In order to efficiently produce a liquid containing ultrafine bubbles of a desired gas, an ultrafine bubble-containing liquid producing apparatus includes a gas dissolving unit that dissolves a predetermined gas into a liquid, and a UFB generating unit that generates ultrafine bubbles in the liquid in which the predetermined gas is dissolved. A CPU performs control under a first condition in a case of causing the gas dissolving unit to operate in a circulation route passing through the dissolving unit. The CPU performs control under a second condition different from the first condition in a case of causing the UFB generating unit to operate in a circulation route passing through the UFB generating unit.