Google Ads vs Facebook Ads for Small Businesses: A Guide

If you’re a small business owner looking to dive into the world of online advertising, you’ve probably come across the two most popular forms of online paid ad campaigns: Google Ads and Facebook Ads.

This leads many to wonder “Would Google Ads or Facebook Ads be better for my business?” Thankfully, here at Chameleon Web Services, we’ve been helping SME’s to boost their online sales via both Facebook ads and Google Ad for years. Formed in 2001, we have a solid understanding of the pros and cons of different paid advertising platforms for different business models.

Read on to discover our full breakdown of the differences between the two, and which might be better for your business type.

Google Ads For Small to Medium Sized Businesses

What Are Google Ads Best For?

Google Ads are best for capturing search users who are already highly intent on making a purchase or engaging with a service-provider.

This is because Google Ads allow you to fast-track your website right to the top of search engine results pages (SERP’s), so long as your ads target the right keywords and satisfies the user’s search intent.

For example, if you are a company that sells dog leads, and you have a Google Ad campaign that targets the keyword “dog leads for sale”, then your ads will do a great job at satisfying the search query of the user, as you are providing them with exactly what it is they are looking for.

Google Ads therefore work exceptionally well for businesses that already align well with online search behavior. In other words, they are able to place the desired product or service directly in front of the search engine user, satisfying their query.

Your website will then be able to leapfrog the competition and appear as one of the first web links that appears on Google’s search results pages, increasing your chances of receiving a click (and a sale).

If your business is more service-oriented, the same principle still applies. If you were a local garage, and you had a Google Ads targeting keywords like “BMW Servicing”, you could very easily satisfy the search intent of users looking for a BMW MOT, and have your website appear at the top of SERP’s.

Facebook Ads for SME’s

What Are Facebook Ads Best For?

Unlike Google Ads, Facebook Ads do not rely on direct search intent. Rather than looking to directly target online searches, Facebook Ads (as well as Instagram Ads) are more passive. These ads do not appear when a user searches something, but will simply ‘pop-up’ when users are scrolling through their feeds.

Your ads could appear when users are watching videos, liking posts, or simply browsing for updates. It’s a form of interruption marketing. Here, the goal is to spark curiosity and create interest in a product or service that users weren’t necessarily going out of their way to find.

This makes Facebook ads great for businesses who are looking to build brand awareness. When paired with compelling visuals and storytelling, you can generate significant interest in your brand from users who didn’t even know they needed your product or service.

For example, if you own a bespoke cupcake business, and you create a Facebook Ad featuring beautifully shot photos of your latest designs, you could generate significant interest in your brand by piquing the interest of social media users.

Here, you are not waiting for someone to search “custom cupcakes near me.” instead you’re putting a temptation right in front of them, inspiring impulse visits, an order, a follow, or at the very least planting the seed for a future sale or business lead.

Facebook Ads are also ideal for nurturing potential customers who may not be ready to convert today. Through lead magnets, retargeting ads, and brand storytelling, businesses can stay at the forefront of consumer’s minds and gradually nudge them away from awareness, and towards consideration of action.

In essence, Facebook Ads work exceptionally well for businesses that thrive on discovery, lifestyle appeal, and long-term customer engagement. Here, you’re not meeting a need, as the user didn’t know they had one yet. You’re creating it for them.

What Small to Medium Sized Businesses Benefit Most From Google Ads?

E-commerce Businesses

If you’re an E-commerce business, Google Ads are a game changer. If you have products that are regularly and easily searched for, Google ads allow you to very easily place your products in front of these audiences. For example ‘buy hike bag near me’ displays a high-purchase intent.

Google Ads, especially Shopping ads, display product images, prices, reviews, and more right at the very top of results pages, either as sponsored web links or as ‘sponsored’ shopping ads contained within a carousel. This provides e-commerce businesses with a visual, intent-driven sales channel, allowing you to place your products directly in the shop window.

As well as being a highly visual medium, these ads also gives users a quick detailed overview of your product before they’ve even clicked on your ad, helping you to maximise click-through rates and conversion rates, boosting your overall sales.

Local Service Businesses

If you run a local service business, Google Ads can be an invaluable tool for driving in new business leads. This is because Google Ads are great for targeting online searches where proximity is a crucial factor.

When people are looking for a service close to them, they’ll typically go straight to Google and search for things like “Bathroom fitters near me” or “dog vets open now.” These searches are high-intent and location-specific, making Google Ads incredibly valuable for capturing this local demand in real time.

Local Services Ads in particular are designed for businesses operating within specific geographic areas. They appear at the very top of search results and prominently display your business name, phone number, hours, star rating, and even a “Google Guaranteed” badge.

