Facebook or Google Ads? Which is Best for Your Business?
Facebook or Google Ads? Which is best for your business?
Published 01/08/2025
In the ever-evolving world of digital marketing, businesses are presented with countless platforms to reach their target audience. Two of the most popular advertising platforms are Facebook Ads and Google Ads. Both are powerful tools, but choosing the right one for your business depends on your goals, audience, and budget.
In this blog, we’ll break down the key differences between Facebook Ads and Google Ads, their strengths, and how to decide which one is best suited for your business.
Facebook Ads: Building awareness and engagement
Facebook Ads excel in social media marketing by leveraging the platform’s extensive user base and advanced targeting capabilities. With over 2.9 billion active users worldwide, Facebook provides an opportunity to showcase your business to a diverse audience.
Key features of Facebook Ads:
1. Advanced targeting: Facebook allows you to target users based on demographics, interests, behaviours, and even life events. This makes it ideal for reaching highly specific audiences.
2. Visual content: Facebook Ads rely on visually appealing images and videos, making them perfect for businesses that can create engaging visual content.
3. Cost-effective: Facebook Ads are generally less expensive compared to Google Ads, particularly for small budgets.
4. Brand awareness: Ideal for businesses looking to increase visibility and engagement through storytelling.
Facebook Ads are best for:
– E-commerce businesses showcasing products visually.
– Startups looking to build brand awareness.
– Local businesses targeting specific communities.
Limitations of Facebook Ads:
– Not ideal for users actively searching for specific products or services.
– Requires consistent creativity to maintain engagement.
Google Ads: Capturing intent
Google Ads (formerly known as Google AdWords) dominate search engine marketing (SEM) and are designed to capture users who are actively searching for specific products, services, or information. With over 5.6 billion searches daily, Google Ads can connect you with potential customers at the exact moment they express interest.
Key features of Google Ads:
1. Search intent: Google Ads targets users actively searching for keywords related to your business, making it effective for driving conversions.
2. Wide reach: Google Ads include search ads, display ads, YouTube ads, and shopping ads, providing multiple avenues for engagement.
3. Measurable ROI: With detailed analytics, Google Ads offer precise insights into campaign performance, helping you optimise your return on investment.
4. Customisable budgets: You can set daily budgets and bids for specific keywords, making it scalable for businesses of all sizes.
Google Ads are best for:
– Businesses offering solutions to specific problems (e.g., plumbing & electrical services).
– E-commerce companies targeting users ready to make a purchase.
Limitations of Google Ads:
– High competition can drive up costs, especially for competitive keywords.
– Requires expertise in keyword research and campaign management.
Facebook Ads vs. Google Ads:
Facebook Ads:
– Audience targeting: Behavioural and demographic targeting
– Budget: Cost effective for small budgets
– Best for: Building brand awareness
– Ad Format: Visual (images, videos)
– ROI: Long term brand engagement
Google Ads:
– Audience targeting: Search intent and keywords
– Budget: Can be expensive for high demand keywords
– Best for: Driving immediate conversions
– Ad format: Text based (search) and multimedia (YouTube)
– ROI: Short term sales and conversions|
Which platform is right for your business:
The decision between Facebook Ads and Google Ads depends on your business goals:
1. If your goal is brand awareness and audience engagement:
Facebook Ads are ideal for telling your story, showcasing your brand, and creating lasting impressions.
2. If your goal is driving conversions and capturing demand:
Google Ads are perfect for targeting users who are actively searching for your products or services.
3. For businesses with diverse goals:
A combination of both platforms can be incredibly effective. You can use Facebook Ads to build awareness and Google Ads to capture conversions.
Both Facebook Ads and Google Ads are incredibly powerful in their own right, but success lies in understanding your audience and aligning your strategy with your business objectives. Instead of asking, “Which is better?” consider asking, “Which platform aligns better with my goals right now?”
Whether you’re a small business owner, a startup founder, or part of a larger organisation, take time to experiment, analyse, and refine your campaigns. By leveraging the strengths of these platforms, you can maximise your reach, engagement, and conversions.
Google Local Services Ads vs. Google PPC Ads: Which is Right for Your Business?
Google Ads vs Google Local Services Ads: Which is right for your business?
Published 25/08/2025
Getting your business noticed online is harder than ever. Customers are spoilt for choice, competitors are bidding for the same space, and if you’re not showing up when someone searches for your services, you risk losing that lead forever.
That’s where Google’s advertising platforms come in. Two of the most popular options for service-based businesses are Google Local Services Ads (LSAs) and Google Ads (commonly known as Pay-Per-Click or PPC ads).
At first glance, they might look similar. Both help you appear in search results, both cost money to run, and both can generate enquiries. But underneath, they work very differently and choosing the right one for your business can make a big difference in your return on investment.
