Google Ads or Facebook ads? Choosing where to start
Search ads capture demand that already exists; social ads create it. Which suits your business depends on what you sell and how people buy it.
By Logic NI3 min read
If you have a limited budget for advertising, you probably can't do everything at once. The most common question we're asked is whether to start with Google or with Facebook and Instagram. The answer depends on one thing more than any other: are your customers already searching for you?
The fundamental difference
Google search ads appear when someone types a search. They capture existing demand: the person already knows they need a roofer, a solicitor or a birthday cake.
Meta ads (Facebook and Instagram) appear while people scroll. They create demand: showing your business to people who weren't looking, but who match the audience you've chosen.
Neither is better. They do different jobs.
When Google Ads usually comes first
Start with search if:
- people search for your service when they need it, especially urgently (emergency trades, repairs, locksmiths);
- the service is a considered purchase people research (kitchens, legal services, accountants);
- you can handle enquiries quickly when they arrive;
- your margins can support the cost per click in your sector.
Search ads can produce enquiries within days. The risk is waste: broad keywords, irrelevant searches and generic landing pages can burn budget fast.
When Meta ads usually come first
Start with social if:
- what you sell is visual or impulse-driven (food, events, beauty, home products);
- people don't search for it much, but respond when they see it;
- you're launching something new and need awareness;
- you have strong images or video of your work;
- you want to reach a local audience around a specific offer or date.
The risk here is the opposite: lots of engagement that never turns into customers, unless the offer is clear and the follow-up is fast.
A sensible way to test
Whichever you choose, run it as a test with a clear budget and timeframe:
- Set up tracking first. Record form submissions and calls as conversions. Without this, you'll only know what you spent.
- Start narrow. One or two services, the areas you actually want work from, and tight keywords or audiences.
- Send traffic to a matching page. A dedicated landing page that answers exactly what the ad promised usually converts far better than a homepage.
- Give it long enough. A few weeks of data is the minimum for most small accounts.
- Judge on cost per enquiry, then on how many enquiries became customers.
Common mistakes
- Boosting posts instead of running campaigns. Boosts are easy, but give limited control over objectives and audiences.
- No negative keywords. Without them, search ads show for loosely related searches you'll never convert.
- Ignoring the phone. Many local customers call rather than fill in a form. Track calls.
- Slow follow-up. A lead contacted within minutes is far more likely to convert than one contacted tomorrow.
- Changing everything at once. Adjust one thing at a time so you can tell what worked.
Privacy and tracking
If your website uses advertising cookies or pixels, UK rules generally require consent before they're set. Plan your tracking with that in mind: it affects what you can measure and how.
Our view
For most local service businesses with existing demand, search advertising plus a strong Google Business Profile is the place to start. For visual, consumer or launch-led businesses, social often leads. Many businesses end up using both, with search catching intent and social building familiarity.
We don't guarantee results, but we do guarantee transparency about where every pound goes. Talk to us about a test campaign.