Introduction
When it comes to online advertising, two big platforms stand out: Google Ads and Facebook Ads. If you’re a business owner or marketer, you might wonder: Which one should I use?
The answer depends on your goals, audience, and budget. Google Ads helps businesses show up in search results when people are looking for something specific. Facebook Ads are great for reaching people based on their interests and behaviors. In this guide, we’ll explain the differences and help you decide which one is best for your business.
What Are Google Ads and Facebook Ads?
Google Ads
Google Ads is a pay-per-click (PPC) advertising platform that shows ads on Google’s search results, YouTube, and other websites. It helps businesses reach people who are searching for products or services.
Types of Google Ads:
- Search Ads – Appear at the top of Google search results.
- Display Ads – Show images or banners on websites.
- Shopping Ads – Feature products with pictures and prices.
- Video Ads – Play before or during YouTube videos.
Facebook Ads
Facebook Ads is a social media advertising platform that places ads on Facebook, Instagram, Messenger, and other partner sites. Unlike Google Ads, Facebook Ads show up based on what people like and do online, not what they are searching for.
Types of Facebook Ads:
- News Feed Ads – Appear in users’ Facebook and Instagram feeds.
- Story Ads – Show up in Facebook and Instagram Stories.
- Messenger Ads – Appear in Facebook Messenger.
- Carousel & Video Ads – Let businesses showcase multiple products or tell a visual story.
Key Differences Between Google Ads and Facebook Ads
1. Search Intent vs. Interest-Based Advertising
- Google Ads target search intent – People see ads based on what they are searching for.
- Facebook Ads target interests – Ads appear based on user activities, likes, and behaviors.
For example, someone searching for “best running shoes” on Google likely wants to buy them. On Facebook, a person might see an ad for running shoes because they follow fitness pages or like running-related posts.
2. How Ads Reach People
- Google Ads focus on keywords, location, and past searches.
- Facebook Ads target users based on age, interests, behaviors, and location.
3. Types of Ads
- Google Ads mostly use text-based search ads and banner-style display ads.
- Facebook Ads rely on visuals, like photos and videos, to attract attention.
4. Cost and ROI (Return on Investment)
- Google Ads (Search Ads) often cost more per click but lead to higher conversions.
- Facebook Ads are usually cheaper but may require more views to get a sale.
For example, industries like law or finance often pay $5–$50 per click on Google Ads, while eCommerce brands might spend $0.50–$2 per click on Facebook Ads.
When to Use Google Ads
Google Ads work best when:
- You want to attract buyers actively searching for what you offer.
- You run a service-based business like plumbing, law, or consulting.
- You want fast results from PPC search ads.
Example: A plumbing business in New York can use Google Ads to target searches like “emergency plumber near me” and get quick leads.
When to Use Facebook Ads
Facebook Ads are ideal when:
- You want to increase brand awareness and get more people interested in your business.
- You sell consumer products like clothing, beauty products, or home goods.
- You want to build relationships with customers through engaging content.
Example: A fitness brand can use Facebook Ads to show video ads to people who like health and wellness pages.
Can You Use Both? A Smart Strategy
For the best results, many businesses use both Google Ads and Facebook Ads. Here’s how:
- Step 1: Use Facebook Ads to introduce your brand and attract visitors.
- Step 2: Use Google Ads to target people ready to buy.
- Step 3: Retarget visitors with Facebook Ads to remind them about your products.
For example, a clothing store can use Facebook Ads to build interest and later use Google Shopping Ads to reach customers who viewed their products but didn’t buy.
Conclusion: Which One Should You Choose?
Both Google Ads and Facebook Ads are powerful, but they work best for different goals:
- Use Google Ads if you want to reach people actively searching for your product or service.
- Use Facebook Ads if you want to grow brand awareness and attract new customers.
- Combine both for a complete advertising strategy that brings in new customers and keeps them engaged.
If you’re unsure which platform is right for your business, try running a small campaign on both and compare the results. Need help? Contact us today for expert ad strategy advice!
