Insights / 17 August 2026
Google Ads vs Facebook Ads: which is right for your Cape Town business?
Google shows you to people already looking. Facebook shows you to people who weren't. That's the whole difference.
You'll hear that you have to be on Facebook. You'll also hear that Google is the only ads that work. Both speeches skip the actual question: is someone already looking for you, or do you still have to introduce yourself?
For a Cape Town service business, that question decides the channel. A dentist in Bellville is not the same job as a cafe that needs a photo of the special. Google Ads and Facebook and Instagram ads can both bring enquiries. They do it for different reasons.
What you're actually buying
Google Ads
Someone in Durbanville types 'blocked drain' or 'kids dentist near me'. Your ad can sit at the top. They were already looking. You pay when they click. You stop paying, you vanish.
Facebook and Instagram ads
They're scrolling photos. They were not searching for you. A good picture and a clear offer can still make them enquire. A vague 'we're the best' post will not. You also pay Meta for the clicks or views. Stop the budget, the ads stop.
Side by side
| Google Ads | Facebook / Instagram | |
|---|---|---|
| Who sees you? | People already typing the job | People scrolling. You interrupt. |
| How fast? | Can show in days once it's live | Can show in days. Needs a decent photo. |
| What you pay | Our fee plus money to Google | Our fee plus money to Meta |
| Best when | Plumber, clinic, lawyer, anyone people search for | Food, shops, offers, anything that looks good in a photo |
| How it goes wrong | You pay for clicks that never call | You pay for likes that never enquire |
What it costs (the honest version)
We charge the same shape on both. Setup is R3 490 once if we build one campaign and hand it over. Light is R2 690 a month. Fully managed is R4 490 a month. Ad spend is extra. You pay Google or Meta directly.
There is no magic 'it costs R12 a click' number that fits every business. A quiet suburb costs less than a busy one. A clear offer costs less than a vague one. If someone quotes you a guaranteed cost per customer, walk.
Packages: Google Ads and Facebook & Instagram Ads.
Which one should you pick?
- Pick Google if people already search for the job. Emergency work. Bookings. Anything with a clear name.
- Pick Facebook or Instagram if they need to *see* it. A special, a new shop, a before-and-after, a Saturday event.
- Use both later if Google brings the ready buyers and Facebook reminds the people who visited and didn't enquire.
- Start with SEO if you can wait 4 to 6 months and locals already search. Ads are the faster, more expensive door.
Don't buy ads to fix a site that hides the phone number. Fix that first.
Quick answers
Which is cheaper, Google Ads or Facebook Ads?
Our fees are the same shape. The money you pay Google or Meta is the swing. Google often costs more per click and wastes less if the search is clear. Facebook can look cheaper and still buy you likes instead of jobs. Count enquiries, not clicks.
Can I skip the website?
Google works better with a page that makes it easy to call or message. Facebook can use a lead form. People still want to check you're real. A weak site leaks the enquiry.
Is boosting a post the same as running ads?
No. Boosting is a blunt 'show this to more people'. A real campaign picks who should see it and tracks whether they enquire. Boosting is fine for a braai invite. It's a sloppy way to buy customers.
