IN THIS ARTICLE · 7 PARTS
The short answer: Google Ads catch demand, Facebook and Instagram create it. On Google your ad shows when someone is already typing something related to your service, such as "bathroom renovation Lozenets". On Facebook and Instagram people are not looking for you, they are scrolling, and your ad shows them something they had not thought about yet. So if your customers search for your service themselves, start with Google. If what you do looks good in a photo or video and you want people in your area to remember you, Facebook makes sense. And if both are true, the two channels often work best together.
How Google ads work
In Google Ads you choose keywords. According to Google's help pages, your ad can show near search results when someone searches with terms related to one of your keywords [1]. In other words, the person already has a need and is putting it into words right now.
Most often you pay per click: you are charged each time someone clicks your ad, not when they only see it [2]. You can show the ad only in the area where you work, with location targeting [3]. For a hairdresser in Burgas, that means not paying for people in Vidin.
How cost per click and the daily budget add up is covered in detail in how much Google Ads cost. And how to pick the words you want to show up for is in keyword research for a small business.
How Facebook and Instagram ads work
On Facebook and Instagram ads show to people while they browse. You decide who: Meta lets you narrow your audience by interests, gender or location, and suggests thinking about the location, age and gender of the customers you want to reach [4]. The ad can be a photo, a video or a slideshow [5].
The budget is in your hands too. You can set an average daily budget or one fixed budget for the whole campaign, and Meta says there is no minimum budget [5]. Its advice is to let an ad run for at least 7 days so the system has time to learn from how it performs [5]. For video, it recommends keeping it under 15 seconds, grabbing attention in the first 3 seconds and using a vertical format [5].
Google answers a question the customer has already asked. Facebook asks them a question they have not thought of yet.
Side by side
| Google Ads (Search) | Facebook and Instagram | |
|---|---|---|
| When people see you | When they search for something related to your keywords | While they browse, without searching |
| Who you reach | People describing their need in words | People by area, age, gender and interests |
| What you need | Keywords, ad text, a page with a clear button | A photo or short video, text, a page with a clear button |
| Strength | The person already needs you | They remember you before they need you |
| Weak spot | If nobody searches for your service, nobody sees you | Most people are not ready to buy right now |
| How you pay | Most often per click | A daily budget or one total for the campaign |
Which business suits which
There is no rule that fits everyone, but here is a good starting point:
| Business | Start with | Why |
|---|---|---|
| Car repair, roadside assistance, plumber, locksmith | People search when something breaks and want to call straight away | |
| Dentist, lawyer, accountant | They look for a specific service in their town | |
| Restaurant, bakery, café | Facebook and Instagram | Food sells with a photo; people decide where to go while scrolling |
| Beauty salon, hairdresser | Both | Some search "hairdresser Lozenets", others see your work and book |
| Renovation, construction | Both | Search brings ready customers, before-and-after photos build trust |
| Events, concerts, gyms | Facebook and Instagram | You need to show the atmosphere before anyone starts searching |
If your business is on the "Google" list and your Google Business Profile is not filled in, start there: it is free and shows you on Google Maps before your first ad.
Four questions before you decide
- Do people search for your service on Google? If you can picture a customer typing "… + your town", the answer is yes. Google is your first channel.
- Does your work look good in a photo or video? If so, Facebook and Instagram will show it to people who have not searched for you yet. Which photos work is covered in website photos that are not stock.
- Is your website ready for visitors? Both kinds of ad lead to a page. If it is not clear there how to call you, you are paying for clicks that go nowhere. See call-to-action buttons that bring customers.
- Can you measure the result? Without tracking calls and form enquiries you cannot tell which ad brings customers. How to do it is in how to measure what your website brings you.
When to run both together
The two channels do not get in each other's way. Often one person sees your video on Instagram on Sunday and, on Wednesday when they need you, searches on Google and recognises your name. Running both makes sense when:
- your service is searched for, and your work looks good in a photo;
- you want customers now (Google) and people who remember you for later (Facebook) at the same time;
- your website already tracks calls and enquiries, so you can see what each channel brings.
You do not have to start with both at once. With a small budget, it is better to run one channel well, look at a month of numbers and only then add the second. A Facebook page on its own does not replace a website: why is explained in website or Facebook page.
If you are looking for someone to run your ads, at Studio V1 we manage Google and Facebook ads for a fixed monthly fee including VAT: €100 for Google Ads, €150 for Meta Ads (Facebook and Instagram) with a Facebook business page, one motion design video and one ad visual, and €230 for both together, which is €20 less than the two plans separately (€100 + €150 = €250). You pay the budget straight to Google and Meta, with no commission to us. Every week we review, optimise and send you a report. There is no minimum term. We do not promise a number of enquiries or sales, but you will see the numbers.
References
- Google Ads Help. "About the Google Search Network." support.google.com/google-ads
- Google Ads Help. "Cost-per-click (CPC): Definition." support.google.com/google-ads
- Google Ads Help. "Target ads to geographic locations." support.google.com/google-ads
- Meta for Business. "Ad Targeting: Explore Audience Options to Reach Customers." facebook.com/business/ads/ad-targeting
- Meta for Business. "Meta Ads: Start Advertising on Facebook, Instagram, Messenger & WhatsApp." facebook.com/business/ads
