Google Ads vs Facebook Ads: Which Is Best for UK Small Businesses?
When it comes to online advertising, two platforms dominate: Google Ads and Facebook Ads. But which one is best for small businesses in the UK?
The short answer? It depends on your goals. Here’s a breakdown to help you decide where to invest your time and budget.
Google Ads: Intent-Based Marketing
Google Ads show up when someone is actively searching for a product or service. If someone Googles “plumber in Liverpool” or “best accountant near me,” they’re showing strong buying intent.
Great for:
Local service businesses
E-commerce
High-intent search terms
Pros:
Immediate visibility at the top of search results
Works well for time-sensitive or emergency services
Detailed keyword targeting
Cons:
More competitive industries = higher costs
Requires solid keyword research and optimisation
Can become expensive quickly if not managed properly
Facebook Ads: Interest-Based Marketing
Facebook Ads are great for raising awareness and generating leads before someone even knows they need your service. Think of it as interruption marketing — but when done well, it works brilliantly.
Great for:
Aesthetics clinics
Fitness studios
Courses and events
New product launches
Pros:
Cheaper CPC (cost-per-click) compared to Google
Excellent audience targeting by demographics and interests
Creative freedom with images, videos and formats
Cons:
Lower buying intent
Takes longer to optimise and test
Needs strong creative and a good landing page
So Which One Should You Use?
In most cases, a combination of both works best. Use Google Ads to capture high-intent users ready to buy, and Facebook Ads to build brand awareness and fill the top of your funnel.
If budget is tight, start where your audience is most active. For aesthetics, events, or online courses — Facebook. For emergency services or high-stakes keywords — Google.
Final Thoughts
Both platforms are powerful when used correctly. The key is to track conversions and know your numbers.
