Google Ads vs. Facebook Ads for Small Businesses: Which Delivers Better ROI?
By REESE PARSON
Director of Client Impact, Larison Media
Which Should You Choose: Google Ads or Facebook Ads?
If you’re a small business owner trying to decide how to spend a limited marketing budget, you’ve likely asked:
“Should I invest in Google Ads or Facebook Ads?” “Which one will actually bring the best return on investment?”
The honest answer is: it depends.
Both platforms offer unique advantages and challenges. Choosing the right one depends on your audience, your goals, and how quickly you need results.
This article will help you make that decision with clarity.
How Google Ads Work
Google Ads are intent-based. They appear when someone is actively searching for your product or service.
For example, a user types in “emergency plumber near me.” If you’re running Google Ads, your business can show up at the top of search results.
This makes Google ideal for leads who are ready to act.
Advantages:
High intent. These users are looking for a solution right now.
Advanced targeting. Show ads based on location, device, time of day, and specific keywords.
Fast lead generation. Especially effective for urgent or time-sensitive services.
Challenges:
Cost. Competitive industries drive up cost-per-click.
Pay-per-click model. You still pay whether or not they convert.
Requires ongoing optimization. Without proper management, ad spend can be wasted.
How Facebook Ads Work
Facebook (and Instagram) Ads are not based on search intent. Instead, they appear in a user’s feed based on interests, behaviors, and demographics.
For example, a cleaning company can target parents in their city who are interested in home organization or parenting topics.
Facebook excels at raising awareness and building brand familiarity.
Advantages:
Advanced targeting. Age, location, interests, life events, and more.
Visual storytelling. Use images, videos, and offers to grab attention.
Lower cost-per-click. Often more affordable than Google.
Great for brand-building and staying top of mind.
Challenges:
Lower intent. Users aren’t actively looking when they see your ad.
Slower conversions. It may take several exposures before someone clicks or books.
Creative fatigue. Ads need to be refreshed often to remain effective.
Which Delivers More ROI?
It depends on your business type, customer journey, and goals.
Need-based or urgent services (plumbing, dental, HVAC, locksmith):
Google Ads typically deliver faster results.
Lifestyle-based or discretionary services (fitness studios, cleaning companies, boutiques):
Facebook Ads often perform better by nurturing leads over time.
New businesses:
Facebook is often the more affordable way to build early awareness.
Lead generation focus:
Google is the more direct path to conversions.
The Most Effective Strategy: Combine Both
High-ROI marketing doesn’t usually come from picking one platform. It comes from combining both.
Google Ads capture customers who are ready to buy now.
Facebook Ads build trust with future customers who will buy later.
If your budget is limited, start small on each platform, track results, and adjust accordingly.
Final Thoughts
There’s no one-size-fits-all answer. The better question is: Where is your ideal customer in their buying process?
If they’re searching: Google Ads will likely perform better.
If they need reminding: Facebook Ads can build brand visibility.
If you want both short-term leads and long-term growth: Use both.
The small businesses that see the strongest returns aren’t the ones who choose one and stick with it. They’re the ones who test, learn, and adapt based on performance.
