Why Digital Advertising Matters for Small Businesses in Perth

From Small Business to Industry Leader: A Meta Ads Success Story

Digital advertising has become a cornerstone for small businesses in Perth looking to grow their customer base. With over 91% of Australians using the internet and 76% active on social media​, online platforms are where your customers spend their time. Importantly for local businesses, nearly 46% of all Google searches have local intent – meaning almost half of searches are people looking for local information or services. Additionally, 29% of people search for local businesses at least once a week.

This is huge for Perth businesses: when someone in the city searches for a plumber, café, or consultant “near me,” you want your business to be visible at that moment.

Online advertising allows even small companies to appear prominently when locals seek services or to reach niche audiences with precision. In 2023, Australian businesses spent roughly AU$6 billion on social media ads alone (projected to reach $7.5B by 2025)​, underscoring how mainstream digital advertising has become. Whether you run a service-based business (like a tradesperson, agency, or clinic) or a B2B company in Perth, leveraging platforms like Google Ads and Facebook Ads can help you tap into this online audience. The key is understanding how each platform works and which is best suited for your goals.

In this article, we’ll compare Google Ads and Facebook Ads – two of the most popular pay-per-click advertising channels – with a focus on what they offer for Perth small businesses and B2B service companies.

We’ll look at targeting capabilities, costs, ad formats, and effectiveness, discuss why using both platforms together can boost your marketing, outline each platform’s limitations, answer common questions, and finally give recommendations tailored to your industry, budget, and goals.

Google Ads vs. Facebook Ads: Key Differences for Service Businesses

Both Google Ads and Facebook Ads can drive results, but they operate in fundamentally different ways. Understanding these differences is crucial for small business owners deciding where to invest their advertising dollars. Below, we break down the key features – targeting, audience intent, cost, ad formats – and discuss how each platform performs, especially for service-based businesses.

Google Ads vs Facebook Ads at a Glance.

Google Ads are largely intent-driven – targeted by keywords that users search for, showing text ads to match what people actively seek.

Facebook Ads are interest-driven – targeted by user demographics, interests, and behaviors, showing visually engaging ads in social feeds to people who fit your customer profile.

As a result, Google Ads excel at putting your service in front of someone at the moment they’re looking for it, whereas Facebook Ads shine at building awareness and reaching people who might not be actively searching but match your target audience.

Targeting and Audience Intent

One of the biggest differences is how you target potential customers and the mindset of the audience on each platform.

• Google Ads (Search Intent Targeting): Google is the world’s largest search engine, handling over 3 billion searches per day. Google Ads targets people by the keywords they type into Google. In other words, it’s intent-driven – you show ads to users who are actively searching for something related to your business. For example, a Perth resident might search “electrician in Perth” or “IT support for small business.”

  If you bid on those keywords, your text ad can appear at the top of the Google results page. This means Google Ads helps you find new customers by capturing existing demand – you reach people exactly when they’re looking for a solution you offer​.

  It’s often called “pull” marketing because you’re pulling in users who have expressed intent (they’re literally searching for your product or service).

• Facebook Ads (Interest & Demographic Targeting): Facebook (and Instagram, since it’s part of Meta’s ad network) targets people based on demographics, interests, and behavior data that users share or exhibit on the platform​.

  You can target ads by age, location, gender, interests (e.g. people who like “DIY home improvement” or “entrepreneurship”), job titles, and more. This is interest-driven targeting. People on Facebook aren’t actively searching for a product or service; instead, they are browsing their feed or interacting with friends.

  That’s why Facebook advertising is often known as “push” marketing – you’re pushing your message to users based on their profile, hoping to catch their interest. The upside is you can pinpoint very specific audiences (say, new parents in Perth who might need your cleaning service, or local business owners who might need your B2B software). The downside is these users did not explicitly ask for your service, so their intent to buy is typically lower at first.

Audience Intent Matters: For service-based businesses, this difference is critical. Google’s keyword targeting captures people with high purchase intent (someone searching “24/7 plumber Perth” likely needs a plumber now). Facebook captures people with relevant traits who might need your service eventually but are not actively looking right now. As one marketer put it on a popular advertising forum, it’s often easier to sell to someone on Google because “the search intent is to purchase,” whereas on Facebook the user’s goal is to be entertained and not to buy from an ad post​.

