{"id":1836,"date":"2026-05-22T10:09:22","date_gmt":"2026-05-22T08:09:22","guid":{"rendered":"https:\/\/flexum.dk\/uncategorized\/facebook-marketing-vs-google-ads-what-works-best-for-b2b\/"},"modified":"2026-06-01T11:55:30","modified_gmt":"2026-06-01T09:55:30","slug":"facebook-marketing-vs-google-ads-what-works-best-for-b2b","status":"publish","type":"post","link":"https:\/\/flexum.dk\/en\/marketing\/facebook-marketing-vs-google-ads-what-works-best-for-b2b\/","title":{"rendered":"Facebook marketing vs. Google Ads \u2013 what works best for B2B?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1836\" class=\"elementor elementor-1836 elementor-1506\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-716141d e-flex e-con-boxed e-con e-parent\" data-id=\"716141d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bb21899 elementor-widget elementor-widget-text-editor\" data-id=\"bb21899\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p class=\"text-xl text-foreground font-medium mb-8 leading-relaxed\"><span style=\"color: #000000;\">As the owner of a B2B service business, you often face the classic dilemma: Should you invest your marketing budget in Google Ads or Facebook? Here is your guide to making the right choice. <\/span><\/p><div class=\"prose prose-lg max-w-none\"><h2><span style=\"color: #000000;\">The key difference: intent vs. interest<\/span><\/h2><h3><span style=\"color: #000000;\">Google Ads captures customers with high purchase intent<\/span><\/h3><p><span style=\"color: #000000;\">When someone searches for &#8220;commercial cleaning Copenhagen&#8221; or &#8220;office cleaning prices&#8221;, they are already in buying mode. They have a specific need and are actively looking for a solution. That is why Google Ads typically delivers <strong>20\u201330% higher ROI<\/strong> for high-intent searches compared to Facebook.  <\/span><\/p><h3><span style=\"color: #000000;\">Facebook builds awareness and interest<\/span><\/h3><p><span style=\"color: #000000;\">Facebook, on the other hand, excels at creating awareness and interest among potential customers who do not yet know they need your service. The platform is <strong>40% more effective<\/strong> for awareness campaigns and can reach audiences you would never encounter through search. <\/span><\/p><hr><h2><span style=\"color: #000000;\">The 2026 ROI figures: What can you expect?<\/span><\/h2><h3><span style=\"color: #000000;\">Google Ads ROI benchmarks:<\/span><\/h3><ul><li><p><span style=\"color: #000000;\">B2B service businesses: <strong>300\u2013500% ROI<\/strong><\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Average cost per click: DKK 15\u201345 (depending on industry)<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Conversion rate: 3\u20138% for service businesses<\/span><\/p><\/li><\/ul><h3><span style=\"color: #000000;\">Facebook Ads ROI benchmarks:<\/span><\/h3><ul><li><p><span style=\"color: #000000;\">B2B campaigns: <strong>400\u2013500% ROI<\/strong> (when properly optimised)<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Lower cost per click: DKK 5\u201315<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Lower conversion rate: 1\u20133%, but greater reach<\/span><\/p><\/li><\/ul><hr><h2><span style=\"color: #000000;\">When should you choose Google Ads?<\/span><\/h2><p><span style=\"color: #000000;\">Google Ads is your first choice when:<\/span><\/p><ul><li><p><span style=\"color: #000000;\">You have a limited budget and need to maximise every krone<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Your customers are actively searching for your service (such as &#8220;commercial cleaning&#8221;)<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">You sell a high-value service with a long decision-making process<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">You want fast, measurable results<\/span><\/p><\/li><\/ul><p><span style=\"color: #000000;\"><strong>Real-world example:<\/strong> A Danish cleaning company spends DKK 8,000 per month on Google Ads and achieves a customer acquisition cost of just DKK 350 per customer, with an average contract value of DKK 3,500 per year. That delivers an ROI of <strong>1000%<\/strong> in the first year alone.  <\/span><\/p><hr><h2><span style=\"color: #000000;\">When should you choose Facebook?<\/span><\/h2><p><span style=\"color: #000000;\">Facebook is your best option when:<\/span><\/p><ul><li><p><span style=\"color: #000000;\">You want to build brand awareness over time<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Your target audience is not actively searching for your service yet<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">You have visual content that can engage (before\/after images, videos)<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">You want to reach a broader audience at lower cost<\/span><\/p><\/li><\/ul><p><span style=\"color: #000000;\"><strong>Strategic advantage:<\/strong> Facebook\u2019s algorithm is getting better and better at finding potential customers based on behavioural patterns, not just keywords.<\/span><\/p><hr><h2><span style=\"color: #000000;\">The winning combination: the hybrid strategy<\/span><\/h2><p><span style=\"color: #000000;\">The most successful B2B companies do not choose either\/or, but both:<\/span><\/p><h3><span style=\"color: #000000;\">Phase 1: Facebook for awareness<\/span><\/h3><ul><li><p><span style=\"color: #000000;\">Allocate 30% of the budget to Facebook<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Focus on video content and before\/after case studies<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Build custom audiences for retargeting<\/span><\/p><\/li><\/ul><h3><span style=\"color: #000000;\">Phase 2: Google Ads for conversion<\/span><\/h3><ul><li><p><span style=\"color: #000000;\">Allocate 70% of the budget to Google Ads<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Target high-intent keywords such as &#8220;commercial