Let’s get something out of the way: trade shows have charisma.
You’ve got the branded booth, the matching shirts, the “stop by for a chance to win an iPad!” signs. The team’s out of the office, networking over lukewarm coffee and overpriced cocktails.
It’s a vibe.
But don’t let the spotlight fool you—just because something looks good doesn’t mean it’s working hard. Especially when it comes to your marketing ROI.
Here’s the truth: Most small businesses can afford both trade shows and Google Ads. But only one of them is quietly bringing in leads while you’re stuck in a hotel lobby with a dead phone and a name badge that keeps flipping over.
You Don’t Have to Choose—But You Should Know Who’s Actually Performing
The trade show gives you face time. Google Ads gives you face, time, and a fully documented trail of who clicked, when, and why.
So while you’re handing out stress balls and pretending to care about the next booth’s product demo, Google Ads is already delivering leads that don’t require a follow-up call on a Monday you already dread.
Let’s Break It Down
Google Ads
- ROAS: $2 – $8 for every $1 spent
- Cost per lead: Around $41
- Targeting: Laser-focused on people actually looking for what you sell
- Control: Turn it up, down, or off—whenever you want. No shipping a booth required.
Stats? Sure. Google Ads reaches over 90% of internet users. And average ROIs are clocking in at 200% or higher, depending on industry. It’s not hype. It’s math.
Trade Shows
- ROAS: $0.50 – $1.50 per $1 spent
- Cost per lead: Up to $811
- Targeting: Anyone who strolls past your booth because they’re killing time before lunch
- Flexibility: None. Once you’re in, you’re in. Rain or shine, crowd or crickets.
Let’s be real: the follow-up process is hit or miss. Leads go stale fast. And unless you’re one of the “big dogs” with a two-story setup and a team of booth reps, it’s easy to get lost in the noise.
So Why Do We Still Romanticize Trade Shows?
Because they’re fun. They feel productive. They’re social and tangible and look great in the company newsletter.
But if we’re talking about actual results? Google Ads wins. Every. Single. Time.
Especially if you’re a small business trying to maximize every dollar.
The Verdict
Go to the trade show if it fits your brand. Shake hands, pass out swag, post the photo with your booth team. But don’t skip out on Google Ads because the ROI isn’t wearing a name badge.
Let the trade show be your showpiece. Let Google Ads be your sales engine.
If you’re smart, you’ll let them tag team. If you’re strategic, you’ll double down on the one that scales.
If you’re ready to stop romanticizing marketing that looks good and start investing in marketing that performs—reach out. We’ll bring the facts. You can leave the foam-core banner at home