In practice, a realtor or lawyer in Perth might find Google Ads generates leads from people actively searching “buy home Perth” or “Perth divorce lawyer,” while Facebook Ads let them run targeted campaigns to users who fit the demographic (e.g. recently engaged couples for a real estate ad, or a certain age/income group for legal services) and nurture those prospects over time.

Cost and Competition

Budget is often a deciding factor for small businesses. How do Google Ads and Facebook Ads compare in cost? Generally, Facebook Ads have a reputation for lower cost-per-click, while Google Ads can be more expensive (especially for in-demand service keywords). However, the value of a click can differ – a higher-intent Google click might convert more readily than a casual Facebook click. Let’s break it down:

• Google Ads Costs: Google uses a pay-per-click auction system for keywords. The cost per click (CPC) varies widely depending on how competitive the keyword is. For instance, industries like legal or finance that bid on lucrative keywords might pay very high CPCs (often $5, $10, or more per click), whereas niche or local service terms might be much lower. On average, Google Ads CPCs tend to be higher than those on Facebook.

  You are often paying a premium to get in front of a user with immediate intent. For example, if multiple Perth plumbers bid on “emergency plumber Perth,” the price for that click can rise significantly. Google Ads can deliver excellent ROI if those clicks turn into paying customers, but the upfront cost is often higher.

  Small businesses must also consider that effective Google Ads might require continuous optimization to avoid wasting budget on irrelevant clicks (e.g. using negative keywords, refining targeting).

• Facebook Ads Costs: Facebook also uses an auction model, but advertisers bid to show ads to target audiences rather than specific keyword searches. In many cases, Facebook ads are typically cheaper per click than Google ads​. According to industry data, Facebook’s median CPC can be around $0.29 (though it varies by industry)​ – significantly lower than many Google search ads. This means with a small budget, you often can get more clicks or impressions on Facebook. For instance, a $100 ad spend might go further on Facebook in terms of eyeballs and clicks than on Google. However, remember those clicks are from users casually scrolling, so the conversion rate (turning clicks into leads or sales) might be lower or take more touchpoints.

  In short, Google often costs more but can target a pool of active buyers, while Facebook is cheaper but has a “shallower” initial reach (users aren’t actively searching).

It’s also worth noting competition differs: On Google, you’re competing directly with other advertisers bidding on the same keywords (including possibly big companies). On Facebook, you’re competing for attention in the news feed, but you might have more room to niche down with your audience. For Perth businesses, Google Ads could be highly competitive for local keywords (for example, many trades and professional services use Google Ads). Facebook might offer more flexibility to reach a specific suburb or interest group at lower cost, since not every competitor is targeting the exact audience you choose.

Tip: Monitor your cost per lead or acquisition on each platform. Sometimes a $5 Google click that turns into a customer is far more valuable than twenty $0.50 Facebook clicks that never convert – and vice versa. The key is to balance cost with effectiveness.

Ad Formats and Creativity

The style of ads you can run on Google vs Facebook is another major difference, especially relevant for how you present your business.

• Google Ads Formats: The most common Google ads are text-based search ads that appear at the top of Google search results. These include a headline, description, and a link. They’re not visual – you’re essentially writing compelling copy to match the keywords. Google also offers Display ads (image/banner ads shown on partner websites in the Google Display Network), YouTube video ads, and Shopping ads (for e-commerce products). But for service businesses and B2B, the core format is often the search ad or display remarketing ad. Because of this, Google Ads are somewhat limited in creative design; even display ads often have to fit standard banner sizes and may get fewer engagements than social ads. Google’s strength is intent more than eye-catching design.

  As Shopify’s marketing guide notes, Google’s search ads are text-only and even its image-based display ads offer fewer creative options compared to Facebook’s visual formats.

• Facebook Ads Formats: Facebook (and Instagram) ads are highly visual and flexible. You can use single images, image carousels, short videos, slideshows, or Stories format to create engaging ads. These appear blended into a user’s news feed or story feed, looking much like regular content (with a “Sponsored” label). For example, a cleaning service could show a before-and-after photo, or a café could run a short video of their barista making latte art – these visuals can grab attention.

