Facebook vs Google Ads for Local Business Marketing
Online advertising is a powerful tool for local businesses. Two of the biggest platforms are Facebook Ads and Google Ads. Both can help you reach more customers, but they work in different ways. Choosing the right one depends on your goals, budget, and type of business.
Let’s explore how Facebook Ads and Google Ads compare, and which one might be best for your local marketing.
1. Facebook vs Google Ads: Which Is Better for Local Businesses in 2025?
Both platforms are strong, but they serve different purposes. Facebook Ads are great for building brand awareness and engaging with customers. Google Ads, especially search ads, are good for capturing demand when someone is actively searching for a product or service.
| Feature | Facebook Ads | Google Ads |
|---|---|---|
| Main Purpose | Awareness and Engagement | Capture search intent |
| Best for | Visual content, promotions, events | Local services, urgent needs |
| User Behavior | Browsing, discovering new businesses | Searching for specific services |
| Learning Curve | Easier for beginners | Slightly more complex setup |
| Example Use Case | Promoting a new coffee shop in town | Advertising a plumbing service nearby |
2. Cost Comparison: Facebook Ads vs Google Ads for Local Marketing
Cost is always a big factor, especially for small businesses. Both platforms work on a pay-per-click (PPC) or cost-per-impression (CPM) model, but pricing depends on your industry, competition, and targeting.
| Cost Area | Facebook Ads | Google Ads |
|---|---|---|
| Average CPC (click) | $0.50 – $2.00 | $1.00 – $5.00+ |
| Budget Flexibility | Very flexible, can start with $5 | Flexible, but may need higher daily budget |
| Competition Level | Lower for local niches | Higher in competitive industries |
| ROI Potential | High with good visuals and targeting | High with strong keyword targeting |
3. Targeting Capabilities: How Facebook and Google Help You Reach Local Customers
Both platforms offer strong targeting options, but they do it differently.
| Targeting Feature | Facebook Ads | Google Ads |
|---|---|---|
| Location Targeting | Yes, by city, zip code, radius | Yes, highly accurate by location |
| Age & Interests | Very detailed | Limited to demographic or affinity data |
| Behavior Targeting | Yes (shopping habits, events, etc.) | Limited |
| Retargeting | Yes, via Facebook Pixel | Yes, via Google Tag |
4. Ad Formats Breakdown: Choosing the Right Platform for Your Local Business
Facebook offers highly visual ads like image, video, carousel, and story ads. These are ideal for showcasing your products or business atmosphere.
Google, on the other hand, focuses more on text-based search ads, display ads, shopping ads, and YouTube video ads.
For example, if you run a local bakery, Facebook is a great place to post colorful cake pictures. But if you own a plumbing business, Google Ads can catch customers when they search “plumber near me.”
Each platform supports mobile-friendly ads, so your content will reach users on their phones and tablets easily.
5. Local Intent vs Engagement: What Your Business Needs from Ads
Google Ads are perfect when someone has clear local intent. This means they’re actively looking for your service, like “best pizza near me” or “emergency dentist.”
Facebook Ads are better for creating engagement. They help people discover your brand even if they weren’t looking for you. This is great for promotions, events, or sharing your business story.
So, if your goal is to get calls and bookings, Google might win. If your goal is to build a loyal local audience, Facebook works better.
6. Facebook Retargeting vs Google Remarketing for Local Sales
Both platforms allow you to retarget people who visited your website but didn’t take action.
- Facebook Retargeting uses the Facebook Pixel. This tracks who visited your site and shows them ads later on Facebook or Instagram.
- Google Remarketing does something similar through the Google Tag. It can show ads on Google Search, YouTube, and other websites in the Google Display Network.
For local businesses, this is very useful. If someone checks out your restaurant’s menu online but doesn’t order, retargeting can remind them with a tempting image or offer.
Retargeting boosts conversions and keeps your brand top-of-mind.
7. Which Platform Delivers Better ROI for Small and Local Businesses?
Return on Investment (ROI) depends on your goals and how well you run your campaign.
- Facebook often has a lower cost per click and is ideal for growing your audience and brand.
