Google vs Facebook Ads for NJ Small Businesses

It's the question every NJ small business owner asks at some point: 'Should I spend my ad budget on Google or Facebook?' And the internet is full of unhelpful answers like 'it depends' or 'both are great.' Let's cut through the noise and give you an actual answer based on what we've seen managing hundreds of campaigns for New Jersey businesses.

The short answer? It depends on what you sell and how people buy it. But let me show you exactly how to decide — and how our PPC advertising services can maximize whichever platform makes sense for your business.

A Quick Primer on Both Platforms

Google Ads shows your ad to people who are actively searching for what you offer. Someone types 'roofer in Morristown NJ' into Google, and your ad appears at the top. This is intent-based advertising — you're reaching people who already want what you sell.

Facebook/Instagram Ads show your ad to people based on demographics, interests, and behaviors — not search intent. Someone is scrolling their feed looking at their friend's vacation photos, and your ad for kitchen remodeling appears. This is interruption-based advertising — you're creating demand rather than capturing it.

Both work. But they work differently, and understanding that difference is the key to spending your budget wisely.

The New Jersey Context — Why It Matters Where You Advertise

New Jersey is one of the most expensive states for digital advertising. We're densely populated, highly connected, and competition for local keywords is fierce. A click on 'plumber near me' in Morris County can cost $15-30 on Google Ads. That same budget on Facebook might get you 50-100 impressions to homeowners in the same area.

The cost difference matters, but so does the quality. One Google click from someone actively searching for a plumber is worth more than 100 Facebook impressions to people who aren't thinking about plumbing. Context is everything.

When Google Ads Wins for NJ Businesses

Google Ads management is the clear winner when:

• You offer emergency or urgent services — plumbing, HVAC, towing, locksmith. These searches happen when someone has an immediate need.
• Your service has high intent — people search for 'divorce attorney NJ' or 'commercial electrician' when they need one now.
• You want phone calls — Google's call extensions and call-only ads are powerful for service businesses.
• You compete locally — Google's Local Service Ads put you in front of people in your exact service area.

For most service-based NJ businesses — contractors, attorneys, medical practices, auto repair — Google Ads delivers the highest-intent leads with the most measurable ROI.

When Facebook & Instagram Ads Win

Facebook advertising and Instagram advertising are the better choice when:

• You sell a visual product — home remodeling, landscaping, restaurants, fashion. Instagram especially thrives on beautiful imagery.
• You need brand awareness — new businesses or new service offerings need people to know they exist before they search.
• You have a longer sales cycle — real estate, financial services, and B2B often require nurturing over weeks or months.
• You're targeting specific demographics — Facebook's targeting lets you reach homeowners aged 35-55 in specific NJ zip codes who recently moved.

Budget Breakdown — What to Expect in NJ

Here's what realistic budgets look like for NJ businesses in 2026:

• Google Ads: Minimum $1,500-2,500/month for competitive local services. Below $1,000/month, you're often spreading too thin to get meaningful data.
• Facebook/Instagram Ads: Minimum $500-1,500/month for local campaigns. You can start smaller, but below $500 the algorithm doesn't have enough data to optimize.
• Management fees: Expect 15-25% of ad spend or a flat monthly fee of $500-1,500 from a legitimate agency. Anyone charging less is either automated or inexperienced.

The most important metric isn't cost-per-click — it's cost-per-lead and cost-per-acquisition. A $30 Google click that turns into a $15,000 roofing job is an incredible ROI. A $0.50 Facebook click that never converts is a waste.

Can You Run Both? (Yes, and Here's How)

The best results often come from running both platforms strategically through integrated social media marketing and PPC campaigns. Here's how we do it for NJ clients:

• Google Ads capture high-intent searches — people actively looking for your service get ads immediately
• Facebook retargeting follows up — people who visited your site but didn't call see your ads on Facebook/Instagram for the next 30 days
• Facebook builds awareness — brand awareness campaigns introduce you to potential customers before they need you
• Google captures the search later — when those awareness-stage prospects eventually search, they recognize your brand and click

This creates a full-funnel approach where you're capturing demand AND creating it. It's more complex to manage, but the results compound.

Which Platform Is Right for Your Business?

Still not sure? Here's the simplest test: think about how your customers find you. If they search for your service on Google when they need it, start with Google Ads. If they need to see your work and build trust before buying, start with Facebook/Instagram. If you can afford both, do both.

Need help figuring out the right mix? Call Randle Media at (973) 862-7867 or book a free strategy session. We'll analyze your business, your competition, and your budget — and give you a clear recommendation on where your ad dollars will work hardest.