  Facebook’s ad platform encourages creativity: you can test different images, headlines, and calls-to-action easily. The ads feel native to the social experience, which can be an advantage for engagement. Instagram (through the same Facebook Ads manager) is especially visual, great for industries like food, beauty, fashion, or home decor services to showcase their work. In short, Facebook/Meta ads are more visually driven (images, videos, carousels) whereas Google’s bread and butter is a text ad on a search results page.

For a service business in Perth, this means if you have a visually demonstrable service (say a landscaper with beautiful garden photos, or a personal trainer with client transformation pictures), Facebook/Instagram ads give you a canvas to show that off. On Google, you’d rely on written ad copy and perhaps use display ads for retargeting with images. Neither platform is “better” at creative per se – they just offer different avenues. Ideally, you tailor your marketing assets to each: compelling text and keywords for Google; scroll-stopping imagery or video for Facebook.

Effectiveness for Service-Based and B2B Companies

Which platform actually drives results for service businesses and B2B companies in Perth? The effectiveness often comes down to the nature of your service and customer behavior:

• Google Ads Effectiveness: Google Ads tend to excel for services that people know they need and actively search for. For instance, emergency or high-intent services (locksmiths, plumbers, doctors, IT support, etc.) do very well on Google Search – your ad can show up exactly when someone has the problem you solve. As one marketing expert explains, if a person’s air conditioner breaks, “they immediately start searching for an HVAC repair business,” and a search ad will put that business in front of the customer right when they need the service​.

  The person is unlikely to recall a random Facebook ad for an AC repair they saw months ago when their AC actually fails​. This highlights Google’s strength in capturing existing demand. B2B services can also fare well if your target audience is searching for solutions (e.g. a Perth IT consultancy can capture searches like “managed IT service Perth”). Google ads often lead to immediate inquiries or conversions because of this high intent – someone searching “lawyer free consultation Perth” clicking your ad is probably going to call or fill a form if your offering fits.

  However, Google might be less effective if your service is very novel or not something people know to search for. Also, for longer sales cycle businesses (many B2B services, high-cost services), a single search ad click might be just the first step in a journey. You’ll likely need follow-up (which is where other channels like Facebook or email come in, see multi-touchpoint discussion below).
  Overall, for direct lead generation, Google is often a winner for service companies – provided people are searching for what you offer and you manage the Google Ads campaigns well.

• Facebook Ads Effectiveness: Facebook Ads tend to shine in two areas: targeted brand awareness and precise retargeting. For B2C service businesses that benefit from visual appeal or word-of-mouth (think event planners, caterers, fitness coaches, home decorators), Facebook and Instagram can generate interest and inquiries by showcasing your work and targeting the right people.

  People rarely go to Facebook to find a plumber – but they might see an ad for a plumbing discount or a home maintenance tip and remember your brand later. Facebook is great for building a local presence and trust over time. For example, a local cleaning service could run ads with customer testimonials targeting new homeowners in Perth; they might not need cleaning today, but when they do, your brand is familiar.

  Or a B2B company might promote a helpful industry whitepaper via Facebook ads to decision-makers in certain industries as a way to get leads into their funnel. Facebook’s effectiveness often is softer in the immediate term (fewer instant calls than Google) but powerful in the long term for staying on customers’ radar. In fact, if your goal is brand awareness or community building rather than instant conversion, Facebook may be the better choice​.

  Facebook/Instagram Ads also excel at retargeting (showing ads to people who have visited your website or engaged with your content). This is incredibly useful for both B2B and B2C. For instance, if someone clicked your Google ad or visited your site but didn’t contact you, you can use Facebook Ads to show them follow-up ads (maybe an offer or just reminder) as they scroll social media later. Many businesses find this one-two punch increases conversion rates. We’ll talk more about combining platforms in the next section.

For B2B companies in Perth, both platforms can play a role. Google Ads can capture the small volume of high-intent searches (e.g. “warehouse management software Perth”) – which is crucial since B2B leads can be high-value. Meanwhile, Facebook Ads can be used to nurture leads, do retargeting, or even find lookalike audiences (people similar to your customers) for prospecting. It’s commonly observed that Google Ads are broadly successful for both B2B and B2C, whereas Facebook Ads skew more towards B2C or “impulse” purchases​. But even for B2B, Facebook isn’t useless – it just might be a supplemental channel (for example, targeting professionals by interest or retargeting website visitors, since decision-makers do use Facebook/Instagram too).

