If you’ve got a limited budget and want to start advertising, it’s a fair question: Google or Facebook? Both can work brilliantly for local businesses, but they work in different ways. The right place to start depends on what you sell and how people buy it.
The key difference
- Google Ads show to people who are searching for what you do. They already want it.
- Facebook and Instagram ads show to people who are scrolling. They may not be looking yet, but your ad can make them think “actually, I need that”.
One catches existing demand. The other creates it.
Start with Google if…
- People need you urgently. Burst pipes, a leaking roof, a broken boiler. Nobody waits to see a Facebook ad, they search.
- People search for what you do. If there are clear searches like “electrician near me” or “boiler repair Norwich”, Google is the obvious place to be.
- You want enquiries fast. Google Ads can bring in calls within days of going live.
This usually means: plumbers, heating engineers, roofers, electricians, locksmiths and most emergency or repair work.
Start with Facebook and Instagram if…
- Your work is visual. Kitchens, bathrooms, landscaping, driveways, hair and beauty. Photos sell.
- People don’t search for it often. Some things people only buy when they see them, like a garden makeover or a new restaurant.
- You want to promote offers or events. A quiz night, a seasonal discount or a new menu.
- You want to reach a specific type of person in your area, like homeowners, parents or a certain age group.
This usually means: pubs, restaurants, salons, barbers, landscapers, kitchen and bathroom companies, and anyone with strong before-and-after photos.
Can you do both?
Yes, and that’s usually where the best results come from. A common approach is:
- Start with the channel that best fits your business.
- Get tracking in place and find out your cost per enquiry.
- Once that’s working, add the other channel to reach more people.
Many businesses use Google to catch people who are ready to buy, and Facebook to stay in front of people who visited their website but didn’t get in touch.
What about budget?
There’s no minimum for either. As a rough guide, many local businesses start with a few hundred pounds a month on one channel, then increase it once they can see what’s working. It’s better to do one channel properly than both badly.
Still not sure?
Every business is different. If you’d like a straight answer on where your money would work hardest, get in touch and I’ll tell you honestly, even if the answer is “not yet”.