If you’re running a local business in 2025, chances are you’ve asked yourself:
“Should I spend my budget on Facebook Ads vs Google Ads?”
The truth? Both platforms can be powerful – but choosing the right one depends on your goals, audience, and industry.
In this article, we’ll break down the key differences, pros, cons, and which platform works best for specific types of local businesses.
Understanding the debate of Facebook Ads vs Google Ads can significantly enhance your advertising strategy.
Facebook Ads vs Google Ads: The Core Difference
| Facebook Ads | Google Ads | |
| Intent | Disruptive (users aren’t actively searching) | Intent-based (users are searching for solutions) |
| Targeting | Demographics, interests, behaviors | Keywords, location, device, time |
| Ad Format | Visual-heavy (images/videos) | Text-based, Search & Display |
| Best For | Brand awareness, community engagement | Lead gen, immediate conversions |
When Facebook Ads Work Best for Local Businesses
You want to build local brand awareness
Understanding the nuances of Facebook Ads vs Google Ads can significantly impact your marketing strategy.
Facebook lets you target:
- Exact postcodes or radius-based areas
- Local demographics
- Interests and behaviors unique to your market
Perfect for introducing your business to the community.
You offer visual or lifestyle-based products/services
Businesses like:
- Beauty salons
- Fitness studios
- Restaurants
- Home decor shops
…thrive with scroll-stopping visuals and emotional storytelling.
A single photo or video ad can generate brand loyalty and followers before they become buyers.
You want to stay top-of-mind
With Facebook’s retargeting tools, you can:
- Remind people who visited your site
- Follow up on leads who didn’t convert
- Build lookalike audiences to reach similar locals
Great for nurturing local prospects through longer decision journeys.
When Google Ads Work Best for Local Businesses
You want to capture ready-to-buy traffic
With Google Search Ads, your business shows up when someone is actively looking:
“Emergency plumber near me”
“Best Italian restaurant in Brighton”
“Local SEO services for dentists”
These are high-intent searches – and Google gets you in front of them right now.
You offer urgent or time-sensitive services
Perfect for:
- Locksmiths
- Plumbers
- Emergency dental
- Repair services
- Legal consultations
Google Ads help you capture clicks when every second counts.
You want measurable ROI with conversion tracking
Google Ads integrates directly with:
- Google Analytics
- Call tracking
- CRM systems
That means you can track which ad, keyword, or device led to a phone call or booking — essential for local lead generation.
The Best Strategy? Often a Combo
For many local businesses, the best results come from a hybrid approach:
- Use Google Ads to target hot, high-intent buyers
- Use Facebook Ads to build awareness, nurture leads, and retarget website visitors
Think of it like this: Google gets them in the door. Facebook keeps them coming back.
Cost Comparison: Which Is Cheaper?
There’s no one-size-fits-all answer – but here’s a general overview:
| Platform | Typical CPC (UK, local markets) | Cost Efficiency |
| Facebook Ads | £0.30 – £1.50 | Lower cost, great for reach & engagement |
| Google Ads | £1.00 – £5.00+ | Higher cost, higher intent, better for ROI |
Bottom line: Facebook is cheaper per click. Google is more likely to convert on the first click.
WatchOwl’s Tip: Know Your Audience’s Journey
Here’s a simplified breakdown:
| Stage | Best Platform | Goal |
| Awareness | Facebook Ads | “Who are you?” |
| Consideration | Facebook + Google | “Why you?” |
| Purchase/Action | Google Ads | “I need this now.” |
| Retention/Repeat | Facebook Ads | “Keep in touch.” |
Build your ad strategy around the customer journey, not just ad cost.
Final Verdict: Which Is Best for You?
| Choose Facebook Ads If… | Choose Google Ads If… |
| You want to grow your local following and brand reach | You need leads or sales fast |
| Your product/service is visual or community-based | You offer urgent, location-based services |
| You’re focused on long-term customer engagement | You want direct, measurable conversions |
Still not sure? A/B testing both platforms for 30 days is often the best way to see what performs in your niche.
Let WatchOwl Run the Right Ads for Your Local Business
At WatchOwl LTD, we help small and mid-sized UK businesses dominate their local markets with:
- Fully managed Facebook & Google Ads
- Custom strategy based on your services & budget
- Conversion tracking, local targeting & ad copywriting
- Monthly reporting and optimisation