Local Businesses Marketing: Facebook Ads vs. Google Ads for Local Promotion

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In today’s digital age, local businesses have an array of online marketing tools at their disposal. Among these, Facebook Ads and Google Ads stand out as two of the most powerful platforms for local promotion. Both offer unique benefits and can be highly effective when used correctly. In this blog, we’ll explore the strengths and differences of Facebook Ads and Google Ads to help you decide which platform might be best for your local business.

Understanding Facebook Ads and Google Ads

Facebook Ads

Facebook Ads leverages the extensive user data from the social media platform, allowing businesses to target potential customers based on demographics, interests, behaviors, and location. With over 2.8 billion monthly active users, Facebook provides a vast audience for local businesses to tap into.

Google Ads

Google Ads, formerly known as Google AdWords, is a pay-per-click (PPC) advertising platform where businesses bid on keywords to have their ads displayed in Google search results and across the Google Display Network. With Google processing over 3.5 billion searches per day, it offers an enormous reach, especially for users actively searching for specific products or services.

Comparing Facebook Ads and Google Ads

Targeting Capabilities
Facebook Ads
Demographic Targeting: Age, gender, location, job title, etc.
Interest Targeting: Pages liked activities, hobbies, etc.
Behavioral Targeting: Purchase behavior, device usage, etc.
Lookalike Audiences: Targeting users similar to your existing customers.
Google Ads
Keyword Targeting: Ads appear based on search queries.
Location Targeting: Geo-targeting down to the zip code level.
Audience Targeting: Custom intent audiences, in-market audiences, etc.
Remarketing: Targeting users who have previously interacted with your site.

Winner: Facebook Ads for demographic and interest-based targeting, Google Ads for intent-based targeting.

Ad Formats
Facebook Ads
Image Ads: Eye-catching visuals with a call to action.
Video Ads: Engaging video content.
Carousel Ads: Multiple images or videos in a single ad.
Slideshow Ads: Lightweight videos created from images.
Collection Ads: Showcase a collection of products that open into a full-screen experience.
Google Ads
Search Ads: Text ads appearing on search engine results pages (SERPs).
Display Ads: Banner ads across the Google Display Network.
Video Ads: Ads on YouTube and across the Google video partners.
Shopping Ads: Product listings appearing in search results and Google Shopping.
App Ads: Promoting mobile apps across Google’s properties.

Winner: Facebook Ads for creative and engaging ad formats, Google Ads for variety and intent-based formats.

Cost and ROI
Facebook Ads
Generally lower cost-per-click (CPC) than Google Ads.
Effective for brand awareness and engagement.
Can be cost-effective for highly targeted campaigns.
Google Ads
Higher CPC due to competition for keywords.
Higher intent users often lead to higher conversion rates.
Can be more expensive but with potentially higher ROI for purchase-driven searches.

Winner: Depends on objectivesFacebook Ads for lower CPC and engagement, Google Ads for higher intent and conversion.

User Intent
Facebook Ads
Users are typically not actively searching for products/services.
Best for creating demand and brand awareness.
Google Ads
Users are actively searching for specific information, products, or services.
Best for capturing demand and driving immediate action.

Winner: Google Ads for capturing user intent and driving conversions.

Choosing the Right Platform for Your Local Business

When to Use Facebook Ads

Brand Awareness: If your goal is to build brand recognition and reach a wide audience.

Engagement: Ideal for engaging users through visually appealing ads and interactive content.

Targeting Specific Demographics: Perfect for businesses looking to target specific user groups based on detailed demographics and interests.

When to Use Google Ads

Direct Response: If you aim to capture high-intent users actively searching for your products or services.

Local Search Visibility: Excellent for increasing your visibility on local search results and Google Maps.

Competitive Niches: If you operate in a competitive industry where users are likely to search for solutions actively.


Both Facebook Ads and Google Ads offer powerful tools for local business promotion, but their effectiveness depends on your specific goals and audience. For businesses focused on building brand awareness and engaging with a targeted audience, Facebook Ads provide robust options. On the other hand, Google Ads excel in capturing high-intent users and driving conversions through search-based targeting.

Abacus It Solutions has helped many businesses to get top-quality digital marketing services. Our digital marketing company has been helping businesses for more than 15 years and offering the best digital marketing services to make their business more profitable.

Contact us now at +91-9696798929

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