Facebook Ads vs Google Ads: Which Works Better for Nigerian Businesses?

You've decided to invest in online advertising. Smart move. But now you're faced with a question: Facebook Ads or Google Ads?

Everyone has an opinion. Your friend swears by Facebook. Someone on Twitter says Google is the only way. A digital marketer you follow says you need both.

Who's right?

The truth is, it depends on your business, your goals, and your customers. But after managing millions of naira in ad spend for Nigerian businesses, we can tell you exactly when to use each platform—and why.

Let's break it down with zero fluff.

The Core Difference: Interruption vs. Intent

This is the most important thing to understand:

Facebook Ads = Interruption Marketing People aren't on Facebook looking for what you sell. They're scrolling to see what their friends are up to, watch funny videos, and argue about politics. Your ad interrupts their activity.

Google Ads = Intent Marketing People search on Google because they're actively looking for something. They type "best phone repair shop near me" or "affordable hotels in Abuja." They have intent. Your ad meets them at that moment of need.

This fundamental difference affects everything: who sees your ads, how they respond, and what results you get.

When Facebook Ads Work Better

Facebook Ads excel in specific situations:

1. Selling Products People Don't Know They Need (Yet)

Some products solve problems people don't actively search for. Fashion, impulse buys, new gadgets, innovative services.

Example: You sell stylish phone cases. Nobody wakes up and searches "cool phone cases near me." But when someone scrolling Instagram sees your beautiful product in their feed, they think, "Oh, I actually do need a new case!"

Facebook creates demand. Google captures existing demand.

2. Visual Products

If your product looks good and that's a major selling point, Facebook (especially Instagram) is powerful.

Fashion, jewelry, home decor, food, beauty products, art—these sell well on Facebook because you can showcase them visually in a way that grabs attention.

3. Targeting by Demographics and Interests

Facebook knows scary amounts about its users: age, location, interests, behaviors, job titles, relationship status, purchase history, and more.

Want to target "women in Lagos aged 25-40 interested in fitness"? Easy on Facebook. Impossible on Google (unless they search for something fitness-related).

4. Building Brand Awareness

If your goal is to get your name out there and build recognition, Facebook is more cost-effective than Google.

You can reach thousands of people cheaply with engaging content, videos, and stories. Over time, this builds familiarity. And familiarity builds trust.

5. Lower Cost Per Click (Usually)

In Nigeria, Facebook clicks are generally cheaper than Google clicks. You might pay ₦50-₦200 per click on Facebook versus ₦200-₦1,000+ per click on Google (depending on your industry).

If you're working with a very tight budget, Facebook might stretch further.

6. Retargeting People Who Know You

Someone visited your website but didn't buy? Engaged with your Instagram but didn't purchase? Facebook's retargeting lets you show ads to these warm audiences.

This is powerful. These people already know you. A reminder ad with a special offer can push them over the edge.

When Google Ads Work Better

Google Ads dominate in different scenarios:

1. Capturing High-Intent Searches

When someone searches "emergency plumber in Lekki" or "divorce lawyer near me" or "buy iPhone 15 Pro Max Nigeria," they're ready to take action.

These are hot leads. They're not browsing. They're looking to hire someone or buy something right now.

Google Ads puts you in front of them at that exact moment. That's why Google often has higher conversion rates than Facebook.

2. Service-Based Businesses

Plumbers, lawyers, accountants, consultants, repair services, medical professionals—these businesses thrive on Google.

Why? Because people search for services when they need them. Nobody scrolls Facebook thinking, "I need a lawyer today." They Google it.

3. B2B (Business-to-Business) Marketing

If you sell to other businesses, Google is usually more effective than Facebook.

Business owners making purchase decisions are more likely to search "best HR software in Nigeria" or "corporate event planner in Lagos" than to discover you while scrolling Facebook.

4. Higher-Value Products/Services

Generally, the more expensive your offering, the better Google performs.

Why? Because expensive purchases require research. People search, compare options, read reviews. They're not making a ₦500,000 decision based on an Instagram ad they saw while scrolling.

They search. And if you're there with the answer, you win.

5. Local Searches

Google dominates local search. "Restaurant near me," "gym in Abuja," "mechanic around me"—these searches happen millions of times daily in Nigeria.

Google's Local Service Ads and Maps placement put your business directly in front of local customers actively looking for what you offer.

6. Immediate Needs

Emergency services, urgent solutions, time-sensitive searches—these happen on Google.

When someone's car breaks down, their AC stops working, or they need a last-minute birthday cake, they're not checking Facebook. They're frantically searching Google.

Cost Comparison (Real Nigerian Numbers)

Let's talk budget.

Facebook Ads:

• Minimum daily budget: ₦1,000 (though we recommend at least ₦3,000-₦5,000 for meaningful results)
• Average CPC (cost per click): ₦50 - ₦300
• Average CPM (cost per 1,000 impressions): ₦500 - ₦2,000
• Recommended starting budget: ₦100,000/month

Google Ads:

• Minimum daily budget: No official minimum, but you need at least ₦5,000-₦10,000/day for decent results
• Average CPC: ₦200 - ₦1,500 (varies wildly by industry)
• Competitive industries (insurance, loans, lawyers): ₦1,000 - ₦5,000 per click
• Recommended starting budget: ₦150,000-₦300,000/month

Bottom line: Facebook is generally cheaper per click, but Google clicks are often higher quality.

