Here's the quick answer: both platforms work. The real question is which one works best for your business right now.
Google Ads captures people who are already searching for what you sell. Facebook Ads puts your business in front of people who didn't know they needed you yet. Understanding that key difference is what makes or breaks your ad budget.
At Max Connect Digital, we run campaigns on both platforms every day for Utah businesses. This guide breaks down exactly how each one works, what they cost, and how to pick the right one for your goals.
What Are Google Ads?
Google Ads (formerly AdWords) is a paid search platform that shows your ads to people actively typing search queries into Google. These are high-intent searchers, people who are ready to buy, compare, or at least seriously looking.
Google Ads include several ad formats:
Google Search Ads - Text-based ads that show up at the top of search results
Google Display Network - Banner ads and visual display ads across millions of websites
Google Shopping - Product listings with images and price, perfect for ecommerce
Video ads - Ads that run on YouTube before or during content
The big advantage here is search intent. If someone types "best HVAC company in Salt Lake City," they want help now. That's high-intent traffic you can capture immediately, something SEO alone can't always do fast enough.
What Are Facebook Ads?
Facebook Ads (now officially Meta Ads) run across Facebook, Instagram, and the Audience Network. Instead of targeting search queries, Facebook targets people based on who they are, their demographics, interests, behaviors, and connections.
Popular Facebook ad formats include:
Carousel ads - Multiple images or products in a single scrollable ad
Video ads - Great for storytelling and building brand awareness
Display ads - Eye-catching visuals that stop the scroll
Retargeting ads - Ads served to people who already visited your site
Facebook's superpower is audience targeting. You can build custom audiences from your existing customers, create lookalike audiences to find new customers who match your best buyers, and get incredibly specific with demographics, location, and interests.
Key Differences Between the Two
Search Intent vs. Audience Targeting Google reaches people mid-search, already on the buyer's journey. Facebook reaches people mid-scroll, before they even know they're looking.
Ad Formats Google leans text-based on the search network, with visual options through the Display Network. Facebook is almost entirely visual - images, video ads, carousel ads.
Cost Per Click Google's average CPC runs higher, especially in competitive industries. Facebook typically offers a lower CPC and CPM, though Google's higher cost often comes with stronger purchase intent and better conversion rates.
Targeting Options Google targets based on what people search for. Facebook targets based on who people are. Different moments, different strategy.
Which Platform Fits Your Business Goals?
Use Google Ads when:
You want to reach people with high purchase intent right now
You're in ecommerce and want to run Google Shopping campaigns
Your potential customers are actively searching for your product or service
You want to show up at the top of results fast (great alongside SEO)
You're running paid search for a service-based business with clear search queries
Use Facebook Ads when:
You want to build brand awareness with a broad audience
You're launching new products and want to generate buzz
You have strong visual content or video ads
You want to retarget website visitors or run remarketing campaigns
Your business thrives on reaching specific demographics
You want to use lookalike audiences to find new customers who look like your best ones
The honest truth: most small businesses benefit from both. Google Ads captures demand. Facebook Ads creates it.
How Much Do They Cost?
Pricing on both platforms is based on your ad budget and bidding strategy - you're never locked into a set price.
Google Ads average CPC ranges from $1 to $2 on the display network and $2 to $4 on the search network. In competitive industries, you can see a higher CPC of $10, $20, or more per click.
Facebook Ads average cost per click typically runs lower - often between $0.50 and $2.00 depending on your audience and ad format. CPM is usually more affordable than Google as well.
Neither platform requires a massive ad spend to get started. You can test with $10-$20 a day and scale what's working. The key is tracking your ROAS (return on ad spend) and optimizing from there.
Max Connect Digital manages ad budgets of all sizes and makes sure every dollar is working as hard as possible.
Metrics That Matter on Both Platforms
No matter which advertising platform you choose, keep an eye on these numbers:
Conversion rates - Are clicks turning into customers?
Cost per click - How much are you paying to get someone to your landing page?
ROAS - Are you making more than you're spending?
Quality Score - Google's rating of your ad relevance (higher score = lower CPC)
Click-through rates - Are people engaging with your ads?
Average cost per click - Is your bidding strategy competitive?
Max Connect Digital uses real-time reporting so you always know exactly how your Google Ads campaigns and Facebook advertising are performing.
Can You Use Both? (Yes, and You Should)
Running Google Ads and Facebook Ads together is a smart digital marketing strategy for small businesses ready to grow on multiple fronts.
Here's a simple way to think about it:
Use Google Search Ads to capture people already looking for you
Use Facebook Ads to build brand awareness and retarget people who clicked but did not convert
Use Google Shopping if you're in ecommerce
Layer in remarketing on both platforms to stay in front of potential customers
The businesses that win treat both platforms as part of one cohesive marketing strategy - not two separate efforts running in silos.
Frequently Asked Questions
What is the main difference between Facebook Ads and Google Ads?
Google Ads targets people based on search intent, they're actively looking for something. Facebook Ads targets people based on who they are, their demographics, interests, and behaviors. Both are powerful but serve different parts of the buyer's journey.
Are Google Ads or Facebook Ads better for small businesses?
It depends on your business goals. Service-based businesses and ecommerce stores often see strong results with Google Ads. Businesses building brand awareness or reaching new customers based on demographics often do well with Facebook Ads. Many small businesses get the best results using both.
What is a good ROAS for paid ads?
A ROAS of 3x or higher is generally considered solid, meaning for every $1 you spend, you're bringing in $3 in revenue. The right benchmark varies by industry and margin.
Do I need a big budget to start?
Not at all. You can start testing Google Ads or Facebook Ads with as little as $10-$20 a day. The important thing is tracking your metrics from day one so you know what to scale and what to cut.
How do I know which platform is right for me?
Start with your business goals. Potential customers searching for your service right now? Go Google. Trying to reach a specific audience and build awareness? Go to Facebook. Not sure? That's exactly what the Max Connect Digital team is here for.
What is PPC and how does it work?
PPC stands for pay-per-click. It's the model used on both platforms where you only pay when someone actually clicks your ad. You set a budget, define your targeting options, and the ads platform runs your ads within that spend.
Ready to Run Ads That Actually Work?
At Max Connect Digital, we manage Google Ads campaigns and Facebook advertising for Utah small businesses. Strategy, audience targeting, creative, optimization, real-time reporting, we've got it covered.
We handle Google Search Ads, Google Shopping, Display Network campaigns, and Facebook and Meta Ads across every format.
Contact us today. Great ads don't happen by accident.