If you’re a new or growing startup in the UK, one of the first big decisions you’ll face is:

👉 Should I run Google Ads or Facebook Ads to get customers?

Both platforms work — but they work in very different ways, cost different amounts, attract different audiences, and suit different types of businesses.

As someone who has run hundreds of campaigns for UK businesses through 5xBusiness, I can tell you confidently:

The “better” platform isn’t Google or Facebook… it’s the one that matches how your customers behave.

This guide breaks it all down in simple UK-friendly terms — without jargon, without agency fluff, and with practical examples.

Let’s start with the differences.

1. Google Ads: Best for High-Intent Customers Searching RIGHT NOW

Google Ads is perfect for UK startups where customers already know they need something.

When people search:

• “emergency plumber near me”
• “Heating engineer near me”
• “Garden maintenance services near me”
• “Cleaning services near me”
• “Boiler repair near me”

…they’re not browsing.
They’re ready to buy.

Google Ads is strongest for:

✔ Local services
✔ High-demand services
✔ Trades
✔ B2B services
✔ Niche expertise
✔ Urgent needs
✔ Comparison shoppers
✔ Startups that want leads, not just visibility

Google Ads works like:

“You search → I appear → You click → You buy/contact us.”

Official site:

👉 https://ads.google.com

2. Facebook Ads (Meta Ads): Best for Creating Demand & Low-Cost Leads

Facebook + Instagram Ads are ideal when people are not actively searching for what you sell.

Think:

• Fitness coaching
• Fashion or jewellery stores
• Skincare brands
• Home décor products
• Restaurants
• Real estate awareness
• Online courses
• E-commerce brands

Facebook Ads is strongest for:

✔ Low-cost leads
✔ Impulse products
✔ Awareness
✔ Retargeting
✔ Lifestyle brands
✔ Visual products
✔ Coaching & consulting
✔ Startups with no search demand yet

Facebook Ads works like:

“You’re scrolling → See an interesting ad → You click → You buy/subscribe.”

Meta Business platform:

👉 https://www.facebook.com/business/ads

3. Cost Comparison (UK Numbers, Not Theory)

Google Ads (UK averages):

• Cost per click (CPC): £1 – £8+ (depends on niche)
• Local services: £2 – £6
• Lead gen businesses: £4 – £12
• High competition markets (lawyers/plumbers): £8 – £40+
• Very high intent leads

Facebook Ads (UK averages):

• Cost per click: £0.20 – £1.50
• Cost per lead: £2 – £12
• Great for email lists, awareness & retargeting
• But leads are often “lower intent”

Summary:
✔ Facebook is cheaper.
✔ Google brings higher-intent buyers.

4. Which Works Better for YOUR Startup?

Here’s a simple rule — if your startup solves a problem people actively search for, Google will win.

Choose Google Ads if you are:

• A local service business
• A consulting/service provider
• A trades business
• A B2B startup
• A specialist solving a keyword-based problem
• A business ready for leads ASAP

Choose Facebook Ads if you are:

• Selling products (fashion, jewellery, beauty, skincare, décor)
• Launching an online course
• A coach/consultant looking for awareness
• A brand targeting interest-based audiences
• Focusing on storytelling or visuals

Best strategy for many startups:

Run BOTH →

• Google for leads
• Facebook for retargeting & brand building

Small budgets?
Start with Google, then add retargeting later.

5. Real UK Examples

Example 1 — Plumbing startup in Luton

✔ Google Ads worked: Yes
✔ £6–£12 per lead
✔ Facebook: not reliable

Why?
People search for plumbers.
They don’t scroll hoping to find one.

Example 2 — Jewellery brand in Manchester

✔ Facebook Ads: £0.40 clicks, £4–£7 per purchase
✔ Google Ads: too expensive

Why?
Jewellery is emotional, visual, impulse-driven.

Example 3 — B2B SaaS Startup in London

✔ Google Ads: qualified leads
✔ Facebook Ads: cheap traffic
✔ Final setup: Google + LinkedIn Retargeting

6. The £400 Google Ads Free Credit — YES, This Is Real

Google offers £400 in free ad credits to new advertisers when they spend their first £400.

It’s essentially:

Spend £400 → Google gives you £400 free

This is perfect for early-stage UK founders who want to test Google Ads without risk.

📌 Eligibility (must meet ALL):

✔ You must be a new Google Ads advertiser
✔ You must create a new Google Ads account
✔ You must add your billing details
✔ You must spend the first £400 within 60 days
✔ Credit is applied automatically after spending threshold is reached

Here is Google’s official terms page:
👉 https://ads.google.com/intl/en_gb/home/terms/

(Search for UK promotions section.)

Important:

The £400 credit does not expire immediately.
You get several months to use it.

This credit alone can generate:

• 50–200 leads for some industries
• 100–400 clicks
• Thousands of impressions

At 5xBusiness:

We have helped many UK startups use this free £400 credit to:

• Launch their first ads
• Test keywords
• Validate their offer
• Generate real leads
• Build funnels
• Reduce their financial risk

And we can help you apply it correctly — without wasting the opportunity.

7. Retargeting: The Trick Most UK Startups Forget

Regardless of your main ads platform:

👉 You MUST retarget website visitors.

Retargeting costs as low as £1–£3/day and converts the people who:

• Saw your ad
• Visited your landing page
• Didn’t take action

Platforms:

• Facebook
• Instagram
• Google Display
• YouTube

This ONE step can double your conversions.

8. So… Which Should You Pick?

Pick Google Ads if:

• You want leads urgently
• You offer a service
• You solve a problem people Google
• You want high-intent buyers
• Your niche is keyword-heavy

Pick Facebook Ads if:

• You sell physical or visual products
• You want low-cost traffic
• You want awareness and engagement
• You rely on lifestyle branding
• You need to build an audience

Pick both (ideal) if:

You want:

• Leads + awareness
• Immediate demand + long-term growth
• Complete customer journey

Final Thoughts: The Best Ads Platform Is the One That Matches Your Customer’s Intent

There is no universal winner.

Your customer decides.
Your market decides.
Your product decides.

This is where 5xBusiness supports UK startups:

✔ Google Ads setup + £400 free credit activation
✔ Facebook Ads campaigns
✔ Landing page design
✔ Startup funnels
✔ Tracking + conversion setup
✔ ROI-focused keyword strategy
✔ Retargeting on all platforms
✔ Affordable pricing (cheaper than UK agencies)

If you want the fastest and safest way to start advertising — especially using Google’s free £400 credit — we can set everything up properly for you.