Google Ads vs Facebook Ads: Which One Is Right for Your Business?
Read Time 5 mins
When it comes to online advertising, two platforms dominate the conversation: Google Ads and Facebook Ads. Both offer powerful tools to reach your audience, but they work in very different ways.
If you’re a small business owner trying to decide where to invest your ad budget, this blog will help you when it comes to comparing the two platforms, understanding their strengths, and choosing the one that best fits your goals.
Overview of Each Platform
What Is Google Ads?
Google Ads is a pay-per-click (PPC) platform that lets you show ads on:
- Google Search results
- YouTube
- Google Display Network (websites and apps)
It’s intent-driven, so your ads appear when users are actively searching for products, services, or answers.
What Are Facebook Ads?
Facebook Ads (now part of Meta Ads Manager) allows you to advertise on:
- Messenger
- Audience Network
It’s interest-driven, here your ads are shown based on user behaviour, demographics, and interests, even if they’re not actively searching.
👉 New to PPC? Read our beginner’s guide: What is PPC and how does it work?
Key Differences Between the Two
Let’s break down the significant differences between Google Ads and Facebook Ads:
Audience Targeting
| Google Ads | Facebook Ads |
|---|---|
| Targets users based on search intent | Targets users based on interests, behaviours, and demographics |
| Great for capturing demand | Great for creating demand |
Google Ads is ideal when people are already looking for what you offer.
Facebook Ads are better for building awareness and reaching new audiences.
Cost and ROI
| Google Ads | Facebook Ads |
|---|---|
| Typically higher cost-per-click (CPC) | Lower CPC, especially for visual content |
| Higher conversion intent | Lower funnel conversion may take longer |
Google Ads can be more expensive, but it often delivers faster conversions.
Facebook Ads may require nurturing leads over time, but can be more cost-effective.
Ad Formats
| Google Ads | Facebook Ads |
|---|---|
| Text ads, shopping ads, display ads, video ads | Image ads, carousel ads, video ads, story ads, lead forms |
Facebook Ads offers more creative flexibility, especially for visual brands.
Google Ads excels in direct-response formats, such as search and shopping.
Buyer Intent vs. Awareness
- Google Ads = High intent (users are actively searching)
- Facebook Ads = Low to medium intent (users are browsing)
If your goal is immediate sales or leads, Google Ads may be more effective.
If you’re building brand awareness or promoting a lifestyle product, Facebook Ads could be a better fit.
When to Use Google Ads
Choose Google Ads if:
- You offer a product or service people search for (e.g., “emergency plumber Liverpool”)
- You want fast results and measurable ROI
- You have a clear keyword strategy
Best for:
- Local services
- E-commerce
- B2B lead generation
When to Use Facebook Ads
Choose Facebook Ads if:
- You want to build brand awareness or grow a community
- Your product is visually appealing or lifestyle-oriented
- You want to retarget website visitors or email subscribers
Best for:
- Fashion, beauty, and wellness brands
- Events and promotions
- Subscription services
Can You Use Both?
Absolutely. Many businesses use Google Ads and Facebook Ads together to cover the whole customer journey:
- Use Facebook Ads to generate interest and build awareness
- Use Google Ads to capture high-intent searches and close sales
This multi-channel approach can enhance your reach, reinforce your message, and increase conversions.
👉 Want to improve your ad performance? Read our guide on how to write compelling ad copy
Final Thoughts
There’s no one-size-fits-all answer to the Google Ads vs Facebook Ads debate. The right platform depends on your goals, audience, budget, and product type.