Facebook Ads vs. Google Ads: Which is Best for Your Local Business?

As a local business owner, you’re always looking for the most effective ways to connect with your customers. With so many digital marketing options available, the choice sometimes can be overwhelming. Facebook Ads and Google Ads often come up as top options. But which platform is best suited to your local business? Both have their strengts and flaws, understanding their differences can help you make a decision that maximizes your advertising budget and results.

Understanding Facebook Ads vs. Google Ads

Facebook Ads and Google Ads operate on two very different principles. Facebook Ads are social-driven, meaning they are designed to capture user attention while they scroll through their feeds. Google Ads, on the other hand, are search-driven, targeting users who are actively looking for specific products or services.

So, what does this exactly mean? Let’s say you run a local plumbing service. With Facebook Ads, you can target people based on their interests or behaviors, such as homeowners or individuals who have recently moved. Your ad for emergency plumbing services appears in their feed, even though they weren’t actively searching for a plumber at that moment. It’s a way to build awareness and keep your business top-of-mind.

With Google Ads, however, your ad shows up when someone specifically searches for “emergency plumber near me.” These users have an immediate need and are more likely to call your service right away, making it a more direct lead-generation tool for businesses with time-sensitive offerings.

Both platforms are effective, but your choice depends on your advertising goals. If your aim is to increase brand visibility and build relationships, Facebook Ads may be the way to go. If you’re focused on lead generation and capturing potential customers at the moment they are searching, Google Ads will likely provide better results.

Targeting Local Customers: Which Platform Does It Best?

When it comes to reaching local customers, both Facebook Ads and Google Ads give you some powerful tools to work with. But each one stands out in its own way. Facebook Ads allow you to get very specific with its targeting options. You can narrow your audience by age, location, interests, and even behavior patterns. Google Ads keyword-based targeting allows businesses to reach people actively searching for services in their area. With Google Ads, a plumber in London can ensure their ads show up when someone types “plumber near me” into Google. You can also use location extensions to make your ads are even more relevant to local searchers.

Tip: Using platforms like Roya, you can streamline your local targeting on both Facebook and Google. Roya’s AI helps automate the process, making sure your ads reach the right people, no matter which platform you choose.

Cost Comparison: Which Platform is More Budget-Friendly?

When it comes to advertising, understanding how much you’ll need to spend to reach potential customers is quite important, especially if you’re working with a limited budget. Both Facebook Ads and Google Ads have the ability to reach local customers, but the cost dynamics of each platform is very different.

Google Ads can be a pricier option, especially when you’re dealing with high-competition keywords. The more competitors bidding for the same terms, the higher the cost-per-click (CPC). This can make it tough for smaller businesses with tighter budgets to compete on the same level as bigger brands.  However, because people are actively searching for your service, those clicks often come with higher intent and can lead to quicker conversions.

On the other hand, Facebook Ads typically offer lower CPC rates, making it a more budget-friendly choice. For businesses that want to experiment with different ad creatives and strategies, Facebook can give you the opportunity to engage a wide audience without spending too much. It’s an accessible platform for local businesses looking to stretch their ad dollars while reaching a broad range of potential customers.

Ad Formats

Choosing the right ad format and creating engaging content can be tough, especially if you’re not a designer. Facebook and Google offer different types of ads that work well depending on your goals. Facebook Ads give you a lot of creative options like images, videos, carousels, and interactive polls. It’s great for businesses that want to tell a visual story or showcase multiple products. For example, a local boutique could use a carousel ad to highlight a range of items, making it easy for customers to explore different products. Google Ads focus more on direct, intent-based ads like text ads, shopping ads, and local service ads. These formats are perfect for reaching customers who are already searching for something specific. For instance, a local restaurant can show their menu when someone searches for “best pizza near me.”

We understand that creating the right ads and creatives can feel overwhelming, that is why Roya simplifies this. Our AI creates ads for both platforms, making sure you’re using the best format—whether it’s engaging visuals on Facebook or high-intent text ads on Google—to connect with your target audience.

How to Measure Success: Key Metrics to Track

Both Facebook Ads and Google Ads offer detailed metrics that help you track their performance.

For Facebook Ads, while engagement metrics like likes, shares, and comments can be important, especially for brand awareness campaigns, the key metrics to focus on are more performance-driven. Metrics like click-through rate (CTR), conversion rate, and cost per conversion are the most important in measuring how effectively your ads are driving actions, whether that’s lead generation, website visits, or purchases.

For Google Ads, while conversions are certainly a key focus, it’s also important to track click-through rate (CTR), quality score, and cost-per-click (CPC). These metrics help you understand how relevant your ads are to users and how efficiently you’re using your ad budget. It’s not just about conversions; optimizing for the right keywords and ad quality is just as crucial for long-term success.

Tracking your metrics can be complicated. But with Roya, you can monitor all these metrics in one simple dashboard. Roya’s AI not only tracks your ads’ performance but also suggests adjustments in real-time to improve results, ensuring you get the most out of every campaign.

Conclusion

So, which Platform is Best for Your Local Business? In the end, the best platform for your local business depends on your goals:

• Choose Facebook Ads if you’re looking to build a strong local presence and engage with your community through visually-driven ads.

• Choose Google Ads if your focus is on capturing high-intent customers who are actively searching for your services.

For many businesses, the most effective strategy is a combination of both platforms. By using Facebook Ads to build awareness and Google Ads to drive conversions, you can create a well-rounded advertising strategy that delivers results at every stage of the customer journey.

With Roya, managing both platforms has never been easier. Roya’s AI simplifies the entire process—from ad creation to performance tracking—helping local businesses get the most out of their advertising budget with minimal effort.