. Facebook and Instagram usually charge for showing it. A Google click comes from someone already looking. A Facebook view comes from someone who may not need you yet. Comparing cost per click across the two is misleading, so compare cost per customer instead.

With us, the price is the same either way: $1,500 to $4,000 a month for management, plus ad spend from $600 a month paid straight to Google or Meta. Running both means more campaigns to build and watch, which can move the fee up within that range. It's month to month, and you can cancel with 30 days notice.

When should you run both?

Once the first channel brings customers at a cost you're happy with. Then the second one can make it stronger:

• Bring back visitors. Someone found you on Google, looked at your site and left. Your ad shows up for them on Facebook and Instagram while they're still deciding.
• Reach people earlier. Social ads put your work in front of people before they need you, so your name is familiar when they search.
• Follow the seasons. Move budget between the two as demand moves, like ahead of hurricane season or in the slow months.

Starting both at once on a small budget splits it in two, and each channel learns more slowly.

Are there rules that change the answer?

Yes, for a few kinds of business.

• Real estate and financial products. Meta treats housing and financial products and services as special ad categories, with limited targeting: no targeting by age, gender or ZIP code. The ad itself has to do more of the work.
• Doctors, dentists and med spas. Google and Meta have stricter rules for health ads. We set tracking up to keep patient details out of ad platforms.
• Law firms. Florida Bar advertising rules apply to lawyer ads and websites. We write with those rules in mind, and the firm approves everything before it runs.

What do both need to work?

• Tracking first. Calls, forms and bookings tracked before a dollar is spent, so you compare channels by customers, not clicks or likes.
• A page that gets the call. Ads only work as well as the page they land on: fast, clear, with tap-to-call and your reviews where people look.
• Real content. For Facebook and Instagram especially, video of your actual work, which our in-house crew films for you.

If you're still not sure, book a free 15-minute call. Tell us your trade and your area, and we'll tell you where we'd start and what it would cost.