In this guide, we’ll break down exactly how LSAs and Google Ads work, compare their pros and cons, and help you decide which option (or combination) is right for you.
What are Google Local Services Ads (LSAs)?
Google Local Services Ads are designed specifically for businesses that provide local services. Think of plumbers, electricians, cleaners, pest control specialists, lawyers, and even healthcare providers.
When you run LSAs, your business can appear right at the very top of Google search results, even above regular Google Ads. The listing includes:
– Your business name
– Average star rating
– Number of reviews
– Location and opening hours
– Contact options (call or message directly)
The standout feature? LSAs run on a pay-per-lead model. Instead of paying whenever someone clicks, you only pay when a potential customer takes an action that counts as a valid lead (like calling you or sending a message through the ad).
Another huge factor is the Google Guarantee badge. If your business is eligible and passes Google’s screening (like background checks, licence verification, and insurance checks), you get a green badge that reassures customers you’re trustworthy. In some cases, Google will even reimburse customers if they’re not satisfied with the work. That extra layer of trust can give you a big edge.
Key benefits of LSAs
– Appear at the very top of Google search.
– Pay only for valid leads (not every click).
– Google Guarantee badge builds instant trust.
– Simple to set up and manage.
Limitations of LSAs
– Only available for certain industries.
– Less control over targeting, keywords, and messaging.
– Lead volume can be unpredictable depending on demand in your area.
What are Google Ads (PPC)?
Google Ads (often called PPC or pay-per-click) are the more traditional form of online advertising. These ads appear just below LSAs in search results, and they can also show up on other Google platforms like YouTube or partner websites through display and video ads.
With Google Ads, you set up campaigns by bidding on keywords people type into Google. For example:
“Emergency plumber near me”
“Best accountant in London”
“House cleaning services prices”
Every time someone clicks your ad, you pay. That’s why it’s called pay-per-click. Whether that person becomes a lead or not, the click costs you money.
The upside is that Google Ads are highly customisable. You can:
– Choose specific keywords and negative keywords.
– Target by geography, demographics, or audience interests.
– Write custom ad copy to test offers and messages.
– Use different formats like text, display, shopping, or video ads.
Key benefits of Google Ads
– More control over targeting, keywords, and budgets.
– Flexible for both local and national campaigns.
– Great for promoting offers, services, or brand awareness.
– Can scale up as your business grows.
Limitations of Google Ads
– You pay for every click, even if it doesn’t convert.
– Can get expensive in competitive industries.
– Requires ongoing optimisation to perform well.
Key differences between LSAs and Google Ads
Although both appear in Google search results, LSAs and Google Ads aren’t interchangeable. Here are the biggest differences:
1. Cost model
– LSAs: Pay per lead (calls, messages, bookings).
– Google Ads: Pay per click (even if it doesn’t lead to an enquiry).
2. Placement
– LSAs: Very top of search results, above everything else.
– Google Ads: Below LSAs, above organic results.
3. Trust factor
– LSAs: Eligible businesses get the Google Guarantee badge.
– Google Ads: No verification badge — trust must be built through reviews and ad copy.
4. Control & flexibility
– LSAs: Limited targeting and creative control. Google decides when to show your ad based on your profile.
– Google Ads: Full control over keywords, targeting, ad copy, and budgets.
5. Eligibility
– LSAs: Only for specific industries and locations.
– Google Ads: Available to almost any business, anywhere.
Which should you use: LSAs or Google Ads?
The answer depends on your business goals. Let’s look at when each option makes sense.
LSAs are best for you if:
– You run a local service business (like plumbing, cleaning, legal, medical, or financial services).
– You want straightforward lead generation without managing complex campaigns.
– You want to leverage the Google Guarantee to instantly build trust.
– You mostly want phone calls or direct bookings.
Google Ads are best for you if:
– You want more control over who sees your ads and how much you spend.
– You serve a mix of local and national clients.
– You want to promote specific offers, blog content, or brand awareness (not just leads).
– You’re comfortable with testing, tracking, and optimising campaigns.
What about using both?
For many businesses, the best strategy isn’t choosing one or the other, it’s running both.
– LSAs capture high-intent leads from customers ready to book right now.
– Google Ads help you expand reach, build brand awareness, and capture customers earlier in their decision-making process.
Together, they cover both ends of the funnel — urgent enquiries and long-term growth.
How to maximise your ROI (whichever you choose)
Whether you go with LSAs, Google Ads, or both, the secret to success is management and optimisation. Here are some tips:
– Track your leads. Set up call tracking and form tracking so you know which ads are bringing results.
– Use strong reviews. Both LSAs and Google Ads highlight your ratings — ask happy customers to leave reviews regularly.
– Refine your targeting. Don’t waste money showing up in areas you don’t serve or for irrelevant search terms.