Real-world example: A Perth-based wedding photography business might get some inquiries via Google Ads (people searching “Perth wedding photographers”), but they could amplify their bookings by also advertising on Facebook/Instagram showing their portfolio to users who are engaged or planning weddings in Perth.

Conversely, a Perth plumbing company might get the majority of its leads directly from Google search ads because people usually just Google a plumber when an issue arises, whereas Facebook ads for a plumber might only help for brand recall or special offers.

Benefits of Using Both Platforms Together

Rather than viewing Google Ads versus Facebook Ads as an either/or choice, many Perth businesses can benefit from using both in tandem. Google and Facebook serve different parts of the customer journey, and by running both you can create a multi-touchpoint marketing strategy that maximizes your chances of winning a customer. In fact, marketing studies often cite that it takes 6–8 touches to generate a viable sales lead on average​.

That means a customer might need to see your business multiple times (through different channels) before converting. Here’s how using both platforms can help:

• Full Funnel Coverage: Think of Google Search as capturing demand at the bottom of the funnel (ready-to-buy stage), while Facebook can build awareness and interest at the top/middle of the funnel. By using both, you cover all stages. For example, a customer might first see your Facebook ad, become aware of your brand, and later when they have a need, they search on Google and click your ad there to convert. Alternatively, the sequence might start with Google (they click your search ad but don’t contact you), and then they see your Facebook ad later which reminds them to take action. Each platform reinforces the other.

• Retargeting Synergy: Both Google and Facebook offer retargeting (a.k.a. remarketing) features, and leveraging them together can yield great results. You can install both the Google Ads remarketing tag and the Facebook Pixel on your website. Then, for instance, someone who visits your site from a Google ad can be put into a Facebook Custom Audience for retargeting. Later, as they browse Facebook/Instagram, they’ll see your follow-up ads – keeping your business in mind. Conversely, someone who engages with your Facebook ad or page can be shown display ads or YouTube ads via Google’s networks. This one-two follow-up can significantly improve conversion rates, because you’re gently “following” the user across their internet activity (in a non-intrusive way) and providing multiple reminders. Remember, a prospective client might not convert on the first touch, but the third or fourth time they see your message, they might act.

• Multi-Platform Presence Builds Credibility: When customers see your business on multiple platforms, it often increases trust and credibility. To a user, a company that’s visible on Google and on Facebook appears more established and serious. For example, if a person Googles for “Perth accounting services” and finds your ad/website, then later sees your business posting helpful tips on Facebook or an ad for your free consultation, it reinforces that you’re a real and active business. This multi-channel presence can particularly help local service businesses where trust is key.

• Optimized ROI by Channel: Using both allows you to allocate your budget to each platform’s strengths. You might find that Google Ads gives you a great cost per lead during business hours when searches are high, while Facebook Ads perform well in evening hours when people are browsing social media. You can adjust spending accordingly to get the most out of each dollar. Also, some offers or messages might work better on one platform than the other – running both lets you experiment and cross-pollinate (for example, using search query data from Google to inform your Facebook ad messaging, or vice versa using an engaging point from Facebook ads in your Google ad copy).

In summary, Google Ads and Facebook Ads are more powerful together. Google captures the active seekers, Facebook captures the passive prospects – by combining them, you ensure you’re reaching customers whether they’re searching for you or casually discovering you. As one retargeting expert noted, given both platforms’ strengths, “instead of choosing either/or, it’s useful to have some ad spend in both.“

This multi-touch approach allows for cohesive marketing campaigns (for example, launching a new service with Facebook video ads to build buzz, and simultaneously using Google search ads to capture those actively looking for that service).

Limitations of Each Platform

While both Google Ads and Facebook Ads can be highly effective, it’s important to understand their limitations and challenges. Knowing the drawbacks will help set the right expectations and allow you to plan for them. Here are some limitations of each platform:

Limitations of Google Ads

• Higher Cost in Competitive Niches: As mentioned, Google Ads can get pricey. In industries like law, finance, or insurance (even within Perth) the cost per click can be very high due to competition​. Small businesses might find it challenging to compete on a small budget for very popular keywords. You may need to find long-tail keywords or niche local terms to keep costs manageable.

