Google Ads vs Facebook Ads: Which Works Better for Local Businesses?

Google Ads and Facebook Ads are two heavyweight advertising platforms that local businesses in the US can leverage to reach customers. Both can be effective, but each works differently.

Google Ads targets people actively searching for products or services (high-intent traffic), whereas Facebook Ads targets people based on their demographics and interests as they browse social media (discovery mode).

In this detailed comparison, we’ll explore which platform works better for local businesses (like retail stores, service providers, restaurants, etc.), covering their pros, cons, costs, mobile vs desktop performance, and more.

Every section is kept concise (paragraphs under ~50 words) for easy reading, and up-to-date facts are cited from 2024-2025 sources for accuracy.

Google Ads and Facebook Ads: An Overview for Local Businesses

Google Ads (formerly Google AdWords) is a pay-per-click platform where your ads appear on Google search results, Maps, YouTube, and partner websites. It excels at capturing demand – for example, showing your ad when someone searches “emergency plumber near me”.

This means Google Ads puts your business in front of local consumers at the moment they need your service. You can target by keywords and location, ensuring your ads reach people in specific cities or radii around your business.

Google Ads includes search ads (text results on Google), display ads (banner ads on sites), shopping ads (product listings), and even Local Service Ads for certain industries (pay-per-lead ads appearing at the top of local search results with a “Google Screened” badge).

For local businesses, this means Google can drive immediate calls, store visits, or online orders from high-intent customers.

Facebook Ads (Meta Ads) are ads on Facebook, Instagram, Messenger, and the Audience Network. These target users based on demographics, interests, and behaviors rather than specific search keywords.

In a local context, Facebook Ads let you geo-target a radius (as small as 1 mile) around your business or select specific ZIP codes/cities to reach nearby residents. People scrolling Facebook or Instagram aren’t actively searching for products, but a well-crafted ad (image, video, carousel, etc.) can catch their interest.

Facebook Ads are great for building local brand awareness, promoting events or specials, and engaging the community. For example, a restaurant can show mouth-watering food photos to users within 5 miles, or a boutique can advertise a seasonal sale to local shoppers.

The platform’s visual nature helps showcase products or services and encourages sharing and commenting, which can amplify your reach through social proof. Both Google and Facebook offer powerful ad platforms, but they shine in different ways.

Below, we break down the pros and cons of each for local businesses, then compare them on key factors like targeting, cost (including CPC data), mobile vs desktop usage, and performance. Finally, we provide practical FAQs to help you decide the best approach for your local marketing strategy.

Google Ads for Local Businesses

Pros of Google Ads (Local Focus)

High Intent = Higher Conversions: Google Ads connects you with users actively searching for what you offer.

For local businesses, this means showing up when someone nearby searches for “best cafe in [Town]” or “24/7 locksmith near me.” These searchers often have urgent needs or strong purchase intent, making them more likely to convert into customers.
Massive Reach: Google processes over 5.6 billion searches a day. In the U.S., nearly 46% of all Google searches have local intent (e.g., queries including a location or “near me”).

This sheer volume, combined with local targeting, gives your business a huge opportunity to be discovered by local consumers.
Multiple Ad Formats: Google Ads aren’t just text links. You can run search ads, display banner ads, YouTube video ads, Google Maps ads, and more.

For product-based local businesses, Google Shopping ads can show your products with images and prices right in search results. Service businesses can use Local Services Ads (LSAs), which appear at the top with a call button and customer ratings – ideal for driving calls and leads.
Geotargeting & Local Extensions: Google allows fine-grained location targeting. You can target specific cities, ZIP codes, or a radius around a point on the map.

Ad extensions like location extensions display your address or distance to the user, and call extensions add a “Call” button on mobile search ads, directly connecting customers to you.
Fast Results: Once your campaign is live, your ads can immediately show on relevant searches, driving instant traffic or calls. This is great for time-sensitive local promotions (e.g., “plumber same-day fix” can get you calls within hours of setup).
Measurable ROI: Google Ads provides robust analytics. You can track how many people saw your ad, clicked it, called your business, or got directions.

This data helps you calculate return on investment (ROI) and refine your keywords or ad copy. Many local businesses see strong ROI in high-intent categories – e.g., legal or medical services often get valuable leads despite higher costs.

Cons of Google Ads (Local Focus)

Higher Cost-Per-Click (CPC): Google Ads often costs more per click than Facebook. Competition for certain local keywords can be fierce. For example, attorneys or plumbers in a big city might pay several dollars per click.

In fact, Google Ads’ median CPC is about $1.66 (across industries), and legal keywords can go $5+. High CPCs mean you need to monitor spending closely, as budgets can burn quickly.
Complex Setup & Management: Running Google Ads effectively requires understanding keyword bidding, match types, Quality Scores, etc. It has a steeper learning curve than boosting a post on Facebook.

Local owners who DIY may find it time-consuming to optimize campaigns (negative keywords, A/B testing ads, adjusting bids by device/location, etc.). Poorly managed campaigns can waste money on irrelevant clicks.
Limited Visual Creative: Traditional Google search ads are text-based, giving you just headlines and a description to entice customers.

