After spending over 20,000 hours building and ranking websites, running SEO campaigns, and managing SEM strategies, I've learned that critical user experience drives conversions. When running ads on platforms like Google and Facebook, it's important to recognise the differences in how people engage with each platform and tailor your strategy accordingly. In this blog, I want to talk about why reducing friction is essential for Google Ads and why adding friction can be beneficial when using Facebook Ads.
Why Less Friction Works for Google Ads
When you're paying $30 per click on a Google ad, it's clear that the person who clicked has a strong intent. They've actively searched for a solution to their problem, found your ad, and clicked on it. At this point, the last thing you want to do is make it difficult for them to convert. Unfortunately, I see this happen constantly, where businesses overcomplicate the process by asking customers to fill out long, multi-step forms or directing traffic to the homepage instead of a landing page tailored to the ad.
Recently, I came across a business running Google Ads but sending traffic to its homepage. Sure, it might bring in some leads, but the conversion rate drops without a dedicated landing page that speaks directly to the search query. Worse, their inquiry form had five steps. That's why that's friction for someone ready who's now. If you want to filter customers, there are smarter ways to do it, but making a potential lead jump through hoops will drive them away.
Take, for example, a removalist service. You may want to know the customer's asking for that too early can scare people off. Instead, I recommend simplifying the form to ask for the essentials: postcode, name, email, and phone number. That's all you need to do to get the conversation started.
Timing is everything when someone submits a form. As a business owner, you should receive an SMS, WhatsApp, or some other instant notification to respond immediately. The longer you wait, the higher the chances that a competitor will have already reached out. Most leads will fill out multiple inquiry forms, and the fastest responder often wins the business. So, if you're running a Google ad, your goal should be to make it incredibly easy for them to contact you.
A big "Call Now" button should be placed prominently at the top of your landing page, and that button should be tied to call tracking so you can monitor and optimise your campaigns. Additionally, trust signals like "500 Google r "views" or "5,000 r" of "completed" should be d "displayed clearly to reassure the customer that they're in there. People want immediate solutions, particularly for emergency services, like a locksmith or a tree removal company. They're not gThey're scrolling through multiple pages or dealing with a glitchy form. They need a fix, and they need it now.
Why More Friction is Necessary for Facebook Ads
While Google Ads works best with minimal friction, the strategy is almost the opposite regarding Facebook Ads. The main reason is the difference in intent. On Google, people are searching for solutions. On Facebook, you show people who may not even know they need your service. This often leads to a wider range of inquiries, many of which might not be qualified leads.
With Facebook Ads, adding friction helps. By introducing a longer form or multiple steps in the inquiry process, you can filter out casual browsers and focus on serious leads about taking action. It might sound counterintuitive, but adding extra steps helps weed out people who aren't ready or admitted. This strategy works especially well for high-ticket items or services where you don't want to waste time sifting through unqualified leads.
Instead of aiming for immediate conversion like you would with Google Ads, Facebook Ads often require more nurturing. So, it's okay to ask more questions in the inquiry form—whether it's the customer's detailed description of their needs or other qualifying information. By doing this, you ensure that the leads you get are worth following up with.
Understanding Platform Intent and Adjusting Strategies
The key takeaway is that the intent behind a customer's incustomer'swith Google Ads versus Facebook Ads is vastly different. Google Ads are about capturing demand—people are actively searching for something. In this case, less friction is crucial because the person is ready to act. They know what they want and need a fast, easy way. On the other hand, Facebook Ads are more about generating demand. You're putting your service or product in front of people who may not have been actively thinking about it, so it's important to qualify leads by adding friction.
How I Apply This in My Campaigns
In my own campaigns, I fully take advantage of these platform differences. For Google Ads, I keep everything streamlined. The landing page is clean, the form is short, and the contact methods are direct and instant. I don't waste time with unnecessary questions because the customer's incustomer'sear needs a solution now, and I make it easy for them to get it.
For Facebook Ads, my approach is different. I'm more selective. I add extra steps in the form, knowing that if someone takes the time to complete it, they're like a quality lead. This approach ensures that I spend my time and resources on prospects more likely to convert instead of wasting effort on casual browsers.
In both cases, the goal is to create the best possible user experience while aligning with the platform. When done right, this strategy leads to higher conversion rates, better-qualified leads, and, ultimately, more successful campaigns.
Final Thoughts
Whether you're running your ads or Facebook Ads, it's all about understanding the platform's unplatform behaviour and tailoring your strategy to meet that behaviour. On Google, reduce friction as much as possible. Make it easy for your potential customers to contact you and respond instantly. On Facebook, don't be afradon't add a few extra steps to qualify leads and filter out those who aren't serious. It's about deterring the right experience to the right audience at the right time, and when you do, your campaigns will always deliver better results.
