If you run a small business and are considering online advertising, you’ve likely come across Google Ads and Facebook Ads. You may feel overwhelmed, unsure of which platform to pick or if it’s even within your budget. The good news is that both platforms are strong and accessible for businesses of all sizes. Let me guide you through what you need to know.
Google Ads helps people find you when they are searching for what you provide. If someone types “handmade jewelry in Nairobi” into Google, your ad can appear at the top of the search results.
Google Ads are great for generating sales from individuals actively looking for your products.
Facebook Ads operate differently.
They target users based on their interests, behaviors, and demographics while they browse Facebook or Instagram. Facebook does not wait for searches. It reaches out to people based on their interests and demographics.
This is ideal for grabbing attention with appealing images of your products or services.
Nw, let’s discuss costs, since I know that’s important to you. In 2025, Facebook has an average cost of $1.72 per click, while Google averages $5.26 per click. Although Facebook seems cheaper, Google often attracts customers who are ready to make a purchase.
For beginners, it’s best to start with at least $10 to $20 each day. That translates to about $300 to $600 per month to begin seeing significant results. Don’t let the numbers intimidate you, because you have full control and can adjust your budget any time you want to.
Google Ads vs Facebook Ads: Which Should You Choose?
The good news is, you don’t need to pick just one. Many successful businesses use both platforms together. Begin with Google Ads if your customers are actively searching for your services—like “wedding photographer” or “accounting services.”
Opt for Facebook Ads if you sell visually appealing products such as fashion, home décor, or beauty items.
Google attracts users who are ready to make a decision, while Facebook allows you to reconnect with visitors and maintain visibility. The best approach is to start with Google to catch buyers who are ready to act, then use Facebook to remind them of your business and build connections.
To get started, begin by setting clear goals. Do you want more phone calls, website visits, or online sales? For beginners, the Search Campaign is the most effective starting point with Google Ads. It targets users searching for relevant terms.
Start with a small budget and increase it as you see what works. Use Google’s Keyword Planner to find out what people are searching for in your field. Ensure to write simple, clear ads that address your customers’ needs directly.
Keep in mind that every successful business owner started right where you are now. Feeling uncertain but ready to try. Digital advertising isn’t just for big companies. With Google Ads and Facebook Ads, you have two powerful tools ready to use. Start small, learn as you progress, and watch your business flourish.