PPC
Google Ads Cost in Australia: How Pricing Really Works
Google Ads cost is set by your own budget and the price of each click, decided in an auction. What drives Google advertising cost in Australia and how to budget.
Google Ads vs Facebook ads comes down to intent. Google Ads show your business to people who are searching for what you sell right now, so they’re usually better for capturing demand. Facebook and Instagram ads (Meta ads) show your business to people who match your ideal audience before they’re searching, so they’re better for creating demand and awareness. Many businesses use both, for different jobs.
Here’s how they compare, and how to decide which to start with.
How do Google Ads and Facebook ads compare?
| Google Ads (search) | Facebook and Instagram ads | |
|---|---|---|
| Who sees them | People searching for your keywords | People who match your chosen audience |
| Intent | High: they’re looking now | Lower: they’re scrolling, not searching |
| Ad format | Mostly text, plus shopping, display and video | Images, video, carousels, stories and reels |
| Best for | Calls, quotes and bookings for services people search for | Awareness, offers, events, new products and retargeting |
| How you pay | Budget you set, mostly per click through an auction | Budget you set, optimised for the result you choose |
Is Google Ads better than Facebook ads?
Google Ads is often better when people already search for your service, especially for urgent or high-value needs: a plumber, a lawyer, a dentist, a car service. Someone searching “emergency plumber Mildura” wants to call someone now. So, are Google Ads better than Facebook ads for that kind of business? Usually, as the first channel.
Is Facebook ads better than Google ads?
Facebook ads can be better when people don’t yet know they want what you offer, or when your product sells on looks and feelings: a new café, a tourism experience, an event, fashion or homewares. Facebook vs Google Ads also favours Facebook for reaching a local audience with an offer, and for retargeting people who have already visited your website. Since Facebook and Instagram ads both run through Meta, the Google Ads vs Meta ads question is the same comparison.
Google Ads vs Facebook ads cost
On both platforms you set the budget, and an auction decides what each result costs. Neither platform publishes a fixed price. Google Ads vs Facebook ads cost depends on your industry and audience: clicks on competitive Google searches can cost more, but each click is often from a more ready buyer. Facebook may show your ad to more people for the same spend, but fewer will be ready to act today. Compare them on cost per enquiry or sale, not cost per click. Our guides to Google Ads cost and Facebook ads cost explain each in detail.
Facebook ads vs Google Ads for business: how to choose
- Do people search for what you sell? If yes, start with Google Ads.
- Is your offer visual or new? If yes, Facebook and Instagram ads may work better.
- What’s your goal? Calls and quotes suit Google; awareness and event bookings suit Facebook.
- What’s your budget? With a small budget, put it into the one channel that best fits, rather than splitting it thinly.
- Can you track it? Set up conversion tracking on both so you compare real results.
When people ask “Facebook ads vs Google Ads, which is better?”, the honest answer is: the one that fits how your customers buy.
Frequently asked questions
Which is more effective, Google Ads or Facebook ads?
Neither is more effective for every business. Google Ads tends to be more effective for services people actively search for, while Facebook ads tend to be more effective for awareness, offers and visual products. Test with tracking and judge on cost per enquiry or sale.
Can you use Google Ads and Facebook ads together?
Yes, and many businesses do. A common approach is Google Ads to capture people searching, and Facebook ads to build awareness and to retarget people who visited your website but didn’t enquire. Start with one, then add the other once the first is working.
Is Google AdWords vs Facebook ads still the same comparison?
Yes. Google AdWords was renamed Google Ads in 2018, so Google AdWords vs Facebook ads is the same question. The main difference between Google Ads vs Facebook is still search intent versus audience targeting.
Should a small business with a small budget pick one?
Yes. A small budget split across two platforms often doesn’t get enough data on either. Pick the one that best fits how your customers buy, run it well for a few months, and add the second when the first is paying its way.
The short version
Google Ads captures people already searching; Facebook and Instagram ads reach people before they search. Choose based on how your customers buy, track both properly, and compare cost per enquiry. If you’d like help, our Google Ads management and Facebook ads management teams can run either or both.