There’s less room for visual storytelling compared to a photo or video on social media. While Google offers display and video ads, a small local business may not always have capacity to design banners or videos.
Potential Click Fraud/Bot Traffic: In some industries, competitors or bots might click on ads maliciously. Google does refund invalid clicks, but it’s a risk to be aware of. For local campaigns in competitive niches (like towing or locksmiths), monitoring for suspicious activity is important.
Requires Strong Website/SEO Base: Converting ad clicks into customers often means sending people to your website or a landing page. If your site is slow or not mobile-friendly, you could lose those leads.

(Notably, 61% of Google searchers are more likely to contact a local business if it has a mobile-friendly site.) So, running Google Ads effectively might involve improving your website and online presence too, which can be an extra effort for local business owners.

Experience Example (Google Ads Local)

“When a person’s air conditioner breaks, they immediately search for an HVAC repair business. A Google search ad puts that business in front of the customer at the exact time they need the service. That same person isn’t going to recall a HVAC business they saw on Facebook months ago – in this scenario, Google Ads clearly wins.”

This insight from a digital agency expert highlights Google’s advantage for urgent, service-based local needs – search ads capture the moment of need, whereas a social ad seen earlier might not be remembered when the need arises.

Facebook Ads for Local Businesses

Pros of Facebook Ads (Local Focus)

Precise Audience Targeting: Facebook (Meta) offers incredibly detailed targeting options. You can aim your ads at users by age, gender, and location (e.g. people living within 3 miles of your shop). Beyond location, you can filter by interests, behaviors, and life events.

For example, a local baby boutique could target women aged 25-40 within 10 miles who are new parents. This granular targeting helps minimize wasted ad spend by showing your ads only to the most relevant local audience.
Lower Cost & Budget Flexibility: Generally, Facebook Ads have a lower cost-per-click than Google. Many local businesses find Facebook more affordable to start with. Recent benchmarks show median CPC on Facebook around $0.29 – substantially lower than Google’s.

Even in traffic campaigns, Facebook’s average CPC was $0.77 in 2024. You can also start with a small daily budget (even ~$5/day) and scale up. This low cost of entry makes Facebook Ads friendly for small businesses or those testing the waters.
Visual Engagement & Branding: Facebook and Instagram ads are visual-first. You can use photos of your products, videos of your service in action, or eye-catching graphics.

Local restaurants, for instance, can showcase delicious meals, and retailers can display new arrivals. Such visuals can grab attention as people scroll. Carousel ads let you show multiple images (great for, say, a boutique displaying different items).

This visual storytelling builds brand awareness and emotional connection in your local community. Users might like, comment, or share your ads, providing social proof and expanding reach.
Community Interaction and Social Proof: On Facebook, people can react (Like, Love, etc.), comment, and share ads. This creates a two-way engagement between customers and your business.

A local café’s ad could get comments like “I love their lattes!” which new customers will see – effectively turning your happy customers into ambassadors.

This kind of interaction isn’t possible with Google search ads (no one can publicly comment on a Google ad). Engaging with commenters (answering questions, thanking for reviews) also boosts trust in your business.
Discovery of New Customers: Facebook excels at reaching people who might not know about your business yet. According to Meta, 74% of people say they use Facebook to discover brands or products online.

For local businesses introducing a new product or a niche service, Facebook can generate interest where none existed. For instance, a new yoga studio could target health enthusiasts in the area, sparking curiosity even if they weren’t actively searching for yoga classes.
Retargeting and Loyalty: Facebook’s Pixel (or Meta Pixel) allows you to retarget people who visited your website or engaged with your content.

This means if someone browsed your site or watched your video ad, you can show them follow-up ads (maybe a special offer) to nudge them to convert.

Building a Facebook/Instagram following also lets you organically post updates that keep your local audience engaged over time, fostering loyalty and repeat visits.

Cons of Facebook Ads (Local Focus)

Lower Purchase Intent: People on Facebook/Instagram are usually in browse mode, not looking to buy something specific. This means conversions (like immediate sales or sign-ups) often happen at a lower rate compared to Google’s search ads.

A user might see your ad for lawn care and think “that’s nice” but scroll past, because they weren’t actively seeking it at that moment.

It might take multiple exposures and nurturing (or a timely follow-up ad) to get the sale – Facebook is more of a demand generator than a demand fulfiller.
Declining Organic Reach / Pay to Play: On Meta’s platforms, organic (free) visibility for businesses has dwindled. Even your page followers might not see your posts unless they’re highly engaging.

This often forces small companies to use paid ads to maintain visibility. While not a direct “con” of ads, it means you should budget for continuous ad spend on Facebook to reach your audience reliably, since you can’t count on free posts doing the job.
Ad Fatigue and Banner Blindness: Users scroll quickly through social feeds, and there’s a lot competing for attention (posts from friends, other ads, videos, etc.). If your ad isn’t very compelling or if people see it too often, they may develop “ad fatigue” and start ignoring it.

Also, some users may scroll past anything labeled “Sponsored” out of habit. Keeping creative fresh and targeting carefully is necessary to avoid wasted impressions.
Policy and Creative Restrictions: Facebook has strict ad policies (e.g., limits on ad text content, rules about advertising credit, housing, employment, etc.).

Ads can be disapproved of for many reasons, and dealing with these policies can be frustrating for local businesses not familiar with them.

Also, creating good visuals might be a hurdle if you don’t have design skills or resources, whereas Google’s text ads just need copywriting.
Short Attention Span Medium: Unlike search where the user is actively seeking and likely to click an informative ad, on Facebook you’re often interrupting a leisure activity. Your content needs to hook the viewer in seconds.

