If you’ve decided it’s time to invest in paid advertising, the next question is usually: where? Facebook ads and Google ads are the two most common options for small businesses in Ireland, and the honest answer is that both can work, but they work in very different ways, and the right choice depends entirely on your business.
Here’s a straightforward breakdown.
How Google Ads Work
Google Ads (also called search ads or pay-per-click) show up when someone is actively searching for something. If a person in Killarney types “plumber near me” or “wedding venue Kerry” into Google, your ad can appear at the top of the results.
The big advantage is intent. Someone searching for what you offer is already looking for it : you’re not interrupting them, you’re appearing exactly when they need you. That tends to lead to higher conversion rates.
The trade-off is cost. Because you’re bidding against other businesses for the same search terms, popular keywords can get expensive quickly. And if nobody is searching for what you offer, if you’re selling something new or niche, there’s no search volume to tap into.
Google Ads work best for: Service businesses, trades, hospitality, anything with clear search demand like “accountant Tralee”, “B&B Kenmare”, “electrician Kerry”.
How Facebook Ads Work
Facebook and Instagram ads work differently. Instead of targeting people based on what they’re searching for, you target them based on who they are using clues like their location, age, interests, behaviours, and more.
You’re reaching people who weren’t necessarily looking for you, but who match the profile of someone likely to be interested. Done well, it’s a powerful way to build awareness, drive traffic, and generate leads.
Facebook ads also tend to be more visual and creative and a strong image or video is central to whether the ad performs. They’re excellent for building brand recognition over time, promoting specific offers or events, and reaching a local audience in a defined area.
Facebook ads work best for: Retail, food and hospitality, events, ecommerce, anything visual, businesses trying to build an audience or promote something specific.
So Which Should You Choose?
For most Kerry businesses, the answer is start with Facebook unless you have a very specific service with proven search demand.
Here’s why: Facebook ads give you more control over your audience, your budget, and your creative. The barrier to entry is lower, the results are easier to read, and for local businesses trying to build a presence, the ability to reach people in a defined geographic area, for example, a 20km radius of Tralee, is hugely valuable.
Google Ads become more powerful once you have a well-optimised website and a clear understanding of what your customers are searching for. They’re also brilliant for businesses that get most of their work through search results like trades, professional services, and the like.
Many businesses end up using both. They use Facebook to build awareness and stay front of mind, and Google to capture people who are actively searching. But if you’re starting out and working with a limited budget, pick one and do it properly rather than splitting a small budget across two platforms.
Worth noting: TikTok ads are increasingly worth considering alongside both. If your audience skews younger or your product is visual, TikTok’s ad platform offers strong reach at a lower cost than either Facebook or Google right now.
Getting the Most From Your Ad Budget
Whichever platform you choose, the basics matter more than the platform itself. A clear goal, a well-defined audience, a strong creative, and a landing page that does its job all determine whether an ad campaign works, not which platform it runs on.
You can see a full breakdown of what we offer and our pricing, or if you’d like an honest assessment of where your budget would work hardest, get in touch and we’ll talk it through.