Google Ads vs. Facebook Ads: Which Is Better for Small Businesses in 2025
When it comes to digital advertising, two platforms dominate the conversation: Google Ads and Facebook Ads (Meta Ads). Both are powerful tools that can help small businesses reach new customers, increase brand awareness, and drive sales. But the big question is: which one is better for your business in 2025?
The answer isn’t one-size-fits-all. Each platform has unique strengths, and the best choice depends on your goals, budget, and target audience. Let’s break it down.
How Google Ads Works
Google Ads is built on search intent. When someone types a keyword into Google (like “dentist near me” or “best accounting software”), ads appear alongside search results.
Best for: capturing high-intent customers who are actively looking for your product or service.
Ad formats: Search ads, Performance Max campaigns, YouTube ads, Display Network.
Strengths in 2025: AI-powered campaign optimization, Performance Max automation, and YouTube video reach make Google more versatile than ever.
👉 Example: A landscaping business in Kelowna can run Google Ads targeting “snow removal services Kelowna” and show up exactly when homeowners are searching.
How Facebook Ads Works
Facebook (Meta) Ads are driven by audience targeting. Instead of waiting for people to search, you can place ads in front of users based on their demographics, interests, and behaviors across Facebook, Instagram, and Messenger.
Best for: building awareness, reaching new audiences, retargeting past website visitors.
Ad formats: Image, video, carousel, story, and reels ads.
Strengths in 2025: Meta’s advanced AI targeting and the popularity of Instagram Reels give small businesses a cost-effective way to run eye-catching campaigns.
👉 Example: A boutique gym in Calgary can run Facebook and Instagram ads showcasing workout videos to fitness enthusiasts in the area—even before they search for a gym.
Which Is Better for Small Businesses?
It depends on your goals:
Choose Google Ads if: you want immediate leads and sales from people already searching.
Choose Facebook Ads if: you want to build brand awareness, grow your social following, or retarget past visitors.
Best strategy: Many small businesses see the strongest results by combining both—using Facebook Ads for awareness and Google Ads to capture high-intent leads.
Final Thoughts
In 2025, the real winner isn’t Google Ads or Facebook Ads—it’s the businesses that know how to use each platform strategically. If you’re a small business owner with a limited budget, start with one platform based on your goals, track results, and scale from there.
Both platforms have AI-driven tools that make advertising smarter and more efficient than ever before. The key is understanding your audience and choosing the right mix.
✅ Pro Tip: At Fisher Digital Marketing, we help small businesses build the right advertising strategy—whether that’s Google Ads, Facebook Ads, or a combination of both—to maximize ROI.