If you run a small or medium-sized business in Singapore, chances are you’ve asked this question:
“Should I invest in Facebook Ads or Google Ads?”
Both are powerful platforms, but they serve different purposes in the customer journey. Choosing the right one depends on your goals, audience, and type of service.
In this article, we break down how Facebook Ads and Google Ads compare for Singapore SMEs, what each does best, and how to combine them for maximum ROI.
Criteria | Facebook Ads (Meta) | Google Ads (Search) |
|---|---|---|
Intent Type | Discovery & Interest | High Search Intent |
Audience Targeting | Behavioural, demographic, and interest-based | Keyword-based (what people search) |
Ad Format | Visual (images, videos, Reels, carousels) | Text ads + Display banners |
Lead Quality | Warm to cold audiences (can nurture via retargeting) | Hot leads actively searching |
CPL (Cost per Lead) | Lower – typically $10–$80 | Higher – typically $40–$150 |
Best For | Awareness, lead generation, retargeting | High-intent services, emergency or urgent needs |
Facebook (and Instagram) Ads are perfect for SMEs that want to create awareness and demand — not just wait for people to search.
Why it works:
Example:
A moving company might not get thousands of Google searches daily, but through Facebook Ads, they can reach homeowners planning a move months in advance — before they even search.
Google Ads are perfect for businesses that depend on search intent — where users are already actively looking for a service.
Why it works:
Example:
A renovation firm may pay $3–$9 per click and $70–$150 per qualified lead, depending on bidding competition and keywords.
Metric | Facebook Ads | Google Ads |
|---|---|---|
Average CPC (Cost Per Click) | $0.80 – $3.00 | $2.50 – $9.00 |
Average CPL (Cost Per Lead) | $10 – $80 | $40 – $150 |
Minimum Daily Budget | $10/day | $25–$50/day |
Creative Requirements | Visuals, videos, offers | Keyword text, landing pages |
Facebook Ads are generally more cost-effective for SMEs that rely on volume and awareness. Google Ads, on the other hand, deliver fewer but higher-intent leads — at a higher price.
The best-performing businesses in Singapore don’t pick one — they combine both strategically:
This omni-platform approach is the formula used in our H.O.M.E. Method™, supported by the Unlimited Creatives Model to keep performance high.
Choose Facebook Ads if you:
Choose Google Ads if you:
Choose both if you:
Still deciding between Facebook and Google Ads?
Talk to The Next Comms, Singapore’s Meta Business Partner with 11+ years of experience helping SMEs generate real leads and measurable ROI. We’ll help you plan the right mix of ads, offers, and follow-up systems to get results faster.
It depends on your business type and goals. For most service-based SMEs — such as movers, interior designers, or beauty clinics — Facebook Ads deliver higher ROI because the cost per lead (CPL) is much lower ($10–$80). Google Ads typically has higher CPL ($40–$150) but can deliver higher-intent leads for urgent or niche services.
Yes, generally. Google Ads works on keyword bidding, so popular terms like “interior design Singapore” or “moving company” can cost $5–$9 per click. Facebook Ads are cheaper because they target interests and behaviours instead of competing for keywords.
Both can bring results quickly.
However, Facebook Ads usually deliver faster volume, while Google Ads delivers fewer but higher-intent leads.
Absolutely — that’s the best strategy for most SMEs. Facebook Ads create awareness and nurture leads, while Google Ads capture those who are ready to buy. Using both helps you dominate your customer journey — from first discovery to final purchase.
We usually recommend starting small, collecting data for 2–3 weeks, and then scaling your best-performing campaigns.
Not necessarily. Facebook and Instagram can also work for B2B lead generation — especially when the target audience is decision-makers or professionals. The key is using precise interest targeting, thought-leadership creatives, and retargeting funnels.
We’re a certified Meta Business Partner with 11+ years of experience scaling Singapore SMEs. We specialise in lead generation systems, not just ads — combining:
Our proprietary H.O.M.E. Method™ ensures every campaign is structured for long-term ROI and growth.
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