Two of the most powerful paid advertising platforms available to South African businesses — Google Ads and Facebook & Instagram Ads — are often positioned as alternatives. They’re not. They serve fundamentally different stages of the customer journey and work best in combination. But when budget is limited and a choice must be made, this guide gives you a clear, honest comparison for Cape Town and Johannesburg businesses.
The Core Difference in One Sentence
| Key Distinction Google Ads captures people actively searching for what you offer right now. Facebook Ads targets people who match your ideal customer profile, whether or not they’re actively searching. |
Side-by-Side Comparison
| Factor | Google Ads | Facebook & Instagram Ads |
| User intent | HIGH — actively searching for a solution | LOWER — browsing social media, not actively searching |
| Best for | Capturing existing demand | Creating new demand and brand awareness |
| Creative requirement | Text-based ad copy, landing page quality | Strong visual creative — images and video |
| Speed to leads | 24-72 hours after launch | 24-48 hours, but conversion rates typically lower for cold audiences |
| Typical CPC (SA) | R15-R150 depending on industry | R2-R15 (lower CPC but often lower intent) |
| Audience size | Limited by actual search volume | Much larger — 25M+ SA Facebook users |
| Retargeting capability | Strong (RLSA, Display) | Excellent (Meta Pixel, Custom Audiences) |
| Brand building | Limited | Excellent — visual storytelling across feeds and stories |
| B2B effectiveness | High for service keywords | Moderate (LinkedIn typically better for B2B) |
When to Choose Google Ads First
- Your service has clear, active search demand (legal, medical, trades, financial services)
- You need leads immediately and have a conversion-ready landing page
- Your average customer lifetime value is high enough to justify higher CPCs
- Your industry has low visual differentiation — expertise matters more than aesthetics
When to Choose Facebook & Instagram Ads First
- Your product or service is visually compelling (real estate, tourism, food, fashion, beauty)
- You want to build brand awareness across Cape Town or Johannesburg before converting
- Your audience is browsing and discovering rather than actively searching
- You have strong visual creative assets or an engaging brand story to tell
Industry Recommendations: Google vs Meta for SA Businesses
| Industry | Primary Recommendation | Secondary |
| Legal & Attorneys | Google Ads (high-intent searches) | Meta retargeting of website visitors |
| Medical & Dental | Google Ads (urgent need, local search) | Meta for cosmetic procedures and awareness |
| Real Estate | Both simultaneously | Google for mandate seekers, Meta for property listing viewers |
| Tourism & Hospitality | Meta (Instagram) primary | Google for direct accommodation searches |
| Ecommerce | Google Shopping primary | Meta dynamic retargeting essential |
| Restaurants | Meta (Instagram) primary | Google for “restaurant near me” searches |
| Construction & Trades | Google Ads primary | Meta for before/after project portfolio |
| Financial Services | Google Ads primary | Meta retargeting and LinkedIn for B2B |
| Professional Services | Google Ads + LinkedIn | Meta retargeting for mid-funnel |
The Best Answer: Run Both With Different Objectives
For most Cape Town and Johannesburg businesses with sufficient budget, running Google Ads for capturing active searchers and Meta Ads for retargeting website visitors and building brand awareness produces significantly better results than either channel alone. Google Ads fills the top of your lead pipeline with high-intent enquiries while Meta Ads recaptures the warm visitors who didn’t convert immediately.
Frequently Asked Questions
Which platform is more cost-effective for a small SA business on a limited budget?
If budget requires a single choice, most South African service businesses see better immediate lead ROI from Google Ads because of the higher intent of search traffic. Facebook Ads with a small budget often produces awareness rather than direct leads. However, exceptions exist — visually compelling businesses in tourism, food, and lifestyle often see excellent results from focused Instagram campaigns even at modest budgets.
Do Google Ads and Facebook Ads help each other’s performance when run together?
Yes, significantly. Running Facebook retargeting alongside Google Ads creates multiple touchpoints — a prospect may see your Google Ad when searching, visit your website, then see your Facebook retargeting ad while scrolling — increasing the likelihood of conversion across the full customer journey. This multi-channel presence also builds brand familiarity, which improves Google Ads click-through rates over time.
Which platform is better for targeting Johannesburg suburbs specifically?
Both platforms allow suburb-level geographic targeting in Johannesburg. Google Ads allows suburb-level keyword targeting (e.g. “accountant Sandton”) and geographic bid adjustments per area. Facebook allows suburb-level radius targeting or specific location pins. For keyword-intent capture, Google is more precise. For audience-based targeting within a specific Johannesburg suburb, Facebook’s demographic layering offers more audience flexibility.
How should I split my budget between Google Ads and Facebook Ads?
A common starting point for SA businesses with a combined budget of R8,000-R15,000 per month is 60-70% to Google Ads (for direct lead capture) and 30-40% to Meta Ads (primarily for retargeting and brand awareness). As your Meta audience builds and retargeting improves conversion rates from existing traffic, this split can be adjusted based on actual cost-per-lead data from each channel.
Is LinkedIn Ads a better alternative to Facebook Ads for B2B businesses in South Africa?
For B2B businesses targeting senior decision-makers by job title and industry in Cape Town and Johannesburg, LinkedIn typically outperforms Facebook for cold-audience direct lead generation — despite higher CPCs. However, Facebook retargeting (targeting website visitors with Facebook Ads) remains highly effective for B2B at lower cost than LinkedIn retargeting. Most SA B2B businesses benefit from Google Ads for search capture, LinkedIn for direct outreach, and Facebook/Instagram for retargeting.
“Not sure whether Google or Facebook Ads is right for your SA business? Get a free paid media consultation and honest recommendation today.”
