Facebook Ads or Google Ads? Why Facebook Ads Fail for Most Businesses (And When They Might Work)

Facebook Ads are often sold as a must-have for businesses. Seems easy. Seems cheap. Plenty of experts sell that service. But the reality? Most businesses waste money on Facebook Ads.

The targeting is flawed.
The leads are often low quality or completely irrelevant.
It rarely works for businesses that need to reach people actively looking for a service.

If you’ve tried running Facebook Ads and felt like you were throwing money into a black hole, you’re not alone. Or, if you’ve been considering running ads and aren’t sure whether you want Facebook ads, Google ads, or another platform entirely, you likely want to know the real, no BS pros and cons before you start.

For many businesses, Google Ads is the better choice.

But there are a few rare cases where Facebook Ads might be worth considering—if done right. And just because you hire a company to do it for you, doesn’t mean it is “done right”. In fact, if they haven’t discussed the pros and cons with you and provided information on other platforms that may be a better option for you and why, you still may not be getting the most ROI.

Why Facebook Ads Fail for Most Businesses

Sure, there are businesses that have success with running Facebook ads. Yet the solid argument that we will give every time is that in many cases, their response could have been even better using a different platform.

Is “okay” results good enough for you?

Many businesses don’t realize that Facebook Ads were never designed for direct-response marketing. Facebook is a social platform, not a search engine.

This means:
✅ It works for brand awareness, impulse buys, and engagement.
❌ It fails for high-intent services, local businesses (geotargeting), and anything urgent.

Facebook Fails Geotargeting

And let’s talk about one of the biggest issues with Facebook ads that all businesses complain about – even those with huge budgets: geotargeting. If your business ONLY sells in one locale – either because you’re licensed to work in one state and not others, or you don’t ship overseas, or etc. – Facebook ads are notoriously terrible at correct geotargeting. They look at anyone who has spent any time in the location, whether that’s driving through, a layover at an airport, or even using a VPN, as being IN that location. This means that a LOT of your ad dollars are spent targeting people who can never be your client.

Even worse, those targeted ads may turn into leads (which you paid for), and now you either need to manually reject all of those prospects, initiate refunds for people you can’t serve, or otherwise waste time and money simply because Facebook isn’t the best at this type of targeting.

Why Facebook Ads Struggle Without a Strong Sales Funnel

Facebook is not a direct-response platform like Google Ads. Most campaigns fail because they lack a full funnel.

✅ Facebook Ads work best when part of a larger strategy.
❌ If you’re just running ads expecting instant conversions, you’re wasting money.

What Facebook Ads Need to Succeed:

✔ Retargeting – Show ads to people who engaged but didn’t buy.
✔ Lead Magnet – Offer something free (guide, quiz, video) to capture emails.
✔ Email Nurture Sequence – Follow up to build trust before the sale.
✔ Content Marketing – Keep your audience engaged with educational material.

👉 Without these, most Facebook campaigns lose money.

The Reality of Facebook Ads Post-iOS 14+

If you tried Facebook Ads a few years ago and got great results, you may have noticed things have changed.

What Happened with iOS 14?

Apple’s iOS 14 update limited tracking, making Facebook’s targeting weaker.
Conversion tracking is unreliable (it’s harder to see what’s working).
Retargeting audiences are smaller, making ads more expensive.
Cold audience ads require higher budgets and longer testing cycles.

Facebook’s Built-In Features Aren’t Comprehensive (And Often Work Against You)

Facebook forces businesses into using its built-in tools—even when they’re not the best fit for how you actually manage leads, customers, and sales.

If you already have a CRM, an email marketing system, or a structured lead pipeline, Facebook’s tools can create more problems than they solve.

🔹 Here’s why Facebook’s built-in tools fall short—and what you actually need instead.

Facebook Feature	Why It’s a Problem	Better Alternative
Lead Forms	Facebook keeps leads inside its platform, making it hard to integrate with external CRMs. Many leads never see your thank-you page or next steps. Leads are also lower quality because it’s too easy for people to submit without real intent.	Send leads directly to your CRM or email sequence so they get nurtured immediately. Use a dedicated landing page for higher-intent conversions.
Messenger Ads	Encourages users to message your business, but most businesses don’t have time to manage conversations manually. No built-in automation unless you use third-party tools.	Drive people to your website’s contact form or email automation where they can get structured responses and follow-ups.
In-App Checkout for E-Commerce	Facebook wants users to buy inside Facebook, limiting your control over customer data and analytics.	Use your own e-commerce checkout where you control the customer journey, upsells, and email collection.
Retargeting & Tracking	Limited audience size post-iOS 14, unreliable tracking, and lack of multi-channel reach.	Use a multi-platform retargeting strategy (Google Display, YouTube, email, website-based tracking) to capture lost leads.

Facebook is a tool, not a marketing system. If you don’t have external tools to fill in the gaps, or you aren’t able to connect your campaigns to those tools, your campaigns will either not provide the results that they could, or they will cause you more work than you actually wanted. .

Here’s why Facebook Ads don’t work for most businesses and what to do instead.