Small local businesses might struggle to consistently produce scroll-stopping content. A poorly targeted or dull ad will get ignored quickly, yielding few results.

Experience Example (Facebook Ads Local)

Consider a boutique bakery in town. Using Facebook Ads, they target a 5-mile radius, aiming at “women 25-45 who are interested in baking, cafes, or have kids (potential birthday cakes)”. They spend a modest $10/day.

The result: a series of colorful cake photos and a “20% off for new customers” offer appears in the feeds of locals. People tag their friends (“Isn’t this the bakery by our house?”), a few customers leave positive comments about how delicious the cupcakes are, and the bakery sees a bump in inquiries and walk-ins.

This scenario illustrates Facebook’s strength in local buzz creation – reaching the right neighbors and letting word-of-mouth spread online.

On the other hand, if someone’s oven breaks and they need a bakery cake today, they’re more likely to Google “bakery near me” and call, which underscores how the two platforms address different stages of customer interest.

Key Differences: Google Ads vs Facebook Ads for Local Marketing

Now that we’ve seen the advantages and drawbacks of each, let’s compare Google Ads and Facebook Ads head-to-head on factors that matter to local businesses:

Audience Intent and User Behavior

One of the biggest differences is user intent. Google Ads capture high-intent audiences – these are folks actively searching for something you offer. They might be ready to “book a table tonight” or “fix my AC now”.

For local businesses, this means Google delivers prospects who often intend to take action immediately (call, visit, purchase). In fact, an industry expert notes: “Google is better for capturing immediate demand – users are actively searching for solutions and ready to act”. That often translates to higher conversion rates per click on Google.

In contrast, Facebook Ads target people based on interests/demographics while they’re in a passive browsing mode. They might not need your service at that exact moment. Facebook is superb for creating awareness and interest that can later lead to a sale.

For example, someone might see an ad for a new gym in town on Facebook; they weren’t looking for a gym, but now the idea is planted. Maybe in a week, when they decide to get in shape, they remember that gym. Facebook, thus, can be thought of as nurturing future demand or capturing those who are open to suggestions.

For local businesses, this often means:

If you offer something people seek out with urgency or intent (plumbers, doctors, locksmiths, pizza delivery, etc.), Google Ads tends to work better for immediate lead generation.
If your offering is something people might not search for often or is more impulse/interest-driven (boutiques, cafes, novelty shops, new products), Facebook Ads shine at getting you noticed in the community and building a following, even if the payoff is more long-term.

Ideally, a local business can use both in tandem: For example, a new salon might use Google Ads to appear on searches like “haircut near me” (catch people ready to book a service) and use Facebook Ads to showcase their stylists’ work and fun client testimonials to people living nearby (building brand preference). This combo captures both immediate intent and builds ongoing awareness.

Targeting Capabilities for Local Reach

Both platforms offer robust targeting, including by location – crucial for local campaigns. However, the approach differs:

Google Ads Targeting: Centers on keywords and location settings. You bid on search terms relevant to your business (“vegan restaurant Seattle” or “HVAC repair Dallas”). Google lets you show ads only to users in certain locations (or searching for those locations).

You can also adjust bids by device or time (e.g., raise bids for mobile searches during peak hours if you tend to get more calls then). Google’s strength is capturing intent in a location, but beyond that, its audience demographic targeting is more limited than Facebook’s.

You can exclude certain demographics or target by household income in Google Ads, but you don’t choose detailed interests – Google mostly uses the user’s query as the intent signal.
Facebook Ads Targeting: Involves building an audience based on demographics, interests, behaviors, and custom data. For a local business, you’d typically start by setting a location radius or selecting your city/zip codes.

Then you refine: age range, gender, languages, etc., and importantly, interests/behaviors (e.g., “foodies”, “frequent travelers”, “parents of toddlers”, “interested in home improvement”, etc.).

Facebook has an enormous amount of data on user interests and life events, which you can leverage to hit very specific niches. Want to advertise a kids’ dance class? You could target local parents with children of a certain age. Want to promote a luxury spa?

Target people with interest in luxury brands and high-income demographics in your area. Such granularity is a Facebook advantage – it’s often the “hands-down winner for advanced targeting options,” allowing extremely niche marketing that Google’s intent targeting might miss.
Retargeting: Both platforms allow retargeting, but with different mechanisms. Google can retarget via display ads or YouTube ads to people who visited your site (using cookies) – so a local car dealer could show banner ads to someone who browsed a car on their site.

Facebook does similarly through the Meta Pixel, showing ads on FB/Instagram to those who visited your website or engaged with your FB page.

Additionally, Facebook’s Lookalike Audiences feature can find people similar to your customers (or email list) in your area, which can expand reach to new locals who “look like” your best customers.

Google’s equivalent might be using similar audience segments or keyword expansion, but many advertisers find Facebook’s lookalikes particularly effective for local customer prospecting.

Ad Formats and Local Ad Features

The nature of ads on Google vs Facebook is quite different:

Google Ad Formats: For local businesses, the primary format is Search Ads – text ads that appear on Google’s search results (usually at the top or bottom of the page, marked “Ad”).

These include a headline, description, and link, and can show extensions like your address, phone (especially on mobile), star ratings (if you have Google reviews), etc. They’re effective for driving direct actions (clicks to your site, phone calls via call extension, or navigations via map extension).