By aligning with the user’s search intent, on this occasion proximity, Google Ads allows local service businesses to reach the right audience at the exact moment the service is needed. This makes it a cost-effective option for SME’s, with high conversion-rate potential.

Urgent and Time-Sensitive Businesses

For businesses that offer urgent or time-sensitive services, Google Ads are perfect for capturing real time demand. When consumers need quick solutions, they often turn to Google and enter searches like “emergency plumbers near me.”

These searches reflect a high level of urgency and intent, making Google Ads highly effective for advertising your business when customers need your services right now. The instant visibility offered by Google Ads builds confidence and encourages quick calls or bookings, making them an easy win for your business.

SME’s That Google Ads are Best for:

• Bathroom Fitting companies
• Electricians
• E-commerce stores selling sought-after products
• Emergency plumbers
• Veterinary practices
• Car Garages
• Businesses with highly sought-after B2B services

What Small Businesses Might Not Benefit From Google Ads?

Low-Search Demand Products or Services
If your offering is brand-new, or highly niche, there may be little to no online searches for them. This means your ads are unlikely to be seen and there won’t be much potential for a return on your investment.

Visual or Discovery-Driven Products
Artists, crafters, or makers of niche, aesthetic-driven goods (like abstract art or custom décor) often do better on visual platforms. This is because potential customers aren’t likely to be aware such products exist, and people can’t search for things that they don’t know they want.

Businesses with Very Limited Budgets
If your cost-per-click is high and your total budget is low, you might not generate enough clicks or data to see meaningful results or optimise campaigns effectively.

What Small to Medium Sized Businesses Benefit Most From Facebook Ads?

Local Lifestyle Brands & Community-Based Businesses

For local lifestyle businesses, like cafés, salons, gyms, yoga studios, and personal trainers, Facebook Ads offer a great way to build awareness of your brand. They can help you to attract new clients and stay top of mind in your local community.

With detailed targeting based on location and demographics, you can show your ads to people nearby who are likely to engage with your offerings. You could advertise a limited-time offer, a seasonal discount, an open house, or a free trial class. Facebook Ads make it easy to put the right message in front of the right people.

Facebook also makes promoting community events and workshops simple and effective. You can create events, boost them to a local audience, and retarget those who show interest or engage with your posts. This makes it a powerful tool for increasing foot traffic, all whilst nurturing long-term customer relationships.

By combining visual appeal with local relevance, Facebook Ads help lifestyle and community-focused businesses build brand loyalty and create real-world engagement.

Visually-Driven Product Brands with Personality

For brands that thrive on visual appeal and emotional connection, like those in fashion, skincare, home décor, or artisan food, Facebook and Instagram Ads offer a highly engaging way to grow your audience and drive sales.

These platforms are inherently visual. They allow you to show your products or services in their best light (quite literally if you’re into filters) with beautiful images, videos, reels and lifestyle content.

If your products are eye-catching or your brand has a strong personality, Facebook Ads allow you to bring that to life in the feed, where users are already in the discovery mindset.

You could create highly engaging content, like a behind-the-scenes video, product photo shoot, or a customer testimonial, and use it to capture your target audience’s attention. With effective visual storytelling, you can get potential customers to stop scrolling and instead start investing in your brand.

It’s also an excellent channel for retargeting users who’ve visited your site or added items to their cart, helping you stay top of mind and gently guide them back to purchase.

Facebook therefore excels at building a deeper connection with your target audience when compared to Google Ads. Through a mix of engaging content and retargeting based on interests and demographics, you can find and then nurture your perfect customer, even without them directly searching for you.

SME’s That Google Ads are Best for:

• Hair salons
• Artisan Food businesses
• Cafes
• Yoga Studios
• Gyms & Personal Trainers
• Fashion businesses
• Classes & workshops

What Small Businesses Might Not Benefit From Facebook Ads?

Businesses Lacking Strong Visuals or Branding
Ads that are mostly text-heavy or lack engaging design tend to be ignored quickly, making Facebook less effective for businesses without compelling creative content.

High-Ticket or Complex B2B Services
Enterprise software, expensive consulting packages, or other complex sales often require a more direct, research-driven approach—Facebook’s passive browsing environment isn’t ideal for converting cold audiences in these cases.

Urgent or Emergency Services
People rarely use Facebook to find immediate help like locksmiths or emergency plumbers; such urgent searches are better captured through Google Ads, where intent and timing align more closely.

Google Ads Vs Facebook Ads For SME’s: Key Differences

Contact Chameleon Web Services Today For Expert Digital Marketing Solutions

Here at Chameleon, we’ve been helping SME’s and local businesses to massively increase their sales via paid advertising channels since our inception in 2001. Leverage the industry-leading experience of our digital marketing specialists today, and find out which paid campaign is best for your business by contacting us today.