It’s no secret that paid ads are a great way to inject some power into your online marketing efforts. But whether it’s a PPC (pay-per-click) campaign from Google AdWords or a social media campaign from Facebook Ads, you need to be using the platform that best aligns with your business’s needs. This is where most people get stuck. If you’re struggling to decide between Google AdWords and Facebook Ads, there are two things you need to know:
- Facebook costs less than Google AdWords by a substantial amount.
- Facebook and AdWords are built for different kinds of businesses.
So, if you’re on a tight budget, that’s one reason to be in Facebook’s corner. However, just because Facebook costs less, that doesn’t necessarily mean it’s the best fit for your company. The nature of your business will largely determine which advertising platform you use. Facebook is good for some businesses; AdWords is good for others. Keep reading to see what we mean!
Facebook Is More Budget Friendly
For most business owners interested in paid ads online, their first question is, “How much is this going to cost me?” While the exact cost will obviously depend on the specifics of your campaign, we can tell you Facebook is typically the more cost-effective option. Managing numerous campaigns for clients, we’ve seen firsthand that Facebook ads are, overall, a better bargain than AdWords. Take Bethany’s Cleaning Service, for example:
- In one day, Bethany’s Cleaning Service spent $39.45 on AdWords versus $22.67 on Facebook.
- On AdWords, their ad was placed in front of 126 people and was clicked 7 times.
- On Facebook, their ad was placed in front of 951 people and clicked 29 times.
Therefore, Facebook cost $0.78 per click, while AdWords cost $5.64 per click. That’s a pretty big difference.
Read the full case study about Bethany’s Cleaning Service to see how Facebook Ads and Google AdWords match up!
So, if you’re worried about spending too much on sponsored ads, then Facebook is the way to go.
Facebook Is Good for Ongoing Service Providers
However, while Facebook costs significantly less, that doesn’t mean it’s beneficial to everyone. On the whole, Facebook ads make more sense for businesses that provide ongoing services for customers. These businesses can be anything from landscapers to beauty spas to weekly garbage collectors. Their common traits are:
- Their customers typically do a fair amount of research and get referrals before working with them.
- They provide recurring services their customers need on a regular basis (not just one-and-done jobs).
Our client, Advantage Disposal, is a prime example. As a residential trash collection company, they have regular, loyal customers whom they serve every week. Due to the nature of their business, they rely on name recognition, word-of-mouth, and customer satisfaction not only to retain their current customers, but also to gain new ones.
We ran two different Facebook campaigns for them (one short-term, another long-term), and they both flourished. As you can see in our case study, Advantage Disposal’s Facebook ads received a ton of engagement and generated an incredible number of leads with each passing month. Each ad focused on their customer service and personal touch, which led lots of fans to like, share, and comment to show their support. The result is that their ads reached thousands of local users and got them a lot more phone calls.
Google AdWords Is Better for One-Time Jobs
Unlike Facebook Ads, Google AdWords is suited for businesses that specialize in time-sensitive, one-off jobs. People are more likely to search Google for something like “refrigerator repair near me” or “dumpster rental in [town name]” when they’re on a time crunch and just need a one-time service. They aren’t as concerned about building an ongoing, working relationship with the business, nor do they have the luxury of time on their side. Take a look at how AdWords worked for our client, All Bergen Appliance Service, LLC. As a local appliance repair business, they’re the ideal candidate for an AdWords campaign. In their case study, you’ll see how our pay-per-click campaign increased their monthly leads and doubled their monthly calls.
Ultimately, we helped All Bergen Appliance Service, LLC, increase incoming calls from prospective customers from 203 in April 2017 (the month prior to the AdWords launch) to 464 in July 2017!
Don’t Go by Price Only
Sure, price is a critical factor when deciding which online ad platform to use. However, don’t let that be your only deciding factor. Although Facebook costs less and is more affordable across the board, it will still be a waste of money if it’s not well suited for your business’s needs. So, make sure you’re listening to more than just the part of your brain that wants to pinch pennies. Listen to your marketing specialists and invest wisely. Want to discover more info about the differences between these two platforms? Check out our previous post, “How Do You Choose Between Facebook Ads and Google AdWords?”