Google also offers Display Ads (image banners on millions of sites in the Google Display Network), YouTube Video Ads, Shopping Ads (product listings with image/price), and Local Service Ads (which show your business profile for certain service categories with a “Google Guaranteed/Screened” badge and a phone link).

The Local Service Ads (LSAs) are specifically built for local service providers (contractors, lawyers, realtors, etc.) – you pay per lead rather than per click, and these ads show up with your business’s reviews and a direct call button, which can be incredibly valuable for winning local customers.

LSAs appear at the very top of Google results above even normal search ads, making them prime real estate for eligible businesses.
Facebook Ad Formats: Facebook (and Instagram) give you a visually rich palette. Common formats include Image Ads, Video Ads, Carousel Ads (multiple images/cards in one ad), Slideshows, Stories Ads (vertical fullscreen ads that appear in between Stories), and even Messenger Ads (ads that open a chat). For local businesses, a few noteworthy options:
- Carousel ads are great to showcase multiple products or multiple features (e.g., a furniture store can display 5-6 furniture pieces with one ad, each card clickable to a product page).
- Lead Form Ads (Lead Generation objective) allow users to submit a contact form (like to get a quote or join a newsletter) right within Facebook, which can be useful for local service businesses to capture leads without needing the user to visit a separate site.
- Event Promotion Ads: If your local business hosts events or sales, you can create a Facebook Event and promote it, or use the Event Responses objective to get more people interested/RSVP’ing.
- Local Awareness Ads: Facebook used to have a campaign objective specifically called Local Awareness, basically to “reach people near your business.”
  
  Now it’s often just handled via the Reach or Brand Awareness objectives with location targeting. These ads can include a “Get Directions” CTA, call button, or other local-focused call-to-action to help drive foot traffic.
The key is visual storytelling – Facebook/Instagram ads let you convey a sense of your business through imagery and video.

A gym might run a video ad showing a quick tour of their facilities and happy members; a café might use a carousel to show interior ambience, coffee, and pastries. This can attract locals by giving them a feel for your business that a text ad on Google cannot.
Ad Engagement and Virality: On Facebook/Instagram, because users can interact, there’s a chance (especially with compelling content) that your ad gains extra reach through sharing or commenting.

For example, a local festival promotion might get shared by users to invite friends. This organic boost can increase the value of your paid ad spend.

Cost and CPC Comparison

Cost is often the deciding factor for small local businesses. Let’s compare typical costs for Google vs Facebook:

Pricing Model: Both use auction models and you typically pay per click (PPC). Google’s bids are largely keyword-based; Facebook’s are audience/interest-based. Facebook also offers pay per impression (CPM) in some cases.

But generally, you will set a budget on both and the platforms will spend it to get you as many clicks or desired actions as possible.
Average CPC: It’s widely observed that Facebook Ads have a lower average CPC than Google Ads. Actual costs vary by industry and location, but multiple sources confirm this gap. For instance, one 2025 analysis reports median CPC on Facebook at about $0.29 vs $1.66 on Google.

Another report noted in 2024 Facebook traffic campaigns averaged ~$0.77 CPC, while Google Search ads in some industries routinely cost $2-$4 or more per click.

This means for the same budget, you might get several times more clicks on Facebook than on Google. However, remember those clicks may not convert as readily (due to intent differences discussed).
Cost by Industry: Local businesses should also consider their specific industry. Google CPC can range dramatically: e.g., lawyers might pay $5–$10 per click (since a single client is high value), while a local restaurant may pay under $1.

Facebook also varies: e-commerce or apparel might see $0.30 CPC, while niches like movers or roofers might see higher (but still often <$1). To illustrate, here’s a quick comparison of median CPCs (US, Feb 2025 data) in a few local-relevant industries on Google vs Facebook:

Industry	Google Ads CPC (median)	Facebook Ads CPC (median)
Legal Services	$4.22	$0.69
Plumbing Services	$3.66	$0.55
Real Estate	$1.35	$0.33
Restaurants	$0.58	$0.24
Retail (Apparel)	$0.56	$0.30

Table: Median Cost-Per-Click on Google vs Facebook by industry. As shown, Google clicks often cost several times more than Facebook clicks in the same category. For example, a plumber might pay around $3.66 per click on Google but only about $0.55 on Facebook.

Attorneys see the biggest disparity ($4+ vs around $0.69). Even low-CPC sectors like restaurants see a difference ($0.58 vs $0.24). This means Facebook can be a very cost-efficient way to get traffic, though remember a Google click might be more likely to turn immediately into a customer due to higher intent.

Overall Budget Considerations: If you have a small budget (say $100/month), Facebook might give you more exposure (impressions and clicks) for that spend. Google, with higher CPCs, might yield fewer clicks for $100.

However, if those few clicks result in a couple of immediate sales, it could still be better ROI. It’s not just about cost per click, but cost per desired outcome (lead or sale).

On Google, you might pay more but often get more immediate results; on Facebook, you pay less per interaction but may need to nurture those leads.
ROI Metrics: Determining which gives better ROI can depend. One metric reported by Meta was that in the U.S., advertisers average $3.31 in revenue for every $1 spent on Meta ads. That’s an average – your mileage may vary.

