This is one of the most common questions we get from Nigerian business owners: should I advertise on Google or Facebook?
The honest answer is: it depends on your business. But here's exactly how to decide.
How Google Ads Works
Google Ads shows your business to people who are actively searching for what you offer. Someone types "wedding photographer Port Harcourt" into Google — and your ad appears at the top of the results.
This is called intent-based advertising. The person is already looking for you. You're just making it easier for them to find you.
Best for: Service businesses, local businesses, businesses where people actively search for the product or service — lawyers, doctors, contractors, hotels, repair services.
How Facebook and Instagram Ads Work
Facebook and Instagram ads show your content to people based on their interests, age, location, and behaviour — even if they weren't searching for you.
This is called interest-based advertising. You are putting your business in front of people who match your ideal customer profile.
Best for: Products, fashion, food, events, e-commerce, anything visual, businesses building brand awareness, launching new products.
Which Is Cheaper in Nigeria?
Facebook and Instagram ads generally have a lower cost per click in Nigeria, making them accessible for smaller budgets. You can start seeing results with as little as ₦5,000 per day.
Google Ads can be more expensive per click but the leads are often higher quality because the person was already searching for your service.
The Best Strategy
Use both — but at different stages. Use Facebook and Instagram to build awareness and retarget website visitors. Use Google Ads to capture people who are ready to buy right now.
If you can only afford one, ask yourself: do people actively search for what I offer on Google? If yes — start with Google Ads. If your product needs to be seen to be desired — start with Facebook and Instagram.
Final Word
There is no single right answer. The best Nigerian businesses use both platforms strategically. Start with one, master it, then add the other.
Need help running ads that actually convert? Contact Debbi West Media for a free consultation.