A/B tested Facebook ads against Google ads for a local coffee shop last month

Facebook flopped hard with a 0.3% CTR while Google pulled in actual orders at $12 a pop, anyone else find search intent just crushes social for local businesses?

2 comments

2 Comments

evan_burns951mo ago

That's rough about the Facebook campaign. Had a similar thing happen with a client's local bakery, Facebook got likes but almost no foot traffic while Google brought in real customers. Search intent is a different animal entirely. Someone typing "coffee shop near me" is ready to buy, not just scrolling through cat videos. Facebook can work for brand awareness over time, but for immediate sales it usually falls flat for local spots. Makes total sense that Google pulled through better.

mia7481mo ago

My barber tried running a Facebook ad last summer offering twenty bucks off a haircut. He got something like 300 likes and a bunch of comments from people tagging their friends, but maybe three people actually showed up with the coupon. Meanwhile, his Google listing with a simple "mens haircut near me" brings in steady walk-ins every week. It's honestly wild how different the two platforms work for local places. Facebook feels like a popularity contest half the time, while Google is people actually looking to spend money. Your bakery story sounds almost identical to what I saw with him.