As a local business, you probably ask the same question over and over: Where should I put my ad dollars? Facebook or Google? We’ll answer the most common doubts, but the truth is that both platforms will bring in leads; however, they work in very different ways. Knowing the strengths of each helps you avoid wasted budget and get the best return on investment (ROI).

Let’s compare Facebook Ads vs. Google Ads for local businesses, with real-world examples to see how each can fit into your paid advertising strategy.

How Google Ads Work for a Local Business

Google Ads targets people actively searching for what they need. If someone types “emergency plumber near me,” they’re much more likely to buy now. This makes Google Ads especially effective for services that solve urgent problems. According to Search Engine Land, businesses that target high-intent keywords often see faster ROI because the leads are already warm.

Case Example:
A local HVAC company ran Google Ads for “AC repair same day Phoenix.” They spent $1,200 in one month and generated 40 calls, averaging $30 per lead. Because most calls were emergencies, the conversion rate was high, and many customers booked immediately.

How Facebook Ads Work for a Local Business

Facebook Ads are designed to target based on audience interests, behaviors, and demographics, not so much active search. This makes them perfect for brand awareness and promotions. For example, you can target homeowners in a 15-mile radius who are interested in “home improvement” or “cleaning tips.” Hootsuite notes that Facebook Ads excel at building relationships and growing long-term engagement.

Case Example:
A local cleaning service promoted a “First Bin Cleaning Free” offer through Facebook Ads. With a $500 budget, they reached 12,000 homeowners and got 75 new sign-ups. The cost per lead was under $7, and while not every lead converted right away, many signed up for ongoing service after their trial.

Comparing ROI: Google vs. Facebook for a Local Business

• Google Ads: Higher cost per lead but better for urgent, immediate conversions (plumbing, HVAC repairs).

• Facebook Ads: Lower cost per lead, great for building awareness and nurturing new customers (cleaning, seasonal promotions).
  The best ROI often comes from combining both: Google Ads for quick wins and Facebook Ads for long-term growth.

Tracking ROI Accurately

There’s no point in speculation. To really know which platform is delivering the results you’re after, you will need to spend time tracking and comparing results. There are tools like Google Analytics and call tracking to see where leads come from and how much you’re paying per customer. Neil Patel has stressed how ROI isn’t just about clicks but a lot more about the revenue generated compared to your spend.

Which Paid Advertising Works for You?

Both Facebook and Google Ads can deliver strong ROI, but the winner depends on your goals. If you need immediate leads, Google is often best. If you want to build awareness and grow steadily, Facebook shines. For most local businesses, the smartest choice is to use both in balance, as they are complementary. Want help finding the right mix? Contact us for a free consultation or explore our paid media services to see how you can maximize your ROI fast and effectively, leaving these strategies to experienced marketeers.