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Why Ads and Landing Pages That Work on Facebook Don't Convert on Google Search
Published December 2024. Last updated July 2026.
I manage Google Ads for an immigration law firm. They also advertise on Facebook and Instagram etc. (The social media ads are managed by others.)
They've got a lot of leads by advertising a quiz on social media. The quiz asks 10 questions and then shows the user if they qualifiy for the visa they're interested in.
My client was hoping that the same quiz would get more leads from our Google search ads.
But, here's the trouble: someone scrolling on Facebook wants something completely different to someone searching on Google.
- On Facebook they want entertainment.
- On Google they want to solve a problem.
On Facebook, the ad interrupts what they're doing. The ad must be more interesting than the feed to grab their attention. And the landing page has to be more entertaining to keep it.
On Google, they've searched for a solution. The ad needs to promise it. The landing page has to deliver it fast - and with as little friction - as possible.
Someone who Googled for an immigration lawyer would be very frustrated if you forced them to do a quiz before they could book an appointment. I'd be surprised if anyone was patient enough to convert.
The answer: give the user an ad and landing page that match with what they want to do.
Most Google Ads Problems Aren't Google Ads Problems
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