Facebook ads vs Google Ads
Google Ads reach people who are already searching for what you sell, while Facebook and Instagram ads reach people who weren't looking yet. Clicks are cheaper on Facebook ($0.60 vs $5.42 on average in LocaliQ's 2026 data), but most businesses with search demand should start on Google and add Meta to grow beyond it.
The real difference: intent
On Google, the person types what they want and your ad answers it. Someone searching "emergency plumber near me" needs a plumber now. On Facebook and Instagram, nobody searched; Meta shows your ad to people its system predicts will respond, between photos from friends and Reels. One platform catches demand that already exists, the other creates new demand.
That single difference explains most of the rest: why Google clicks cost more, why Meta lives or dies on creative, and why the two work better together than either does alone.
Cost side by side
LocaliQ publishes 2026 averages for both platforms with WordStream. The Facebook figures split traffic and lead campaigns; the Google figures are search campaigns.[1][2]
| Metric | Google search | |
|---|---|---|
| Avg. cost per click | $0.60 traffic, $1.80 leads[1] | $5.42[2] |
| Avg. click-through rate | 1.93% traffic, 2.70% leads[1] | 6.64%[2] |
| Avg. conversion rate | 8.54% (leads)[1] | 8.18%[2] |
| Avg. cost per lead | $27.39[1] | $66.69[2] |
Facebook leads cost less than half as much on average. That doesn't make them better value. A search lead asked for you; a Facebook lead form is often filled in by someone who was curious. Track how many leads from each channel turn into paying customers before you move budget.
When Google should come first
- People search for what you sell. Local services, repairs, legal, medical and B2B software all have strong search demand.
- The need is urgent. A burst pipe or a broken laptop won't wait for a Reel.
- You have little creative. Search ads are text. Meta needs a steady supply of images and video.
- You sell products people compare by price. Shopping ads put your price and photo in front of people ready to buy.
When Meta should come first
- Nobody searches for it yet. A new product category, or a better version of something people don't know exists.
- It sells on a demo. Products that look good in a 15-second video do well on Reels and Stories, where Meta recommends full-screen 9:16 video.[4]
- Impulse and gift purchases. Apparel, beauty, home decor and gifts.
- Small test budgets. Meta's pricing page suggests a budget of at least $5 and a run of more than six days to start.[3]
How to split a budget
A simple rule works for most businesses. Fund Google Search for the terms that already convert until extra spend stops adding profitable customers. Then use Meta to grow the pool of people who know your brand, which tends to lift branded searches on Google later. Review the split once a month on cost per customer from your own sales data, not on each platform's reported conversions, because each platform credits itself.
If you already have a winning Meta ad, it can earn on Google too: this guide maps it onto Demand Gen, YouTube Shorts and Performance Max.
Where RunAds fits
RunAds is an AI agent that builds Google Search, Shopping and Performance Max campaigns from your website. Meta support is in early access: Mission Control builds the Facebook and Instagram campaign from your site, writes the ads, and you approve it before anything spends. You can also create it paused and turn it on yourself in Meta.
Credit packs from $25, 5 credits per $1 of ad spend.
Common questions
Which is cheaper, Facebook ads or Google Ads?
Facebook, per click and per lead, on LocaliQ's 2026 averages: $0.60 per traffic click and $27.39 per lead on Facebook, against $5.42 per click and $66.69 per lead on Google search. A Google lead often converts to a sale at a higher rate, so compare cost per customer, not cost per click.
Should a new business start with Facebook or Google?
If people already search for your product or service, start with Google Search, because that demand converts fastest. If they don't, because the product is new or bought on impulse, Meta is usually the better first channel.
Can I run the same ads on both?
The idea can carry over, but the format can't. Google Search ads are text written around a keyword; Meta ads are images and video built to stop a scroll. Video made for Reels also suits YouTube Shorts and Google Demand Gen.
How should I split my budget between Facebook and Google?
Fund Google Search until extra spend stops adding profitable conversions, then put the next dollars into Meta to find new buyers. Review the split monthly using cost per customer from your own sales data.
Sources
- Facebook Advertising Benchmarks for 2026, LocaliQ (with WordStream). Last updated September 23, 2026.Averages for Traffic and Leads campaigns across 20+ industries. The page does not state the data period or campaign count.
- NEW 2026 Search Advertising Benchmarks (+Tips), LocaliQ (with WordStream), by Stephanie Heitman. Last updated June 1, 2026.Google Ads and Microsoft Ads search campaigns across 23 industries. The page labels each figure an average.
- Facebook and Instagram Ads Pricing & Cost: An Overview, Meta for Business. Checked Nov 9, 2026.Meta may spend up to 75% over a daily budget on a given day, but no more than 7x the daily budget in a week. Recommends starting with at least $5 and running more than six days.
- Meta Ads Guide: Instagram Reels video ads, Meta for Business. Checked Nov 9, 2026.
Every outside number on this page links to its source above, with the date we checked it.
Related pages
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