• Steep Learning Curve and Management: Running Google Ads effectively isn’t just “set and forget.” It often requires understanding keyword matching options, bidding strategies, quality scores, etc. Google Ads requires continuous optimization – you need to monitor search terms, tweak bids, adjust budgets, and run A/B tests on ads​.

  For a busy small business owner, this can be a challenge unless you hire someone or dedicate time to it. There’s also a lot of technical nuance (like using negative keywords to avoid irrelevant searches, or adjusting location and schedule settings properly). If done incorrectly, you can waste money on wrong clicks (for example, a Perth painter accidentally showing ads for searches like “painting jobs in Perth” instead of “house painting service Perth”).

• Limited Visual Branding on Search Network: With Google search ads, you are confined to text. There’s no way to include rich visuals or lengthy descriptions in the initial ad (beyond the text limits). This means if your service benefits from demonstration or visuals, Google Search itself won’t showcase that. Google Display Network can use images, but those typically appear on third-party websites as banners – which may not have the same impact as an in-feed social ad. So, Google Ads’ creative format is limited in comparison to social ads​.

• Click Fraud and Invalid Clicks: In some cases, Google Ads advertisers have to contend with invalid clicks – for example, competitors clicking on your ads or bots causing clicks that don’t represent real customers. Google does refund many invalid clicks automatically, but it’s a known issue in certain industries. It’s not usually a huge concern for most small local campaigns, but worth noting as a limitation that not every click is a perfect potential customer.

• Needs Strong Keyword Strategy: Success on Google Ads lives or dies by your keyword strategy. If you choose the wrong keywords (too broad, or not matching user intent), you can burn through your budget with little to show. For instance, a Perth tutoring business using broad match on “tutoring” might get clicks from people looking for jobs as tutors or those outside their service area. It’s crucial to research and pick relevant keywords and match types. In short, Google Ads demands a bit of marketing savvy and regular attention – it’s powerful but not as “plug-and-play” as boosting a simple post on Facebook.

Limitations of Facebook Ads

• Lower Purchase Intent: As discussed, users on Facebook and Instagram are usually not actively looking to buy a service right at that moment. They might click an ad out of curiosity, but converting them to a customer can take more steps. This means Facebook Ads often have lower immediate conversion rates – you might get lots of traffic or “Likes,” but turning those into actual leads or sales can be challenging. One downside is the potential for getting many clicks from users who are just browsing. According to experts, users on Facebook “aren’t necessarily looking to buy, making conversions harder”​. This isn’t a deal-breaker; it just means you may need to put more effort into follow-up (e.g., capturing emails, retargeting, offering promos) to nurture those prospects.

• Privacy and Tracking Challenges: Recent changes, like Apple’s iOS 14+ update, have limited the amount of tracking data Facebook can get from users (especially on apps). This has made Facebook Ads tracking less precise. Some conversions (like form fills or website actions) might not be reported fully due to users opting out of tracking. For advertisers, it means your reported results in Facebook Ads Manager might undercount what’s actually happening, and creating very fine-tuned audiences has become harder. Targeting and attribution on Facebook Ads have faced challenges due to privacy changes. Small businesses might need to verify their domain with Facebook and use tools like the Conversions API to regain some tracking capability. It’s a technical hurdle that didn’t exist a few years ago.

• Ad Fatigue and Frequency: Facebook’s feed moves fast, and people see a lot of content. If your ad is shown too frequently to the same audience, they may start ignoring it or even develop a negative sentiment (ad fatigue). You’ll need to refresh your ad creatives regularly – new images, new copy, new approach – to keep the audience engaged​. This means more work in creating content. A related limitation is that some users simply scroll past ads on autopilot, especially if they’ve seen them before. So maintaining good performance requires an active creative strategy.

• Creative Demands: Unlike Google’s text ads, Facebook ads require visuals (image or video) and benefit from clever design. Success on Facebook often depends on having strong creative assets. If you don’t have appealing photos or videos for your business, your ads might not perform well. This can be a limitation for businesses that aren’t naturally visual (e.g., a B2B consulting firm may struggle to think of engaging imagery). It might require hiring a designer or spending time to create graphics. Poorly designed or low-effort ads can lead to weak results on Facebook.