– Test your messaging. Try different headlines, service descriptions, or offers to see what resonates.
– Manage your budget wisely. Start small, gather data, and scale what works.
Google gives businesses two incredibly powerful advertising tools: Local Services Ads and Google Ads. Both can generate leads, but they do it in different ways.
– LSAs are perfect for straightforward lead generation for local services.
– Google Ads give you more flexibility and reach if you’re looking to grow.
If you’re serious about building a steady pipeline of customers, the best approach is often to test both. That way, you’ll know exactly which platform brings you the best return.
At Co Thought Digital, we help businesses cut through the confusion and create advertising strategies that actually deliver results.
Getting Started Without An Ads Manager
Running your own ads can feel overwhelming, especially if you’re juggling multiple jobs, managing a team, or working hands on in your business. The jargon, tools, and strategies can seem like an entirely different language.
With the right setup and approach, you can run successful advertising campaigns that bring in more leads, clients, and projects, all while keeping costs manageable.
Whether hiring an Ads Manager isn’t in the budget or you simply want to keep things in house, this guide is for you. Here are some top tips.
Choosing the Right Campaign Setup
The first step is choosing the right platform and campaign objective. Each platform offers different benefits, but two stand out:
1. Google Ads: Perfect if you want to appear when potential customers are actively searching for services like “plumber near me” or “roof repair services.”
– For example: A roofing contractor could use Google Search Ads to target keywords like “emergency roof repair” or “roof replacement quotes.”
– Pro Tip: Use Expert Mode when setting up your account. It gives you full control over your campaigns and access to features you’ll need later, like conversion tracking.
2. Facebook and Instagram Ads: Great for brand awareness and showcasing past projects to a local audience.
– For example: A builder could run a carousel ad showing before and after photos of recent builds, targeting homeowners in a specific area.
Define Your Audience
Your ads will perform best when they’re shown to the right people, this often means targeting customers within a specific geographic area who need your specific services.
For example for a Local Electrician:
– Location: Set your ads to show only within a 20 mile radius of your service area.
– Demographics: Target homeowners aged 30–60 (likely decision-makers for repairs or installations).
– Interests: Focus on people interested in “home improvement” or “renovations.”
Highlight the Services You’re Known For
Your ads should focus on the services that drive your business. Trying to cover everything can dilute your message and waste your budget.
For example:
If you’re a general contractor specialising in kitchen renovations, your ads should focus on that niche. Use messaging like:
“Transform Your Kitchen in 30 Days. Book a Free Consultation Today!”
Avoid broad messaging like “We Do It All” because it doesn’t communicate a clear value proposition or differentiate you from competitors.
Use High Quality Visuals
Showcase your work with clear, professional photos or videos.
For example:
A landscaper could create an ad featuring a time lapse video of a backyard transformation, paired with text like:
“Ready for Your Dream Outdoor Space? Call Today for a Free Estimate!”
If you don’t have professional photos, use your smartphone, but make sure the lighting is good and the worksite is clean.
Choose the Right Keywords
If you’re running Google Ads, your keywords are the foundation of your campaign. Choose terms that are highly relevant to your services.
For example: For a Plumbing Business:
– Use specific keywords like:
– “emergency plumber [city]”
– “water heater installation”
– “leaking pipe repair”
– Avoid broad keywords like “plumbing,” which could attract irrelevant clicks and cost more.
Pro Tip: Use Google’s Keyword Planner to find the most relevant and cost-effective keywords for your trade.
Always Set Up Conversion Tracking
Conversions might include phone calls, contact form submissions, or booking requests. Setting up conversion tracking ensures you can measure how well your ads are performing.
For example:
– For a general contractor, you could track when someone fills out your “Request a Quote” form on your website.
– For a plumber, track how many clicks on your ad result in phone calls.
Both Google Ads and Facebook Ads offer step-by-step guides for setting up conversion tracking, so take the time to do this upfront.
Start Small and Test
No matter how much planning you do, advertising is all about testing and learning. Start with a small budget (£10–£20/day) and test different:
– Ad headlines
– Images or videos
– Target audiences
For example:
If you’re a fence builder, you might test:
1. One ad featuring a “before and after” photo.
2. Another ad showcasing a family enjoying their backyard with the text “Secure and Beautiful Fences – Call Today!”
See which ad performs better, then focus your budget on the winner.
Optimise Your Landing Page
Your ads will only be effective if your website or landing page can convert visitors into leads. Ensure that:
– Your page loads quickly (no one waits for a slow site).
– The call-to-action (CTA) is clear (e.g., “Call Now for a Free Estimate” or “Request Your Free Quote”).
– Contact forms are simple and easy to fill out.
For example:
If you’re an electrician, your landing page for an ad about “electrical repair” should focus solely on that service, with details like:
– Common electrical problems you fix.