Conversion Rates: Which Actually Drives Sales?

This is what really matters: which platform makes you money?

From our experience with Nigerian businesses:

Facebook Ads:

• Average conversion rate: 1-3%
• Good for: Impulse purchases, lower-priced items (₦5,000-₦50,000), building audience
• Challenge: Requires multiple touchpoints; people rarely buy on first click

Google Ads:

• Average conversion rate: 3-8%
• Good for: Higher-intent purchases, services, urgent needs
• Challenge: More expensive; requires good keyword strategy

Example:

• You spend ₦100,000 on Facebook, get 1,000 clicks at ₦100 each, convert 2% = 20 customers
• You spend ₦100,000 on Google, get 200 clicks at ₦500 each, convert 5% = 10 customers

Facebook brought more customers. But if each customer is worth ₦10,000 to you:

• Facebook: 20 customers x ₦10,000 = ₦200,000 revenue (₦100,000 profit)
• Google: 10 customers x ₦10,000 = ₦100,000 revenue (₦0 profit)

But if each customer is worth ₦50,000:

• Facebook: ₦1,000,000 revenue (₦900,000 profit)
• Google: ₦500,000 revenue (₦400,000 profit)

The math depends on your business model.

The Truth: Most Businesses Need Both

Here's what we've learned managing campaigns for 200+ Nigerian businesses:

The businesses that win use both platforms strategically.

Here's the framework we recommend:

Use Facebook Ads for:

• Top of funnel: Introduce your brand to new people
• Building audiences: Create custom audiences of people who engage with your content
• Retargeting: Stay in front of people who visited your website or engaged with you
• Visual storytelling: Show your products, share customer testimonials, tell your brand story

Use Google Ads for:

• Bottom of funnel: Capture people ready to buy
• Service-based lead generation: Target high-intent searches
• Local discovery: Show up when people search for your service nearby
• Converting warm traffic: After Facebook introduces you, Google is where the sale happens

The Integrated Strategy:

Month 1-2: Build Awareness (Facebook-Heavy)

• 70% budget on Facebook
• 30% budget on Google
• Goal: Get your name out there, build audiences, test messaging

Month 3+: Convert and Scale (Balanced)

• 50% budget on Facebook (retargeting + new audiences)
• 50% budget on Google (high-intent keywords)
• Goal: Convert warm audiences and capture search traffic

This approach lets you build awareness cheaply on Facebook while capturing high-intent searches on Google.

Industry-Specific Recommendations

E-commerce (Fashion, Gadgets, etc.): Start with Facebook (70%), add Google Shopping later (30%)

Service Businesses (Plumbing, Legal, Consulting): Start with Google (70%), add Facebook retargeting later (30%)

Restaurants & Food: Equal split: Google for "food near me" searches, Facebook for showcasing menu and ambiance

Real Estate: Facebook for awareness and showcasing properties (60%), Google for "buy property in [location]" searches (40%)

B2B Services: Google (60%) for search intent, LinkedIn and Facebook (40%) for targeting specific job titles and industries

Health & Beauty: Facebook/Instagram (60%) for visual appeal and targeting, Google (40%) for urgent needs

Common Mistakes Nigerian Businesses Make

Mistake 1: Choosing based on what's trending "Everyone's doing Facebook ads, so I should too." Strategy should drive platform choice, not hype. Read about common digital marketing mistakes Nigerian SMEs make to avoid this trap.

Mistake 2: Spreading budget too thin ₦50,000 split across Facebook and Google won't work. Pick one, master it, then expand.

Mistake 3: Using the wrong objective Running "Engagement" campaigns when you want sales. Running "Awareness" campaigns when you want leads. Match objective to goal.

Mistake 4: No tracking If you don't know which platform brings sales, you're just guessing. Install tracking pixels and analytics.

Mistake 5: Giving up too soon Both platforms need time to learn and optimize. One week isn't enough. Give it at least 30 days and ₦100,000 minimum.

How to Decide Right Now

Ask yourself these questions:

1. Do people actively search for what I sell?

• Yes = Google
• No = Facebook

2. Is my product/service visual?

• Yes = Facebook
• No = Google

3. What's my budget?

• Under ₦100,000/month = Pick one (probably Facebook)
• Over ₦150,000/month = Test both

4. What's my goal?

• Brand awareness = Facebook
• Direct sales/leads = Google
• Both = Both platforms

5. How much is a customer worth to me?

• High lifetime value = Google's higher CPC is worth it
• Low transaction value = Facebook's volume might work better

Ready to Stop Guessing and Start Winning?

Look, you can keep trying to figure this out yourself. Testing. Wasting money. Getting frustrated.

Or you can work with people who do this every single day.

At NeX Consulting, we've managed campaigns across both Facebook and Google for businesses in every industry imaginable. We know what works in the Nigerian market. We know how to stretch your budget. And we know how to actually drive sales, not just clicks.

Ready to Take Action?

Don't waste another naira on ads that don't work. At NeX Consulting, we've helped 200+ Nigerian businesses across Lagos, Abuja, Port Harcourt, and beyond choose the right platform and manage campaigns that actually generate ROI.

We Help You Choose and Manage the Right Channel →

We'll analyze your business, your goals, and your budget. Then we'll build and manage campaigns on the right platform—or both—to maximize your return.

Because you shouldn't have to choose between Facebook and Google. You should choose results.