If you’re trying to grow your business online, you’ve likely heard of Google Ads and Yelp Ads. But when it comes to Google vs. Yelp advertising, choosing the right platform isn’t a one-size-fits-all situation. These platforms attract different types of users, serve different purposes, and deliver different kinds of results. To make the most of your marketing budget, it’s important to understand how each one works – and which is the better fit for your business goals.
What Exactly Is Yelp?
Founded in 2004, Yelp is a well-known online platform and mobile app for local business reviews. It is a go-to hub for the local community of consumers. You can use it to post sponsored listings or enhanced profiles. This crowdsourced reviewing platform garners 178 million unique visitors per month. Writing business reviews, giving ratings, and posting photos of experiences with certain businesses is at the core of this platform.
What You Need to Know About Yelp Ads
Yelp Ads allow you to promote your business listing so that it appears in prominent spots within search results and even on listings of your competitors. Listings on Yelp are sorted based on business type, price range, and geographical location. They are also filtered based on specific features businesses offer, like having outdoor seating or the option to make a reservation.
However, one important thing to understand is that Yelp keeps users within its ecosystem. Clicks from your ad will lead to your Yelp profile, not your own website – meaning they won’t help you get people to your site. That makes the quality of your Yelp profile (and the volume and rating of your reviews) absolutely essential for your advertising effectiveness.
What Is Google Advertising?
We all know what Google is – and it’s for more than just searching random things. Google, as a search engine, offers advertising through different methods and placements – and this is where Google Ads comes in to allow you control over your advertising. Google Ads is one of the most powerful advertising platforms in the world. With it, you can advertise your small business by paying to appear at the top of search engine results for relevant keywords.
When advertisers create a Google Ads campaign, they have to choose a list of keywords that target their offer. Then, someone makes a query containing one of those keywords, and the PPC ad appears on the search engine result page.
Whether someone is searching for best HVAC repair near me, or affordable catering services, or quite literally any other service, Google Ads lets you show up right when the user needs your service. You can run search ads, display ads, video ads on YouTube, shopping ads, and more. Plus, you have complete control over your Google Ads keywords, audience targeting, budget, and ad creatives. Google Ads appear in two sections on the result page – above and below organic results.
Factors to Keep in Mind When Deciding Between Google Ads vs. Yelp Ads
The decision between Yelp Ads vs. Google Ads should be based on careful research – not all small businesses are alike. You have to figure out which PPC platform would work better for you. It’s worth noting that, in some cases, both options would be great. You can just choose to advertise on both platforms if you have enough resources. However, it can be a time-consuming task. If you want to choose one option, here’s what you need to consider:
- Location where your business is based – Depending on your location, one of these platforms could be more popular in your area. Even though Google has more users in general, there could be more searches for small businesses on Yelp. For example, this is the case on the West Coast.
- Where your competition is advertising – Keeping track of your competitors is always important. You’re competing over the same target audience, so check where they post their ads. Look into their performance and see if there’s something to be learned from their mistakes.
- Demographics and customer behavior of your target audience – This might even be the most important factor. If your target audience prefers one platform over the other, you will obviously choose to advertise there. However, customer behavior can vary depending on demographics, even when you’re looking at the customer base of one company. Consider which segment of your customer base you want to target, and make a decision based on that.
Google vs. Yelp Advertising AKA Platform vs. Search Engine
At first glance, Google and Yelp may seem like they serve similar purposes – helping users find businesses online. But the way they go about this is entirely different. Google Ads are designed to reach users who are actively searching for a specific service or product. It’s intent-driven, which means the person seeing your ad is already in a decision-making mindset.
Meanwhile, Yelp is more about comparison and exploration. Users browse Yelp to read reviews, view ratings, and compare businesses in a particular category or location. The advertising model reflects this. Yelp Ads are meant to enhance your presence on the platform, helping you show up higher in Yelp search results or on the competitors’ pages. If your Yelp profile is strong, advertising here can give your business an edge. But if your profile is weak or outdated, the return might be limited.
