Google ads catch people who are already searching, so leads are usually hotter but cost more: a 2026 median of $66.69 per lead across industries. Facebook ads reach people before they search, at a median of $27.39 per lead. For urgent jobs (emergency repairs), Google usually wins. For planned, visual jobs and offers, Facebook often gives more leads for the money. Many businesses do best with both.
This is one of the most common questions I get from business owners. The honest answer is that they do different jobs. Google is a shop window on a busy street. Facebook is a flyer that lands in the right homes before anyone goes shopping. Here is how they compare with real 2026 numbers.
2026 costs side by side
| Industry | Facebook cost per lead | Google cost per lead | Facebook CPC | Google CPC |
|---|---|---|---|---|
| All industries | $27.39 | $66.69 | $1.80 | $5.42 |
| Home & home improvement | $42.95 | $90.92 | $2.18 | $8.33 |
| Dentists | $61.56 | $72.97 | $5.70 | $8.00 |
| Health & fitness | $27.11 | $67.36 | $1.84 | $6.17 |
| Beauty & personal care | $50.91 | $39.25 | $2.97 | $4.62 |
| Personal services | $38.09 | $54.60 | $1.62 | $7.17 |
Sources: WordStream Facebook Ads Benchmarks 2026 (lead campaigns) and WordStream Google Ads Benchmarks 2026 (April 2025 to March 2026). US data, USD, medians.
Two things stand out. Facebook leads are cheaper in most industries, often by half. And beauty is the exception, where Google leads came in cheaper. Cheaper does not always mean better, though, which is the next point.
The real difference: intent
- Google: someone types “emergency plumber near me”. They want help now. The lead is hot, but you are competing with everyone else on that page.
- Facebook: someone sees a before-and-after of a new bathroom while scrolling. They weren’t searching, but now they are interested. The lead is cooler, but nobody else is in the conversation yet.
That is why Facebook leads need fast, friendly follow-up. The business that replies first and makes booking easy turns those cooler leads into jobs.
When Google ads are the better choice
- Urgent, need-it-now services: emergency repairs, lockouts, burst pipes, breakdowns.
- Services people only look for when they need them, like accident lawyers or tree removal after a storm.
- When you have a small area with clear search demand and a budget for higher click costs.
When Facebook ads are the better choice
- Planned, higher-value jobs: kitchens, bathrooms, roofs, HVAC replacements, landscaping.
- Visual work that sells itself in photos and short videos.
- Offers and promotions: a first-visit offer, a seasonal check-up, a free consultation.
- Building demand in an area before competitors do. See my guides for electricians, plumbers, HVAC and dentists.
Not sure where to spend your budget?
On a free 30-minute call I’ll look at your business and tell you where I would start, Facebook, Google or both.
Book a free callHow to use both together
- Google for demand that already exists: bid on the handful of searches that bring real jobs.
- Facebook for new demand: promote your best offer to homeowners or customers in your area.
- Retarget on Facebook: show ads to people who visited your site from Google but didn’t enquire.
- One follow-up system: every lead, from either platform, gets the same instant reply and reminders.
The part that matters more than the platform
One widely cited study of around 15,000 leads found that contacting a lead within 5 minutes, rather than 30, made it roughly 21 times more likely to qualify. Most people enquire with two or three businesses at once, so the first to reply usually wins.
Whichever platform you pick, the page and the follow-up decide whether the lead becomes a customer. A simple sales funnel and an instant text reply will do more for your results than switching platforms. To see what your budget could bring in, try the Facebook ads budget calculator.
Frequently asked questions
Are Facebook ads cheaper than Google ads?
Usually. WordStream’s 2026 US benchmarks put the median Facebook cost per lead at $27.39, against $66.69 on Google. Beauty and personal care was one exception.
Which is better for a small business, Facebook or Google ads?
It depends on the service. Google suits urgent, searched-for needs. Facebook suits planned, visual jobs and offers. Many small businesses get the best results using both.
Are Google leads better quality than Facebook leads?
Google leads are often more ready to buy because they were searching. Facebook leads can be just as good when you use a clear offer and reply within minutes.
Should I run Facebook and Google ads at the same time?
If budget allows, yes. Use Google to capture people already searching and Facebook to reach new people and retarget visitors who didn’t enquire.
How much should I spend to test Facebook or Google ads?
Enough to get a meaningful number of leads. Work backwards from your cost per lead and what a customer is worth, then test for at least two to four weeks.
Related guides
- How much do Facebook ads cost for a small business in 2026?
- Facebook lead ads vs landing pages: which gets better leads?
- Hiring a Facebook ads expert: freelancer vs agency, and what to ask
- Meta Pixel and Conversions API explained for small businesses
Pierce Tagle is a Facebook ads expert and AI automation specialist. He builds the ads, funnels and GoHighLevel follow-up systems that turn clicks into booked calls for businesses in the US and UK. More about Pierce