When marketing budgets get tight, one question always surfaces:
“Should we spend on Google Ads or Facebook/Meta Ads?”
Both platforms can deliver ROI, but they work very differently and expecting the same outcome from each is one of the biggest mistakes we see brands make.
Here’s what to know before you decide where your ad dollars go in 2026.
If your goal is high-intent conversions, Google Ads is often the stronger investment.
When someone types “emergency plumber near me” or “best digital agency Wilmington NC,” they’re already showing intent to take action. Google Ads lets you place your business at the top of those results instantly.
Even with limited spend, Google Ads can deliver qualified leads quickly. You control daily budgets, location targeting, and the exact keywords that trigger your ads, making it ideal for service-based businesses that rely on local traffic.
Overall 2025 averages across industries (Google search ads):
Average CPC by industry (2025):
Read more from WordStream’s benchmarks or learn more about The Diamond Group’s PPC management.
Meta (Facebook and Instagram) Ads excel at building relationships before people search.
They’re not designed to capture active intent but to create it by showing your message to users based on interests, demographics, or behaviors.
Facebook Ads often have lower CPCs than Google, but they require more time to warm up audiences. They’re perfect for top-of-funnel marketing especially when combined with retargeting campaigns that nudge users toward conversion.
Use Facebook to:
Traffic objective averages:
Leads objective averages:
Read more from WordStream’s benchmarks for Facebook ads.
Think of Google as pull marketing — capturing demand when it’s happening.
Facebook is push marketing — creating awareness before the need arises.
|
Platform |
Best For |
Typical Goal |
Cost Trend |
Example Campaign |
|
Google Ads |
Lead generation, eCommerce, local services |
Conversions |
Higher CPC, higher intent |
“Book a free consultation” |
|
Facebook Ads |
Brand awareness, nurturing audiences |
Engagement & traffic |
Lower CPC, slower conversions |
“Learn more” or “Watch now” |
The smartest brands don’t choose between the two. They align them.
For example, you might use Facebook Ads to introduce your brand, then retarget warm leads with Google Ads when they search for your service later.
Want to learn more about Push vs Pull Marketing? Read this blog from Wrike.
Your decision shouldn’t just be about cost, it should match your goals and sales cycle.
Go with Google Ads.
You’ll get measurable results fast — perfect for short campaigns or service-based businesses with immediate needs.
Start with Facebook Ads.
Nurturing awareness and engagement early pays off later when you retarget those audiences on other platforms.
Use Google and Facebook together.
When combined, they cover the full customer journey, from awareness to conversion.
There’s no one-size-fits-all number, but here’s a rule of thumb we use with clients at The Diamond Group:
Remember, digital advertising isn’t static. What works in one season may shift as audience behavior changes or competition increases.
Learn how we help businesses maximize ROI through smarter PPC and social media campaigns.
The truth is, your audience doesn’t live in one channel, and your ads shouldn’t either.
Someone might first see your brand on Facebook, research you on Google, and finally convert after reading a blog or watching a video.
The key is connecting all those touchpoints with one strategy.
At The Diamond Group, we build integrated campaigns through our Momentum system where your message stays consistent across every platform — from Google search to social feeds. That means:
Contact our team to align your Google and Facebook strategies under one cohesive plan.
Whether you choose Google Ads or Facebook Ads, remember — budget efficiency comes from clarity, not volume. The businesses that see the best ROI are the ones that understand where their customers are in the journey and match their strategy accordingly.
Facebook helps you start conversations.
Google helps you close deals.
When they work together, your marketing stops competing with itself and starts building real momentum. Schedule a marketing consultation with The Diamond Group to find the right ad strategy for your goals and budget.