Facebook Ads vs. Google Ads

Facebook Ads vs. Google Ads: if you’re not sure which is right for your business, this is the article for you. They are the two biggest names in the digital advertising world, and each has billions of users and huge data sets that help advertisers get their ads in front of the right customers. If you only have the budget to advertise on one or the other, it can be difficult to choose which one is right for you. While both are excellent ad platforms, there are differences between advertising on the search engine vs. the social media platform. In this article, we will tell you all about Facebook Ads and Google Ads and break down the similarities and differences between the two.

Google ads vs. facebook ads

Facebook Ads: What You Need to Know

Facebook is a major social media platform, not just for individuals, but for businesses, too. In fact, more than 1.6 billion people around the world are connected to a small business on Facebook.

Facebook advertising consists of creating and running ad campaigns in the Facebook Ads Manager tool. You can reach your target audience based on their location, profile data, and demographics. Additionally, you can pick where you want to run your ads: on Facebook, Instagram, Messenger (formerly Facebook Messenger), and/or Audience. You can also pick your target device type: either mobile or desktop. You can also track the performance of your ad campaigns.

Facebook ads are useful for increasing your brand awareness and engagement, increasing leads, driving traffic to your website, increasing your content’s reach, and creating awareness around your forthcoming events.

Google Ads: What You Need to Know

Google Ads, which was called “Google AdWords” until 2018, is another paid advertising platform. However, Google Ads is an auction system. It’s happening every time someone searches on Google.

When you create a Google ad, you need to optimize your Quality Score and bid amount in order to “win” the auction and have your ad appear for the keywords you choose. Then, your ad will appear above the organic search results on the Google page.

Then, every time someone clicks on your ad, you pay for the click (hence the name pay-per-click advertising.) Or, you might pay per every 1,000 views (or impressions) your ad receives.

Google Ads are a great way to drive more qualified traffic to your website or e-commerce site, especially if the targeted keywords you choose are related to your audience’s desire to purchase something.

facebook ads vs. Google ads

Facebook Ads vs. Google Ads

There are several factors on which we can compare Facebook vs. Google ads, including buyer intent, audience targeting, cost, the size of each audience, audience engagement, and ad placements.

Buyer Intent

If you are trying to decide whether to run Google Ads or Facebook Ads, you will want to think about which part of the marketing funnel you are targeting. For instance, Facebook Ads are ideal for building brand awareness and promoting events. On the other hand, Google Ads are better for targeting users who are ready to make a purchase and at the bottom of the funnel.

Audience Targeting

If you are spending your money on ads of any kind, you want to make sure you are targeting the right leads. Facebook definitely has the advantage over Google Ads when it comes to audience targeting. There is a ton of data available regarding Facebook users, which helps you target your audience more specifically and effectively. There are also lots of targeting options on Facebook.

However, if you don’t know who your audience is or you have an extremely broad audience, Google Ads might be the better way to go. You don’t need to know your target audience’s demographics in order to get your ads in front of them on Google. You simply need to know which keywords they will use to find your product or service.


Cost is usually a major factor in determining Google Ads vs. Facebook Ads. While Facebook might be slightly more cost efficient, Google Ads are better for generating actual conversions. You might get fewer clicks on Google Ads, but you might convert more of the clicks you do get.

Size of Audience

Both Google and Facebook have huge audiences. As of the first quarter of 2021, Facebook has approximately 2.85 billion monthly active users. Though we can’t measure Google’s users the same way, there are about 5.6 billion Google searches performed per day. For this reason, it isn’t easy to make a decision between the two platforms based on the size of their audiences. However, if you are trying to reach a younger audience, there might be better social networks to try advertising on rather than Facebook.

Audience Engagement

It is important that you get engagement on your ads. So, which platform has higher audience engagement, Google or Facebook? The two platforms are relatively similar when it comes to audience engagement. Either platform is a good choice if you are looking for audience engagement with your ads.

Ad Placements

When deciding between Facebook and Google ads, you might want to consider ad placement. Google Ads are generally text-based ads that show up in Google Search and Google Maps results. Facebook Ads, on the other hand, can display media like photos and videos. They typically show up in users’ news feeds or on their sidebars, if they are using a desktop computer. If you require a photo or video to advertise your product or service, Facebook is the best choice for you because of their choices of ad formats.

However, keep in mind that there are some unique ad placement options on Facebook and Google ads, too. For example, Facebook’s Messenger Ads boast a high open rate. And Google Shopping Ads generate lots of purchases.

facebook ads or Google ads

What Facebook Ads and Google Ads Are Best For

The ultimate decider for you between Google Ads and Facebook Ads might come down to what it is that you are selling. Each platform is better for different kinds of products. For example, people primarily use Facebook for social reasons, which means that it works well for social and low-cost, impulsive purchases. Google Ads, on the other hand, are best for higher-cost products and retargeting.

Try Using Google Ads and Facebook Ads Together

Google Ads and Facebook Ads are both excellent online advertising platforms. You might even want to try an advertising strategy that includes using both! You can use both simultaneously. Or, you can start with Facebook Ads to build awareness for your brand, and then add Google Ads down the line. Or, you can test each platform to see which works best for you.

Determine Facebook Ads vs. Google Ads with SEO Design Chicago

The answer of which advertising platform is better, Facebook Ads or Google Ads, depends on your business. SEO Design Chicago’s digital advertising professionals can create a customized ad strategy for your business. We will help you determine which advertising platform is the best choice for you. Our team can analyze your audience and your budget and make an expert recommendation. We are experts in both Google Ads and Facebook Ads. Contact us today!

facebook or Google ads


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