Google Ads vs Facebook ads: which is better for your business?
Kahu team·Updated 1 Oct 2026·8 min read
Google Ads reaches people who are already searching for what you sell. Facebook and Instagram ads reach people who match your audience but were not looking yet. If customers search for your service when they need it, start with Google. If people buy on impulse or need to see it first, start with Meta. Many businesses end up using both.
The core difference is intent
Someone typing “emergency plumber near me” has a problem now. Google puts your ad in front of that need. Someone scrolling Instagram was not looking for a plumber, but might stop for a striking bathroom renovation. Meta is better at creating interest; Google is better at catching it.
| Google Ads | Facebook & Instagram ads | |
|---|---|---|
| Reaches | People searching now | People who fit your audience |
| Best for | Urgent or planned services | Visual products, offers, events |
| Creative | Mostly text and landing page | Images and video carry it |
| Cost per click | Often higher | Often lower |
| Lead quality | Usually higher intent | Needs good qualifying questions |
Which to start with
- Trades, clinics, legal and repair services: Google first, because people search when they need you.
- Retail, food, fitness, beauty and events: Meta first, because the picture sells it.
- New products nobody searches for yet: Meta, to build demand.
- Local businesses with a Google Business Profile: Google, alongside Maps.
How to split a first budget
- 1Start with one channelPut most of the budget where your customers already look. Splitting a small budget two ways makes both too thin to learn from.
- 2Fix the landing pageBoth channels send people to the same page. If it is slow or unclear, neither will work.
- 3Measure leads, not clicksTrack form fills, calls and bookings, then check which became paying customers.
- 4Add the second channelOnce the first is profitable, test the other with a fixed amount for four to six weeks.
Where Kahu fits
Frequently asked questions
Is Facebook advertising cheaper than Google?
Clicks are often cheaper on Meta, but the people clicking are less ready to buy. Compare cost per paying customer, not cost per click.
Can I run both on a small budget?
You can, but one well-funded channel usually teaches you more than two underfunded ones.
Do I need a website for either?
You need somewhere to send people. A focused landing page with one clear action works better than a general home page.