A plumber with a burst pipe never scrolls Instagram looking for a plumber. A new med spa, on the other hand, can fill its Friday calendar from Reels alone. Same budget, opposite channels, and picking wrong is the most expensive mistake in local advertising.
Short version
Google Ads catches people who are already searching, so leads are usually fewer and hotter. Facebook and Instagram ads reach people before they search, so clicks cost less but leads need more follow-up. Judge both by cost per booked customer, and test them for 30 days with the same tracking.
The real difference: demand capture vs demand creation
Google Ads shows your business when someone types what they need, such as “emergency plumber near me”. The need already exists, and you are paying to be the answer.
Facebook and Instagram ads work the other way. Meta shows your offer to people based on location, interests and behavior, so you create interest in someone who was not looking yet.
| Google Ads | Facebook and Instagram ads | |
|---|---|---|
| Who sees it | People searching right now | People scrolling, matched by location and interests |
| Lead temperature | Usually warm to hot | Usually cooler, needs follow-up |
| Click cost | Often higher | Often lower |
| Best for | Urgent and high-intent services | Visual, considered or promotional services |
| Needs creative | Mostly text, extensions | Photos, video, offers |
What each one costs per lead (and why that is misleading)
One 2026 benchmark puts the all-industry average Google Search click near $5.42, while Meta lead campaigns average about $1.92 per click and roughly $28 per lead, according to roundups of LocaliQ data. Meta is cheaper per click and per lead on paper.
But a cheaper lead is not a cheaper customer. Agencies that run both often report that Google leads close more often for urgent work, while Facebook leads convert less often because the intent was weaker at the start. The only number that settles it is your cost per booked customer, which we explain in how much Facebook ads cost.
Which one fits your business
- Start with Google Ads: emergency repair, locksmith, towing, urgent care, plumbing, HVAC, legal help.
- Start with Facebook and Instagram: med spa and beauty, restaurants, fitness, real estate, events, home design, anything people enjoy looking at.
- Use both: dental, remodeling, auto, moving, wedding services, schools. People search for you and also need reminding.
Not sure where you fit? Ask what the customer is doing the second before they hire you. If they are typing a problem into Google, start there. If they would never have thought of you without seeing an ad, start on Meta.
A fair 30-day test
- Pick one offer and use the same landing page or form for both.
- Use call tracking or a separate tracked number for each channel.
- Give each channel at least $600 to $1,000 so the data is real.
- Track leads, answered calls, booked jobs and revenue, not just clicks.
- After 30 days compare cost per booked customer. Keep the winner, shrink the loser, retest.
When running both beats picking one
Facebook can introduce an offer and stay visible while interest builds. Google captures the person when they finally decide. Retargeting ads on Meta also bring back people who visited your site from a Google click.
If your budget is under $1,000 a month, put it all in one channel first. When you can afford both, a bundle keeps everything tracked in one place. See our Ads, SEO and social bundles.
Frequently asked questions
Which is cheaper, Facebook ads or Google Ads?
Facebook usually has cheaper clicks and leads. Google often has more sales-ready leads. Compare cost per booked customer, not cost per click.
Can I run both with $1,000 a month?
Possible, but thin. Most businesses learn more by putting the whole budget into one channel for 30 days first.
Which is better for a new business nobody has heard of?
Google Ads if people already search for your service. Facebook and Instagram if your service needs explaining or looks great in photos and video.
Do I need a website for Facebook ads?
Not always. Instant Forms and click-to-message ads work without one, but a fast, clear page usually improves results.
Not sure which channel to start with?
Tell us your business and goal and we will recommend one, with a target cost per booked customer. See Google Ads management or Facebook and Instagram ads management.
Further reading: Facebook ad costs (AdWave) and Google Ads vs Microsoft Ads costs (Dotidot).
