If you’re running a GoHighLevel (GHL) SaaS, advertising is critical for customer acquisition. But when it comes to paid traffic, the big question is:

Should you focus on Facebook Ads or Google Ads?

Both platforms are powerful, but they serve different purposes. Choosing the right one depends on your audience, goals, and budget.

In this guide, we’ll compare Facebook Ads vs Google Ads for SaaS growth, covering:

• How each platform works
• Which one converts better for GoHighLevel SaaS owners
• How to decide which one is best for your business
  
  

By the end, you’ll know exactly where to invest your ad budget to get the best results.

How Facebook Ads Work for GoHighLevel SaaS

How Facebook Ads Generate Leads

Facebook Ads focus on interruption marketing. Instead of users actively searching for your product, your ads appear while they are scrolling through their feed.

Facebook Ads are best for:

• Generating leads from cold audiences
• Retargeting visitors who didn’t sign up
• Creating demand for your SaaS
  
  

Key Facebook Ad Formats for SaaS Owners

• Lead Form Ads: Collect emails directly inside Facebook, reducing friction.
• Video Ads: Showcase how your SaaS works in 30–60 seconds.
• Retargeting Ads: Show ads to people who visited your site but didn’t sign up.
  
  

Pros of Facebook Ads

✅ Cheaper cost per click (CPC): Generally lower than Google Ads.
✅ Better for awareness and brand building: Great for SaaS owners who need to explain their offer.
✅ Advanced targeting: Can reach specific audiences based on behavior and interests.

Cons of Facebook Ads

❌ Users aren’t actively searching: Ads must be compelling enough to interrupt their browsing.
❌ Lower purchase intent: Facebook users may not be ready to buy immediately.
❌ Requires ongoing testing: Ad fatigue happens quickly, requiring frequent updates.

How Google Ads Work for GoHighLevel SaaS

How Google Ads Generate Leads

Google Ads focus on intent-based marketing. Instead of interrupting users, your ad appears when they actively search for a solution.

Google Ads are best for:

• Capturing high-intent leads
• Driving traffic to your website
• Targeting people who are ready to take action
  
  

Key Google Ad Formats for SaaS Owners

• Search Ads: Show text-based ads when users search for specific keywords.
• Display Ads: Appear on partner websites, great for retargeting.
• YouTube Ads: Video-based ads targeting users based on interests or past behavior.
  
  

Pros of Google Ads

✅ High-intent traffic: Users are already searching for a solution.
✅ More predictable conversions: Leads tend to be warmer than Facebook leads.
✅ Works well for bottom-of-funnel leads: Best for capturing people who are ready to buy.

Cons of Google Ads

❌ More expensive per click: High competition for SaaS-related keywords.
❌ Requires strong landing pages: If your landing page isn’t optimized, conversions will be low.
❌ Tougher for cold traffic: Less effective for brand awareness compared to Facebook Ads.

Which One Converts Better for GoHighLevel SaaS?

The answer depends on your marketing funnel.

• If you need quick awareness and leads, Facebook Ads work best.
• If you want high-intent traffic, Google Ads drive better conversions.
• The most effective strategy is often using both together.

How to Use Both for Maximum Results

Step 1: Use Facebook Ads to Capture Leads

• Target business owners who fit your ideal customer profile.
• Offer a free trial or demo of your GoHighLevel SaaS.
• Retarget users who engage but don’t sign up.
  
  

Step 2: Use Google Ads to Convert High-Intent Users

• Bid on keywords like “best CRM for agencies” or “GoHighLevel alternative.”
• Run retargeting campaigns to bring back warm leads.
• Create landing pages optimized for conversions.
  
  

Step 3: Retarget Users Who Didn’t Convert

• Show Facebook Ads to people who visited your site.
• Use YouTube Ads to reinforce your message.
• Send follow-up emails to nurture leads.
  

Final Verdict: Which One Should You Use?