Should you put your ad money into Facebook or Google? This is one of the most common questions Nigerian startups ask when planning digital campaigns.
Facebook Ads: Best for Visibility
Facebook (including Instagram) is ideal for getting your brand in front of thousands quickly.
- Pros: Easy targeting by location, interest, age
- Cost-effective for small budgets
- Great for visuals (image and video ads)
Use Facebook Ads if:
- You sell fashion, food, or lifestyle products
- You want to build brand awareness fast
- You want viral engagement
Google Ads: Best for Intent
Google Ads target people who are actively searching for what you offer.
- Pros: High purchase intent
- Appears on Google Search, YouTube, and more
- Can bring instant buyers
Use Google Ads if:
- You offer services people search for (e.g. “AC repair in Port Harcourt”)
- You have a solid website
- Your business solves specific problems
Conclusion
Use Facebook Ads for awareness and engagement. Use Google Ads when you want ready-to-buy customers. Most Nigerian businesses grow faster when using both together.