ROI on Google Ads could be very high for some (e.g., one sale covers the ad spend many times over) or low if not well optimized. The best approach is to track your own conversion cost: e.g., if you spend $200 on Google Ads and get 10 customers, that’s $20 per customer.

On Facebook, $200 might get you 200 clicks, but if only 5 become customers, that’s $40 per customer. So, ROI depends on conversion rates as well as CPC. Many local businesses find Google Ads brings a higher conversion rate due to intent, balancing out the cost difference.

Others find that Facebook’s cheap reach allows them to build brand loyalty and repeat business that pays off over a longer term.
Scaling: Google’s higher CPC can make scaling budget expensive – doubling your budget might not double results if you’ve already captured the main high-intent searches.

Facebook can sometimes scale more by broadening to new interests or lookalikes, but you risk reaching less relevant people. Always scale budgets gradually and observe performance.

In short, Facebook Ads often provide cheaper traffic, and are great for tight budgets to get your name out there. Google Ads, while pricier per click, can bring in customers who are ready to act, often making each click more “valuable.”

A balanced approach could be spending, say, 70% of budget on Google for lead gen and 30% on Facebook for awareness (or vice versa), then adjusting based on which yields better cost-per-acquisition in your specific case.

Mobile vs Desktop: Ad Performance and Usage

Mobile devices dominate how people interact with both search and social media today – and this has huge implications for local advertising on Google and Facebook.

Mobile Usage Stats: Over 60% of Google searches in the U.S. now come from mobile devices. And for local searches, this is likely even higher – think about those “near me” searches done on phones while on the go.

On Facebook, the tilt toward mobile is even more pronounced: a whopping 98.5% of Facebook users access the platform via a mobile phone, and about 81.8% use only their phone (never a desktop). Essentially, both Google and Facebook are primarily mobile platforms for users, especially when looking for local info.
Ad Display Differences: On Google, a search from a phone will show text ads (often with call buttons or directions if enabled). Google Ads has features like call-only ads that appear only on phones (letting the user tap to call you directly).

Location extensions on mobile can open maps for directions. On desktop, Google ads may show more extensions (like sitelinks, additional links) because of more screen space, but no click-to-call unless using VoIP.

For local businesses, mobile Google ads are incredibly important since many users will call or navigate directly from the search ad. Google’s own local ad product (LSA) is very mobile-centric, coming with a big call button – indeed Google emphasizes that with local ads “customers are only a tap away” via call or message buttons.

Facebook ads also render differently: on mobile, they appear as you scroll the feed or in stories, seamlessly between friend posts; on desktop, they might appear in the news feed but also there’s the right-hand column ads which are desktop-only and appear on the side.

(Right-column ads are a small placement – only on desktop, often cheaper but also less engaging; they are mostly used for extra visibility or retargeting and don’t show on mobile at all.)

The majority of FB ad placements (Feed, Stories, etc.) appear on both mobile and desktop feeds, but given the user base, most of your FB impressions will be on mobile. Instagram is almost entirely mobile usage.
User Behavior on Mobile vs Desktop: Mobile users tend to be looking for quick info and may be more likely to take quick actions like calling or using maps (key for local). Desktop users might do more comparison shopping or thorough research.

For example, a person searching for “best brunch nearby” on their phone Saturday morning is probably looking to go right now, while someone on their laptop might be planning or just browsing menus. Facebook mobile usage suggests people often check it on the go or in short bursts.

Desktop usage of Facebook (though a smaller slice) might allow slightly longer attention on each post/ad, but overall, snackable content wins on both.
Optimizing for Mobile: For Google Ads – ensure your website is mobile-friendly (fast load, easy navigation) because if a mobile user clicks your ad and the site is slow or broken on phone, you lose them.

Consider using call extensions or call ads so mobile users can easily ring you (many local service searches convert better through calls). For Facebook – use vertical or square images/videos that take up more mobile screen real estate (they perform better on mobile).

Also, make sure any landing page you send people to is mobile-optimized. Facebook offers an “Instant Experience” ad format which loads a fullscreen mobile microsite instantly – could be useful for local showcases without needing them to click out to a browser.
Desktop still matters? Yes, to a degree. Certain B2B or office-hours searches might skew desktop. And some Facebook users still see ads on desktop (especially older demographics using Facebook on computers).

Desktop can be important for detailed forms (like if you want someone to fill a longer application – they might prefer desktop). But for most local B2C cases, assume mobile-first in your strategy.

In summary, mobile rules for both Google and Facebook in 2025, especially for local queries and social media use. Local businesses should craft ads with mobile users in mind: quick, clear, actionable.

The ability for a smartphone user to immediately call or navigate to a store from an ad is a huge advantage. Both platforms provide tools to leverage that (call buttons, map integrations, swipe-up actions, etc.).

Ensuring your ads and content are mobile-optimized is no longer optional – it’s essential, as failing here is like turning away the majority of potential customers.

Performance: Speed, Results, and ROI Considerations

When it comes down to “Which works better for locals?”, much depends on how you define “works better”. Is it faster? Higher ROI? More awareness? We’ll tackle a few angles:

Speed of Results: If you need immediate results (say you launched a new location and want customers this week), Google Ads is often the faster win. You can bid on relevant local keywords and catch people ready to buy. Facebook Ads can certainly generate traffic quickly too, but those users might not convert as fast.

