Facebook Ads vs. Google Ads for Local Businesses: Which One Actually Works?

This is one of the most common questions local business owners ask us. And the honest answer is: it depends on what you’re trying to do. But that doesn’t mean we can’t give you a clear framework for making the right call. Let’s break it down.

The Core Difference: Intent vs. Discovery

The single most important thing to understand about these two platforms is the mindset of the person seeing your ad.

Google Ads capture people who are actively searching. Someone typing “emergency plumber near me” or “best Italian restaurant in Austin” is already in buying mode. You’re meeting them exactly when they want what you offer.

Facebook Ads interrupt people who are passively scrolling. They weren’t looking for you—but a well-crafted ad can make them want you anyway. This is demand creation versus demand capture.

Cost Comparison: What Does Each Platform Actually Cost?

Average cost-per-click (CPC) in the US for local businesses:

Platform	Avg CPC (Local)	Avg CPM	Conversion Rate
Google Search	$2–$8	—	4–8%
Google Display	$0.50–$2	$1–$5	0.5–2%
Facebook/Instagram	$0.50–$2	$8–$20	1–4%

On the surface, Facebook looks cheaper per click. But Google’s higher conversion rate often means a lower cost-per-acquisition—especially for high-intent services.

When Google Ads Win

Google Ads are the right call when:

• Your service is something people search for when they need it (plumbers, dentists, lawyers, locksmiths, HVAC)
• You want to capture ready-to-buy traffic immediately
• Your average customer value is high enough to justify $5–$15 per click
• You need leads fast—Google Ads can start driving calls within 24–48 hours of launch

When Facebook Ads Win

Facebook (and Instagram) Ads are the right call when:

• You’re building awareness for something new (a new restaurant, a new product, a new location)
• You sell something visual—food, fashion, home decor, fitness, beauty
• You want to retarget website visitors or past customers
• Your budget is limited and you want to reach a large local audience cheaply
• You’re running a promotion, event, or time-sensitive offer

The Real Answer: Use Both

The businesses getting the best results in 2025 aren’t choosing one over the other—they’re using both in a coordinated way. Here’s a simple model that works for most local businesses:

• Google Ads for bottom-of-funnel, high-intent search traffic (people ready to buy now)
• Facebook/Instagram Ads for top-of-funnel awareness and retargeting (people who’ve visited your site but haven’t converted)

This combination typically lowers your overall cost-per-acquisition by 20–40% compared to running only one platform.

Budget Recommendations for Local Businesses

If you’re just starting out with paid advertising:

• Under $500/month: Start with Facebook/Instagram. More targeting flexibility at lower budgets.
• $500–$1,500/month: Split evenly. Google for search, Facebook for retargeting and awareness.
• $1,500+/month: Run both aggressively. Add Google Display and YouTube retargeting.

What Getberq Recommends

After managing over $5M in ad spend across local businesses in the US, we’ve seen the same pattern consistently: the businesses that win are the ones with a coordinated paid strategy, not just “some Facebook ads.”

If you’re not sure where to start, grab a free audit. We’ll look at your market, your competition, and your goals—and tell you exactly where to put your first dollar.

Related reading: Learn more about how to choose a digital marketing agency and marketing retainer.

Key areas covered:

• Facebook Ads
• Google Ads
• local business advertising
• PPC campaigns