Google Ads reaches people who are already looking for what you sell. Facebook and Instagram ads reach people who fit a profile but were not looking. That single difference drives every other difference between them.
Side by side
| Google Ads | Facebook / Instagram Ads | |
|---|---|---|
| Intent | High — they typed the search | Low — you interrupted them |
| Cost per click | Higher | Lower |
| Cost per customer | Often lower despite pricier clicks | Often higher despite cheap clicks |
| Best for | Services people search for; urgent needs | Visual products; impulse buys; demand creation |
| Targeting | By what they searched | By who they are and what they like |
| Creative demands | Low — text does most of the work | High — needs strong visuals, refreshed often |
The mistake that wastes the most money
Comparing cost per click. Facebook clicks are cheaper and that number is nearly meaningless on its own. What matters is cost per customer, and search frequently wins there despite costing several times more per click — because the person was already trying to buy.
Which one should you start with?
Start with Google if people search for what you sell: emergency services, professional services, repairs, anything with a clear name someone would type. If there is existing demand, capturing it beats creating it.
Start with Facebook or Instagram if people do not know your category exists, or the product is visual and impulse-friendly. If nobody is searching, there is nothing for search ads to capture.
Run both once each is working alone. Retargeting on social to people who visited from search is one of the cheapest tactics available, because they already know you.
Budget reality
In expensive lead-gen categories a Google click can run $20 to $50, so a budget under roughly $1,500 a month collects data too slowly to optimise. Social clicks are cheaper, so smaller budgets go further — but a smaller budget on lower intent can simply mean buying more of the wrong people faster.
Related: Google Ads management, social media advertising, are Google Ads worth it, cost per lead.