Google Ads vs. Facebook Ads: Which is the Best?

As a marketer, you might find yourself wondering which platform you should place your ads on. You’re weighing the options between Google Ads vs. Facebook Ads… maybe both?


Google and Facebook could both be considered leading platforms in the online advertising world. Put together, Google and Facebook account for 85% of the money put towards online ads.


But which one is the right one? Which one will get your ads in front of more audiences and increase your ROI? 


Lucky for you, that’s what we’re going to cover today!


There are several variables that you should consider based on your businesses advertising needs before making your decision.

What is the Difference Between Google Ads vs. Facebook Ads?

What Are Google Ads?

Google Ads (previously known as Google AdWords) is the most popular and largest advertising platform in the world. 


Because of its status and popularity as a search engine, Google is able to offer advertisers a (literal) world of potential customers who are actively looking to buy services/products.


Here’s how it works:

  • Their paid search targets your keywords and utilizes text-based advertisements
  • You are able to bid on keywords so your ads will be displayed with search results using those keywords
  • When a user clicks on your ad, that’s when your credit card is charged

Related: 9 Reasons Your Small Business Needs Google Ads

What Are Facebook Ads? 

Facebook ads differ from Google Ads mainly based on the type of platform. Google is a search engine, Facebook is a social media platform.


With Facebook having the highest amount of active users versus any other social media platform, it’s easy to understand why Facebook ads have become a competitive and heavily utilized platform for most businesses.



Where advertising on Facebook and Google Ads differ is in how they find your audience.


Google Ads works by finding audiences based on keywords. Whereas Facebook Ads finds audiences based on their behavior online and the things they have interests in.


Factors to Consider When Deciding Between Google Ads vs. Facebook Ads

What is Your Campaign Objective?

The first thing you should ask yourself when choosing an advertising platform is “What is the purpose behind the ad?”


It could be:

  • Building brand awareness
  • Increasing engagement
  • Increasing sales
  • Gaining leads
  • Promoting events

Your answer to that question determines which platform is right for you.


If you said improving brand awareness, driving engagement, or promoting events, then I would argue that Facebook Ads is the best platform for your campaign goals. Facebook Ads is more effective at these goals because of their campaign options and their versatility as an advertising platform.


If you’re looking to increase your sales and gain leads, then Google Ads would be more impactful. This is because Google Ads relies on people to search for a specific service or product. Targeting an audience who is actively looking helps you skip the step of convincing them they need your product. They’ve already reached that point, and are now looking for a solution.


On Facebook, users aren’t usually already at that stage. They’re browsing for fun or out of boredom, which means you have the added step of convincing that user that a) they have a problem and b) your product can solve that problem.


That’s why Facebook (or paid social in general) works best to increase brand awareness and engagement.

Who Are You Advertising To?

Choosing the right advertising platform also relies on who your ideal audience is. 


If you have a specific audience in mind, Facebook works better because of the detailed targeting options it offers. Facebook retains detailed specifics about each user – their age, race/ethnicity, marital status, education, geographical location, and specific interests.


So, if your ideal audience is single millennial mothers in the Southwest that have interests in entrepreneurship, Facebook can find that audience for you.


Google Ads, however, will show your ads to anyone who searches the magic word (aka keywords). This means there is no way to limit or choose the audience that sees your ads. 


The biggest pro to using Google Ads in the reach. Google takes more than 40,000 search queries every second. This equals more than 1.2 trillion web searches every year. 🤯 Think about how many users your ad could reach daily. Just that number alone makes using Google Ads worth it.


So the answer to “Which is better: Google Ads vs Facebook Ads?” is:


One isn’t necessarily better than the other 🤷


Both are awesome platforms, but it depends on your specific needs and expected outcomes of the campaign for which platform you choose.


Also, just throwing this out there — advertising on both platforms is never a bad idea!


While Google Ads and Facebook Ads are considered competitors, that isn’t exactly how you should look at it. Each advertising platform is really good at completing specific campaign goals, and those goals don’t necessarily overlap. 


Personally, though, I love Google Ads and highly recommend using them! If you’re still not convinced and wondering why you should trust me: I’m a Google Ads partner, certified for over 10 years. I’ve seen the changes in the industry, and one thing is clear: Google Ads and paid search are more important than they’ve ever been.


If you’re planning for the future and getting your digital marketing strategy ready to ring in the new decade, consider investing in Google Ads.


Contact me today to discuss how Google Ads can help YOUR business!

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