The key difference
The simplest way to understand the difference:
- Google captures demand. Someone types “plumber Elverum” or “accountant for sole traders”. They have a need right now, and you show up at exactly that moment.
- Facebook and Instagram create demand. People scroll to relax, not to shop. Your ad has to grab their attention and make them want something they may not have known they wanted.
Both work, but in different ways – and they suit different situations.
When Google is the right choice
- You sell something people actively search for: trade services, lawyers, car repairs, dentists, accounting.
- Customers need you when something has happened – a leak, a broken-down car, a deadline coming up.
- You want to be visible when someone is comparing quotes.
Tip: Also set up a free Google Business Profile. It gets you onto the map and into local searches, and is one of the most profitable things a local business can do.
When Facebook and Instagram are the right choice
- You have something visual or easy to show: food, clothes, interiors, experiences, events.
- You are new, and people don’t know you exist yet.
- You want to reach people in a specific area, an age group or people with particular interests.
- You want to build awareness over time, so people think of you when the need arises.
What about TikTok, LinkedIn and YouTube?
- TikTok is strong for reaching a younger audience with short, authentic videos.
- LinkedIn is more expensive per impression, but reaches decision-makers when you sell to other businesses.
- YouTube is well suited to video that builds brand awareness.
The best answer is often both
A common and effective recipe is to use Facebook and Instagram to make people aware of you, and Google to be there when they are actually looking. That way the channels work together instead of competing.
Not sure what suits you? See our solutions, or have a no-obligation chat – we only recommend the channels that make sense for your business.
FAQ
Are Google Ads more expensive than Facebook ads?
The cost per click is often higher on Google, but people who click there tend to be closer to buying. That is why Google can pay off well even though each click costs more.
Can I advertise on both with a small budget?
Yes, but with a small budget it is often smarter to start with one channel, get it working, and then expand.
Which channel is best for a local business?
For services people search for, Google and a good Google Business Profile are often best. For shops, restaurants, cafés and experiences, Facebook and Instagram often work very well locally.
Founder of Campaign Shark in Elverum. Helps businesses and agencies get visible online, with our own technology and ads on Facebook, Instagram, Google and more channels.