• Algorithm and Platform Changes: Facebook’s algorithm decides who sees your ads and how often, based on its machine learning and rules. Sometimes, changes in the algorithm or policy can impact your ad performance unexpectedly. For example, Facebook might change how it prioritizes certain types of ads, or enforce new rules on ad copy (they used to restrict how much text could be in images, etc.). This dependency on the platform’s rules means advertisers have to stay adaptable. Performance can fluctuate if Facebook tweaks something. It’s not fully in your control – you are somewhat at the mercy of Facebook’s algorithm.

• Limited to the Meta Ecosystem: When you advertise on Facebook, your ads show on Facebook, Instagram, Messenger, and their partner network – all within Meta’s world. This is a large world (billions of users), but it doesn’t reach the open web the way Google’s ads can (Google ads can appear in search results or across countless websites in the display network). In other words, Facebook Ads don’t show up on Google search or third-party sites, only on Meta-owned properties​. If your target audience isn’t very active on social media, Facebook Ads might have limited reach for you. For example, if you target an older demographic that isn’t on Facebook much, or a very niche B2B audience that spends more time on LinkedIn or industry sites, Facebook Ads might miss them.

Understanding these limitations helps you decide how to allocate your efforts. Many small businesses in Perth run into the trial-and-error of these platforms – being aware upfront means you can mitigate issues. For instance, knowing Google requires management, you might start small or consider hiring a specialist; knowing Facebook needs good visuals, you might invest in a mini photoshoot of your business.

Frequently Asked Questions (FAQ)

To further help Perth small business owners, here are answers to some commonly asked questions about Google Ads and Facebook Ads:

Q: Which is better for a small business in Perth – Google Ads or Facebook Ads?

A: There isn’t a one-size-fits-all answer; it depends on your business type and goals. Generally, Google Ads are better for capturing active searchers – if your potential customers are likely searching on Google for what you offer (e.g. “emergency electrician Perth” or “tax consultant Perth”), Google Ads can yield quick leads by putting you at the top of those search results. Facebook Ads are better for audience targeting and awareness – if you have a very specific customer profile or a service people might not search for, Facebook lets you reach those folks based on interests and demographics (e.g. targeting “new parents in Perth” for a babysitting service, or targeting people interested in fitness for a new gym).

Ideally, use both: many businesses start with Google to get immediate leads and use Facebook to build brand presence and retarget visitors. If budget is tight, ask: “Do people actively search for my service?” If yes, prioritize Google; if not (it’s more discovery-based or visual), you might lean towards Facebook/Instagram. Keep in mind local factors too – Perth is a big city, and both Google and Facebook allow you to geo-target your ads to specific areas (you can ensure your ads only show to users in Perth or even specific suburbs). In practice, many find Google delivers higher conversion rates for direct leads, while Facebook can be cost-effective for outreach and engagement.

According to one experienced advertiser, Google Ads often provide better value for certain niches (given the intent to buy) if you have a good strategy​. On the other hand, another marketer suggests trying both on a small scale to see what works for your unique business​.

Q: How much do I need to spend on Google Ads vs. Facebook Ads? Which is cheaper?

A: You can start with very small budgets on both platforms (even $5-$10 a day). The key difference is cost per click. Facebook Ads tend to be cheaper per click – sometimes well under $1 on average​ – so a small budget can generate a lot of impressions and clicks, but not all will be high-quality.

Google Ads clicks can range from a couple of dollars to double-digit dollars each, depending on your industry and keywords. For example, a Perth florist might pay $1–$2 per click on Google, while a Perth lawyer might pay $10+ for competitive keywords.

Facebook might get both of them clicks for under $1. In terms of monthly spend, many small local businesses might spend anywhere from $300 to $1000 per month on one platform and see meaningful results. Facebook is often cheaper to test – you could spend $100 on a campaign and gather data on what kind of people click and respond. Google might require a bit more testing budget because each click costs more, but those clicks might be more likely to turn into a customer. Ultimately, you should determine your cost per lead and customer value: If it costs you $50 in ads to get a $500 job, that’s a good ROI regardless of platform.

Start with what you’re comfortable losing (as a test budget), run a month of ads on Google and/or Facebook, then evaluate results.

Both platforms will spend your budget as efficiently as possible, so even $10/day (~$300/mo) can drive results if well-targeted. Just remember that “cheaper per click” doesn’t always mean “cheaper per customer acquisition” – sometimes paying more for a high-intent Google click gives you a paying client, whereas many cheap clicks on Facebook might require additional nurturing.