- Google often delivers faster conversions because users are searching with intent.
If you track your results and test often, both platforms can give a strong ROI. For many local businesses, a mix of both can be ideal.
8. Real-World Case Studies: Local Businesses Using Facebook vs Google Ads
Let’s look at two local business examples.
Local Hair Salon – Facebook Ads Success
A hair salon in Austin used Facebook Ads to promote their new stylist and a “20% off” promotion. The ads targeted women in a 10-mile radius aged 25–45. They used photos and videos of their work. Within a week, they booked 30+ appointments.
Local Electrician – Google Ads Success
A local electrician in Seattle used Google Ads to target search terms like “emergency electrician near me.” They received 50 calls in 10 days. Most of the callers became paying customers because of the urgency of the service.
These examples show that Facebook works well for promotions, while Google is great for urgent services.
9. Tips to Combine Facebook and Google Ads for Maximum Local Impact
You don’t have to choose one over the other. Many businesses find success by using both platforms together.
Here’s how to do it:
- Start with Google Ads to capture ready-to-buy customers.
- Use Facebook Ads to build awareness, promote events, or retarget people who clicked your Google Ads but didn’t buy.
- Use consistent branding across both platforms (same logo, colors, tone).
- Track results using Google Analytics and Meta Ads Manager.
Combining the strengths of both platforms gives you a full-funnel marketing approach—from awareness to purchase.
10. 2025 Strategy Guide: Choosing the Right Ad Platform for Your Local Business Goals
Still unsure which one to pick? Use this quick guide:
- Choose Google Ads if:
- Your service is urgent (e.g., plumbing, locksmith).
- People search for it often (e.g., car repair).
- You want faster leads.
- Choose Facebook Ads if:
- You have strong visuals (e.g., food, fashion).
- You want to grow a community or email list.
- You run events or promotions often.
- Use both if:
- You want a well-rounded marketing approach.
- You have time or a budget to test different ads.
- You want more control over long-term growth.
FAQs
1. Which is cheaper for local businesses: Facebook Ads or Google Ads?
Facebook Ads are generally cheaper per click, especially for local promotions. However, Google Ads may deliver faster conversions if your service is in high demand.
2. Do I need a website to run Facebook or Google Ads?
No, but it helps. You can run Facebook Ads that lead to your Facebook Page or Messenger. For Google Ads, it’s best to have a landing page or website to convert search traffic.
3. Which platform works better for local services like plumbing or electricians?
Google Ads usually work better for local services because users are actively searching for urgent help (e.g., “emergency plumber near me”).
4. Can I run ads on both platforms at the same time?
Yes, and it’s often recommended. Use Google Ads for people who are searching, and Facebook Ads to retarget visitors or promote your brand visually.
5. What is the minimum budget I need to start?
You can start with as little as $5/day on both platforms. But for meaningful results, aim for $10–$20/day.
6. Which platform is easier to use for beginners?
Facebook Ads Manager is generally easier for beginners due to its visual interface. Google Ads has more advanced features but offers smart campaigns for simple setups.
7. Do Facebook and Google ads work for very small towns?
Yes. Both platforms allow precise location targeting, so you can run ads within a small town or even a few miles around your business.
8. Can I track how many people came from my ads?
Yes. Use Facebook Pixel and Google Analytics to track website visits, calls, and conversions from your ads.
9. How long does it take to see results?
You can see results from Google Ads within a few days, especially if your keywords are strong. Facebook Ads may take a little longer as they build engagement.
10. What type of ads should I use to promote a local event?
Use Facebook Event Ads or video/image ads with local targeting. These formats work well for getting RSVPs, shares, and attention in your community.
Final Thoughts
Both Facebook Ads and Google Ads can help local businesses grow. The best choice depends on your industry, goals, and budget. Facebook is great for engagement and awareness, while Google is strong for direct intent and leads.
You don’t need a big budget to start. Even a small campaign on either platform can bring in new local customers. Track your results, improve your ads over time, and stay consistent. With the right strategy, your business will stand out locally—online and in real life.
