Facebook Ads vs Google Ads: Which One Actually Works for Kenyan Businesses?

You have KES 50,000 to spend on advertising. Should you use Facebook Ads or Google Ads?

The answer isn't one-size-fits-all. I've managed over KES 20 million in ad spend for Kenyan businesses, and I'll tell you exactly when each platform works.

The Fundamental Difference

Google Ads: You show up when people are actively searching for what you sell.

Someone types "plumber in Nairobi" → Your ad appears → They call you.

Facebook Ads: You interrupt people scrolling and convince them they need what you're selling.

Someone's looking at photos → Your ad appears → They didn't know they needed your product until now.

One catches existing demand. The other creates demand.

When to Use Google Ads

Use Google Ads when people are already searching for your solution.

Best for: - Services people search for urgently (plumber, lawyer, electrician, towing) - High-intent purchases (car parts, construction materials, office furniture) - Local businesses people search for (gym, restaurant, salon) - B2B services (accounting, web design, security services)

Example: A plumbing company in Nairobi spent KES 40,000/month on Google Ads targeting "emergency plumber Nairobi" and similar terms. They got 30-40 calls per month, closed about 40% of them, and each job averaged KES 8,000. That's KES 96,000-128,000 in revenue from KES 40,000 spend.

It worked because people searching for a plumber need one NOW. They're ready to buy.

Red flags for Google Ads: - No one searches for your product (new/unique items) - Very low search volume in Kenya - Your product is impulse-buy (people don't plan to buy it) - You sell to businesses that don't Google for suppliers

When to Use Facebook Ads

Use Facebook Ads when you need to create awareness and desire for your product.

Best for: - Fashion and accessories - Food and restaurants - Events and entertainment - Fitness and beauty services - Digital products (courses, ebooks) - Impulse-buy items under KES 5,000

Example: A Nairobi-based women's clothing brand spent KES 50,000/month on Facebook Ads showing their dresses to women aged 25-40 in Nairobi and Mombasa who follow fashion pages. They got 80-120 WhatsApp messages per month, converted 25%, and average order value was KES 3,500. That's KES 70,000-105,000 from KES 50,000 spend.

It worked because their target customers are on Facebook daily, and the visual nature of Facebook is perfect for showcasing fashion.

Red flags for Facebook Ads: - Very niche B2B product with small audience - Urgent services (people won't wait, they'll Google) - High-consideration purchases that need immediate solution

The Kenyan Context Matters

In Kenya, some unique factors affect performance:

Mobile-first: Most of your audience is on mobile. Both platforms work on mobile, but Facebook has better mobile ad formats (Stories, Reels). Google Search ads are text-only.

WhatsApp culture: Kenyans prefer WhatsApp for business communication. Both platforms can send clicks to WhatsApp, but Facebook has native WhatsApp button ads. Very powerful.

M-Pesa integration: For e-commerce, you need to guide people through M-Pesa payment. Facebook's visual ads work better for this education process.

Internet costs: People don't click around much. Facebook's in-app experience keeps them on platform. Google sends them to your website, which uses more data. Make your landing pages LIGHT.

Cost Comparison (Real Numbers from 2025)

Google Ads in Kenya: - Average cost per click: KES 20-150 depending on industry - Lawyer/financial: KES 100-200 per click - Restaurant/shop: KES 20-50 per click - B2B services: KES 50-150 per click

Facebook Ads in Kenya: - Average cost per click: KES 10-40 - Cost per 1,000 impressions: KES 100-300 - Link clicks usually cheaper than Google - But conversion rates can be lower

Key insight: Facebook clicks are cheaper, but Google clicks are more qualified. Would you rather pay KES 20 for someone who might be interested, or KES 100 for someone ready to buy?

The Smart Strategy: Use Both

Here's what works for most successful Kenyan businesses:

Month 1-2: Start with Facebook Ads - Build brand awareness - Test which products/services resonate - Collect email/WhatsApp contacts - Learn your customer acquisition cost

Month 3+: Add Google Ads - Catch people searching for your brand - Target high-intent keywords - Retarget website visitors with display ads - Use Google for bottom-of-funnel conversions

Ongoing: Use Facebook to create demand and build your brand. Use Google to catch people actively searching. They work together, not against each other.

Which Should You Start With?

If you can only choose one right now, ask yourself:

"Do people search for what I sell?"

Go to Google and type what you think customers would search for. See if ads appear. If yes, start with Google Ads.

"Is my product visual and impulse-driven?"

Can you show it in a photo/video and make people want it instantly? Start with Facebook Ads.

"Do I need results this week?"

Google Ads typically converts faster. Facebook needs time to build audience and optimize.

"Is my budget under KES 30,000/month?"

Start with Facebook. Google requires higher budgets to get enough data for optimization.

My Recommendation for Common Kenyan Businesses

• Restaurants: Facebook (visual, impulse, local targeting)
• Salons/Barbers: Facebook (before/after photos work great)
• Plumbers/Electricians: Google (urgent need, active search)
• Fashion/Accessories: Facebook (visual showcase)
• Gym/Fitness: Facebook (lifestyle marketing)
• Car Repair: Google (people search when broken)
• Events/Parties: Facebook (awareness and excitement)
• Real Estate: Both (Google for "houses for sale Nairobi", Facebook for showcasing properties)
• Lawyers: Google (urgent searches)
• Courses/Training: Facebook (education and nurturing needed)

The Bottom Line

Stop asking "which is better?" Start asking "which fits my business?"

Both platforms work. The question is which aligns with how your customers buy.

Need help figuring out the right strategy for your business? We offer free 30-minute audits where we'll tell you exactly which platform to use and why.