The most common question from entrepreneurs who want to run digital advertising is this: "where do I put my money — Google or Facebook?" The short answer is: it depends on what you sell and how your client buys. The long answer is this guide.
The fundamental difference
Google Ads captures existing demand. Facebook Ads creates new demand. On Google, someone types "web design agency in Bogotá" — they already know what they want and are ready to hire. On Facebook, you appear to someone scrolling through friend's photos — they might be interested in what you offer, but they weren't looking.
When to use Google Ads
- ▸Your service or product is actively searched on Google (has search volume)
- ▸The sales cycle is short: the person searches, compares, and decides quickly
- ▸Your budget is limited and you need qualified leads, not just reach
- ▸Examples: plumber in Cali, legal advisor Medellín, mechanic shop Bogotá
When to use Facebook & Instagram Ads (Meta Ads)
- ▸Your product or service shows well in images or video
- ▸You need to build awareness before someone searches for you
- ▸Your audience can be targeted by specific interests
- ▸You want to run remarketing to people who already visited your site
- ▸Examples: clothing, restaurants, courses, events, consumer products
Real costs in Colombia (2026)
- ▸Google Ads: cost per click between $300 and $2,000 COP by industry. Leads between $5,000 and $30,000 COP.
- ▸Facebook Ads: cost per 1,000 impressions between $2,000 and $8,000 COP. Leads between $3,000 and $20,000 COP.
- ▸Note: competitive industries like insurance, loans, and real estate have costs 3–5x higher.
The answer for most Colombian businesses
If you have less than $800,000 COP per month for advertising, pick one. If your service is searched on Google, start there. If your product is better shown than explained, start with Meta. If you have more than $1,500,000 COP monthly, combine both: Google to capture intent, Meta for remarketing and brand building.
Not sure which is better for your specific business? Tell us what you sell and your budget. We'll tell you exactly what we'd do in your position.