Facebook, Google & Yelp Ads: Where Should You Spend Your Ad Budget?

Online advertising has become a must-have strategy for small businesses looking to grow, get more leads, and stay competitive. With more people searching, scrolling, and reviewing businesses online than ever before, digital ads offer a direct path to visibility and revenue. Instead of relying solely on word-of-mouth or foot traffic, businesses now use targeted platforms to reach potential customers exactly when and where they’re ready to take action.

Three of the most effective platforms in this space are Facebook Ads, Google Ads, and Yelp Ads. Each offers unique strengths—whether it's Google’s high-intent search engine marketing, Facebook’s precision audience targeting, or Yelp’s location-based visibility for ready-to-buy users. In this blog, we’ll break down how each platform works, compare ROI, and help you decide which one is best suited for your goals. Whether you're focused on local business advertising or looking for the best ad platforms for small businesses, this guide has you covered.

Understanding the Big Three Ad Platforms

When it comes to digital advertising, Google Ads, Facebook Ads, and Yelp Ads each offer distinct advantages depending on your business goals and target audience. Understanding how these platforms work can help you choose the right mix to drive better results and avoid wasting your budget.

Google Ads is the go-to platform for capturing high-intent leads through search engine marketing. Your business appears when someone types in a specific service or product they need—like “emergency plumber near me” or “local tattoo shop.” These are users who are actively looking to make a decision, which makes Google Ads especially powerful for driving immediate conversions. With the ability to track performance down to the keyword and click, this platform offers some of the most measurable ROI in online marketing.

Facebook Ads, on the other hand, excel at targeting and visibility. Unlike Google, users aren't searching for your service—they're scrolling through their feeds. Facebook lets you reach them based on location, interests, behavior, job titles, and more. It’s ideal for building brand awareness, promoting offers, or retargeting users who’ve interacted with your website. Visual industries like fashion, fitness, food, or personal services thrive on this platform because it supports storytelling through images and video.

Yelp Ads are uniquely positioned for local service-based businesses. People on Yelp are typically ready to take action—whether it’s booking an appointment, calling for a quote, or reading reviews before making a decision. Yelp Ads boost your visibility by placing your listing in top search results and competitor pages, giving you an edge in highly competitive local markets. If your business relies on trust, reviews, and location—like restaurants, salons, or home services—Yelp can be a valuable part of your advertising strategy.

Comparing ROI and Lead Quality Across Platforms

When comparing advertising platforms, understanding the cost per click (CPC) and cost per lead (CPL) is essential for determining where your ad budget will go the furthest. Google Ads typically has a higher CPC because you're competing for keywords with high commercial intent, but the leads are usually well-qualified. These users are actively searching for your service, which means they’re closer to making a decision and more likely to convert.

Facebook Ads, by contrast, tend to offer a lower CPC, making them appealing for businesses with smaller budgets. However, the effectiveness of Facebook depends heavily on your ad creative, audience targeting, and funnel setup. Since users aren’t actively looking for your service, you’ll often need multiple touchpoints to convert them into paying customers. Yelp Ads operate on a similar pay-per-click model but with a twist—visibility depends on your niche’s competition level. In industries like home services, medical, or beauty, clicks can get pricey. Still, Yelp users typically have strong buying intent, which can lead to faster conversions for local service-based businesses.

When it comes to lead intent and conversion rates, Google leads are often the most conversion-ready because they're search-driven. Someone Googling “best HVAC repair near me” is likely in need of immediate service. Facebook leads fall more in the awareness or consideration stage, meaning they may need more time, follow-up, or nurturing to convert. Yelp leads are often ready to call, book, or visit—they’re already comparing businesses, reading reviews, and looking for top-rated providers in real time. That buying mindset can make Yelp an especially high-converting platform for local businesses that rely on quick action.

Which Platform Is Best for Your Business Type?

Choosing the right ad platform depends heavily on your business type and goals. Service-based businesses—such as salons, tattoo shops, HVAC companies, or dental practices—benefit most from platforms that deliver high-intent local leads. Yelp Ads are ideal here because users are already searching for providers and are ready to book or call. Google Ads complements this with a long-term SEO and SEM strategy, keeping you visible in search results consistently. Meanwhile, Facebook Ads work well for building brand trust, running promotions, and retargeting visitors who may have checked out your website but didn’t convert.

For product-based or e-commerce businesses, the combination of Facebook and Instagram Ads provides the best results due to their highly visual nature and ability to target based on shopping behaviors. These platforms let you showcase products with eye-catching visuals, reels, and carousel ads that encourage impulse purchases or product discovery. To capture search-based buyers, Google Shopping Ads are a strong addition—showing your products directly in search results when people are actively comparing options and prices.

Local brick-and-mortar businesses, such as retail stores, fitness studios, or restaurants, should focus on visibility and foot traffic. Google Ads helps customers discover your business through local search, maps, and mobile queries. Yelp Ads enhance your reputation and make it easy for nearby customers to call or get directions after reading reviews. To drive traffic around promotions or events, Facebook Ads shine by letting you hyper-target your local area, boost posts, and retarget past customers with offers that bring them back in the door.

Tips for Running Profitable Campaigns on Any Platform

Running a profitable ad campaign on any platform starts with targeting the right audience. Whether you’re using Facebook, Google, or Yelp, precision is key. On Facebook and Instagram, take advantage of geo-targeting, detailed interest filters, and behavior-based options to hone in on your ideal customer. Use Meta’s custom audiences to retarget people who’ve visited your website or engaged with your content, and lookalike audiences to reach new people who match your best customers. On Google, Keyword Planner helps you choose high-performing search terms so your ads appear when potential buyers are actively looking for your product or service. Yelp lets you narrow your ads by location and service category to reach local users who are ready to act.

Once your campaign is live, the next step is tracking and optimization. Use Facebook Ads Manager, the Google Ads dashboard, and Yelp’s ad center to monitor key performance metrics like impressions, click-through rate, cost per result, and conversion goals. Watch how users respond to different creatives and headlines—then tweak your targeting, visuals, and budget in real time based on what’s working. Small adjustments can make a big difference in ROI. The more you analyze and refine, the more efficient and profitable your campaigns become.

Conclusion

Each ad platform brings unique strengths to the table. Google Ads is unmatched when it comes to capturing high-intent leads actively searching for your service. Facebook and Instagram Ads are excellent for building brand awareness, retargeting interested users, and visually promoting your offers. Yelp Ads shine for local businesses looking to convert ready-to-act users who are comparing options and ready to book. When used strategically, each platform can deliver strong ROI—but the best results often come from combining them based on your specific goals, budget, and industry.

If you're unsure where to invest your ad dollars or how to structure a campaign that actually converts, you're not alone. That’s where we come in. Let DynamicMarketingPros create a results-driven ad strategy tailored to your business, so you can get the most out of every click, call, and customer. Ready to grow? Let’s build your campaign today.