What's the difference between Google Ads and Facebook ads?
Google Ads show when someone searches, so you catch existing demand. Facebook and Instagram ads show in people's feeds based on where they live and what they're interested in, so you create demand. Google is a buyer looking for you; Facebook is you finding a buyer.
| Google Ads | Facebook and Instagram ads | |
|---|---|---|
| How people find you | They search for the service | They see your ad while scrolling |
| Intent | High: ready to book | Lower: interested, not yet searching |
| Cost per click | Higher | Lower |
| Volume | Limited by searches in your area | Large audience nearby |
| Creative needed | Text ads | Video or images (stock footage works) |
| Best for | Fast bookings | Steady volume and slow months |
Which works better for each service?
Tint and detailing get the most search volume, so Google Ads work well for both. Ceramic coating and PPF are considered purchases that buyers discover by seeing results, so Facebook and Instagram are strong, with Google catching buyers who are already comparing shops.
| Service | Start with | Why |
|---|---|---|
| Window tint | Google Ads | High search volume, especially in spring and summer |
| Detailing | Google Ads, then Meta | "Near me" searches are common; Meta fills slow days |
| Ceramic coating | Facebook and Instagram | Buyers discover coating by seeing results |
| PPF | Both | Few searches but high value; Meta reaches new-car owners |
These are starting points. Your area, competition and job mix can change the order, which is why we decide on the call.
Which is cheaper?
Facebook and Instagram are usually cheaper per lead. Google is usually cheaper per booking for high-intent services, because more of its leads are ready to buy. Compare channels on cost per booking, not cost per click.
Plan on $30 to $50 a day to start, on either channel. See how much to spend on ads.
Common mistakes on each platform
- Google: showing ads outside your area, bidding on DIY and jobs searches, sending clicks to your homepage.
- Facebook: boosting posts instead of running lead campaigns, "message for price" ads, no follow-up on form leads.
- Both: no tracking of bookings, so nobody knows which channel actually pays.
So which should a restyling shop choose?
Start with the channel that matches your best jobs: Google for tint and detailing, Facebook and Instagram for ceramic coating, both for PPF. Add the second channel once cost per booking is stable. Shops that run both, with one landing page and one follow-up system, get the steadiest months.
How Google and Meta charge you
Google Ads search campaigns charge per click, and the price depends on competition and your Quality Score, which Google rates from 1 to 10. Meta charges by default per 1,000 impressions, so you pay for people seeing the ad. That's why Meta often looks cheaper per lead and Google cheaper per booking.
| Google Ads (search) | Facebook and Instagram | |
|---|---|---|
| Default billing | Per click | Per 1,000 impressions |
| What lowers the price | Higher Quality Score (1 to 10), tighter keywords | Better creative, broader audience within your area |
| Learning period | Gathers search term data over the first weeks | Learning phase of about 50 results per ad set per week |
| Creative specs | Headlines up to 30 characters, descriptions up to 90 | 9:16 video for Reels and Stories, 4:5 or 1:1 for feeds |
A sample split at $40 a day
When a shop runs both platforms on $40 a day, a common starting split is half and half, then shifting toward whichever channel books cheaper after the first month. For tint in spring, Google often earns the larger share. For coating in winter, Meta often does.
| Month | Google Ads | Facebook and Instagram | Reason |
|---|---|---|---|
| 1 | $20 a day | $20 a day | Gather data on both |
| 2 (tint, spring) | $28 a day | $12 a day | Search demand rising, Google booking cheaper |
| 2 (coating, winter) | $12 a day | $28 a day | Results-led video booking cheaper on Meta |