5 Questions to Ask Before Choosing Facebook Ads or Google Ads
One of the most common questions I get from business owners is: “Should I run Facebook ads or Google ads?” And honestly, the answer is never one-size-fits-all. The right platform depends on your business, your customer, and what you’re actually trying to achieve.
Before you spend a single naira on either platform, ask yourself these five questions.
1. Is My Customer Actively Searching, or Just Scrolling?
Google Ads shows up when someone is already searching for what you offer, for example, “plumber in Ikeja” or “buy wig online Lagos.” That’s high intent. The person is looking for you right now.
Facebook Ads works differently. Your ad interrupts someone while they’re scrolling, catching up with friends or watching videos. They weren’t necessarily looking for you, but a good ad can create interest they didn’t know they had.
If people actively search for your product or service, lean toward Google. If your offer needs to be seen to be wanted, like fashion, food, or a new product, Facebook (and Instagram) tends to work better.
2. Do I Have Strong Visuals, or Just Strong Copy?
Facebook and Instagram are visual-first platforms. If you have good photos or videos of your product, service, or work, Facebook Ads lets that visual content do the selling.
Google Ads, especially the search ads most small businesses start with, is mostly text. If your strength is a clear, compelling offer written in words rather than a product that photographs well, Google may suit you better.
3. What’s My Budget, and How Fast Do I Need Results?
Both platforms can work on a small budget, but the cost per click and cost per result vary a lot depending on your industry. Competitive Google keywords (like anything insurance or legal-related) can be expensive. Facebook often gives you more reach for less money when you’re just starting out, but the intent behind that reach is lower.
If you need quick, ready-to-buy customers and have some budget to test, Google Ads can get you there faster. If you’re building awareness and want more people to know your brand exists first, Facebook Ads is usually the more affordable starting point.
4. Do I Understand My Own Customer’s Journey?
Ask yourself honestly: when someone wants what I sell, do they search for it online, or do they discover it while browsing social media? A wedding planner might get more from Instagram and Facebook, where couples browse inspiration. A generator repair technician might get more from Google, where people search only when something breaks down.
If you’re not sure, that’s actually useful information too, it might mean you need to test both on a small budget before committing fully to one.
5. Am I Ready to Track and Adjust, or Just Hoping for the Best?
This is the question most business owners skip, and it’s the one that matters most. Running ads without tracking what happens after someone clicks is like pouring water into a basket. You need to know: did they call you? Did they buy? Did they abandon their cart?
Both platforms give you tools to track this, but you have to set it up properly before you start spending. Otherwise, you won’t know which platform is actually working for you, and you’ll end up guessing with your money.
The Real Answer
Most businesses eventually need both platforms, just for different purposes. But if you’re starting with a limited budget, answer these five questions honestly first. They’ll tell you far more than any generic “which is better” article ever could.
If you’d rather not figure this out through trial and error with your own money, that’s exactly what we help clients with at Webiit Technologies, setting up ad campaigns that are matched to your business and actually tracked properly. Reach out to us and let’s set your first campaign up the right way.