For example, a new clinic could get appointment bookings within days on Google Ads from people searching “doctor accepting new patients”, whereas Facebook ads might get a lot of impressions and interest but actual appointment bookings might trickle in over weeks as people warm up to it.

Google search ads are like catching fish that are biting; Facebook is like chumming the waters – it sets the stage for bites a bit later.

That said, for things like event promotions or a grand opening, Facebook’s ability to spread the word widely in advance can drive a crowd on event day, which is also a fast result in a sense (just not purchase conversion but attendance/awareness).
Conversion Rate & Lead Quality: Typically, traffic from Google Search Ads converts at a higher rate than traffic from Facebook, because of intent. A study of advertisers found Google search had an average conversion rate (visitor to lead/customer) of ~3.75% in 2025, whereas Facebook’s might be lower (depends on campaign type).

For local, you might see that 1 in 5 clicks from Google calls you (if you use call ads/extensions), but maybe 1 in 50 Facebook ad viewers takes action. Again, not a hard rule, but a tendency.

Lead quality from Google (someone who searched your exact service) can be very high – they often know what they want. Facebook leads might need more follow-up – e.g., someone who clicked an ad out of curiosity may need an email nurture or a follow-up ad to convert later.
Brand Building & Long-Term Value: This is where Facebook (and Instagram) can argue a win. Even if a Facebook ad doesn’t cause an immediate purchase, every impression with a positive message or engaging content builds your brand locally.

Over time, people become familiar with your name. Then, when they do see you on Google or drive by your store, they’re more likely to trust and choose you (attributed to the concept of multi-touch marketing).

Google Ads alone, while great for direct response, doesn’t do much for passive brand building – people see your text ad, maybe click it, but if they don’t click, they might not remember you.

Facebook/Instagram ads, being visual and social, can stick in memory (“Oh yeah, I keep seeing that cool bakery on my feed.”). So Facebook is powerful for planting seeds that later lead to referrals or searches.
Trust Signals: Both platforms allow ratings and reviews to play a role. Google Ads can display your Google My Business rating (stars) if you have enough reviews, which greatly boosts credibility – someone seeing a 4.8 star local plumber in the ad is likely to consider them.

Facebook ads themselves don’t show a rating, but people can see comments (which might include testimonials). Also, a Facebook page with good reviews is just a click away from the ad.

Ensuring you have good reviews on both Google and Facebook will help whichever ad platform you use perform better (people often cross-check!).
User Journey: A savvy approach is to use each platform at its strength in the customer journey. Often cited by marketers: use Google Ads to capture the low-hanging fruit of ready buyers, and use Facebook Ads to retarget and close the loop.

For instance, Swydo’s 2025 agency playbook suggests: “Capture high-intent traffic with Google, then retarget them on Facebook to stay top-of-mind and drive the final conversion”. This two-step approach shortens sales cycles and maximizes ROI by not letting warm prospects slip away.

Concretely, a local spa could use Google Ads to get someone searching “massage near me” to click their site, then if that person doesn’t book, a Facebook retargeting ad offering “10% off your first massage” might seal the deal.
Which Has Better ROI?: There’s no universal answer. If you ask “which gives more bang for buck?”, the honest reply is “it depends on your business and execution.”

Some businesses see phenomenal ROI on Google because each customer is valuable and search volume is high (e.g. a roofing company might spend $500 on ads and get one roof job worth $8000 – fantastic ROI).

Others might find Facebook’s cheap reach nets lots of smaller sales that add up. If forced to generalize: Google often yields higher immediate ROI for direct sales/leads, Facebook yields higher overall ROI if including brand value and repeat engagement.

Many marketers will say the highest ROI comes from using both smartly, rather than putting all eggs in one basket. It’s also wise to continually measure – both platforms provide analytics – and allocate more budget to the one yielding better cost per conversion for you, while still maintaining presence on the other for the benefits it offers.

Frequently Asked Questions (FAQs)

Q1: Which is cheaper for a local business – Google Ads or Facebook Ads?

A: Facebook Ads are generally cheaper in terms of cost per click. As of 2025, the median CPC on Facebook is around $0.29, compared to about $1.66 on Google. That means you often pay less for each visitor from Facebook.

However, a cheaper click doesn’t always mean a better result – you have to consider what that click does. Google’s clicks might cost more but could lead directly to a sale or call (high intent), whereas Facebook clicks are cheaper but the person might just be “window shopping.”

From a pure budget standpoint, you can start with a smaller daily budget on Facebook (even $5) and still reach a decent local audience, whereas on Google, in competitive areas, a $5 daily budget may exhaust quickly with only a few clicks.

Many local businesses use Facebook to build awareness cheaply, then rely on Google for the more expensive but high-converting leads.

It’s wise to try both and track cost per conversion (e.g. cost per lead or per sale) – you might find, for example, that you spend $50 on Google to get 5 customers ($10 per customer) and $50 on Facebook to get 2 customers ($25 per customer).

In that case, Google was actually more cost-effective despite higher CPC. So, Facebook is cheaper per click, but Google often brings a higher immediate ROI per click – you have to balance volume vs quality.

Q2: Can I target specific local areas on Google and Facebook? How precise is the location targeting?

A: Yes, both platforms offer precise location targeting, but Facebook allows a bit more granularity in some cases. On Google Ads, you can target by city, ZIP code, radius around a point, or even by selecting a county or region. You can also exclude areas.

