TL;DR
Stop treating Google Ads vs Facebook Ads like an either/or. In 2025, Google Ads is where you capture high-intent leads ready to act. Facebook Ads keeps you visible and expands your reach. Google costs more but converts faster. Facebook is cheaper but colder. The smart play: run both. Use Google for conversions, Facebook for visibility.
The Real Question Advisors Ask
You’ve probably run both platforms, and you’ve probably asked yourself more than once:
“Which one is actually working?”
The reports look fine. The spend keeps climbing. But the leads? Not always lining up with the dollars going out.
That’s the tension in 2025. It’s not about “what is Google Ads” or “what is Meta Ads.” You already know that. The only question that matters: Which one gets me clients, and at what cost?
Google Ads: The High-Intent Option
When someone types “financial advisor near me” or “tax professional in Michigan,” they’re not browsing. They’re ready.
Why Google Ads wins here:
- High-intent traffic: You’re at the decision point.
- Analytics you can act on: You can see exactly which keywords triggered calls or form fills.
Scalable spend: If it works, you can push budget without rebuilding the campaign.
But—here’s the catch:
- $15–$20 CPC is normal in financial services.
Competition is fierce. Everyone wants those clicks.
What advisors actually ask:
- “Is $18 a click worth it if only half of them convert?”
“How do I know which keywords are paying off?”
Bottom line: Google puts you in front of prospects who are ready to act. You’ll pay more, but the leads are warmer.
Facebook Ads: The Awareness Builder
Facebook, Instagram, Messenger, WhatsApp—they don’t wait for a search. They put your message in front of people who look like your ideal client.
Why Meta Ads still matter:
- Lower costs: A single Google click can cost as much as a thousand Facebook impressions.
- Creative options: Reels, Stories, carousels—formats that stand out in a scroll.
Audience expansion: Lookalikes and Advantage+ make it easier to test new markets.
But:
- Targeting isn’t what it was. Privacy updates mean broader strokes.
Leads are colder. You’ll need more follow-up before a call books.
What advisors actually ask:
- “Do I need leads this week—or do I need to stay visible until Q4?”
- “Am I paying for likes instead of real conversations?”
Bottom line: Facebook keeps you top of mind, but conversions take time.
2025 Comparison: What Matters Now
Forget the vanity metrics. Here’s what matters in your day-to-day:
- Cost per click: Facebook is cheaper. Google is higher.
- Lead quality: Google brings warmer, intent-driven prospects.
- Brand presence: Facebook keeps you visible when prospects aren’t actively searching.
Video & mobile: Both are betting big here—YouTube Shorts on Google, Reels on Meta.
The filter to apply:
- Do I need clients now? → Lean on Google.
Do I need to stay visible all year? → Lean on Facebook.
The Smart Play: Run Both
The mistake is running one and ignoring the other.
- Use Facebook Ads to reach prospects who aren’t searching yet but match your target profile.
Use Google Ads to capture the ones who are already typing “advisor near me.”
Together, they create a funnel: awareness → consideration → conversion.
If you only run one, you’re missing half the picture.
Final Word
So, Google vs Facebook? Neither “wins.” The only win is knowing what each does best—and using both strategically.
- Google Ads = Conversions (ready-to-act leads).
Facebook Ads = Visibility (consistent presence).
Not sure how to balance both without overspending?
Contact us and we’ll show you how advisors are splitting ad spend in 2025 to get measurable results.
Also keep an eye on our blog—we’ll break down specific campaign structures advisors are using this year to stop wasting spend and start getting ROI.
FAQs: Google Ads vs Facebook Ads in 2025
1. Which platform brings higher-quality leads for financial advisors?
Google Ads usually delivers warmer leads with stronger intent. Facebook Ads works better for visibility and nurturing over time.
2. How expensive are ads for advisors in 2025?
Google clicks in financial services often cost $15–$20+. Facebook impressions cost less, but the leads usually take longer to convert.
3. Which is better for local client acquisition?
Google Ads. Search terms like “advisor near me” dominate local intent. Facebook can help reinforce your visibility within your community.
4. Did privacy changes make Facebook Ads less effective?
Yes—targeting is broader now. The advisors winning in 2025 use first-party data, custom audiences, and sharper creative.
5. How should I split my budget between Google and Facebook?
Most advisors see results by combining both: Google for high-intent leads, Facebook for awareness and retargeting. The right split depends on your market and budget.
6. Is Google AdWords the same as Google Ads?
Yes. Google rebranded AdWords to Google Ads in 2018. Today it covers Search, Display, YouTube, and Performance Max campaigns.
