Most franchise owners we talk to ask the same thing: “Should I run Facebook ads or Google ads? Which one actually brings people into my store?”
It’s a fair question. Budgets are tight, and testing ads without clear results can feel like wasting money.
The truth? Both platforms can work. They just play different roles. The key is knowing when to use each and how to make them work together. without overspending.
So, let’s break it down in simple terms.
The Big Picture
Think of Facebook and Google as two parts of your local marketing strategy.
Facebook ads help people discover you.
Google ads help people find you when they’re ready to buy.
One builds awareness, the other captures intent.
Used together, they create a healthy balance between curiosity and conversion. People first notice you on social media, then search for you when they’re ready to visit.
That’s how most local customers make decisions now, a mix of social discovery and online search.
Facebook Ads: Get Noticed in Your Community
Facebook and Instagram ads are like digital word-of-mouth. They keep your business visible in your area and remind people that your store is nearby when they need you.
They work best when you promote a local offer or a simple reminder, something clear and visual.
You don’t need fancy videos or big budgets; even small, well-targeted ads can reach thousands of people close to your location.
And here’s what makes them powerful: Facebook ads target based on location and interests.
That means your message reaches people who are likely to care about it, not random users.
Meta’s data shows that small businesses using location targeting and strong offers see more clicks compared to generic ads. That’s because relevance always wins.
So, if your goal is to stay top of mind, connect with your community, and remind people you’re nearby: Facebook is your best friend.
Google Ads: Reach People Ready to Visit Today
Now, let’s talk about Google.
While Facebook helps you build awareness, Google helps you capture people who are ready to act.
They’re already looking for something you offer, and they want it now.
When someone searches “printing near me” or “ice cream cake nearby,” your store can show up at the top of the page.
That visibility means you’re reaching customers who are already in buying mode.
It’s simple math: showing up when people are ready equals more visits and more sales. And according to Google, 76% of local searchers visit a store within 24 hours, while 28% make a purchase.
So if your goal is to bring customers through the door this week, Google Ads are hard to beat.
Awareness vs Intent: What’s the Real Difference?
Here’s the easiest way to think about it:
Facebook builds awareness. Google captures intent.
Facebook helps people remember you before they need you.
Google helps people find you when they’re ready to buy.
You need both because they support each other. Someone might see your Facebook ad today, but only search for your store on Google next week.
That’s why the strongest UPS Stores and Dairy Queen locations we support use both. They build familiarity through Facebook and convert that interest into real visits through Google.
How to Use Your Budget Wisely
The good news? You don’t need a huge budget to see results.
Start small, test, and adjust. Here’s what we usually recommend for franchise owners:
-
$5–15 per day: Run one Facebook ad promoting a local offer or reminder.
-
$10–20 per day: Run Google Ads for 2–3 “near me” searches based on your main products or services.
Give it about 30 days, then review what worked best. Check which ads led to calls, “Directions” clicks, or coupon redemptions.
That’s how you’ll know where your money makes the biggest impact. And over time, you’ll find the balance that fits your location, for most, it’s around 40% Facebook and 60% Google.
Common Mistakes to Avoid
A few small missteps can waste a lot of money. Here’s what to watch for:
-
Boosting random posts. Always create ads in Meta Ads Manager so you can target accurately.
-
Using broad keywords. “Printing” or “ice cream” alone won’t cut it — use “printing near me” or “custom cakes near me.”
-
Not tracking what matters. Likes don’t mean sales. Track calls, store visits, and redemptions instead.
The goal isn’t more clicks. It’s more customers walking through your doors.
The Bottom Line
If you can only start with one, Google Ads usually bring faster, measurable results. They reach people already searching and ready to buy.
But if you want to stay visible, build familiarity, and keep your community engaged, Facebook Ads are the way to go. The real power comes when you use both.
Facebook helps people notice you. Google helps people choose you.
That’s how smart local marketing works. If you’re not sure which platform fits your goals, we can help you figure it out.
