When you’re running a small business, every dollar counts. Marketing budgets are often tight, and the pressure to get results quickly is real.
That’s why one of the biggest questions business owners ask is: Should I spend my money on Facebook Ads or Google Ads first?
Both platforms are powerful. Both can drive sales. But the way they reach customers — and the kind of results they deliver — can be very different.
Let’s break it down so you can make the smartest investment for your business.
The Big Picture: Facebook Ads vs Google Ads
Think of Facebook Ads as a way to spark interest. They help you put your business in front of people who might not even know you exist yet.
You’re reaching them based on demographics, interests, and behaviors. If you’re new to targeting, Facebook Ad Targeting 101: How to Reach the Right Audience is a great place to start learning how to build and refine audiences.
Google Ads, on the other hand, are more like a direct response tool. Someone types “best local bakery near me” or “affordable SEO services,” and your ad appears.
These are people actively looking for a solution — maybe even yours.
So, one platform is great for building demand. The other captures existing demand. Which one you start with depends on your goals, your budget, and the speed at which you want results.
Why Start with Facebook Ads?
Facebook Ads (including Instagram) are especially useful if you need to build awareness fast. They can get your brand in front of thousands of people within days.
For small businesses trying to gain visibility, this can be a game-changer.
Here’s why many small businesses start here:
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Affordable entry point. You don’t need a big budget. Even $10–$20 a day can bring results if you target correctly. For entrepreneurs testing ads for the first time, that low barrier makes it less intimidating.
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Precise targeting. You can zero in on people by age, location, interests, and even behaviors like “recently moved” or “parents of toddlers.” If you’re unsure how to define your audience, this step-by-step guide to building a target audience will save you from guesswork.
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Creative flexibility. Videos, carousels, and stories let you experiment with visuals and messaging. If your product is lifestyle-driven, these formats make it easier to connect.
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Community building. Ads can push people toward your page or Instagram profile. Over time, that audience becomes a community you can keep nurturing.
The catch? Facebook users aren’t actively searching for your product. They’re scrolling their feed.
If your ads don’t connect, you may face the frustration of Facebook Ads not converting. Fixes often come down to refining your targeting, testing offers, and strengthening creative.
Why Start with Google Ads?
If you’re offering something people are already searching for, Google Ads can deliver quick wins.
Someone searching for “emergency plumber” or “best accounting software for freelancers” already has intent. They’re ready to take action — and your ad appears at the right moment.
Here’s why Google Ads might be your first move:
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High purchase intent. People on Google usually have a problem and are looking for a solution right away.
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Clear ROI tracking. You’ll know exactly which keywords drive clicks, calls, or purchases. That data helps you refine campaigns.
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Local advantage. For small businesses tied to a location, showing up in “near me” searches can bring in highly qualified leads.
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Scalable growth. Once you find profitable keywords, you can scale by adding related terms or increasing your budget.
The challenge? Costs rise quickly in competitive industries.
Clicks in legal, insurance, or finance can cost $20 or more. Without a well-optimized website, your budget disappears fast.
That’s why aligning your ad setup with the right campaign goal is critical. Meta Ad Campaign Objectives Explained: How to Choose the Right One breaks down how campaign objectives influence results, and the same principle applies to Google Ads.
Checklist: When to Choose Facebook Ads vs Google Ads
Still unsure where to start? Use this checklist.
Choose Facebook Ads if…
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You need to build brand awareness and reach new people who don’t know you yet.
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Your product benefits from visuals like food, fashion, or fitness.
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You want control over audience demographics, interests, or behaviors.
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You’re working with a smaller daily budget, starting at $10–$20.
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You’d like to nurture leads through remarketing and brand storytelling.
Choose Google Ads if…
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People are already searching for what you sell.
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You need fast results like calls, leads, or sales.
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Your business solves urgent problems such as plumbing or healthcare.
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Your website or landing page is optimized for conversions.
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You’re ready to invest in competitive, higher-cost keywords.
If you check more boxes on one side, that’s your best starting point.
Final Thoughts
So, Facebook Ads vs Google Ads — where should you invest first as a small business?
If you need quick leads and have a strong sales system in place, Google Ads may bring faster wins.
If you’re building a brand or introducing something new to the market, Facebook Ads can give you the visibility you need.
The smartest play is to start where your audience is most likely to respond today. Once you’ve built a foundation, you can expand to the other platform.
Marketing is a long game. Making the right first move will save you money and set you up for growth.
