You’ve probably noticed that organic search results pages are getting harder and harder to rank on.

(This is mostly due to Google’s quest to monetize every inch of space on Page 1, but that’s a rant for another day…)

As a result, many business owners are trying paid ads, instead. Most people are using either Facebook Ads or Google AdWords (or both).

If you’ve tried this alternative yourself, we don’t blame you. It’s a smart move!

However, if you’re going to start a paid ad campaign, make sure you’re using the platform that best matches what you’re advertising. Otherwise, you’ll be throwing away your money.

But don’t fret. We’re here to help. In this post, we’ll explain when you should use Facebook Ads, and when you should use Google AdWords. Keep reading!

Choosing the Appropriate Platform

Let us tell you about a mistake we see often.

Many small, local business owners start off using Facebook Ads because the platform is super-affordable and easy to understand. However, sometimes they don’t realize it’s not well suited to what they’re specifically advertising.

No matter how much a paid platform costs, it’s a waste of money when it doesn’t effectively market your services.

This is why it’s so important to recognize the differences between Facebook Ads and Google AdWords.

So, without further adieu, we’ll now discuss Facebook Ads versus Google AdWords and how to tell which platform is a better fit for your business.

Facebook Ads vs. Google AdWords: What’s the Difference?

When deciding between the two platforms, your choice boils down to one thing: urgency.

Put another way, how immediately do people need your services?

Is your typical customer calling you for a fast solution to an urgent problem?

Or, on the other hand, does your typical customer spend time planning and researching what they need before contacting you?

If your customers are often in a rush to get something fixed, then Google AdWords is the better fit. However, if you offer a service that your customers tend to put off for a while or take their time thinking about, then Facebook Ads is a more suitable option.

Why?

It has to do with the nature of the platforms.

With Google AdWords, your ads are displayed only when users search for your products or services. They have a specific need and they’re seeking you for it.

For example, here are some services that are a good fit for Google AdWords:

• Appliance repair
• HVAC repair or replacement
• Windshield repair
• Leaky pipe repair
• Drain unclogging
• Basement flood cleanup

As you can see, these services are for time-sensitive problems that demand a swift solution. People aren’t likely to hem and haw over price quotes or do extensive cost comparisons. Rather, their most pressing concern is how quickly the job can get done. The idea is, when they google something like “furnace repair in Albany,” they’ll see your ad right away and give you a call.

By contrast, Facebook displays your ads in the news feeds of the people you’ve selected to target. These ads interrupt their activity without them explicitly seeking out your products or services. The goal is to keep your brand on their minds as they go about their days so they remember you when the time is right.

Here are some examples of services that are successful with Facebook Ads:

• Trash removal
• Home remodeling
• Car audio and mobile electronics
• Driveway paving
• Landscaping
• Electric panel upgrades
• Massage therapy

Before hiring a company for the above services, most people take time to do research, ask for recommendations, compare quotes, and/or plan their budgets. These are not emergency situations. Therefore, it’s helpful to plant the seed early and often by periodically displaying your ad in their Facebook news feeds.

Is the difference between Facebook Ads and Google AdWords a little more clear now?

Let us know if you need further explanation! We’d be happy to answer your questions and give you some guidance on setting up your first campaign. Just give us a call or shoot us a message!