cleaning&#8221; + location<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Optimise landing pages for conversion<\/span><\/p><\/li><\/ul><h3><span style=\"color: #000000;\">Phase 3: Retargeting on both platforms<\/span><\/h3><ul><li><p><span style=\"color: #000000;\">Retarget Facebook traffic with Google Ads<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Use Facebook to re-engage Google visitors<\/span><\/p><\/li><\/ul><hr><h2><span style=\"color: #000000;\">Practical optimisation tips<\/span><\/h2><h3><span style=\"color: #000000;\">For Google Ads:<\/span><\/h3><ul><li><p><span style=\"color: #000000;\">Start with exact match keywords such as [commercial cleaning Copenhagen]<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Use negative keywords aggressively (avoid private customers if you only want B2B)<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Test different ad extensions (location, pricing, certifications)<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Focus on Quality Score to reduce costs<\/span><\/p><\/li><\/ul><h3><span style=\"color: #000000;\">For Facebook:<\/span><\/h3><ul><li><p><span style=\"color: #000000;\">Test different audience segments (office staff, facility managers)<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Use video content (50% higher engagement)<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Implement the Facebook Pixel for better tracking<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Test different campaign objectives<\/span><\/p><\/li><\/ul><hr><h2><span style=\"color: #000000;\">Measurement and optimisation: the key metrics<\/span><\/h2><h3><span style=\"color: #000000;\">Google Ads KPIs:<\/span><\/h3><ul><li><p><span style=\"color: #000000;\">Cost per acquisition (CPA)<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Return on ad spend (ROAS)<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Quality Score<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Search impression share<\/span><\/p><\/li><\/ul><h3><span style=\"color: #000000;\">Facebook KPIs:<\/span><\/h3><ul><li><p><span style=\"color: #000000;\">Cost per lead (CPL)<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Engagement rate<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Video completion rate<\/span><\/p><\/li><li><p><span style=\"color: #000000;\">Frequency (avoid ad fatigue)<\/span><\/p><\/li><\/ul><hr><h2><span style=\"color: #000000;\">Case study: Cleaning company optimises both platforms<\/span><\/h2><p><span style=\"color: #000000;\">A Danish cleaning company started with Google Ads only and achieved strong ROI on searches such as &#8220;office cleaning&#8221; and &#8220;commercial cleaning&#8221;. But they discovered that many potential customers were not actively searching\u2014they simply did not know that outsourcing cleaning could save them time and money. <\/span><\/p><p><span style=\"color: #000000;\">By adding Facebook campaigns with videos showing the effectiveness of professional cleaning, they increased their total lead volume by <strong>60%<\/strong>. Facebook created awareness, while Google Ads converted the customers who were ready to buy. <\/span><\/p><hr><h2><span style=\"color: #000000;\">What is right for your business?<\/span><\/h2><p><span style=\"color: #000000;\">If you can only choose one platform, choose <strong>Google Ads<\/strong> for B2B services with high intent. But the right strategy for 2025 is to use both platforms strategically: <\/span><\/p><ul><li><p><span style=\"color: #000000;\"><strong>Start with Google Ads<\/strong> for fast ROI and measurable results<\/span><\/p><\/li><li><p><span style=\"color: #000000;\"><strong>Add Facebook<\/strong> when you want to scale and build brand awareness<\/span><\/p><\/li><li><p><span style=\"color: #000000;\"><strong>Combine both<\/strong> for maximum impact throughout the customer journey<\/span><\/p><\/li><\/ul><p><span style=\"color: #000000;\">Remember: It is not about which platform is &#8220;best&#8221;, but about matching the right platform to the right purpose at the right time in your customer\u2019s buying journey.<\/span><\/p><p><span style=\"color: #000000;\">Whether you choose Google Ads or Facebook, a <a style=\"color: #000000;\" href=\"https:\/\/flexum.dk\/en\/virtual-office\/\">professional company address<\/a> can strengthen your business\u2019s credibility online.<\/span><\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>As the owner of a B2B service business, you often face the classic dilemma: Should you invest your marketing budget in Google Ads or Facebook? Here is your guide to making the right choice. The key difference: intent vs. interest Google Ads captures customers with high purchase intent When someone searches for &#8220;commercial cleaning Copenhagen&#8221; [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1837,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[58],"tags":[],"class_list":["post-1836","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/flexum.dk\/en\/wp-json\/wp\/v2\/posts\/1836","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/flexum.dk\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/flexum.dk\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/flexum.dk\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/flexum.dk\/en\/wp-json\/wp\/v2\/comments?post=1836"}],"version-history":[{"count":1,"href":"https:\/\/flexum.dk\/en\/wp-json\/wp\/v2\/posts\/1836\/revisions"}],"predecessor-version":[{"id":1838,"href":"https:\/\/flexum.dk\/en\/wp-json\/wp\/v2\/posts\/1836\/revisions\/1838"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/flexum.dk\/en\/wp-json\/wp\/v2\/media\/1837"}],"wp:attachment":[{"href":"https:\/\/flexum.dk\/en\/wp-json\/wp\/v2\/media?parent=1836"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/flexum.dk\/en\/wp-json\/wp\/v2\/categories?post=1836"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/flexum.dk\/en\/wp-json\/wp\/v2\/tags?post=1836"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}