Google Ads vs Facebook Ads: a 2026 cost comparison

Facebook Ads (Meta) mainly charges you per impression. The base model is cost per thousand impressions (CPM), and cost per click results from how well your ad turns impressions into clicks. A CPM of 40 RON with a 3% click-through rate means a cost per click of about 1.33 RON. The same CPM with a 0.5% click-through rate pushes cost per click toward 8 RON.

On Google you pay for intent, on Facebook you pay for attention. That's why a Google click and a Facebook click aren't worth the same, even when they carry the same price on paper.

Cost per click, head to head, in Romania 2026

To compare fairly, we translate both channels into the same currency: cost per click. The figures below are market benchmarks for Romania in 2026, not guarantees, because they vary a lot by industry, competition, and account quality.

• Google Ads Search: roughly 1.5-8 RON per click, with peaks above 15 RON in legal, medical, or financial niches where competition is high.
• Google Shopping: usually cheaper than text Search, often 0.8-4 RON per click for eCommerce.
• Facebook Ads: the CPM-derived cost per click often lands around 0.5-3 RON for strong visual ads, but can climb fast when the creative performs poorly.

At first glance, Facebook looks cheaper per click. That's where most comparisons stop, and where the wrong decisions begin. A cheaper click on someone who wasn't looking for you is not automatically more valuable than a pricier click on someone ready to buy. For per-industry detail on each channel, see how much Google Ads cost in Romania in 2026 and how much Meta Ads cost in Romania.

Cost per result, broken down by objective

The metric you actually buy isn't the click, it's the result: a lead, a sale, a booking. This is where the comparison becomes useful, because each channel is more efficient on a different type of objective.

Cost per lead (demand capture)

For services and B2B, where you capture contact details, Facebook often produces leads at a lower cost on volume, because it can reach broad audiences that aren't searching for you yet. Google brings more expensive clicks but higher-quality leads, because the person searched for exactly your service. Cost per lead looks lower on Facebook, but Google leads usually close at a higher rate.

Cost per acquisition (eCommerce sale)

For an online store, Google Shopping and branded Search harvest demand that is already ready to buy, so they produce the lowest cost per direct sale. Facebook usually has a higher first-touch cost per sale, because its role is to create the demand that later turns into branded search on Google.

Cost per awareness (new demand)

When the goal is to reach people who don't know you, Facebook clearly wins on cost. The impression-based model makes discovery cheap, and Google isn't built to create demand that doesn't yet exist.

The practical rule: Facebook is usually cheaper at creating demand, Google is usually cheaper at capturing it. You're comparing wrong if you ask one channel for the cost the other excels at.

Total cost: media spend isn't the only expense

The cost comparison often stops at the money that goes to the platform. But the real cost of each channel has two layers.

Media spend is the amount that actually goes to Google or Meta. Here the two are comparable, you control it through daily budgets.

Management and creative cost differs between channels. Facebook constantly consumes new creative: the algorithm needs many image and video variants to optimize, and creative fatigue sets in quickly. Google Search needs less visual material but more structure work, keywords, and negative terms. On the Romanian market, the common management models are a commission as a percentage of media spend (often 10-20%) or a fixed monthly fee, regardless of channel.

A channel with a low cost per click that demands constant creative production can have a higher total running cost than it appears. That's why many businesses run both channels as a single system. For how the budget looks when you combine them, see how much a month of Meta Ads and Google Ads together costs.

How to read the cost difference in business terms

A cheaper click doesn't mean a cheaper customer. The only comparison that matters at business level is the cost of bringing in a profitable sale, relative to your margin.

The reference metric is return on ad spend (ROAS), calculated on real results, not on what the platforms report. When you run both channels, each will claim the same sales, and the sum of reported costs will look higher than reality. The correct picture comes from sales tracked in GA4 or your CRM.

A platform with double the cost per click but triple the conversion rate is in fact cheaper per sale. So the useful question isn't which platform has cheaper clicks, but which one brings you a customer at a cost your margin can carry.

What you can do today

Before comparing the two channels' costs, calculate the maximum cost per acquisition your margin allows: start from gross margin per order, subtract the profit you want to keep, and what remains is what you can spend to bring in a new customer. With that figure in hand, each channel becomes properly comparable: not by what a click costs, but by what a customer costs under your threshold. For an overview of online advertising costs in Romania, see the resource how much online advertising costs.