– Pricing (if applicable).
– Testimonials or before and after examples.
Need Extra Help? Let Us Handle It for You
Running ads for your business can feel like another full-time job, but it doesn’t have to. At Co Thought Digital, we specialise in creating high-performing ad campaigns for businesses just like yours. From crafting the perfect ad copy to targeting the right audience and setting up conversion tracking, we handle all the hard work so you can focus on what you do best.
Ready to get started? Let’s chat about how we can grow your business. Contact us today.
Is Google Ads Right For You?
Is Google Ads right for you?
Published 31/07/2025
If you’re running a business and looking to expand your online presence, chances are you’ve heard about Google Ads. As one of the most powerful and widely used digital advertising platforms, it promises to put your business in front of the right audience at the right time. But, with all the different advertising options available today, how do you know if Google Ads is the right choice for your business?
In this blog, we’ll explore the key factors to consider when deciding whether Google Ads is a good fit for your business and marketing strategy.
What is Google Ads?
Google Ads is an online advertising platform that allows businesses to create text, display, video, and shopping ads that appear across Google’s vast network. This includes search results, websites in Google’s Display Network, YouTube, and more.
When you use Google Ads, you bid on keywords that are relevant to your business, and your ads show up when users search for those keywords or visit related sites. The beauty of Google Ads lies in its ability to target users based on their search intent and helping you connect with potential customers when they are actively looking for products or services like yours.
Key benefits of Google Ads
Before diving into whether Google Ads is the right choice for you, let’s review the key benefits of using the platform:
1. Targeted reach: Google Ads is built around search intent. If your potential customers are actively searching for your products or services, Google Ads can be a great way to reach them. This makes Google Ads ideal for businesses in industries like home services, retail, construction, trades and more.
2. Scalability: Google Ads can work for businesses of all sizes, from small start ups to large enterprises. You can set your budget to match your goals and adjust as your business grows.
3. Measurable results: One of the biggest advantages of Google Ads is the ability to track every aspect of your campaign. From clicks to conversions, you can measure the effectiveness of your ads in real-time and optimise them accordingly.
4. Control over budget: With Google Ads, you have full control over how much you spend. You can set daily or monthly limits and adjust bids based on performance, making it easier to manage your advertising spend.
5. Local and global reach: Whether you’re a local business or have global aspirations. Google Ads offers flexible targeting options. You can focus on specific geographic areas or expand to worldwide markets.
Is Google Ads right for your business?
Now that you know the benefits, the next step is determining if Google Ads is right for you. Here are some key questions to help you decide:
1. Do you have a clear marketing objective?
Before you start any advertising campaign, it’s essential to have a clear understanding of your goals. Are you looking to increase brand awareness, drive traffic to your website, or boost sales? Google Ads works best when you have specific, measurable objectives in mind.
For example, if your goal is to drive sales or generate leads, Google Ads is highly effective due to its ability to target high-intent searchers who are actively looking for your product or service.
2. Do you have a product or service that solves a clear problem?
Google Ads can be incredibly effective for businesses that offer solutions to clear, specific problems. If your product or service addresses a pain point that users are actively searching for, Google Ads can help you connect with these potential customers when they need your solution most.
If your business is more general or your offerings are not easily searchable, Google Ads may be less effective. In this case, you might want to explore other platforms, like social media advertising on Meta or LinkedIn, which are better suited for creating brand awareness and interest.
3. Is your target audience actively searching for your products?
Google Ads is built around search intent. If your potential customers are actively searching for your products or services, Google Ads can be a great way to reach them. This makes Google Ads ideal for businesses in industries like home services, retail, education, healthcare, and more.
However, if your business is in a niche or emerging industry, it may take some time and effort to build an audience that actively searches for your products. In such cases, you may need to supplement Google Ads with other types of marketing, like content marketing or social media ads, to raise awareness.
4. Do you have the resources to manage Google Ads?
Google Ads campaigns require ongoing management and optimisation. It’s not a set-it-and-forget-it solution. You’ll need to continuously monitor your campaigns, adjust bids, refine targeting, and test different ad creatives to achieve the best results.
If you don’t have the time or expertise to manage Google Ads, you may want to consider partnering with a digital agency that specialises in paid advertising. A dedicated team can help you get the most out of your campaigns and free up your time to focus on other aspects of your business.
5. Can you compete with others in your industry?
Google Ads can be competitive, especially in industries with high-value keywords. If you’re in a highly competitive industry, the cost-per-click (CPC) for relevant keywords can be quite high. To make the most of your budget, you’ll need a well-optimised campaign and a strategy that focuses on high-converting keywords and efficient bidding.
If your industry is less competitive or if you’re targeting long-tail keywords (more specific, niche searches), you may find Google Ads to be more cost-effective.