Google Ads vs. Facebook Ads: Which is the Best Choice for Your Business?

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Facebook and Google are two of the most popular advertising platforms out there. Although Google is a search engine and Facebook is a social media platform, they both offer effective, cost-efficient advertising strategies that allow businesses to sell more than ever before.

What is Google Ads?

Google Ads, formerly referred to as Google AdWords, may be a pay-per-click (PPC) advertising platform that runs advertisements, purchased by businesses. These ads appear within the search results on, or other websites through Google’s Search Partners or Display Network.

Originally mentioned as Google Adwords until 2018, Google Ads may be a paid advertising platform that works on an auction system. This “auction system” takes place whenever a user performs a keyword search.

google ads page

When creating a billboard , so as to “win” the Google Ads auctions and see your ad appear for the keywords you chose, you would like to optimize your Quality Score and therefore the bid amount. For better ad positioning, it’s important to optimize your bid amount and maintain a top quality Score.

Also, you buy every click on your ad (hence why the name pay-per-click, PPC) or for each 1000 views (impressions) your ad gets (hence why the name Cost-per-thousand impressions, CPM). Google ads are a superb thanks to drive more qualified traffic to your website or online store, especially if the targeted keywords show the prospects’ desire to form a sale.

What are Facebook Ads?

Similar to Google, Facebook Ads are paid ads that – you guessed it – appear on Facebook.

Facebook Ads can appear in a number of different places such as:

  • Facebook Newsfeed
  • Instagram Newsfeed
  • Facebook Marketplace
  • Video Feeds
  • Right-hand column
  • Messenger inbox

For the purposes of this blog, we’ll be focusing on the Facebook Newsfeed placements as newsfeed makes up the bulk of Facebook’s ad business.

Facebook has become highly competitive over the years, with the highest amount of monthly active users of any social media platform creating the optimal space for a variety of businesses to advertise on.

While Google Ads can be considered to have active user intent, Facebook Ads are more passive. Facebook Ads are shown to users not actively searching for a specific product or service, but rather, ads will appear within a users’ Newsfeed.

Advantages of Google Ads

Is Google Ads worth it? Advertisers seem to ask that question more often than not, but there are a number of differences that make Google Ads stand out. Check out the main reasons why Google Ads is the most popular and widely used PPC platform.

One huge difference & advantage between Google & Facebook is that Google helps you find new customers in a variety of ways.

Potential Audience Reach

Google has the largest audience potential of any advertising platform. Google handles more than 75,000 search queries every second, averaging out to about 2 trillion searches per year, with the potential to reach new users on every single search.

Although there is massive reach associated with Google Ads, something to note is that other than keyword targeting, your options are limited to basic user demographics such as age, gender, income, etc.

Wide Range of Ad Formats

As Google Ads has grown over the years, so has the number of ad formats available to advertisers.

In addition to the ad formats, advertisers have endless options of add-ons such as sitelink extensions, location extensions, price extensions, call extensions, and more to drive qualified traffic for your specific business need.

Ad Format Options:

  • Text Ads
  • Responsive Search Ads
  • Image Ads
  • Responsive Display Ads
  • App Promotion Ads
  • Video Ads
  • Product Listing Ads (Commonly known as PLA or Shopping Ads)
  • Showcase Shopping Ads
  • Call-Only Ads

Advertiser Equality

Although some people think that you need to have a large digital advertising budget to be competitive on Google, that’s not actually true! Google Ads’ auction operates on a 3-step system:

  • Quality of Ad
    • Is your ad relevant and useful?
  • Expected Impact of Ad
    • Use of extensions
  • Keyword Bid
    • The maximum amount you are willing to pay for a click on your ad

So, if you don’t have a million-dollar advertising budget, fear not. Just make sure your ads are well written, helpful, and utilize all relevant extensions.

Advantages of Facebook Ads

Facebook first rolled out its advertising platform in 2007, with a long list of changes and updates since then. The main advantage of Facebook Ads is its powerful audience targeting – but there are a few other advantages that are worth reading about before you make your decision.

Audience Targeting

Currently, there are over 2.37 billion active monthly users on Facebook, with this number growing daily. Although this number alone is huge, the real strength lies within how granular Facebook can target this massive amount of people.

It’s no secret Facebook users share a large portion of their life online. Users also search for and interact with content regarding personal interests whether it be businesses they frequent, products, ideas or services. All this available data allows advertisers to find their perfect audience by narrowing down their search to a niche group of people using Facebook audience & interest targeting.

One of Facebook’s most well-known targeting options is “lookalike audiences” which allows an advertiser to upload information about their current customer base to Facebook, which can then create an audience that is similar to the original customer base. This new list will prospect new users who have the same interests and consumer behavior as existing customers.

Which is Best For Your Business?

When we asked our respondents what they believe marketers and business owners should consider when trying to decide between advertising on Facebook and advertising on Google, they weighed in on things like the costs and targeting features of each platform—and provided their own proven tips and advice for making the most out of whichever platform you choose.

Let’s dive in.

  1. Buyer intent
  2. Audience targeting
  3. Cost
  4. Size of audience
  5. Audience engagement
  6. Unique ad placements

Facebook Ads Are Best for Social Products and Low-Cost Products

The fact that people head to Facebook for social reasons can also influence how they react to your ads.

Google Ads Are Best for High-Cost Products and Retargeting

Google Ads, on the other hand, work better for higher-value purchases, Gildner says. “You can pick the best time to be visible. The initial cost is more expensive, but the conversion rate is much better for high-value products.”

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