Which Is Better for You, Facebook Ads or Google Ads?
Google Ads and Facebook Ads are two of the biggest players in online advertising. Although they operate significantly differently, both are strong platforms that can increase your company’s traffic, leads, and sales. So, how do you choose the best one for you?
To help you make an informed decision about which platform best suits your objectives, target audience, and financial constraints, let’s examine the main distinctions, advantages, and best practices of each.
1. Fundamentals: Facebook and Google Ads: What Are They?
Let’s first explain the purpose of each platform before we compare.
The pay-per-click (PPC) advertising network Google adverts (previously Google AdWords) displays your adverts on millions of websites in the Display Network, YouTube, Gmail, and Google search results. People are actively looking for something, and your ad appears to satisfy that need. This is essentially intent-based advertising.
Facebook Ads is a discovery-based advertising platform that is a part of Meta Ads. You can see your advertising on Messenger, Instagram, Facebook, and more. Rather than users searching for specific content, you are displaying advertisements according to their online activity, demographics, interests, and habits.
2. Intent of the Audience: Search versus Discovery
The main distinction between the two platforms is this.
Google Ads works well for drawing in customers who are already interested in what you have to offer. For instance, Google Ads can display your product at the top of a user’s search results if they type in “best running shoes for flat feet” and you sell exactly that.
Conversely, Facebook Ads are more about presenting your product or service to potential customers, even if they aren’t actively looking for it. You can target people who purchase athletic gear, follow fitness pages, and interact with workout material if you own a new fitness apparel company.
Consider it this way: Demand fulfillment = Google Ads
Facebook ads generate demand.
3. Options for Targeting
Although they do so in different ways, both platforms provide strong targeting.
Google Ads goals:
Keywords (search terms that people use)
Where
Type of device
The time of day
Interests of the audience (for YouTube/Display advertisements)
Targets for Facebook ads include demographics (age, gender, and job title).
Hobbies and interests
Behavior (such as regular travelers and internet shoppers)
Events in life (such as getting engaged recently or becoming parents)
Lookalike audiences derived from your current clientele
Facebook Ads excel if you are targeting based on lifestyle and hobbies or have a very detailed client profile.
Google Ads is the best option if you want to connect with people who are determined to buy or ask questions.
4. Google Ads’ Ad Formats:
Search results with text advertisements
Banner and picture advertisements on websites
YouTube videos that advertise
Product information in shopping adverts
advertisements for app marketing
Facebook Ads offers video and picture advertisements.
Carousel advertisements (ads with several pictures or videos)
advertisements for collections (excellent for e-commerce)
Reels and Stories
Lead-form advertisements
WhatsApp and Messenger advertisements
The visual forms of Facebook and Instagram are perfect if your brand relies heavily on images, such as those of food, fashion, or lifestyle goods. Google Search might be more appropriate for you if you provide services or want quick traffic to a landing page.
5. Comparison of Prices
There is no one-size-fits-all solution when it comes to cost; it depends on the industry, target demographic, level of competition, and the optimization of your campaigns.
Ads on Google:
usually has a higher cost-per-click (CPC), particularly in sectors with high levels of competition like banking, insurance, and law.
But since people are actively looking, the leads are typically warmer.
The cost-per-impression (CPM) and cost-per-click (CPC) of Facebook ads are often lower.
The users may require more nurturing before they convert, though, as they weren’t specifically searching for your offer.
One piece of advice is to start small with both and compare your cost per acquisition (CPA) or cost per lead (CPL), not just clicks or impressions.
6. Objectives and Applications
Here’s a brief guide to help you choose the best platform for your goals:
Objective
The Greatest Platform
Increase sales of particular products
Facebook Catalog or Google Shopping
Rapidly increase website traffic
Facebook or Google Search Click-through advertisements
Increase exposure of your brand
Facebook (carousel advertising, stories, or videos)
Retarget previous visitors using both Google Remarketing and Facebook Pixel.
Introduce a new product or brand.
Facebook (lookalike targeting plus interest)
Get leads
Google (search with lead magnet) or Facebook (lead advertisements)
Use videos to educate people.
YouTube or Facebook (a component of Google Ads)
7. Usability and Learning Curve
Facebook Ads Manager offers you a great deal of creative control and is more visual. There is a moderate learning curve, but it becomes simpler as you know who your target is and how to A/B test creatives.
It’s more technical with Google Ads. At first, the UI may seem intimidating, particularly when considering ad extensions, match types, keyword bidding, and quality scores. But once mastered, it’s quite effective.
Pro tip: Facebook Ads could seem easier to use at first if you’re new to advertising, especially for local companies or lifestyle brands.
8. Optimization & Analytics
Although they track success in various ways, both platforms provide great reporting features.
Google Ads prioritizes search phrases, quality score, conversion rate, and click-through rate (CTR).
7. Learning Curve and Usability
Facebook Ads Manager is more visual and gives you a lot of creative freedom. The learning curve is moderate, but it gets easier once you understand your audience and how to test creatives.
Google Ads is more complicated. When taking into account ad extensions, match types, keyword bidding, and quality scores, the user interface may initially appear daunting. But once you get the hang of it, it works very well.
Pro tip: If you’re new to advertising, Facebook Ads may initially seem simpler to utilize, especially for local businesses or lifestyle brands.
8. Analytics & Optimization
Both platforms offer excellent reporting options, despite the fact that they measure performance in different ways.
Search terms, quality score, conversion rate, and click-through rate (CTR) are given top priority by Google Ads.
Concluding
In actuality, when utilized strategically, Google Ads and Facebook Ads are allies rather than rivals. Every platform contributes in a unique way to the client journey. One helps people find you before they even realize they need you, and the other helps people find you when they need you.
Begin modestly, test carefully, and adjust in response to the outcomes. Either platform—or both—can significantly increase your company’s growth if you use them strategically.
Need assistance selecting or establishing your advertising campaigns? For a free strategy call, get in touch with our team, and we’ll help you choose the best platform for your objectives!