Facebook Ads (Meta Ads)
Facebook Ads are advertisements shown to users while they're browsing Facebook or Instagram. You can target by interest, behavior, age, location, and more. Facebook Ads are usually cheaper per click than Google Ads, but the intent is lower (people aren't searching for your service; they're just browsing).
Why it matters for your business
Facebook Ads work well for brand awareness, lead generation, and reaching people in your local area. They're especially effective for service businesses because you can target very specifically (e.g., 'women ages 30–50 in Denver interested in fitness'). Cost per click is typically lower than on Google Search Ads.
In practice
A fitness studio runs Facebook ads targeting women ages 25–45 in their city interested in wellness. The ad shows their studio, a class schedule, and a 'Book Free Trial' button. Clicks are typically much cheaper than on Google Search Ads.
Common questions
What's the difference between Facebook Ads and Instagram Ads?
Facebook owns Instagram. When you run ads on 'Meta' (the parent company), your ads can appear on Facebook, Instagram, and Audience Network. Same system, multiple placements.
Why are Facebook Ads cheaper than Google Ads?
Lower intent. On Google, someone is actively searching for your service. On Facebook, they're just browsing. More inventory = lower prices. But CPL can be similar if you optimize targeting and landing pages.
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