For example, a home service business can target a 20-mile radius around their office, or a retailer can target only the city where they operate. Google will show your ads to people physically in those areas (or searching for those areas). It’s pretty accurate – based on IP address, device GPS (for mobile), and Google account location history.

On Facebook Ads, you can drop a pin and target a radius as small as 1 mile around that point, or target specific cities/ZIPs as well. Facebook even lets you target by categories like “people who live in this area” vs “people recently in this area” which can differentiate residents from travelers.

This is useful: a tourist attraction might target “recently in this location” to catch visitors, while a local service might target “people who live in [town]”. You can also exclude certain localities on Facebook.

In practice, both platforms will serve your ads within the defined areas reliably. One thing to note: smaller targeting requires sufficient audience size – if you go too narrow (e.g., one ZIP code and a tight demographic on FB), it might be hard for the algorithm to deliver.

Also, location targeting depends on users’ location settings – occasionally, someone’s device might misreport location or use a nearby cell tower, but those are minor issues.

Overall, both Google and Facebook are well-equipped for hyper-local targeting, down to neighborhoods in many cases, giving local businesses the ability to focus and spend exactly where their customers are.

Q3: Which platform brings faster results for my local business?

A: Google Ads tends to bring faster “direct” results, because it captures people actively looking to buy or inquire right now. If you launch a Google Search Ad today for “emergency dentist [Your Town]” and someone has a toothache and searches for it, they might see your ad and call immediately.

Facebook Ads, on the other hand, often work a bit slower in terms of conversion velocity. You might launch a Facebook campaign and people start seeing it, Liking it, maybe visiting your page or site, but they might not act until later when they need your service or after seeing your ad a few times.

For example, an ad for a new restaurant might build curiosity over a week or two, and people eventually come in on the weekend or after a friend mentions seeing the ad too. In terms of setup to outcome speed: With Google, you’re tapping into existing demand, so if that demand is there, results (calls, sign-ups, purchases) can happen within days or even hours.

With Facebook, you’re often stimulating demand or awareness, which can take a bit more repetition and time to translate to action. That said, Facebook can be fast for things like event promotions – you could get RSVPs within hours of promoting an event if it catches interest.

Also, if you run a Facebook Offer Ad or limited-time promotion, people might act quickly. But generally, for immediate lead gen, Google is the go-to. It’s commonly recommended to use Google for quick wins and Facebook for sustained growth and engagement.

One more angle: the learning phase – Facebook ads have a “learning period” where the algorithm optimizes delivery which can take a few days of data, so campaigns often improve after a week or so.

Google Ads also optimize over time but if you’ve set correct keywords and bids, they can perform right out of the gate if searches occur. So if you open a shop and need customers ASAP, invest in some Google Ads.

If you have a bit of runway and want to steadily build a presence, start Facebook concurrently but understand its full impact might be felt over a longer horizon with consistent exposure.

Q4: Should I use both Google and Facebook Ads together, or focus on just one?

A: Many marketing experts suggest using both in tandem for the best overall outcome – if your budget allows – because they complement each other. Google and Facebook serve different parts of the customer journey (as we’ve described: intent vs discovery, immediate vs nurturing).

By using both, you create multiple touchpoints. For example, a potential customer might first discover you on Facebook (saw an engaging post or ad), then later do a Google search for your business name or your product category and find you again via your Google ad or listing – that multi-platform presence greatly increases the chance of conversion.

Also, using both allows for retargeting strategies: someone clicks your Google ad but doesn’t convert – you can retarget them with a Facebook ad offering an incentive to come back.

Or vice versa, someone visits your site from Facebook out of curiosity – later they search on Google and your search ad or organic listing appears, reinforcing credibility (“oh, that’s the shop I saw on Facebook, looks legit, I’ll check it out”).

If budget is a concern and you must choose one initially, think about your business type: if you’re something people actively search for (say, a locksmith, or “yoga classes near me”), Google might be the first priority.

If you’re a new concept or highly visually driven (say, a trendy dessert cafe, or a boutique with unique fashion) where showing off visuals and building hype is key, Facebook/Instagram might be the first choice.

But even then, eventually layering in the other platform will broaden your reach. Focusing on one platform can limit your audience – there are folks who mainly use search and aren’t active on social media, and vice versa. Using both ensures you cover both bases.

Q5: What kind of ads work best on mobile for Google and Facebook? (Since most locals use phones)

A: On Google, for mobile users, two ad types are especially effective for locals: Call Ads/Extensions and Location Extensions/Maps Ads.

Call Ads (formerly call-only ads) are designed such that when a mobile user clicks, it immediately dials your number – these are fantastic for services where customers typically want to talk to someone (e.g., takeout ordering, appointments, emergency services). For instance, a towing company’s ad with a call button can generate instant phone leads.

Ensure your ad copy highlights “Call now for [service]” to prompt action. Location extensions attach your address and a Google Maps link to search ads – mobile users can tap to see your location or get directions, which is great for restaurants, retail stores, etc.

Also, Google Maps Ads (if you use location extensions, your business can appear as a promoted pin or listing in the Maps app/search results for relevant queries). Many people use Google Maps like search (“pizza near me” in Maps), so advertising there catches those ready to navigate to a local spot.

So, for Google mobile ads: use ad assets that make it one-tap for the user to reach you – call or drive. Keep the ad text concise and put important keywords up front (mobile screens show fewer characters).

