Our Client Marketing Department recommends that clients begin ad campaigns with approximately 20-30% of spend on Facebook with the remaining 70-80% on Google. We would advise clients keep this breakdown (even when increasing and decreasing overall budget) for at least 6 months to determine campaign efficacy.
We see quality with leads from both Facebook/Instagram and Google. Leads from Google are shown ads based on active search and so tend to have a shorter time frame than leads from Facebook, but are generally more expensive on a cost per lead basis.
Leads from Facebook are proactively shown ads based on location and demographic and also convert on a pre-populated Facebook form. For this reason, we tend to see a lower cost per lead on Facebook as well as a higher percentage of valid contact information, though we would expect leads to need more nurture on average before converting.
Testing has shown that leads from Facebook convert to appointments at a higher rate than those from Google (due to the increase contact validity), however we would still expect leads from Google to convert more quickly on average.
For the above reasons, we recommend clients establish their presence on both networks. We've seen this strategy to be most beneficial as the clients reach the 6 month stage of site ownership and have mature leads from both networks being worked by the system.
Please contact our Support Team here or call 855-246-2717 with any questions or to get a new campaign started!