Google vs Facebook for Lead Generation: Which is Better for Small Businesses?

If you’re a small business trying to grow, you’ve probably asked this question: “Should I be using Google Ads or Facebook for lead generation?” Both platforms dominate the digital advertising world—but they work in very different ways.

The right answer? It depends on what you’re selling, who you’re targeting, and how ready your audience is to take action.

Let’s break down the pros, cons, and best use cases—so you can decide where to put your marketing budget in 2025.


Understanding the Platforms

Google Ads: Intent-Based Marketing

Google Ads targets people who are actively searching for a solution. When someone types “plumber near me” or “accounting software for small business” into Google, they’re already in problem-solving mode.

This makes Google Ads ideal for high-intent leads—people ready to take action now.

Facebook Ads: Interest-Based Marketing

Facebook works by showing ads to people based on their demographics, behaviours, and interests. Users aren’t actively searching, but they might be open to your offer if it catches their eye.

This makes Facebook better for awareness, brand building, and starting conversations with the right audience.


Pros and Cons of Google for Lead Generation

✅ Pros:

  • High buyer intent: You’re reaching people looking for your service or product right now.

  • Faster conversions: Especially good for emergency services (e.g., repairs, urgent consultations).

  • Easy to track ROI: You can directly link search queries to conversions.

  • Local SEO synergy: Google Ads + a solid Google Business Profile = dominance in local search.

❌ Cons:

  • Higher cost per click (CPC): Especially in competitive industries.

  • Less creative control: Ads are mostly text-based.

  • Limited reach for brand new markets: You’re only showing up to people who already know what they want.


Pros and Cons of Facebook for Lead Generation

✅ Pros:

  • Cheaper reach: Facebook often has a lower cost per lead, especially for less saturated markets.

  • Highly visual: Great for showcasing products, services, testimonials, and videos.

  • Advanced targeting: You can reach people based on job title, interest, location, behaviour—and even retarget those who visited your website.

  • Lead forms: Facebook’s built-in lead forms remove friction (users don’t need to leave the app).

❌ Cons:

  • Lower intent: You’re interrupting, not solving an immediate need.

  • Ad fatigue: You’ll need to refresh creative frequently to avoid ad blindness.

  • Learning curve: A poorly set-up campaign can burn your budget fast.


What Works Best for Your Business?

Google Ads Works Best If:

  • You offer a solution people are already searching for

  • You’re in a service-based business (plumbing, legal, accounting, etc.)

  • You want quick results with measurable ROI

  • Your sales cycle is short, or decisions are urgent

Facebook Ads Work Best If:

  • You need to build awareness or educate your audience

  • You sell something that requires visual persuasion (e.g., home renovations, fitness, beauty, solar)

  • You’re targeting a niche audience based on lifestyle, job title, or behaviour

  • You’re okay with nurturing leads over time


Can You Use Both?

Absolutely—and many of the best-performing campaigns do. Here’s how smart small businesses are combining both:

  • Use Google Ads to catch high-intent searches

  • Use Facebook Ads to nurture leads, retarget visitors, or build brand trust

  • Use Facebook’s cheaper traffic to warm up cold audiences before they’re ready to buy

  • Retarget on both platforms for maximum conversion rates


Bottom Line: Go Where the Leads Are

There’s no one-size-fits-all answer. For many small businesses in South Africa, Google delivers hotter leads, while Facebook delivers volume and brand visibility. The best platform is the one where your customers are—and where you can reach them at the right time.


Need Help Deciding Where to Invest?

At BRBD, we help small businesses set up tailored lead generation systems that combine the best of both worlds: prequalified leads from Google, and cost-effective outreach from Facebook.

Let’s help you stop guessing and start growing.

It’s All About Results

A lot of marketing agencies out there will promise you a lot of likes and pretty pictures, but very few actually have any incentive to get you more clients, they don’t have any “skin in the game” as we like to say. 

At BRBD, we believe in results over everything. Sure, you need to have a good-looking brand, but if that’s the main focus, where are your clients coming from? 

If you’d like peace of mind and predictability FAST, then fill in the form below: