Google Ads vs Facebook Ads Cost:Which Platform Wins in 2025?
Comparing Google advertising cost vs Facebook Ads: data-backed analysis of CPC, conversion rates, and ROI to help Union County businesses choose the right platform for their budget.
The Bottom Line: Google vs Facebook Advertising Cost
Google Ads
Best for: High-intent searches, local services, B2B
Avg CPC: $4.51
Strength: Captures people actively searching
Facebook Ads
Best for: Brand awareness, visual products, retargeting
Avg CPC: $1.72
Strength: Lower cost, precise demographic targeting
While Facebook Ads is technically cheaper per click (62% lower CPC), Google advertising cost often delivers better ROI for service businesses because it captures people with immediate purchase intent. When someone searches "emergency plumber Elizabeth NJ," they need a plumber right now. Facebook users are browsing, not actively searching.
For most Union County businesses, we recommend a hybrid approach: Google Ads for capturing high-intent searches, Facebook Ads for retargeting and brand awareness. The right split depends on your industry (see recommendations below).
Google Ads vs Facebook Ads: Head-to-Head Comparison
Side-by-side data comparison of advertising costs and performance metrics.
| Metric | Google Ads | Facebook Ads | Winner |
|---|---|---|---|
| Average CPC | $4.51 | $1.72 | Facebook Facebook is 62% cheaper per click |
| Average CPM | $3.12 | $14.40 | Google Google is cheaper for impressions |
| Average Conversion Rate | 4.40% | 9.21% | Facebook Facebook converts better on average |
| Average Cost Per Lead | $70.11 | $21.98 | Facebook Facebook leads are 69% cheaper |
| Purchase Intent | High | Low-Medium | Google Google captures active searchers |
| Targeting Precision | Keyword-based | Demographics & interests | Tie Different strengths |
Important context: These are industry averages. Your actual costs depend on competition, targeting, ad quality, and industry. For a personalized estimate based on your business, check our complete Google advertising cost guide or contact us for a free audit.
When to Use Google Ads vs Facebook Ads
Choose Google Ads When...
- People actively search for your service
- You offer emergency or urgent services
- You're a local service business (HVAC, plumber, lawyer)
- You want high-intent leads ready to buy
- You're in B2B or professional services
- You have a higher budget ($1,500+/month)
Choose Facebook Ads When...
- You sell visual products (fashion, food, decor)
- You want to build brand awareness
- You need to retarget website visitors
- Your audience is defined by demographics/interests
- You're a restaurant, retail, or event business
- You have a smaller budget ($500-$1,000/month)
Recommended Budget Split by Industry
How Union County businesses should allocate between Google and Facebook Ads.
E-commerce
Google for purchase intent, Facebook for retargeting
Local Services (HVAC, Plumbing)
High-intent local searches convert immediately
B2B / Professional Services
Decision-makers search for solutions
Restaurants & Food
Visual content drives discovery
Real Estate
Google for active buyers, Facebook for awareness
Healthcare
People search when they need care
How to Reduce Costs on Both Platforms
Improve Quality Score (Google) / Relevance Score (Facebook)
Both platforms reward relevant, high-quality ads with lower costs. On Google, improving Quality Score from 5 to 8 can reduce CPC by 30-50%. On Facebook, higher Relevance Scores mean lower CPM and better reach.
Use Retargeting on Facebook
Retargeting website visitors on Facebook typically costs 50-70% less than cold audiences and converts 2-3x better. Use Google for initial traffic, Facebook for retargeting—this maximizes both platforms' strengths.
Target Long-Tail Keywords (Google)
Instead of bidding on expensive broad keywords, target specific long-tail keywords. "Emergency plumber Elizabethport NJ Saturday" costs less than "plumber" and converts better. Learn more in our Google advertising cost guide.
Frequently Asked Questions
Common questions about Google vs Facebook advertising costs
Is Google Ads or Facebook Ads cheaper?
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Facebook Ads has a lower average CPC ($1.72 vs $4.51) and cost per lead ($21.98 vs $70.11). However, Google Ads often delivers higher-intent traffic that converts better for service businesses. The "cheaper" platform depends on your business model—Facebook is cheaper for awareness and e-commerce, while Google often provides better ROI for local services despite higher costs.
Which platform has better ROI: Google or Facebook?
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Google Ads typically delivers better ROI for businesses targeting high-intent searches (emergency services, B2B, local services). Facebook Ads often provides better ROI for visual products, brand awareness, and businesses with longer sales cycles. For Union County businesses, we typically see 3-5x ROI on Google and 2-4x ROI on Facebook, but this varies significantly by industry.
Should I use both Google Ads and Facebook Ads?
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Yes, for most businesses a multi-platform strategy works best. Use Google Ads to capture people actively searching for your services (bottom of funnel), and Facebook Ads to build awareness and retarget website visitors. A typical split is 60-70% Google, 30-40% Facebook for service businesses, or 50/50 for e-commerce.
What is the minimum budget for each platform?
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For Google Ads, we recommend a minimum of $1,000/month to gather meaningful data. For Facebook Ads, you can start with $500-$750/month. Running both platforms effectively requires at least $1,500-$2,000/month combined. Starting too small on either platform leads to insufficient data and poor optimization.
Which platform is better for local businesses?
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Google Ads is typically better for local service businesses in Union County because it captures people actively searching for services like "plumber near me" or "HVAC repair Elizabeth NJ." Facebook excels at building local brand awareness and works well as a supplement to Google, especially for restaurants, retail, and event-based businesses.
Related Resources
Not Sure Which Platform Is Right for You?
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