Yelp vs. Google Business Profile
Your business profile is your digital storefront, and it plays a critical role on both platforms. A Google Business Profile (formerly called Google My Business) is essential for local search visibility. Google Business Profile shows up in Google Search and Maps results, and it includes key info like hours, contact details, photos, and reviews.
With the right optimization, it can even rank organically, without paying for ads. It’s safe to say that having a Google Business Profile is essential for your brand visibility on a local level. Most Google queries for a specific service will land on a business profile – not Yelp.
Yelp listings serve a similar purpose as Google Business Profile, but are more focused on community-driven content. Customer reviews, star ratings, and visual content dominate the page. However, we’ve mentioned that Yelp doesn’t allow you to link directly to your website in ads – you’re working within Yelp’s walled garden. That means a stellar profile is not just helpful. It’s mandatory if you want Yelp Ads to be of any use.
Google Maps Ads vs. Yelp Ads
Google Maps Ads can be compared to Yelp Ads in terms of targeting local customers. Both allow businesses to appear in local search results, providing potential customers with reviews, business information, and options to call or get directions. Both are pay-per-click advertising models.
So, what are their differences? It’s the benefits, such as geotargeting, analytics, and user base, that set these two advertising models apart. Google Map Ads integrates seamlessly with Google My Business, Google Search, and Google Ads. Yelp reaches an audience searching for services within the Yelp platform. The platform just focuses on promoted listings, while Google Maps Ads offers promoted pins and in-map advertisements.
When Should You Use Google Ads?
By now, you surely understand that Google Ads is an excellent way to advertise your business. But what exactly can you achieve with this platform? First and foremost, you will focus your advertising efforts on the people who are looking for exactly what you offer. Google Ads can direct many potential customers to your website, consequently increasing your chances of making a sale.
Another great benefit of Google Ads is its ability to work even when you have a limited budget. The platform is highly customizable when it comes to expenses. You can set up daily budgets, for example, or even limit the amounts that can be spent on a specific keyword’s clicks. Also, keep in mind that you pay only for ads that people click on.
This makes Google Ads an excellent option for businesses that are just starting out and need to boost their online visibility without spending too much on advertising. A couple of other cases when Google Ads can be a good solution for your business include:
- When you have a time-limited promotion,
- When you’re launching a new product or service,
- When you’re rebranding (whether the entire business or just one product),
- When you want to target branded searches for competitors,
- When you’re testing new messaging.
What Can You Achieve With Yelp Ads?
Yelp Ads allows you to filter who sees your ads based on location and keywords. We’ve mentioned that Yelp is all about exploring potential businesses and services one might use. This means that Yelp Ads can put your business in front of users who have started looking for something specific. These users often have a high intent to purchase, so presenting your business to them is a wise move.
Additionally, Yelp reviews can drastically affect the reputation of a business – they are usually regarded as trustworthy. Positive reviews will make people more likely to choose your business over your competitors. Last but not least, you should keep in mind that Yelp ranks on the first page of Google for many service-related keywords. Using Yelp might help you increase your visibility on this search engine as well.
Google vs. Yelp Advertising – Let’s Make a Final Verdict
There’s no one-size-fits-all solution in the Google Ads vs. Yelp Ads debate. If you’re aiming for broad reach and high-intent leads, Google Ads offers unmatched value. But if your business thrives on customer reviews and local visibility, Yelp Ads can support your reputation and help convert browsers into buyers. The ultimate decision will depend on your advertising goals and budget, but hopefully, things are a bit clearer for you after this read.
We’ll leave you with one last thought – when it comes to advertising decisions, it’s best to leave things to the professionals. If you’re looking for pay-per-click services, choose a reliable partner – a digital advertising agency you can trust. Made Online can be that partner for you. Contact us today, and don’t miss out on an opportunity to boost your online presence with quality advertising.
