Google Ads vs Facebook Ads: Which Works Best for Local Businesses in 2025

If you run a local business, you’ve probably asked yourself: Should I be running Google Ads or Facebook Ads? It’s one of the most common questions we hear at Liftbrand. Both platforms are powerful, but they work in different ways — and knowing which one to use can be the difference between wasted spend and steady growth.

So let’s break it down and see which platform works best for local businesses in 2025.

How Google Ads Works for Local Businesses

Google Ads is built around search intent. When someone types “plumber near me” or “best pizza in Queens,” they’re actively looking for a solution right now. That’s what makes Google so effective for local businesses — your ad shows up at the exact moment someone needs your service.

Strengths of Google Ads:

• High intent leads (customers are ready to buy or book)

• Local targeting with keywords like “near me” or specific city names

• Great for service-based businesses (plumbers, contractors, restaurants, gyms)

Challenges:

• Competitive keywords can be expensive

• Requires smart optimization to avoid wasted spend

At Liftbrand, we’ve helped local businesses cut cost per lead in half on Google Ads by targeting high-intent search terms and adding the right negative keywords.

How Facebook Ads Works for Local Businesses

Facebook (and Instagram) Ads work differently. Instead of waiting for people to search, you put your offer in front of them while they’re scrolling. It’s not about intent — it’s about awareness and interest.

Strengths of Facebook Ads:

• Amazing audience targeting (age, location, interests, behaviors)

• Great for storytelling and visuals (think food pics for restaurants, transformations for gyms)

• Strong for brand awareness and building repeat customers

Challenges:

• Leads may be “colder” since they weren’t searching

• Requires creative testing (images, videos, ad copy)

• Results can fade without consistent ad refreshes

For many of our clients, Facebook Ads have been the key to building a community, not just driving one-time sales.

Google Ads vs Facebook Ads in 2025: What Changed

Digital advertising is evolving fast. Here’s what’s different this year:

• AI-driven targeting: Both platforms use AI to predict which users are most likely to convert.

• Costs are rising: Competition is higher, so knowing where to spend smarter is crucial.

• Local personalization matters more: Ads that mention neighborhoods, cities, or “near me” perform much better.

This is why Liftbrand combines AI marketing automation with ad campaigns — so small businesses can stay competitive without ballooning ad costs.

Which One Should Local Businesses Use

Here’s the short answer:

• Google Ads is best if you need fast leads from people ready to buy right now.

• Facebook Ads is best if you want to build awareness, loyalty, and repeat customers.

For most local businesses, the best strategy isn’t choosing one or the other. It’s using both together:

• Run Google Ads to capture high-intent searches.

• Run Facebook Ads to retarget those same people and keep your brand top of mind.

That’s the formula we use at Liftbrand to help businesses grow consistently in 2025.

Why Work with Liftbrand

Running ads isn’t just about pressing “publish.” It’s about strategy, targeting, and ongoing optimization. At Liftbrand, we specialize in helping local businesses across industries run smarter ads that cost less and convert more.

Check out our services page or contact us today to see how we can help your business grow.

Frequently Asked Questions

1. Are Google Ads or Facebook Ads cheaper for local businesses
Facebook Ads usually have lower costs per click, but Google Ads often bring higher intent leads who convert faster.

2. How much should I spend on ads as a small business
Most local businesses see results starting at $1,000–$2,500 per month, depending on industry and location.

3. Do Google Ads work better for services or products
Services like plumbing, roofing, gyms, and medical offices often perform best on Google since people search when they need them urgently.

4. Can Facebook Ads work for small local shops
Absolutely. Facebook Ads are great for restaurants, retail stores, and salons where visuals and local community targeting matter.

5. Does Liftbrand manage both Google and Facebook Ads
Yes. Our team builds integrated campaigns across both platforms to maximize ROI for local businesses.