Google Ads vs. Facebook Ads: Which Should You Start With?

Google Ads and Facebook Ads are the two biggest paid channels for small businesses, and they work in fundamentally different ways. Google captures people already searching for what you sell. Facebook (and Instagram) puts you in front of people who match a profile but weren't looking. Picking the wrong one first is the single most common way small businesses burn their first ad budget.

The core difference in one sentence

Google Ads is demand capture. Facebook Ads is demand creation. If people are already Googling your service by name ("emergency plumber near me", "family lawyer Denver"), Google usually wins. If nobody is searching for you yet and you have to interrupt a scroll to explain what you do, Facebook and Instagram usually win.

When Google Ads is the right first move

• Local service businesses with urgent-need customers (plumbing, HVAC, locksmith, towing, legal)
• Established categories where people search by name (accountants, dentists, roofers)
• E-commerce products with clear branded or category demand
• B2B services with specific high-intent search terms

When Facebook and Instagram Ads is the right first move

• New products or services that don't have search demand yet
• Lifestyle, wellness, food, and fashion brands with strong visuals
• Coaches, courses, and info products sold on story and personality
• Local businesses building brand awareness in a specific radius

What they cost

Google Ads generally has a higher cost per click ($2 to $50+ depending on industry) but higher intent, so conversion rates are stronger. Facebook Ads has a lower cost per click ($0.50 to $3) but requires more creative testing and longer nurture to convert. Neither is cheaper overall — they just move money at different stages of the funnel.

The honest answer for most small businesses

Start with whichever channel matches how customers currently find you. If your existing customers say "I Googled you," run Google first. If they say "I saw your reel," run Facebook and Instagram first. Add the second channel once the first is generating consistent leads at a known cost — not before.

Get a straight recommendation

Book a free consultation with Dunn Right Media and we'll tell you which platform to start with based on your industry, budget, and current customer acquisition — no upsell required.