Google Ads and Facebook Ads are the two dominant paid advertising platforms for most Melbourne businesses. They are frequently compared as if they are alternatives, when in reality they serve different functions in the customer journey. Understanding the difference helps you allocate budget more effectively.
The core difference: intent vs reach
Google Ads is a search-intent platform. People are actively looking for something when they see your ad. Facebook Ads is an audience-targeting platform. You are putting your content in front of people based on who they are and what they are interested in, not based on what they are actively searching for.
This distinction has significant implications for what each platform is good at and what kind of business should prioritise it.
When Google Ads works better
Google Ads excels when your potential customers are actively searching for what you offer. Plumbers, lawyers, dentists, removalists, electricians and other service businesses benefit enormously from appearing at the top of search results when someone needs them.
It also works well for e-commerce through Google Shopping, where products appear directly in search results with images, prices and reviews. When someone searches "blue running shoes size 10" they are ready to buy and your product listing appears at the moment of decision.
When Facebook Ads works better
Facebook and Instagram ads work best when you need to build awareness or create demand that does not yet exist for your brand or product. If your potential customers are not searching for your product because they do not know it exists, you cannot capture that demand on Google. You have to create it.
Fashion, lifestyle products, impulse purchases, event marketing and community-based businesses often see stronger returns from Facebook and Instagram because the platform allows you to show your product to the right audience visually, building desire before a purchase decision is made.
Cost comparison
Cost per click on Google Ads in competitive Melbourne industries can be high — legal, financial services and healthcare searches can cost $15 to $40 per click or more. This makes the cost per lead significant even with a good conversion rate.
Facebook Ads typically have lower costs per click and per thousand impressions in many categories, but the conversion rate is often lower because the audience is not in an active buying mindset. Lower cost per click does not automatically mean lower cost per customer.
The case for running both
For many Melbourne businesses, the strongest digital marketing strategy uses Google Ads to capture existing demand and Facebook or Instagram ads to create new demand and re-engage past visitors. Google captures people who are ready to buy. Facebook builds the audience that eventually becomes ready to buy.
If you are working with a limited budget, start with whichever platform most directly matches your customer acquisition stage. Service businesses with immediate-need customers usually start with Google. Product and lifestyle brands usually start with Meta.
Vahid manages Google Ads campaigns for Web Like Web clients, with expertise in PPC strategy, conversion tracking and scaling high-ROAS campaigns across search and display networks. He has managed over $2M in ad spend for Australian businesses and consistently delivers results that outperform industry benchmarks.
