If you've ever asked "should I run Google Ads or Facebook Ads?", you've probably received a different answer from everyone you asked. That's because most people frame it as a competition — and it isn't.

Google Ads and Facebook Ads (now Meta Ads) are fundamentally different tools built for different jobs. Using the wrong one for your business type is the most common reason small business owners waste money on paid advertising and swear it doesn't work.

This guide explains exactly how each platform works, which industries get the best results from each, and how to split your budget if you want to use both.

The One-Sentence Difference

Google Ads captures demand that already exists. Facebook Ads creates demand that didn't exist yet.

When someone searches "emergency plumber Melbourne" on Google, they need a plumber right now. Google Ads puts your business in front of them at precisely that moment. That's demand capture.

When someone is scrolling through their Facebook feed on a Sunday afternoon, they're not thinking about your business at all. A Facebook Ad interrupts that scroll with something compelling enough to make them stop and pay attention. That's demand creation.

Neither approach is better. They solve different problems. The right choice depends entirely on what your business needs and where your customers are in their buying journey.

How Google Ads Actually Works

Google Ads is an auction. Every time someone searches a term you've bid on, Google runs a real-time auction among all advertisers competing for that search. Your ad position depends on your bid, your quality score (how relevant your ad is to the search), and your landing page experience.

The key characteristic is intent. Every click comes from someone who typed a specific phrase into Google — which means they're actively looking for something. This makes Google Ads exceptionally effective for service businesses where people search before they buy.

What you need to make it work:

  • A clear list of target keywords (the search terms you want to appear for)
  • Compelling ad copy that matches what the searcher is looking for
  • A landing page that delivers on the ad's promise and makes it easy to contact you or buy
  • Enough budget to compete — more competitive industries have higher cost-per-click

Cost benchmarks in Australia (2026):

  • Average CPC for general search campaigns: $2–$4 AUD
  • Trades (plumber, electrician, builder): $15–$30+ AUD per click
  • Legal and financial services: $20–$50+ AUD per click
  • Lower-competition local services: $1–$5 AUD per click

High CPC doesn't mean Google Ads isn't worth it — it means the market has validated that the traffic converts. A plumber paying $25 per click who closes one in every five leads at $500 a job is doing very well.

How Facebook (Meta) Ads Actually Works

Meta Ads — which covers Facebook, Instagram, and Messenger placements — works on a completely different principle. You're not targeting search terms. You're targeting people based on who they are: their age, location, interests, behaviours, and life events.

With 20.9 million Australians on social media — roughly 78% of the population — Meta's targeting pool is enormous. Facebook alone reaches 78% of Australian internet users; Instagram reaches 65% (Digital 2025 AU report).

The key characteristic is interruption. Your ad appears in someone's feed whether or not they were looking for you. This means your creative (the image, video, or copy) has to be strong enough to stop the scroll and generate interest from scratch.

What you need to make it work:

  • Strong visual creative — static images, video, or carousel formats
  • Copy that speaks directly to a specific audience's problem or desire
  • A compelling offer or hook that creates urgency
  • Consistent testing — what works for one audience segment often won't work for another

Cost benchmarks in Australia (2026):

  • Minimum daily budget to get meaningful data: $20–$40 AUD/day
  • Target cost-per-click: below $1.50–$2.00 AUD for most industries
  • Target click-through rate: above 1% (anything below suggests the creative isn't resonating)

Meta's Advantage+ campaign type uses AI to optimise placements and audience targeting automatically — it's worth testing for most businesses once you have some initial data on what creative performs.

Side-by-Side Comparison

By-Industry Guide: Which Platform for Your Business?

Tradies (Plumbers, Electricians, Builders, Cleaners)

Google Ads for emergency and urgent work. When someone's hot water system dies at 7pm, they're not scrolling Instagram — they're Googling "emergency hot water repair Melbourne". Google Ads is the only platform that captures this intent in real time. For tradies, Google Ads should be the primary channel for lead generation.

Facebook Ads to fill quieter periods and build local recognition. Running a promotion for bathroom renovations, deck builds, or scheduled maintenance? Facebook lets you target homeowners in specific suburbs who fit your ideal customer profile. It won't generate emergency calls, but it plants seeds for future work and keeps your name visible in the local community.

Beauty, Hair, and Wellness

Facebook and Instagram are home turf. Visual services — hair transformations, skin treatments, nail art — perform exceptionally well on Meta because the results are inherently visual and people love sharing and saving them. A well-produced reel or before-and-after carousel can generate bookings at a cost that Google Ads simply can't match for these categories.

Google Ads still has a role for location-based searches like "beauty salon Frankston" or "massage Ringwood" — but Meta should be the primary spend for most beauty businesses.

