The bottom line: There is room to improve results if you scale up your spending to allow yourself to find what returns a profit.

Summary: Major Considerations When Budgeting for Google Ads vs Facebook Ads

Along with the individual factors of your business and industry, your brand and your goals will affect how you split the budget.

Your Brand:

Does your brand lend itself to the Instagram and Facebook “vibe”?

While you can target your perfect customer on these platforms, think about the context.

Someone who wants to buy a pool or move across the country will probably go on Google to look for businesses that offer what they are looking for. In that case, you might not get a return by leaning toward FB.