Google API or Custom Solution: Which Is the Better Choice?

APIs have become the foundation of modern web and mobile development. They power everything from user authentication and data storage to maps, geolocation, and payment systems.

For many teams, Google APIs are the natural choice. They are well-documented, reliable, and easy to integrate with Firebase or Google Cloud. When you are building an MVP or the first production version of a product, they save time and help you launch faster.

But convenience often comes with a hidden cost.

As usage grows, so do the bills. The same endpoints that seemed “free enough” during early testing can start generating hundreds of dollars in monthly charges when real users arrive. For projects that rely heavily on Google’s services, these costs scale quickly. And sometimes, what’s even harder to manage than the cost is the dependency: every feature update or limitation in the API becomes a constraint for your product.

At Stubbs, we have had several projects where we replaced Google APIs with custom logic. Not because Google’s solutions were bad, but because our clients needed something more predictable and flexible. In this article, we will go through the pros and cons of a custom solution.

When You Actually Need a Custom API Solution

Google APIs are excellent for getting started. They are reliable, well-documented, and cover a wide range of tasks from maps and routes to authentication and payments. For most new products, using them is the fastest way to move from idea to working prototype.

However, as a product grows, the same APIs that were convenient at first can start to create limitations.

There are several signs that it may be time to move toward a custom-built solution:

1. Rising usage costs.

Google APIs use a pay-as-you-go model. Each request adds to the monthly bill, and even with the $200 free credit, the cost can climb fast once the app handles thousands of requests per day. For projects with steady or heavy traffic, this becomes a fixed overhead that does not scale well.

2. Limited control.

Third-party APIs set their own limits, update schedules, and response formats. When your product depends on them, every small change can affect your workflow. Custom APIs give you full ownership of data flow and behavior.

3. Static or predictable data.

If the app often requests information that rarely changes, such as static location data or predefined lists, there is no reason to fetch it from Google every time. Storing and serving it from your own backend is faster and cheaper.

4. Need for deeper integration.

When your backend must combine data from multiple sources or add custom logic, it is easier to do so with your own service. This lets you apply business rules, cache responses, and tailor endpoints to your app’s structure.

We faced exactly this kind of situation in one of our projects. The app originally used Google APIs to handle basic location data. At first, everything worked smoothly, and the integration was effortless.

As the product scaled, the number of requests grew, and the pay-per-use billing started to add up. Even small, repeated queries, such as geocoding user addresses or validating locations, counted toward the total. Within a few months, the API costs were higher than the entire hosting bill.

The client asked a simple question: “Can we make this work without paying Google every month?”

That led us to review the system architecture and identify which parts of the API logic could be moved in-house. Most of the requests involved static data that did not change in real time, which made it possible to replace Google endpoints with our own backend service.

We also faced a similar challenge on another project, where the API needed to work with an endpoint connected to the Ministry of Transport. It required a static address to be whitelisted, and Google charged an additional $100 per month for that option. During just two months of active testing and fixes, API usage alone cost nearly $200. Since the app was hosted on WPS, where static addresses were already included, it was much more practical to switch to a custom setup and avoid unnecessary billing.

How We Moved to a Custom API Solution

After reviewing the logic, we decided to move the location-related functionality from Google’s infrastructure to our own. The goal was simple: keep the same behavior for users, but make it faster, cheaper, and easier to maintain.

We started by creating a dedicated repository for the new API service so it could evolve independently from the main app. The backend was built with Node.js and Express, a stack that gives us full flexibility and control over routing, request handling, and caching.

Firebase remained in use for authentication, hosting, and general data storage, but all API requests that previously went to Google were now directed to our own backend.

The transition included several key steps:

1. Mapping the existing requests.

We analyzed which Google endpoints were used most often and what kind of data they returned.

2. Building local endpoints.

For every repetitive or static call, we created our own endpoint that served the same data from a local source.

3. Implementing caching and indexing.

Frequently requested data was stored and indexed on our servers, which reduced load times and eliminated the need for repeated external calls.

4. Testing and optimization.

We ensured that response times stayed stable and that the new endpoints integrated smoothly with the frontend.

The process took less time than expected. Because much of the data was static, we were able to build the replacement logic quickly and without major code changes on the client side.

The result was a custom API layer that worked exactly as before but without the external dependency or monthly billing. It also became easier to adjust requests, update structures, or extend functionality whenever the product evolved.

Key Benefits of a Custom API Solution

Right after we switched, the change was obvious. The app ran faster, costs dropped to nearly nothing, and the client was free from third-party restrictions and unpredictable bills. Beyond those immediate wins, having a custom API brings long-term benefits that are worth considering for any product that's starting to grow.

1. Cost efficiency

Google APIs follow a pay-as-you-go model, which feels fine at first. But as your traffic grows, even a few extra calls per second can make a big difference on the bill. With a custom API, hosting expenses stay stable. You pay for server capacity, not for every individual request, which makes budgeting simpler and long-term costs easier to predict.

2. Full control over logic and data

Owning the API means you own how everything works — from how data is stored to how it is delivered. You are free to shape responses, combine data from different sources, or build logic that fits the business model, not the API provider’s format. This freedom often leads to cleaner code and better performance because nothing depends on external updates or limits.

3. Easier scaling

When your infrastructure is in your hands, scaling becomes a planning question, not a financial one. You can add new endpoints, handle more users, or expand to new regions simply by increasing server capacity. There is no need to worry about pricing thresholds or external constraints slowing you down.

4. Flexibility in development

Adding new parameters, changing data structure, or integrating third-party services becomes much simpler. Updates are made in-house and do not depend on external release cycles.

5. Better performance

Internal APIs reduce latency because data is served directly from your own infrastructure. Caching, indexing, and request batching further improve response times, especially when working with large datasets.

The overall result is a faster, more stable system that adapts to the team’s workflow instead of forcing the team to work around an external service. For long-term projects, this independence often becomes as valuable as the cost savings themselves.

When Google APIs Still Make Sense

Of course, not every project needs a custom setup. Sometimes Google APIs are still the best choice, especially when you need to move fast or when precision matters more than full control.

For small apps or MVPs, Google’s ready-made tools are hard to beat. You get reliable infrastructure, clear documentation, and integrations that work straight out of the box. In those early stages, saving a few weeks of setup time can be worth far more than what you’ll pay in API calls.

They also shine when accuracy is non-negotiable. If your product relies on live maps, routing, or geolocation, Google’s data is among the most complete and frequently updated in the world. Building or maintaining that level of precision on your own would take far more effort than it’s worth.

And if your stack already uses Firebase or other Google Cloud services, keeping everything in one ecosystem often makes sense. It simplifies deployment, monitoring, and access control, which can be especially useful for smaller teams.

So, while a custom API pays off in the long run for products that grow quickly or process huge amounts of data, Google APIs remain a strong and practical option for getting started — or for cases where reliability is the top priority.

Lessons Learned

Every project teaches something new. For us, this one confirmed that ready-made tools like Google APIs are a great starting point, but they are not always the best long-term solution.

At the beginning, it makes sense to use what is fast, stable, and already proven. It helps you launch sooner and validate ideas without investing in heavy infrastructure. But once a product starts to grow, it is worth checking how much you rely on third-party services and how much they actually cost you each month.

Moving part of the logic to a custom API can save money, improve performance, and give the team more freedom to shape the system as it evolves. The key is to make this decision early, before external tools become too tightly integrated to replace.

Our takeaway is simple. Use Google APIs when you need speed and convenience. Switch to your own when you need control, scalability, and independence.