Facebook Ads vs Google Ads: Which Should You Start With?

By Barrie Le Gall, Meta Business Partner · Updated October 2026

Google ads reach people already searching for what you sell. Facebook and Instagram ads reach people who aren't searching yet but fit your customer. Start with Google if people already search for your service and the clicks are affordable. Start with Meta if they don't, or if you need to create demand.

In short

• Google ads catch demand that already exists. Meta ads create it.

• One UK guide puts the average Google search click at £1.45, against £0.72 on Facebook.

• Competitive service keywords cost far more. Google's Keyword Planner shows some marketing-service terms at $7 to $43 a click for top positions.

• Both platforms now add a 2% fee to ads shown in the UK.

• Whichever you choose, the landing page decides how many clicks become customers.

What's the difference between Facebook ads and Google ads?

Google shows your ad to people searching for something. Meta shows your ad to people scrolling Facebook and Instagram who are likely to act on it.

The click price isn't the whole story. A Google searcher often needs something now. A Facebook scroller may need warming up first. That's why cost per customer matters more than cost per click.

When should a business start with Google ads?

When people already search for what you sell, and a customer is worth enough to cover the cost of the click.

Start with Google if:

• People search for your service when they need it, such as an emergency plumber or an MOT.

• The need is urgent, and people buy from whoever appears first.

• Your keywords' click prices still leave room for profit.

• You can build landing pages that match each search.

When do Facebook and Instagram ads work better?

When people don't search for what you sell, or don't know it exists yet.

Start with Meta if:

• Your offer is new, or solves a problem people don't search for.

• It's visual: food, home, beauty, fitness, events.

• You sell to a type of person more than a search term, such as local homeowners or small business owners.

• Search clicks for your service are too expensive to make the numbers work.

• You can produce new images or videos regularly.

Can a small business afford both?

Usually not at first. Pick one channel and fund it properly.

Both platforms learn from results. Meta says an ad set needs about 50 results within 7 days to finish learning. Google says its bidding can take up to around 50 conversions, or three conversion cycles, to calibrate. Split a small budget across both and neither gets enough data. Prove one channel, then add the second.

Is Facebook advertising still worth it?

For many businesses, yes, if the tracking and the landing page are right.

There's an honest case against. If your customers search urgently and the clicks are affordable, Google may pay back sooner. I specialise in Meta ads. I'd still rather tell you that on a call than take your money for the wrong channel.

From the accounts I run, the businesses that struggle on Meta are rarely on the wrong platform. More often they're sending good clicks to a page that doesn't sell.

Frequently asked questions

Are Facebook ads cheaper than Google ads?

Per click, usually yes. One UK guide puts the average Facebook click at £0.72 and the average Google search click at £1.45. Per customer, it depends. A Google searcher is often ready to buy, so a dearer click can still produce a cheaper customer.

Which is better for local businesses?

It depends on how your customers behave. If they search when something goes wrong, like a burst pipe or a broken boiler, Google usually fits better. If they choose when to buy, like a gym membership or home improvement, Meta can reach them before they start looking.

Can I run Facebook ads and Google ads together?

Yes, once one is working. Many businesses use Google to catch people searching and Meta to reach people who haven't searched yet, or to remind recent website visitors. Start with one, prove it pays, then add the other with its own budget.

Do Google ads have a 2% UK fee too?

Yes. Google already passes on the UK Digital Services Tax as a 2% surcharge on ads shown in the UK. Meta started doing the same on 1 July 2026, so the relative cost of the two hasn't changed.

Not sure which fits your business?

Send me your website and tell me what you sell. On a free 30-minute call I'll tell you which channel I'd start with, even if the answer is Google. Book your free review. Whichever you choose, it needs a landing page built for the ad.

Sources: Whito UK guide · PPC Land on learning phases · Ayko on Meta's 2% UK fee · Google Keyword Planner, UK, October 2026