For SMEs with limited budget, it can be hard to decide how to distribute your advertising budget.
Our client Odyssey Landscapes is a Sunshine Coast based business offering residential commercial, and luxury residential landscaping services. When launching their Google Ads and Facebook campaigns, the team at Go Agency had a hypothesis that Google search ads would be the better (but usually more expensive) platform to capture quality leads compared to Facebook advertising.
In this case study, we will explore whether it’s worth investing in both Google Ads and Facebook for a local business like Odyssey Landscapes.
Note that these platforms are very different in nature, and a like-for-like campaign is not possible, but we’ll still attempt to compare costs and results.
The stats we will be looking at is over 2 months (1 May – June 31 2021).
The objective for both platforms was to generate quality leads for our client by getting people to opt in for a quote / consultation on the landing page. For our Google search ads, we focused on generic, service-based keywords. As this is not possible on Facebook, we set careful audience targeting based on customer personas, to show our ads to users who were most likely to convert. This targeting strategy was paired with engaging project images, easy-to-follow ad copies and clear call-to-actions (CTA’s).
On Google Ads, we ran a search campaign and targeted cold audience, while on Facebook we focused not only on cold customers, but also on website visitors by retargeting them.
The landing page used for both platforms was the same, as we designed a landing page with paid search in mind, which had minimal steps to complete a conversion.
When comparing the results of search ads and Facebook ads, we can conclude that for local businesses, paid search ads are the best way to spend their budget in the short term.
The data shows that it was 21% cheaper to get a conversion with Google Ads than Facebook, however the Google Ads campaign generated a higher number of conversions. Facebook had a much lower cost-per-click over a two-month period.
As mentioned previously, it’s hard to compare like for like campaigns between Google Ads and Facebook. Also, results may vary widely depending on your industry and business type. Yet, when we do compare Google Ads to Facebook ads for this particular client, the Facebook campaign was more cost-effective.
However, it’s important to note that the quality of the leads are usually higher on Google Ads.
2 months (1 May - 30 June 2021)
Google Ads & Facebook Campaign Management