For most Brisbane business owners, the answer isn’t necessarily choosing one over the other, but understanding intent vs. awareness. If your customers are actively searching for a solution to a problem right now, Google Ads is your best bet; if you are looking to build a brand, generate interest, and target specific demographics or interests, Facebook Ads (Meta) will likely yield a better return on investment.
At Local Marketing Group, we often see businesses thrive by using both in a complementary strategy. However, when budgets are tight, choosing the right starting point is critical for your cash flow. In this guide, we’ll break down exactly how to decide where your next marketing dollar should go based on the Australian business landscape.
Understanding the Core Difference: Intent vs. Interruption
To make an informed decision, you must understand the psychology of the user on each platform.
Google Ads: The Pull Method
Google Ads is built on search intent. When a homeowner in Ascot has a burst pipe at 11:00 PM, they go to Google and type "emergency plumber Brisbane." They have a high intent to purchase immediately. By bidding on those keywords, your business appears exactly when the customer needs you. You aren't convincing them they have a problem; you are providing the solution they are already looking for.Facebook Ads: The Push Method
Facebook (and Instagram) is a discovery platform. People don't usually go to Facebook to find a plumber; they go to see photos of their grandkids or catch up on local news in the "Brisbane Community" groups. Facebook Ads allow you to "interrupt" their scrolling with a compelling offer. This is incredibly powerful for products or services people didn't know they wanted—like a new boutique fitness studio opening in Fortitude Valley or a revolutionary skin treatment.When to Choose Google Ads
Google Ads (specifically Search) is the powerhouse for lead generation in service-based industries and high-ticket items.
Best for: Emergency Services: Locksmiths, plumbers, or towing services. High-Intent Professionals: Lawyers, accountants, or dentists. Specific Products: If you sell a niche product like "ergonomic office chairs Brisbane," Google ensures you find the people already looking for that item.
The Brisbane Example: Imagine a local solar panel installer. While Facebook might help with brand awareness, a Google Search campaign targeting "solar panel installation Brisbane" captures people who are already in the consideration phase of their buying journey. The cost per click (CPC) might be higher, but the conversion rate is typically much higher because the intent is there. Success here often depends on smart budget optimisation to ensure you aren't overspending on low-value search terms.
When to Choose Facebook Ads
Facebook’s strength lies in its granular targeting data. You can target people based on their life events, interests, and even their approximate household income.
Best for: Visual Products: Fashion, home decor, and food. Event-Based Services: Wedding photography, baby products, or birthday party venues. Brand Awareness: If you are a new cafe in West End, you want to show beautiful photos of your coffee to everyone within a 3km radius.
The Brisbane Example: A boutique gym in Paddington would benefit significantly from Facebook Ads. They can target women aged 25–45 who live within 5km, are interested in "Yoga" or "Wellness," and follow similar fitness brands. By offering a "Free 7-Day Pass" through a visual video ad, they build a pipeline of leads who might not have been actively looking for a new gym but were tempted by the offer.
Common Misconceptions and Mistakes
1. "Google is too expensive."
Many Brisbane business owners see a $15 cost-per-click for a competitive keyword and panic. However, if that $15 click leads to a $500 service call, the ROI is excellent. The mistake is focusing on the cost of the click rather than the Cost Per Acquisition (CPA).2. "Facebook doesn't work for B2B."
While LinkedIn is the king of B2B, Facebook is surprisingly effective for reaching business owners. Remember, even a CEO in Eagle Farm scrolls Facebook in the evening. Using "Lookalike Audiences" based on your current client list can help you find other business owners effectively. This is where mastering audience targeting becomes a game-changer for your overall digital strategy.3. Setting and Forgetting
Both platforms require constant optimisation. We often see accounts where a business is bidding on keywords that are too broad (like "plumbing" instead of "hot water repair Brisbane"), wasting thousands of dollars on irrelevant traffic.The Power of the "Hybrid" Strategy
For most established SMEs in Queensland, the "Golden Ratio" involves using both platforms.
1. Capture with Google: Use Google Search ads to capture people ready to buy right now. 2. Retarget with Facebook: If someone visits your website via Google but doesn't enquire, you can use a "Pixel" to show them a retargeting ad on Facebook. This keeps your brand top-of-mind and is often the cheapest way to get a conversion.
Actionable Steps for Your Business
If you're ready to start, follow these three steps:
1. Identify Your Buyer's Journey: Does your customer have a "bleeding neck" problem (Google) or a "lifestyle improvement" desire (Facebook)? 2. Audit Your Website: Neither platform will work if your website is slow or doesn't work on mobile. Ensure your landing page has a clear phone number and enquiry form. 3. Start Small and Track Everything: Start with a modest budget of $30–$50 per day. Use Google Analytics to track which platform is actually resulting in phone calls and emails, not just "likes" or "clicks." For local businesses, using Performance Max can also be an effective way to automate this tracking across multiple Google channels.
Conclusion
Choosing between Google Ads and Facebook Ads isn't about which platform is "better"—it's about which platform aligns with your customer's current state of mind. Google finds the customer, while Facebook helps the customer find you.
Navigating the complexities of the Australian digital landscape can be daunting while you're trying to run a business. At Local Marketing Group, we specialise in helping Brisbane businesses find the perfect balance between search and social to maximise every dollar of their marketing budget.
Ready to stop guessing and start growing? Contact Local Marketing Group today for a free strategy session, and let's build a high-converting ad campaign tailored for your business.