Q: Are Google Ads or Facebook Ads better for B2B companies?

A: B2B marketing can succeed on both, but generally Google Ads have an edge for B2B lead generation because business decision-makers often turn to Google to find solutions to their problems (software, consultants, services, etc.). If your B2B product/service solves a known problem, you want to make sure you appear on Google when companies search for it. For instance, a “B2B IT support provider in Perth” would want to show up for searches like “IT support for small business Perth.” Google Ads also allows some level of business-oriented targeting (you can bid on keywords that include industry terms, use ad scheduling for business hours, etc.).

Facebook Ads can still play a role for B2B, though. Facebook’s targeting isn’t as professional-based as LinkedIn, but you can target interests related to industries, or use job title targeting (limited, but some common titles are targetable), or simply use Facebook for retargeting B2B prospects. One effective use of Facebook for B2B is to run retargeting campaigns or content campaigns. For example, if a visitor came to your B2B website (maybe via Google or referral), a Facebook ad could later show them a case study or a testimonial, keeping your company top-of-mind. Also, Facebook allows Lookalike Audiences, which means you can upload a list of your current B2B clients (if you have a few dozen or more) and Facebook will try to find similar users – this can sometimes uncover new prospects you wouldn’t reach on Google.

According to marketing consultants, while Facebook Ads often work better for B2C (especially for low-cost or impulse products), even for B2B there are opportunities on Facebook – particularly for remarketing and lookalikes.

So, B2B companies in Perth might use Google Ads as the primary lead driver and Facebook Ads as a secondary channel to reinforce branding and re-engage potential leads.

Q: Can I target only Perth (or specific suburbs) with these ads?

A: Yes, absolutely. Both Google Ads and Facebook Ads have robust location targeting features, which is crucial for local businesses. In Google Ads, you can target by city, radius, or even postcode. You could set your search ads to show only to people within, say, 30 km of Perth CBD, or target specific areas like Joondalup, Fremantle, etc., if your service range is limited. Google even allows “location extensions” which show your address if relevant, and you can target people searching for your service in Perth even if they are elsewhere (for example, someone in Sydney searching “Perth catering service” – you can choose whether your ads show to that query).

Facebook Ads likewise let you target by geography – you can drop a pin on Perth and set a radius, or target the city/region of Perth directly. You can go down to specific suburbs or zip code areas, or target “Western Australia” if you serve the whole state. You can also exclude areas. For instance, a home services business based in Perth might target within 20km of their office, excluding areas too far away.

Both platforms also enable location-based local awareness features: on Facebook you can even target people who recently were in a location (like those who were recently in Perth – maybe useful for tourism-related ads). The good news for small Perth businesses is you won’t waste budget on irrelevant geography if you configure this correctly. Always double-check your location settings when launching campaigns (e.g., in Google Ads, ensure you choose “People in or regularly in your targeted locations” to avoid someone in London with an interest in Perth triggering your ad!).

When done right, your ads will only be seen by the local audience that matters to you.

Q: Should I run both Google and Facebook Ads at the same time, or focus on one?

A: If you can afford it (in terms of budget and time), running both simultaneously often yields the best overall results – as we discussed in the benefits of multi-platform marketing. They complement each other. For example, you might use Google Ads to capture immediate high-intent leads, and use Facebook Ads to retarget those leads and also to reach people who didn’t search but fit your customer profile. Running both doesn’t mean you have to split your budget evenly; you might allocate more to the platform that aligns best with your primary goal and a smaller portion to the secondary platform. If your budget is very limited or you’re a one-person marketing team finding it hard to manage multiple campaigns, then it’s sensible to start with one platform, optimize it, and then add the other. Consider your strengths: Are you better at writing text and understanding search keywords (that leans toward Google), or do you have great visuals and a strong social media understanding (leans toward Facebook)? You might start where you’re most comfortable, get some results, then expand. Also, consider where you get most of your business now – if you find most of your customers come through word of mouth and then Google search, start with Google Ads. If they come through social referrals or you have a strong Facebook following, start with Facebook Ads. There is no rule that you must do both from day one. However, many businesses eventually utilize both because they serve different purposes. As one Reddit user succinctly advised another business owner asking this same question: “Try both with small sums to see what works best for you.”

