"Should I run Facebook ads or Google ads?" is one of the most common questions we hear from local business owners. Both can work well, but they reach people at very different moments. Choosing the wrong one first is the fastest way to waste an ad budget.
The Short Answer
Google Ads captures demand, and Facebook and Instagram ads create demand. If people already search for what you sell, like "roof repair Fort Wayne" or "wedding photographer near me," start with Google. If people don't know they need you yet, or you're launching something new, start with social ads.
How Google Ads Works
Google Ads shows your ad when someone searches for specific keywords. You pay when they click. Because the person is already looking, these leads are often ready to buy.
- Best for: home services, emergency services, legal, medical, auto repair, and anything people search for when they need it.
- Strength: high-intent leads, often right away.
- Watch out for: competitive keywords can be expensive per click, and poor keyword management wastes money on irrelevant searches.
How Facebook & Instagram Ads Work
Meta ads show up in people's feeds based on who they are: location, age, interests and behavior. They aren't searching for you, so your ad has to stop the scroll.
- Best for: restaurants, retail, events, dealerships, new products, recruiting, and anything visual.
- Strength: precise local targeting and a lower cost to reach a lot of people.
- Watch out for: results depend heavily on creative. A weak photo or video gets scrolled past, no matter how good the targeting is.
Side-by-Side Comparison
| Google Ads | Facebook/Instagram Ads | |
|---|---|---|
| Reaches people who are… | Actively searching | Scrolling, not yet searching |
| Main job | Capture existing demand | Create new demand |
| What matters most | Keywords and landing page | Video or photo creative |
| Local targeting | By city, ZIP code or radius | By city, ZIP code or radius, plus interests |
| Speed to first leads | Often days | Often days, and improves with testing |
What It Costs
There are two costs with either platform: your ad spend, which you pay directly to Google or Meta, and management. At Lime City Media, management is priced per platform:
- Pro: $499/month for ad spend up to $2,500
- Plus: $599/month for ad spend of $2,500–$5,000
- Platinum: $699/month for ad spend of $5,000+
- $399 one-time setup per platform
For Facebook and TikTok, we strongly recommend professional video ad production ($800 per video), because creative is what makes social ads work. We also recommend running a campaign at least 90 days so there's time to optimize.
Targeting Northeast Indiana
Both platforms let you target only the areas you serve. A Fort Wayne business might target Allen County plus New Haven and Huntertown. A business serving the region might add Auburn, Kendallville, Columbia City, Huntington and Bluffton. Tight geography keeps your budget focused on people who can actually become customers.
Should You Run Both?
Often, yes, once the first platform is working. A common setup is to use social ads to build awareness, then use Google to catch those same people when they search later. If budget is tight, start with the one that matches how your customers buy, prove it works, then add the other.
A Simple Way to Decide
- Do people search for your service when they need it? Start with Google.
- Is your product visual, new, or an impulse buy? Start with Facebook and Instagram.
- Are you hiring? Start with social ads.
- Not sure? Book a marketing consultation and we'll look at your market.
Learn more about our Google Ads management and paid social advertising.