❌ The Businesses That Struggle with Facebook Ads

Business Type	Why Facebook Ads Don’t Work	Better Alternative
Licensed Professionals (Lawyers, Accountants, Financial Advisors, Real Estate Agents, Therapists, Medical Providers, etc.)	Geotargeting failure – Facebook targets people who have ever been in the state, not just current residents. Leads are often out of area.	Google Ads – People search for these services with location intent.
Emergency Services (Plumbers, HVAC, Locksmiths, Urgent Medical Care, Car Repair, etc.)	People don’t browse Facebook when they have an emergency. They search Google or call directly.	Google Search Ads – Targets people when they need urgent help.
B2B Services & Complex Offerings (IT Consulting, High-Ticket Coaching, Enterprise Software, Fractional C-Suite, Marketing Agencies, etc.)	Facebook targeting is weak for business decision-makers, and decision-making cycles are long.	LinkedIn Ads, Google Ads, SEO, Email Marketing – Best for reaching decision-makers.
Local Service-Based Businesses (Cleaning Services, Home Renovations, Electricians, Pest Control, etc.)	Bad local targeting – Ads often reach people outside the service area or people who will never buy.	Google Local Service Ads, SEO, Direct Mail – Reach actual potential customers.
Products or Services People Don’t Think They Need (Tax Planning for Freelancers, Career Coaching, DIY Legal Help, Niche SaaS, etc.)	People aren’t searching for these, and Facebook won’t reach them unless they already engage with similar content.	Content Marketing, YouTube Ads, SEO – Educate prospects before they search.
Luxury & High-Ticket Services (High-End Travel, Custom Homes, Specialty Medical Procedures, Wealth Management, Private Schools, etc.)	Cold audiences don’t convert – These purchases require trust and relationship-building.	Referral Marketing, Content Marketing, High-Touch Lead Nurture

✅ The Few Cases Where Facebook Ads Might Work (If Done Right)

While most businesses should skip Facebook Ads, there are a few scenarios where they might work—but only with the right strategy.

When Facebook Ads Might Work	Why It Works (Only If Done Right)	Key Strategy for Success
E-commerce & Impulse Buys	Eye-catching visuals trigger impulse purchases. Works best for trendy or inexpensive products.	High-quality lifestyle images, video ads, limited-time offers, aggressive retargeting.
Brand Awareness & Lead Generation (Coaches, Memberships, Online Courses, Events, Webinars)	People may not be searching, but a well-positioned message can plant the idea.	Free lead magnets, engaging video content, social proof, retargeting sequences.
Social Proof-Heavy Products (Beauty, Fashion, Health, Wellness, Fitness, etc.)	Before-and-after transformations and influencer testimonials drive interest.	Strong visuals, emotional storytelling, user-generated content, influencer marketing.
Highly Shareable & Emotionally Driven Content	Viral-style videos, relatable memes, and emotional content get shared, expanding reach.	Memes, personal stories, testimonials, interactive polls/questions.
Unique or New Services That Need Awareness First (Text-Based Counseling, SaaS Divorce Software, Personal Finance for Niche Audiences, etc.)	People don’t know these solutions exist, so they must be educated first.	Problem-framing ads, explainer videos, long-term nurturing strategy (email, retargeting).

The Reality Check:

👉 If people don’t already know they need a service, Facebook Ads won’t work.
👉 If awareness and education are required before they search, Facebook might work—but only with a full content strategy.

Facebook Ads are Harder When You Need to Educate the Prospect First

Some businesses offer services that people don’t even know exist.

If you sell something that isn’t an obvious solution already in use, you have to reframe the problem before selling the solution.

Examples of Awareness-First Services & the Right Strategy

Business Type	Problem	Best Approach
SaaS Divorce Software	People assume they need a lawyer.	Comparison ads (“Lawyers vs. DIY Divorce: Which Saves You Money?”), customer testimonials.
Career Coaching for Career Changers	People feel stuck but don’t realize coaching is an option.	Emotional ads (“Hate your job? Let’s talk.”), free career quizzes.
Financial Services for Underserved Niches (Freelancers, Creators, etc.)	Many don’t think they qualify for financial planning.	“Freelancers: Here’s how to save on taxes this year” explainer ads.
Eco-Friendly or Sustainable Products	Customers aren’t aware of less-harmful alternatives; or they aren’t aware what they’re currently using is harmful.	Side-by-side comparisons, influencer-led education.

Key takeaway: Instead of selling the solution, Facebook Ads should educate the audience on the problem first.

When to Combine Facebook & Google Ads for Maximum Impact

Facebook and Google Ads don’t have to be an either-or choice. In some cases, they work best together—but only when used strategically.

🔹 Facebook Ads = Awareness → Educate your audience, introduce new ideas.
🔹 Google Ads = Conversion → Capture demand when they search for more information.

How This Works in Real Life

💡 Example: DIY Divorce Software
1️⃣ Facebook Ad: “Think lawyers are your only option for divorce? Think again.” → This creates awareness.
2️⃣ Google Ad: “Affordable online divorce in Texas” → This captures intent when people search.

Why This Works: Facebook plants the idea; Google captures buyers when they’re ready. Using both means you’re in front of customers at every stage.

Business Type	Best Ad Platform	Why?
Emergency Services (Plumbers, Locksmiths, Lawyers)	Google Ads	People search when they have an urgent need.
Local Businesses (Real Estate, Home Services)	Google Ads	Geotargeting ensures relevant leads.
E-commerce & Impulse Buys	Facebook Ads	Strong visual appeal drives purchases.
High-Ticket B2B Services	Google Ads	Decision-makers research before buying.
Brand Awareness & Engagement	Facebook Ads	Great for storytelling and visibility.
Retargeting Lost Leads	Both	Facebook for engagement, Google Display for follow-up.

Final Takeaways: Where Should You Spend Your Ad Budget?

If you need high-intent buyers, Google Ads is the best choice.
If you’re building brand awareness or introducing a new concept, Facebook Ads can work—but only with a strategic content funnel.
If you have a local business, Facebook’s geotargeting flaws make it a waste of money.

Bottom Line: If your business relies on someone actively needing your service, Facebook Ads will likely fail. If you’re introducing something new or emotional that requires education before purchase, it might work with the right strategy. If you are restricted by location, it’s probably not the best option.