Are you considering Google Ads vs Social Media CPC? Find out which marketing method is right for your small business.
Choosing where to spend your online ad budget can feel confusing for a small business. Two of the most common options are Google Ads and paid ads on social media platforms like Facebook, Instagram, TikTok and LinkedIn. Both use a Cost Per Click (CPC) model, where you pay each time someone clicks on your ad, but they work in very different ways.
Google Ads reach people who are already searching for what you offer. Social media ads reach people based on who they are and what they are interested in. One focuses on search intent, the other on audience targeting. The right choice can affect how many leads you get, how strong those leads are and how far your budget goes.
In this article, we will compare Google Ads CPC and social media CPC for small businesses. We will look at costs, targeting, results and how easy each platform is to manage. By the end, you will have a clearer idea of which option suits your goals or whether a mix of both is the best approach.
Why the Google Ads vs Social Media Debate Matters for UK Small Businesses
UK small businesses are investing more than ever in digital marketing, with paid advertising budgets increasingly split between Google Ads and social media ads on platforms like Facebook, Instagram, TikTok, and LinkedIn.
When every pound of your marketing spend matters, understanding the key differences between Google Ads and social media ads has never been more essential.
While social media ads almost always deliver a lower cost per click (CPC), Google Ads typically offers much higher conversion rates and better return on investment (ROI) for businesses whose customers are actively searching for their products or services.
Average Cost Per Click (CPC) – Google Ads vs Facebook, Instagram, TikTok & LinkedIn
In 2025, the average Google Ads CPC for most small-business sectors in the UK ranges from £1.00 to £3.50 in less competitive industries such as local trades, professional services, or niche e-commerce.
In high-competition sectors like finance, legal services, or home improvements, Google Ads CPC regularly climbs to £5–£15 or more. These costs reflect the pay-per-click (PPC) model Google uses, where you bid on specific keywords that trigger your search ads or Google Shopping ads when users are actively searching on Google Search.
By comparison, social media ads remain significantly cheaper. Facebook and Instagram ads combined average £0.50–£1.50 per click for most UK campaigns, while TikTok sits around £0.40–£1.00 for consumer brands.
LinkedIn is the exception on the social side, often reaching £6–£12+ for B2B targeting. Even at the higher end, social media platforms offer a far lower cost per click than competitive Google Ads campaigns.
Why Lower CPC on Social Media Doesn’t Always Mean Better Results
A lower CPC on social media doesn’t automatically mean better results. Google Ads excels at capturing high-intent traffic – people who are already searching Google for exactly what you sell.
Someone typing “emergency plumber Manchester” or “best accountant Leeds” has clear search intent and is often ready to buy immediately. This intent traffic drives higher conversion rates, regularly 5–12% (and sometimes 20–30% for optimised local service businesses) on Google search ads and shopping ads.
Social media platforms like Facebook, Instagram, and TikTok reach users who may not yet realise they need your product or service. While video ads, image carousels, and stories can build brand awareness and engagement brilliantly, conversion rates from cold social media ads typically sit between 1–3%.
Warm retargeting campaigns on these platforms perform better (8–12%), but still rarely match the purchase intent found in Google search results.
Which Businesses Get the Best ROI from Google Ads vs Social Media?
Many small-business owners fall into the trap of choosing Google Ads or social media ads based purely on cost per click. In reality, a £6 Google Ads click that converts at 15% is far more profitable than a £0.60 Facebook ad click converting at 1%.
The most successful UK businesses combine Google Ads and social media ads in a full-funnel strategy: using social platforms (especially Facebook and Instagram) for low-cost audience targeting, brand building, retargeting, and top-of-funnel visibility, then driving high-intent traffic and conversions through Google Ads and Google Shopping.
Local service-based businesses (plumbers, electricians, salons, estate agents) continue to see the best ROI from Google Ads because customers are actively searching at the moment of need.
E-commerce brands selling fashion, beauty, gifts, or lifestyle products often achieve lower customer acquisition costs and strong performance via Facebook, Instagram, and TikTok video ads and display ads.
B2B companies and professional services targeting decision-makers frequently use LinkedIn alongside Google for maximum reach and lead generation.
How to Decide Where to Allocate Your Budget
The smartest paid advertising strategy starts with understanding your customer journey. If your target audience is actively searching for your products or services right now, allocate the majority of your budget to Google Ads – even if the CPC looks high at first.
If your customers need to discover your brand or be reminded they have a problem you solve, begin with social media platforms like Facebook, Instagram, and TikTok to build audiences cost-effectively, then capture ready-to-buy searchers with Google Ads and remarketing.
Testing both platforms is easier and more affordable than ever. You can gather meaningful performance data from Google Ads with £20–£30 daily spend in most UK locations, while Facebook, Instagram, and TikTok campaigns deliver insights at just £10–£15 per day.
The businesses that achieve the highest ROI in 2025 stop asking “Google Ads vs social media – which is cheaper?” and instead ask “where is my target audience right now, and which platform lets me reach them most effectively?”
The Winning Strategy: Use Google Ads AND Social Media Together
Ultimately, the most powerful approach for the majority of UK small businesses isn’t choosing between Google Ads and social media ads – it’s using both together. Social media fills the top of the funnel with low-cost brand awareness, engagement, and retargeting.
Google Ads converts the bottom of the funnel with high-intent searchers who are ready to buy. When combined correctly, Google Ads and social media create a cost-effective, measurable flywheel that drives traffic, leads, sales, and long-term growth far better than running either platform alone.
Need Help Running Google Ads & Social Media Ads That Actually Work?
Need help deciding the right mix of Google Ads and social media ads for your business, or want an agency to manage and optimise both for maximum results? Follow our blog and social media accounts today.
We offer tips and advice that have helped hundreds of UK businesses increase conversion rates, lower effective costs, and achieve outstanding ROI across Google, Facebook, Instagram, TikTok, and LinkedIn.
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Sources:
- WordStream Google Ads & Facebook Ads Benchmarks 2025
- LOCALiQ UK Paid Advertising Benchmark Report 2025
- JDR Group – UK Facebook Ads Cost Guide 2025
- Breeze Development – Google Ads Cost UK 2025
- Orion Byte – Paid Social Advertising Costs UK 2025
- Quokka Agency – LinkedIn Advertising Costs UK 2025
- AgencyAnalytics, Madgicx, Gupta Media and various aggregated client data from Noticed campaigns January–October 2025