Testing will show you which platform yields a better return for your specific business, and then you can decide to scale up on one or maintain a presence on both.

External Resource

For further insight and real-world opinions from other advertisers, check out this discussion on Reddit where marketers debate Google Ads vs Facebook Ads: Google Ads vs FB ads – Reddit Discussion. In that thread, small business advertisers share their experiences and tips – for example, one user highlights that Google brought better ROI due to the high purchase intent of searchers, while another mentions the importance of testing both platforms on a small budget to see which yields better results for your niche.

(Reading conversations like the above can provide practical perspectives, but remember that every business is unique – what works for one may not work exactly the same for another.)

Conclusion: Where Should Perth Businesses Invest?

Deciding between Google Ads and Facebook Ads – or how to balance both – comes down to your specific industry, budget, and marketing goals. Here are some final recommendations tailored to Perth small businesses and B2B service companies:

• By Industry: If you offer a service that people urgently need or commonly search for (plumbers, electricians, doctors, lawyers, etc.), Google Ads is a must-have to capture those ready-to-buy leads. On the other hand, if your business is highly visual or experiential (restaurants, event planners, decorators, personal trainers), Facebook/Instagram Ads can be extremely effective in showcasing your work and building a local fan base. B2B services should lean on Google for lead capture, but also consider Facebook for retargeting and content marketing. For example, a Perth wedding florist might use Google Ads to appear for “wedding florist Perth” searches and use Facebook/Instagram to display portfolio pictures to newly engaged couples in the area – a powerful combination.

• By Budget: If your marketing budget is very tight, prioritize the platform likely to yield the highest ROI quickly. Often, that’s Google Ads for many service businesses (due to the high intent nature – one conversion can pay back the ad spend). If you have a bit more budget, allocate a portion to testing Facebook Ads concurrently. Remember that even a few dollars a day on Facebook can reach thousands of people in your local area, and even a small Google Ads campaign can capture those critical few searches per day that might convert. Track your results closely (cost per lead, etc.). If one platform clearly outperforms the other after a fair test, prioritize it but don’t necessarily abandon the other – it may just need a different approach or smaller role.

• By Goals: Clarify your main goal. Immediate leads and inquiries? – lean toward Google Search Ads. Brand awareness or engagement? – lean toward Facebook/Instagram. Both? – do both. If your goal is to grow an email list or audience, Facebook’s lead forms or engagement ads could be useful. If your goal is to drive phone calls, Google Ads (with call extensions) directly targets that. For a goal like improving customer retention or upselling existing clients, Facebook’s custom audiences (targeting your customer list) might be very handy, whereas Google might not be used for that at all.

• Test and Iterate: The Perth market has its own nuances – certain suburbs might respond differently, certain slang or imagery might resonate (like using a quokka or local landmark in ads). Use the flexibility of these platforms to test messaging and targeting. You might find that an approach that fails on Google (maybe because search volume is low) could succeed on Facebook, or vice versa. Keep an eye on the data and don’t be afraid to shift budget allocation month to month.

• Competition Consideration: See what your competitors are doing. If every competitor is heavy on Google Ads (you can simply search your service and see if many ads show up), you should probably be there too, but be smart in how you differentiate (maybe target niche keywords or emphasize a unique selling point in your ad). If competitors seem absent on Facebook, that could be an opportunity for you to stand out in that space (or it could mean the audience isn’t there – use judgment). In Perth’s business community, being visible in multiple channels can set you apart.

In conclusion, for most service-based and B2B companies in Perth, a blended strategy tends to work best: use Google Ads to capture intent-driven prospects and Facebook Ads to engage and broaden your reach. Each platform has its strengths – Google is like the fishing net catching those fish that are jumping out of the water, while Facebook is like attractively baiting the water where fish are swimming around. The most successful small businesses often eventually utilize both nets.

Finally, always ensure you’re measuring results (use Google Analytics, Facebook pixel data, or any conversion tracking) so you can see what’s bringing in inquiries or sales. Digital advertising offers powerful targeting and measurable outcomes – a huge advantage over traditional ads – so take advantage of that by continuously refining your campaigns. With a bit of experimentation and learning, Google Ads and Facebook Ads can become a growth engine for your Perth business, helping you connect with customers wherever they are in the digital world.