If you’re running a business in the Hills District or anywhere across Western Sydney, you’ve probably asked yourself this question: should I be spending my ad budget on Facebook or Google? It’s a fair question, especially when every dollar counts and you want to see real results.
The truth is, both platforms can work brilliantly for local businesses—but they work in very different ways. Google Ads captures people actively searching for what you offer, while Facebook Ads puts your business in front of people who match your ideal customer profile. Understanding which one (or what mix) works best for your business can make the difference between wasting money and generating steady leads.
Let’s break down the costs, targeting options, and real-world results for Western Sydney businesses, so you can make the right choice for your marketing budget.
Understanding How Each Platform Works
Before we dive into costs and comparisons, it’s important to understand the fundamental difference between these two advertising giants.
Google Ads is intent-based marketing. When someone searches “plumber near Castle Hill” or “best Thai restaurant Parramatta,” they’re actively looking for a solution right now. Google Ads puts your business at the top of those search results. You’re capturing demand that already exists—people who are ready to buy, book, or call.
Facebook Ads is interest-based marketing. Instead of waiting for people to search, you’re proactively putting your business in front of people based on their demographics, interests, and behaviours. A Baulkham Hills family who recently moved house might see your furniture store ad, or a Blacktown gym might target local residents interested in fitness and wellness.
This core difference shapes everything else: costs, conversion rates, and which businesses benefit most from each platform.
Cost Comparison: What You’ll Actually Pay in Western Sydney
Let’s talk real numbers. Based on current data from local campaigns across Western Sydney, here’s what businesses are typically paying:
Google Ads Costs (October 2024):
- Average cost per click (CPC): $2.50 to $8.00 for local services
- Competitive industries (plumbers, electricians, lawyers): $10 to $25 per click
- Less competitive niches (pet grooming, tutoring): $1.50 to $4.00 per click
- Monthly minimum to see results: $800 to $1,500
Facebook Ads Costs (October 2024):
- Average cost per click: $0.80 to $2.50
- Cost per 1,000 impressions (CPM): $8 to $18
- Lead generation campaigns: $5 to $15 per lead
- Monthly minimum to see results: $500 to $1,000
On the surface, Facebook looks cheaper—and it often is. But here’s the catch: cheaper clicks don’t always mean better results. A Google Ads click from someone searching “emergency plumber Kellyville” is worth more than a Facebook click from someone casually scrolling their feed.
The real question isn’t which is cheaper, but which gives you better return on investment for your specific business.
Targeting Capabilities: Reaching Your Western Sydney Customers
Both platforms offer powerful targeting, but in completely different ways.
Google Ads Targeting:
- Location targeting: Pinpoint specific suburbs (only show ads to people in Castle Hill, Rouse Hill, or Parramatta)
- Search intent: Target specific keywords like “kids birthday party venues Hills District”
- Time of day: Run ads during business hours or when people typically search
- Device targeting: Reach mobile users for “near me” searches
Google’s strength is capturing people with buying intent. When someone searches “emergency dentist Blacktown,” they need a dentist now. The targeting is laser-focused on solving immediate problems.
Facebook Ads Targeting:
- Demographics: Age, gender, household income, family status
- Location: Suburb-level targeting across Western Sydney
- Interests: Target people interested in home renovation, fitness, dining out, parenting
- Behaviours: Recent home buyers, frequent travellers, small business owners
- Custom audiences: Upload your customer list, target website visitors, create lookalike audiences
Facebook’s strength is finding your ideal customer profile before they’re actively searching. A Rouse Hill cafe can target local professionals aged 25-45 who enjoy coffee culture and brunch. A Penrith gym can reach people interested in CrossFit and healthy living within 10km.
