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How Can We Help?
Last updated: 9 November 2026
The short answer
Google Ads reaches people who are searching for what you sell right now. Facebook and Instagram ads reach people who fit a profile but have not asked yet. Many local service businesses start with Google Ads for enquiries and use social ads for awareness.
How they differ
| Google Ads (search) | Facebook and Instagram ads | |
|---|---|---|
| Who sees it | People searching right now | People who match a profile |
| Intent | High | Lower |
| Best for | Enquiries and urgent services | Awareness, offers and events |
| What you need | Text ads and a matching page | Strong images or video |
| Cost per click | Often higher | Often lower |
| A good first test | A book-a-call campaign | A local awareness offer |
How to start well
- Run a small, time-limited test with one clear goal, such as booking a call.
- Send visitors to a page that matches the ad.
- Review weekly. Pause what is not working.
- Track enquiries so you can see the cost per enquiry.
Quick answers
Do we need a website first?
Yes. Ads send people to your site, so it needs to be clear, fast and able to capture enquiries.
Does ABCOM manage ad accounts?
Our focus is the website, search visibility, research and advice. We can advise on whether ads suit you.
Want advice on where to spend first? Book a free 20-minute call.
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