Hospitality (Cafes, Restaurants, Bars)

Meta Ads are more effective for most hospitality businesses. Food is visual. A photo of your Saturday brunch spread or a short video of your cocktail menu does far more work on social media than a text-based Google Ad.

The exception: Google Ads makes sense for "restaurant near me" and booking-intent searches — particularly if you're investing in Google Business Profile optimisation alongside it.

Retail (Online or Physical)

Both platforms, different roles. Google Shopping and Search Ads capture people searching for specific products. Facebook and Instagram Ads drive discovery and retargeting — particularly effective for re-engaging people who visited your site but didn't buy.

For e-commerce, a combined strategy is almost always the right answer. Google captures the bottom of the funnel; Meta owns the top and middle.

Professional Services (Accountants, Lawyers, Consultants, Mortgage Brokers)

Google Ads first. People searching "tax accountant Melbourne" or "family lawyer Geelong" are in buying mode. The CPCs are higher, but so is the conversion value — a single client acquisition often covers months of ad spend.

Facebook Ads can work for professional services but require more patience and a strong content strategy. Thought leadership content (videos, tips, guides) performs better than direct-offer ads for most professional service categories.

When to Use Both — and How to Split Your Budget

For most Australian small businesses with a monthly paid ads budget of $2,000 or more, running both platforms simultaneously is the strongest approach — but with a deliberate split.

Recommended starting split:

  • 60–70% to Google Ads — captures high-intent traffic that's ready to act
  • 30–40% to Meta Ads — builds brand awareness, retargets website visitors, fills pipeline for future demand

This ratio shifts depending on your industry. A beauty salon might reverse it (more Meta, less Google). An emergency electrician might go 80/20 in Google's favour. The split should follow where your customers actually are in the buying journey.

Management fees to budget for in Australia:

  • Google Ads agency management: $800–$2,000/mo
  • Meta Ads agency management: $500–$1,500/mo

These are on top of your actual ad spend. If your total budget is tight, it's often better to run one platform well than both platforms poorly.

The Factor Most Business Owners Overlook: Your Landing Page

Both Google Ads and Facebook Ads do the same thing — they send someone to a page on your website. Once they arrive, the website does all the heavy lifting.

A weak landing page will waste every dollar you spend on ads, regardless of platform. If someone clicks your Google Ad for "emergency plumber Dandenong" and lands on your homepage with no obvious phone number, no clear service list, and a site that takes five seconds to load on mobile — you've paid for a visit that converted into nothing.

A landing page that converts paid traffic needs:

  • Your primary offer and contact details visible without scrolling
  • Fast mobile load time (under 2 seconds)
  • Social proof — reviews, credentials, photos of your work
  • One clear action for the visitor to take (call, book, or fill in a form)

Before you spend a dollar on ads, make sure you have a landing page ready to convert that traffic. The ads bring people to the door — your website has to close the deal.

Frequently Asked Questions

Can I run Google Ads and Facebook Ads at the same time?

Yes, and for most businesses with a reasonable budget ($2,000+/mo), it's recommended. They work at different stages of the customer journey — Google captures people ready to buy now, while Meta builds awareness among people who may buy later.

What's the minimum budget to get results from Google Ads in Australia?

For most local service businesses, you need at least $500–$1,000/month in ad spend to generate enough clicks to properly evaluate performance. Highly competitive categories (legal, trades in metro areas) may need $1,500–$3,000/month to be competitive.

Do Facebook Ads work for B2B businesses?

Rarely as a primary channel. LinkedIn Ads tend to outperform Meta for B2B targeting. For B2B, Google Ads for intent-based searches (e.g. "commercial cleaning Melbourne") combined with LinkedIn is a stronger combination than Google + Facebook.

How long before I see results from Facebook Ads?

Expect 4–8 weeks to gather enough data to properly optimise a Facebook campaign. The first few weeks are a learning phase where Meta's algorithm is testing audiences and placements. Don't judge early performance too harshly — judge it after you have statistically meaningful data.

Ready to Start? Here's the Honest Advice

If you're a tradie, professional service provider, or any business where customers actively search for you by name or category — start with Google Ads. It's the fastest path to qualified leads.

If you run a visual business, sell products, or want to build brand awareness in your local area before customers need you — start with Facebook and Instagram Ads.

If your budget allows for both, run them together with the split outlined above and let each platform do what it does best.

The businesses that get the most out of paid advertising aren't the ones who pick the "best" platform — they're the ones who understand what each platform is for and use it accordingly.

If you'd like help building a paid ads strategy that fits your business and budget, take a look at our Google Ads service or our social media advertising service. Or if you're not sure where to start, get in touch — we're based in Melbourne and happy to talk through your options without any obligation.

CodeQy is a Melbourne web design and marketing agency helping Australian small businesses build an online presence that actually generates leads. Based in Mulgrave, VIC.