Which Platform Works Best for Different Business Types
After managing campaigns for dozens of Western Sydney businesses, here’s what typically works best:
Google Ads is usually better for:
Trades and emergency services (plumbers, electricians, locksmiths)
- People search when they need help NOW
- High conversion rates from search intent
- Justifies higher cost per click
Professional services (lawyers, accountants, financial planners)
- High-value services where research happens via search
- Local searches like “family lawyer Parramatta”
- Builds credibility through top search placement
Service businesses with urgent needs (towing, pest control, emergency repairs)
- Immediate intent means immediate results
- Mobile-first “near me” searches
- Worth paying premium prices for urgent leads
Facebook Ads is usually better for:
Retail and hospitality (restaurants, cafes, boutiques)
- Visual products work brilliantly on Facebook/Instagram
- Build awareness and drive foot traffic
- Promote special offers and events
Gyms and fitness studios
- Target health-conscious locals
- Showcase transformation photos and testimonials
- Build community through engaging content
Home services with longer sales cycles (landscaping, renovations, pool building)
- People browse and compare before deciding
- Visual before/after photos perform well
- Nurture leads over weeks or months
Local events and entertainment (kids activities, entertainment venues, classes)
- Target families and specific demographics
- Build awareness in local community
- Drive ticket sales and bookings
Real Results: Western Sydney Case Studies
Let’s look at some real examples from local businesses:
Case Study 1: Hills District Plumbing Company
- Platform: Google Ads
- Monthly budget: $1,200
- Average CPC: $15
- Result: 80 clicks, 22 phone calls, 14 booked jobs
- ROI: $8,400 revenue from $1,200 spend (7x return)
Case Study 2: Parramatta Cafe
- Platform: Facebook/Instagram Ads
- Monthly budget: $600
- Focus: Local awareness and special offers
- Result: 45,000 impressions, 380 profile visits, estimated 25+ new customers
- ROI: Hard to track exactly, but noticeable foot traffic increase
Case Study 3: Blacktown Gym
- Platform: Facebook Ads
- Monthly budget: $800
- Focus: Lead generation for free trial passes
- Result: 67 leads at $11.94 per lead, 23 trial signups, 8 new memberships
- ROI: $3,200 in new membership revenue (4x return)
Case Study 4: Rouse Hill Landscaper
- Platform: Split testing both (60% Google, 40% Facebook)
- Monthly budget: $1,500 total
- Result: Google generated 12 quotes ($900 spend), Facebook generated 8 quotes ($600 spend)
- Winner: Google had higher conversion rate, but Facebook leads were larger projects
The Smart Approach: Using Both Platforms Together
Here’s what many successful Western Sydney businesses do: they don’t choose one or the other—they use both strategically.
The layered approach:
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Use Google Ads for bottom-of-funnel conversions: Capture people actively searching for your services right now. This generates immediate leads and revenue.
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Use Facebook Ads for top-of-funnel awareness: Build brand recognition in your local area. When people eventually need your service, they’ll remember you and search for you directly.
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Retarget with Facebook: Use Facebook to stay in front of people who visited your website through Google Ads but didn’t convert. Show them testimonials, special offers, or reminders.
Budget allocation example for a $2,000 monthly budget:
- $1,200 to Google Ads (60%) for immediate conversions
- $600 to Facebook Ads (30%) for awareness and remarketing
- $200 to test new audiences and keywords (10%)
This strategy works because you’re capturing existing demand while simultaneously creating future demand.
Making Your Decision: Start With Your Business Goals
So which platform should you choose? Ask yourself these questions:
Choose Google Ads if:
- You offer services people search for urgently
- You’re in a competitive local market and need top placement
- You have a higher budget per lead ($10+ per click is okay)
- You want immediate, measurable results
- Your customers typically search before buying
Choose Facebook Ads if:
- You’re building brand awareness in Western Sydney
- You have visual products or transformations to showcase
- You’re working with a tighter budget
- You want to target specific demographics
- Your sales cycle is longer (people don’t buy immediately)
Choose both if:
- You have a monthly budget above $1,500
- You want both immediate leads and long-term brand building
- You can track results from multiple sources
- You’re willing to test and optimize over time
Getting Started: Your First Steps
Ready to start advertising? Here’s what to do:
Week 1: Foundation
- Set up Google Business Profile (free and essential for both platforms)
- Install Facebook Pixel on your website
- Set up conversion tracking
- Define your target audience clearly
Week 2: Launch
- Start with one platform based on your answers above
- Begin with a modest budget ($500-$1,000)
- Run ads for at least 30 days before making big decisions
- Track phone calls, form submissions, and foot traffic
Week 3-4: Optimize
- Review which keywords or audiences convert best
- Pause underperforming campaigns
- Increase budget on winners
- Test new ad copy and images
Remember: the businesses seeing the best results in Western Sydney aren’t necessarily spending the most—they’re spending smart, tracking everything, and constantly improving.
The Bottom Line for Western Sydney Businesses
There’s no universal answer to “Facebook Ads vs Google Ads.” The right choice depends on your business type, budget, and goals. Google Ads typically delivers faster, more direct results but costs more per click. Facebook Ads builds awareness and engagement at lower costs but may take longer to generate revenue.
Most successful local businesses eventually use both, but if you’re just starting out, begin with the platform that matches your immediate needs. Need leads today? Start with Google. Want to build your local presence? Start with Facebook.
The good news? Both platforms offer incredible targeting for Western Sydney businesses, and both can deliver strong ROI when used correctly. The key is understanding your customers, tracking your results, and being willing to test and adapt.
Your competitors are already advertising online. The question isn’t whether to start, but which platform will help you reach your customers most effectively.
Need help setting up Facebook or Google Ads for your Western Sydney business? We specialize in local advertising campaigns that actually deliver results. Get in touch for a free strategy session.
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