If you’re a small business owner looking to invest in online advertising, you’ve probably asked yourself: Should I use Facebook Ads or Google Ads?
Both platforms offer powerful tools for reaching potential customers, but they work in different ways – and what’s “better” depends on your goals, audience, and budget.
How they work
Facebook Ads (which also include Instagram Ads) are social ads. They appear while users scroll through their feeds or stories. These ads are great for targeting people based on their interests, behaviours, location, and demographics – even if they’re not actively looking for your product or service.
Google Ads, on the other hand, are search ads. They show up when someone types a specific query into Google – for example, “plumber near me” or “buy vegan candles online.” These ads are designed to capture intent. The person is already searching for something you offer.
Facebook Ads: pros and cons
Pros:
- Highly detailed targeting – interests, age, location, life events, etc.
- Great for raising awareness and building brand recognition.
- Often cheaper per click than Google Ads.
- Eye-catching visuals and video formats.
Cons:
- You’re interrupting people rather than meeting them at the point of need.
- Results can take time – especially if your brand is new.
- It can be harder to convert users who aren’t already in the buying mindset.
Google Ads: pros and cons
Pros:
- High intent – you’re reaching people who are actively searching.
- Great for local services or products people are already looking for.
- Strong return on investment when well-optimised.
- Flexible ad formats (text, shopping, display, etc.).
Cons:
- More competition in some industries, which can push up the cost.
- Takes time to learn and optimise effectively.
- Less visual – especially in standard search ads.
Which is better for your small business?
It depends on your goal.
- If you’re trying to raise awareness of a new product or build a local audience, Facebook Ads might be more effective.
- If you want to capture leads or sales from people ready to buy, Google Ads usually delivers faster results.
- For many small businesses, the best strategy is to use both in different ways: Facebook to create demand, and Google to capture it.
Start small and test
You don’t need a massive budget to get started. Many small businesses begin with just £5–£10 per day and test different ad creatives and audiences. The key is to keep track of what works, use clear calls-to-action, and adjust based on the results.
Both Facebook and Google Ads can work brilliantly for small businesses – but they serve different purposes. Facebook helps you get noticed by the right people, even if they’re not looking. Google helps you appear when people are looking.
