Facebook Marketing vs. Google Ads — What Works Best for B2B?

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As the owner of a B2B services company, you are often faced with the classic dilemma: Should you bet your marketing crowns on Google Ads or Facebook? Both platforms promise high ROI, but the reality is more nuanced. After analyzing the latest data from 2025 and looking at what actually works for Danish B2B companies, here's your guide to making the right choice.

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The Big Difference: Intent vs. Interest

Google Ads captures customers with high purchase intentWhen someone searches for “business cleaning Copenhagen” or “office cleaning prices”, they are already in buying mode. They have a specific need and are actively looking for a solution. That's why Google Ads typically delivers 20-30% higher ROI for high-intent searches compared to Facebook.

Facebook builds awareness and interestFacebook, on the other hand, is a master at generating the attention and interest of potential customers who don't yet know they need your service. The platform is 40% more efficient for awareness campaigns and can reach audiences you would never meet through searches.

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ROI figures for 2025: what can you expect?

Google Ads ROI Benchmarks:

• B2B service companies: 300-500% ROI
• Average cost-per-click: 15-45 kr. (depending on industry)
• Conversion rate: 3-8% for service companies

Facebook Ads ROI Benchmarks:

• B2B campaigns: 400-500% ROI (when optimized correctly)
• Lower cost-per-click: 5-15 kr.
• Lower conversion rate: 1-3%, but greater reach

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When should you choose Google Ads?

Google Ads is your first choice when:

• You have a limited budget and need to maximize every penny
• Your customers are actively searching for your service (like “business cleaning”)
• You sell a high value service and a long decision-making process
• You want fast, measurable results

Example from practice: A Danish cleaning company spends DKK 8,000 monthly on Google Ads and achieves a customer acquisition cost of just DKK 350 per customer with an average contract value of DKK 3,500 annually. It gives an ROI of 1000% in first year alone.

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When should you choose Facebook?

Facebook is your best bet when:

• You will build brand awareness over time
• Your target audience is not actively searching for your service yet
• You have visual content that can engage (before/after photos, videos)
• You will reach a wider audience at lower costs

Strategic Advantage: Facebook's algorithm is getting better and better at finding potential customers based on behavior patterns, not just keywords.

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The Winning Combination: The Hybrid Strategy

The most successful B2B companies use not either-or, but both-and:

Phase 1: Facebook for awareness

• Spend 30% of your budget on Facebook
• Focus on video content and before/after case studies
• Build custom audiences for retargeting

Stage 2: Google Ads for conversion

• Spend 70% of your budget on Google Ads
• Target high-intent keywords like “business cleaning” + location
• Optimize landing pages for conversion

Phase 3: Retargeting on both platforms

• Retargeting Facebook traffic with Google Ads
• Use Facebook to re-engage Google visitors

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Practical tips for optimization

For Google Ads:

• Start with exact match keywords like [business cleaning Copenhagen]
• Use negative keywords aggressively (avoid private customers if you only want B2B)
• Test different ad extensions (location, prices, certifications)
• Focus on Quality Score for Lower Costs

For Facebook:

• Test different audience segments (office workers, facility managers)
• Use video content (50% higher engagement)
• Implement Facebook Pixel for better tracking
• Test different campaign objectives

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Measurement and Optimization: The Important Metrics

Google Ads KPIs:

• Cost per acquisition (CPA)
• Return on ad spend (ROAS)
• Quality Score
• Search impression share

Facebook KPIs:

• Cost per Lead (CPL)
• Engagement rate
• Video completion rate
• Frequency (avoid ad fatigue)

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Case study: Cleaning company optimizes both platforms

A Danish cleaning company started only with Google Ads and got good ROI on searches like “office cleaning” and “business cleaning”. But they discovered that many potential customers weren't actively searching - they just didn't know that outsourcing cleaning could save them time and money.

By adding Facebook campaigns with videos that showed the effectiveness of professional cleaning, they increased their overall lead volume by 60%. Facebook created awareness, while Google Ads converted those customers who were ready to buy.

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What is right for your business?

If you can only choose one platform, choose Google Ads for high-intent B2B services. But the right strategy for 2025 is to use both platforms strategically:

• Get started with Google Ads for fast ROI and measurable results
• Add Facebook when you want to scale and build brand awareness
• Combine both for maximum impact throughout the customer journey

Remember: It's not about which platform is “best,” it's about matching the right platform with the right purpose at the right time in your customer's buying journey.

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