It's one of the most common questions we hear. The short answer: they do different jobs, and the right choice depends on how people decide to buy what you sell.
The key difference: intent
Google Ads show when someone searches for something. They've already decided they need a service, so you're catching demand that already exists. Someone searching "emergency plumber Belfast" wants a plumber now.
Facebook and Instagram ads show while people scroll. They weren't looking for you, so you're creating interest. Someone in Bangor sees an ad for a new café opening nearby and decides to try it on Saturday.
When Google Ads usually wins
- People search for your service when they need it: trades, legal, clinics, hire, repairs
- The need is urgent or specific
- You want enquiries quickly and can measure them
When Facebook and Instagram usually win
- Your product or service is visual: food, beauty, interiors, retail
- People don't search for it, but would buy if they saw it
- You're launching something new, running an event or filling quiet periods
- You want to reach a specific local area or audience
Using them together
Many local businesses get the best results from both:
- Google Ads to capture people searching now.
- Facebook and Instagram ads to build awareness, so more people search for you by name, and to retarget website visitors who didn't get in touch.
What matters more than the platform
- Tracking. Without measuring calls and enquiries, you can't tell which works.
- Where clicks land. A clear, fast page with an obvious next step improves results on either platform.
- The offer. A clear reason to act now beats clever targeting.
- Patience in the first weeks. Both platforms need some data before they settle.
Typical mistakes on each platform
On Google Ads:
- Using broad keywords without a negative list, so ads show for irrelevant searches
- Targeting the whole of Northern Ireland when you only serve a few towns
- Sending every click to the home page instead of a relevant service page
- No conversion tracking, so nobody knows which searches bring in work
On Facebook and Instagram:
- Boosting random posts instead of running a planned campaign with a clear goal
- Using stock images rather than real photos or videos of your work
- Targeting audiences that are too broad, or too narrow to deliver
- Judging success on likes rather than enquiries
A practical starting point
If people search for what you do, start with Google Ads on a modest budget with tracking in place. If they don't, or what you sell is very visual, start with Facebook and Instagram. Review after a month or two and move budget towards whatever brings in enquiries.
Not sure which fits? Ask us and we'll give you a straight recommendation.
