Let’s cut the fluff. You want leads, not lectures. In 2025, every dollar you spend on ads needs to work like a machine—dialed-in, optimized, and driving results fast. So here’s the real question: Google Ads or Facebook Ads—where should your money go if you want more leads this year?
We’re diving deep, giving you the straight-up facts, unique insights, and actionable tactics you can use today.
Google and Facebook have both evolved—but in very different directions:
Google Ads (aka Google Search + Display + YouTube): Hyper-intent based. Someone is searching for something right now and Google is showing them you.
Facebook Ads (now Meta Ads): Interruption-based. You’re targeting interests, behavior, and demographics to show up where people are scrolling.
They both work. But they work differently.
And in 2025, thanks to AI, privacy updates, and algorithm shifts—the gap is even wider.
Need fast, high-intent leads? Go Google Ads.
Want cheaper impressions and retargeting power? Go Facebook.
Best strategy? Use both… but in the right order.
Let’s break it down.
When someone searches “HVAC repair near me” or “emergency plumber San Diego”—they’re ready to buy.
That’s what makes Google Ads so powerful.
AI-Powered Campaigns: Performance Max is smarter and now includes AI search result previews.
Google SGE (Search Generative Experience): It’s changing how people interact with results. If your site isn’t optimized for AI answers, your ads are even more critical.
Call Tracking & Lead Forms: More advanced. You can now optimize for actual phone calls that last more than 30 seconds.
User intent is sky-high
Less scrolling, more action
Shows up across Search, Maps, YouTube, Display
| Industry | Cost Per Click (CPC) | Lead Cost |
|---|---|---|
| Plumbing | $8 – $20 | $45 – $110 |
| Dental | $5 – $12 | $30 – $80 |
| Roofing | $12 – $30 | $90 – $250 |
| Legal | $25 – $150+ | $150 – $500+ |
Meta might be facing more regulation, but it’s still a killer place to generate low-cost leads—if you do it right.
AI Targeting + Advantage+ Campaigns: Meta now finds better prospects without interest targeting.
Video + Reels Ads: Cheap views. Great for warming up cold traffic.
Lead Form Upgrades: You can now pre-fill user info from other apps for faster conversions.
Inexpensive cost per click/view
Incredible retargeting tools
Great for top-of-funnel brand awareness
| Industry | Cost Per Lead (CPL) | Typical Funnel Use |
| Plumbing | $15 – $45 | Brand + Offer Awareness |
| Dental | $12 – $35 | Lead Magnets, Free Offers |
| Roofing | $25 – $60 | Before/After Project Visuals |
| Legal | $30 – $90 | Retargeted Discovery Calls |
Let’s answer this by use case.
Go Google. The intent is there. People are looking.
Go Facebook. Warm up cold traffic, retarget, and stay top of mind.
Facebook first for awareness + email collection, then Google retargeting with Performance Max.
Run Meta ads to a lead magnet, then retarget with Google Display + YouTube for omnipresence.
Want to dominate both? Start with Google to get the high-intent data, then build a retargeting list for Facebook to mop up anyone who didn’t convert.
Here’s how we build campaigns at Lion Bear Media:
Google Search Ads for intent-based traffic
Google Performance Max for omnichannel visibility
Facebook Video Ads for cheap attention + awareness
Meta Retargeting with social proof/testimonials
YouTube Retargeting to stay sticky
We call it the “Surround Strategy.”
Google Ads need optimized landing pages. If your page sucks, your ads won’t work.
Facebook leads need nurturing. Cheap leads = more follow-up required.
Both platforms are better with CRM + automation.
That’s why we automate the entire follow-up process with our AI tools at LionBear.ai.
If you’re:
A local service business (Plumber, HVAC, Dentist, Contractor): Start with Google Ads.
A coach or info product seller: Facebook Ads for audience-building.
A retail or ecomm brand: Combo of Meta + Google Shopping/YouTube.
But if you want to:
Maximize leads
Lower cost per conversion
Automate everything after the click…
Then let’s talk.
Need help building a lead-gen machine that runs 24/7 using Google + Facebook + AI?
📩 Contact us today for a FREE consultation.
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