Facebook Ads vs Google Ads: Which Is Better for African Businesses?
A direct comparison of Facebook Ads and Google Ads for businesses in Burundi, Rwanda, and Kenya. When to use each, costs, and which drives more customers.
Every business in East Africa eventually asks this question: should I spend my advertising budget on Facebook or Google? The honest answer is that they serve different purposes, and the right choice depends on your business type, your customers, and your goals.
The Core Difference
Google Ads captures people who are already searching for what you sell. Someone types "plumber Bujumbura" into Google — they need a plumber right now. Your ad appears, they click, they call you. This is called high-intent traffic.
Facebook and Instagram Ads reach people who are not searching but match your ideal customer profile. They are scrolling their feed, see your ad for plumbing services, and save your contact for later. This is called demand creation.
Both are valuable. They work differently.
When Google Ads Works Best
Google Ads is the stronger choice when:
- People search for your product or service. If someone in Kigali types "buy laptop Kigali" or "dentist near me," they are ready to buy or book. Google Ads puts you at the top of that search.
- You sell something people need urgently. Emergency services, repairs, medical services, legal help — Google captures the moment of need.
- You have a specific service area. A restaurant in Rohero 2 can target searches within 10 km and only pay for clicks from potential customers nearby.
Businesses like Pick Up Mtaani in Nairobi grew their delivery client base by appearing at the top of Google when online sellers searched for "delivery service Nairobi."
When Facebook and Instagram Ads Work Best
Meta Ads are the stronger choice when:
- People do not know your product exists. If you sell something new — a new app, a new brand of clothing, a new café — people are not searching for it on Google because they do not know about it yet. Facebook shows your product to people likely to be interested.
- Your product is visual. Fashion, food, beauty, travel — anything where a photo or video drives the purchase decision performs well on Instagram and Facebook.
- You want to build awareness. A new business that wants thousands of people to learn its name in one month can achieve this on Facebook for $50 to $100 in Burundi, thanks to low CPMs ($1 to $4).
Cost Comparison in East Africa
| Metric | Google Ads | Facebook/Instagram Ads |
|---|---|---|
| Cost per click | $0.05 – $0.50 | $0.03 – $0.20 |
| Cost per 1,000 impressions | $1 – $5 | $1 – $4 |
| Cost per lead | $1.50 – $5.00 | $1.00 – $3.00 |
| Best for | High-intent buyers | Awareness and demand |
Facebook is generally cheaper per click, but Google clicks convert at a higher rate because the person was already looking for what you sell.
The Best Strategy: Use Both
The most effective approach for East African businesses is to combine them:
- 1Use Facebook to build awareness. Run a video or image campaign to introduce your brand to your target audience. This costs $15 to $30 per month in Burundi.
- 2Use Google to capture intent. When those same people later search for your type of product or service, your Google Ad appears at the top. This costs $25 to $50 per month.
- 3Use Facebook retargeting. Show ads to people who visited your website but did not buy or contact you. This reminds them and brings them back.
This full-funnel approach means your business is visible at every stage of the customer journey — from first hearing about you to actively searching for you to coming back to buy.
Which Should You Start With?
If you can only pick one:
- Start with Google Ads if people already search for your type of business (restaurants, services, shops).
- Start with Facebook Ads if you are launching something new or need brand awareness first.
At $50 per month total, you can run both platforms effectively in Burundi and across East Africa. The low competition means your budget goes further than in any other region in the world.