On Facebook/Instagram, mobile is the default, so make sure to use vertical or square media (vertical 9:16 for Stories/Reels, square or 4:5 for feed) which takes up more screen and looks native. Videos should have captions since many mobile users watch without sound.

Short and eye-catching is key – the thumb scroll is fast. For example, a short 10-second video of a food dish being prepared can stop someone scrolling at lunchtime. Use Facebook’s “click-to-call” ads if you actually want phone calls – these are not as commonly used as on Google, but you can have a call CTA on Facebook ads too.

Additionally, consider using Facebook’s local business ad options like a Map Card (it can show distance to your store in the ad). Also, for mobile-heavy audiences, Lead Form ads are great: they open a form in-app so the user can quickly submit info with auto-filled contact details (mobile users prefer that to clicking out to a slow website form).

And don’t forget WhatsApp click-to-chat ads (if relevant) – in some areas, businesses allow users to message them on WhatsApp via a Facebook ad, which can be convenient on mobile.

Overall, to make ads work on mobile: keep things visually engaging, text minimal, and calls-to-action obvious and easy (tap to call, tap to get offer, etc.). And always test your ad creatives on a phone screen to see how they look – something that’s clear on a desktop might have text cut off on a phone.

Given that over 98% of Facebook users access via mobile and the majority of Google local searches are mobile, optimizing creatives and landing experiences for mobile is essential. In essence, design for mobile first – that will usually also work on desktop, but not vice versa.

Q6: What are Google Local Services Ads (LSAs) and do they outperform Facebook for local service businesses?

A: Google Local Services Ads (LSAs) are a special ad format for certain local service industries (home services like plumbers, electricians, HVAC; also lawyers, real estate agents, and others).

These ads appear at the very top of Google search results, even above regular search ads, often with a headline like “Google Screened” or “Google Guaranteed” and showing the business name, review rating, phone number, and hours.

They are pay-per-lead, not per click – meaning you pay only when a customer calls or messages you through the ad.

LSAs require a background check and license/insurance verification process to get the “Google Guaranteed” badge (for home services) or “Google Screened” for some professional services.

This badge builds a lot of trust with users. For example, if someone searches “roofers near me,” they’ll see a couple of LSAs with perhaps “Google Guaranteed ✚ 4.9★ (50 reviews)” – these often attract clicks/calls like crazy because they look officially endorsed and show social proof.

For businesses that are eligible, LSAs can be extremely effective – many report getting high-quality leads at a good cost. They often outperform regular Google Ads in those categories, because of their prominent placement and trust factor.

Now, comparing LSAs to Facebook: LSAs are direct-response machines; if you’re a plumber, an LSA can put you right in front of someone needing a plumber immediately, likely yielding a call.

Facebook can’t really match that because people aren’t going to Facebook when their sink is flooding – they go to Google. So for those urgent services, LSAs (and Google Search) will vastly outperform Facebook in immediate ROI.

Where Facebook can’t compete in speed/intent, it can supplement by building brand recall (maybe someone sees your van or your Facebook page and remembers your name when searching – but that’s indirect).

If your industry has LSAs available, it’s highly recommended to utilize them. Many local businesses treat LSA leads as gold – and because it’s pay-per-lead, you can control costs by pausing if you hit your budget or schedule (you can dispute leads that were bad, etc.).

Keep in mind LSAs only show for specific search queries related to services and within your service area & business hours. They won’t cover everything your Google Ads might. But they usually appear first, and many users will click those before scrolling to normal search ads or organic results.

Conclusion

There is no one-size-fits-all winner between Google Ads and Facebook Ads for local marketing – each can work brilliantly, and ideally, they work best hand-in-hand. Here’s a concise way to decide:

If your goal is to generate immediate leads or sales from people actively looking for your product/service, Google Ads has the edge. It targets high-intent local consumers (those searching on Google) and can drive direct actions (calls, visits) quickly.

This often suits service providers (doctors, contractors, emergency services) and any local business where customers typically search online before choosing (stores, restaurants for “near me” searches, etc.). Be prepared to pay a bit more per lead, but those leads are “hotter.”
If your goal is to build local brand awareness, engage a community, or reach new customers who might not know how to search for you, Facebook Ads has the advantage. Its visual, social nature allows you to showcase what’s unique about your business and target the exact demographic you want.

It’s cost-effective for small budgets and can create buzz – important for businesses like boutiques, new eateries, lifestyle services, or any business that benefits from word-of-mouth and loyalty. Just remember that Facebook-driven customers may need more touches before they convert, so think of it as a relationship-building tool.

Most local businesses don’t have to choose one or the other exclusively. In fact, using Google and Facebook together often yields the best overall results, covering each other’s gaps.

Google ensures you’re capturing existing demand in your area (so competitors don’t snatch those ready-to-buy customers), while Facebook ensures you’re cultivating new demand and staying on locals’ radar (so when they do feel a need, your name comes to mind first).

As one marketing specialist put it: “Advertising through both Google and Meta is often the best approach if a business can afford it, with each platform offering unique benefits that greatly increase visibility and conversions.”

Finally, optimize as you go: use the data from campaigns to see what’s working. Perhaps you find mobile clicks on Google convert twice as well as desktop – then shift budget accordingly. Or a certain age group engages most with your Facebook ads – then focus on them. Both platforms reward optimization and learning.