Google Ads shows your ad to people who are already searching for what you sell. Facebook Ads, run through Meta, shows your ad to people who match an audience, whether or not they are looking for you right now.
That single difference, demand capture versus demand creation, explains most of what follows: why clicks cost more on Google, why Facebook leads look cheaper, and why most growing businesses end up using both.
Key takeaways
Google captures existing demand. Facebook creates new demand.
Google search clicks cost more. WordStream's 2025 benchmarks put the average Google Ads cost per click at $5.26, against $1.92 for Facebook lead campaigns.
Facebook leads are cheaper, but not identical. Average cost per lead was $70.11 on Google and $27.66 on Facebook lead campaigns. Search leads usually arrive with clearer intent.
Industry changes everything. Dentists paid more per click on Facebook than on Google in WordStream's data.
Judge platforms on cost per customer, not cost per click, which means tracking leads through to sales.
How do Google Ads and Facebook Ads work differently?
| Question | Google Ads | Facebook Ads (Meta) |
|---|---|---|
| What triggers the ad | A search, or content and audiences across Google's network | A person matching your audience while they browse |
| Buyer mindset | Looking for a solution now | Scrolling, not looking for you |
| Where ads appear | Search, Shopping, YouTube, Maps, Gmail and partner sites | Facebook, Instagram, Messenger and Meta's partner network |
| Strongest formats | Search text ads and Shopping ads | Video, image, carousel and lead forms |
| Best at | Capturing people ready to act | Introducing your brand to new people |
| Main risk | Paying for irrelevant searches | Paying for attention that never turns into intent |
A simple way to decide which to test first: ask whether people already search for what you sell. "Emergency plumber near me" has clear search demand. A new kind of skincare product that nobody knows exists yet does not.
How much do Google Ads and Facebook Ads cost?
WordStream publishes benchmarks from real campaigns each year. Its 2025 Google Ads benchmarks cover search campaigns, and its 2025 Facebook Ads benchmarks analyse more than 1,000 campaigns. Comparing Google search with Facebook lead campaigns:
- Google Ads search70.11$
- Facebook Ads leads campaigns27.66$
Source: WordStream, Google Ads and Facebook Ads benchmarks 2025 (Facebook leads campaigns)
| Average across industries (2025) | Google Ads search | Facebook Ads leads campaigns |
|---|---|---|
| Cost per click | $5.26 | $1.92 |
| Conversion rate | 7.52% | 7.72% |
| Cost per lead | $70.11 | $27.66 |
Facebook traffic campaigns were cheaper still, at $0.70 per click, but those are optimised for clicks rather than leads.
Costs are rising on Google. WordStream found the average cost per click increased by 12.88% year over year. On Facebook, cost per lead for lead campaigns rose by around 20%.
Do costs change by industry?
A lot. Here are six industries that appear in both reports:
| Industry | Google CPC | Facebook leads CPC | Google cost per lead | Facebook cost per lead |
|---|---|---|---|---|
| Attorneys and legal services | $8.58 | $4.10 | $131.63 | $18.17 |
| Dentists and dental services | $7.85 | $9.78 | $83.93 | $76.71 |
| Education and instruction | $6.23 | $1.65 | $90.02 | $28.22 |
| Furniture | $3.86 | $2.18 | $121.51 | $40.04 |
| Home and home improvement | $7.85 | $2.23 | $90.92 | $41.26 |
| Real estate | $2.53 | $1.57 | $100.48 | $16.61 |
Two lessons stand out. First, Facebook is not always cheaper: dental clicks cost more on Facebook than on Google. Second, cheap leads are only good leads if they turn into customers.
Why can a cheaper lead cost you more?
Because lead quality differs. Someone who searched "divorce lawyer near me" and filled in your form has a real, current need. Someone who tapped a Facebook lead form while scrolling may have been curious, or may not remember doing it by the time you call.
That is why the metric that matters is cost per customer:
Google search Facebook leads
Ad spend $2,000 $2,000
Leads 28 72
Leads that became customers 7 (25%) 7 (10%)
Cost per lead $71 $28
Cost per customer $286 $286These figures are illustrative, not benchmarks. The point is that the platform with the cheaper lead is not automatically the cheaper way to win a customer. Track leads through to sales in your CRM before deciding.
When should you choose Google Ads?
People already search for what you sell, especially urgent or local services such as trades, legal and healthcare.
You sell products people compare, where Shopping ads show price and images in results.
You need enquiries quickly and have a website or landing page that converts.
Your offer is hard to explain in a scroll, but easy to find when someone knows what they need.
Watch how Google's automation is changing too. Broad match and AI-generated assets play a growing role, which we cover in what changed in the Google Ads terms of service for 2026.
When should you choose Facebook Ads?
Your product is visual or easy to show in a short video.
People do not search for it yet, because it is new or solves a problem people have not named.
You are launching and need awareness before search demand exists.
You can produce creative regularly, because ad fatigue sets in quickly.
Your buyers skew younger. DataReportal's Digital 2026 report found social media ads are the top brand awareness source for people aged 16 to 34.
For how Instagram and TikTok compare as places to reach those audiences, read Instagram or TikTok: which is better for your brand?
How do you use both together?
Most businesses get the best results by giving each platform the job it does best:
| Stage | Platform | Job |
|---|---|---|
| Awareness | Facebook and Instagram | Introduce the brand with video and useful content |
| Consideration | Both | Retarget website visitors with proof, reviews and offers |
| Decision | Google search | Capture people searching for you or your service |
| Retention | Email, plus both platforms | Bring past customers back |
A sensible starting split for a business with some search demand is to fund Google search first, then add Facebook retargeting and prospecting once conversion tracking works. Adjust based on cost per customer, not habit.
How do you track results properly on both?
Both platforms report conversions their own way, and both tend to credit themselves. Keep an independent view in GA4 by tagging links consistently:
Google Ads: turn on auto-tagging (gclid) and link Google Ads to GA4
Meta ads: https://example.com/offer?utm_source=facebook&utm_medium=paid_social&utm_campaign=spring-offerWith utm_medium=paid_social and a social source, GA4's default channel rules place Meta traffic in Paid Social, so you can compare platforms side by side. Then send lead outcomes, such as qualified or won, back from your CRM where possible so both platforms optimise for real customers.
If your ads bring clicks but not enquiries, the landing page is often the problem. Read why conversion rates drop when rankings look fine, or see our CRO and analytics work. To plan a paid mix around your market, talk to us.
Frequently asked questions
Is Google Ads or Facebook Ads better for small businesses?
If customers search for what you offer, start with Google Ads. If your product needs to be discovered or shown visually, start with Facebook and Instagram. Many small businesses run a small Google search campaign plus Facebook retargeting.
How much should I spend to test either platform?
Enough to reach a meaningful number of conversions. Use your market's cost per lead as a guide: if leads cost around $70, a budget that only buys a handful of leads will not tell you much.
Why are Facebook clicks cheaper than Google clicks?
Search clicks come from people with clear, current intent, and many advertisers compete for the same keywords. Facebook has vast ad inventory and users are browsing rather than searching, so clicks usually cost less but convert less predictably.
Are Facebook Ads and Instagram Ads the same thing?
They are managed in the same Meta Ads Manager, and campaigns can run across Facebook, Instagram and Messenger together. You can choose placements individually if one works better for you.
