Facebook vs. Google Ads: Which Works Best for Utah Small Businesses?

Why Utah Businesses Need Digital Ads

Marketing in Utah has never been more competitive. From contractors in Salt Lake City to salons in Herriman and restaurants in Provo, local businesses are fighting for attention online.

The question isn't whether to advertise digitally—it's where. For most small businesses, the choice comes down to Facebook Ads (Meta) or Google Ads. Both can deliver leads, but they work in very different ways. Choosing the right one could mean the difference between wasting money and fueling real growth.

Understanding the Core Difference

Facebook Ads: Demand Generation

Facebook Ads (now Meta Ads, which includes Facebook and Instagram) are best for reaching people based on interests and demographics. You're putting your business in front of potential customers who might not be actively searching yet.

Think of it like passing out flyers at a busy Utah Jazz game—people weren't asking for your product, but you caught their attention anyway.

Google Ads: Demand Capture

Google Ads, on the other hand, capture people already searching for a solution. If someone types "emergency plumber in Sandy" into Google, they're ready to hire right now.

This makes Google Ads more intent-driven, while Facebook Ads are more awareness-driven.

When Facebook Ads Work Best for Utah Small Businesses

1. Great for Local Awareness

Perfect for industries where visual appeal sells (restaurants, salons, gyms). Utah's tight-knit communities respond well to localized ad targeting.

2. Lower Cost Per Click (CPC)

Average Facebook CPC: $0.50–$2.00 in many industries. This means you can stretch your budget further for exposure.

3. Powerful Targeting Options

• Interest-based targeting (e.g., people interested in hunting, fitness, or skiing).
• Demographic filters (age, location, job title).
• Custom audiences (retarget website visitors, upload email lists).

Utah Example: A Riverton-based meal prep company can target health-conscious young families within 15 miles—something Google Ads can't do with the same precision.

When Google Ads Work Best for Utah Small Businesses

1. Perfect for High-Intent Searches

Great for industries like HVAC, roofing, pest control, law, or dentistry. Utah customers searching "roof repair Draper" are ready to call someone today.

2. Faster ROI for Service Businesses

While Facebook builds brand awareness, Google drives immediate leads. Many Utah contractors generate calls within hours of launching campaigns.

3. Flexible Campaign Types

• Search Ads (text ads on Google results).
• Display Ads (banners across websites).
• Local Service Ads (pay per lead—great for plumbers, electricians, etc.).

Utah Example: A Sandy-based HVAC company running "AC repair near me" campaigns in the summer will capture customers right when systems fail.

Comparing Costs: Facebook Ads vs. Google Ads in Utah

The Winning Strategy: Combine Both

The best Utah businesses don't pick one—they combine both.

• Facebook Ads build awareness, showcase your brand, and keep your business in front of people.
• Google Ads convert people who are actively searching for a service provider.

Together, they create a powerful funnel:

1. Someone sees your Facebook ad.
2. They don't act immediately, but they remember you.
3. A few weeks later, they search on Google—and because you're running ads there too, they find you again and convert.

Common Mistakes Utah Businesses Make With Ads

• Expecting Facebook Ads to deliver instant leads—it's more about nurturing.
• Running Google Ads without negative keywords, which wastes spend.
• Not tracking conversions—making it impossible to measure ROI.
• Sending ad traffic to generic homepages instead of optimized landing pages.

Conclusion: Which Platform Should You Choose?

There's no one-size-fits-all answer. The best platform depends on your goals:

• If you want fast leads in industries like HVAC, roofing, or law → Google Ads.
• If you want to build brand awareness and connect with local communities → Facebook Ads.
• If you want the strongest ROI → run both and create a funnel.