They do different jobs: Google reaches people searching for what you do right now; Facebook reaches people who weren't searching at all. Which is better depends on which job your business needs — here's the honest split.
Google Ads catch demand that already exists — “emergency plumber napa,” “tacos near me.” The person has the problem now; you're bidding to be the answer. Costs per click run higher in competitive niches, but every click is someone actively looking.
Facebook and Instagram ads create demand among people who fit a profile — the right zip codes, ages, interests — but weren't looking. Clicks come cheaper; conversion takes longer because you're starting the conversation, not finishing it.
Urgent-need services (repair, medical, legal): Google first — intent is everything. Visual and impulse businesses (food, retail, events, beauty): Facebook/Instagram first — appetite is created, not searched. Considered purchases (contractors, agencies, high-ticket services): commonly both, Google to catch searchers and social to stay present during the long decision.
The evidence test that beats every rule: ask your last ten customers how they found you. Advertise where the answers already point — you're amplifying a channel that demonstrably works for your business specifically.
The offer and the landing page decide more than the channel does. One specific true offer, pointed at a page that answers the question the ad raised, tracked against what a real customer costs to acquire — that setup works on either platform. “Check us out” pointed at a slow homepage fails on both.
Facebook clicks commonly cost less than Google clicks — but cheap clicks from people who weren't looking can cost more per actual customer than expensive clicks from people who were. Judge on cost per customer acquired, never cost per click; the platforms are selling different things.
You can, but small budgets split two ways commonly learn nothing on either. Better: test one platform properly with a few hundred dollars, learn what a customer costs, then add the second. Sequential beats simultaneous until there's budget to measure both honestly.
Because clicks were the wrong goal — interest-based traffic browses. Commonly the fix is a more specific offer, a landing page that closes the loop, or accepting that your business is intent-driven and belongs on Google. The clicks weren't fake; they were just shopping, not buying.
Maybe not — organic visibility through a complete Google Business Profile and a readable website is free and compounds. Ads earn their cost when organic has hit its ceiling or you need volume now. Foundation first, then ads: paying to promote what already converts.