Google Ads Vs. Facebook Ads – Which One Should You Choose?


To reach your customers, you need Facebook news feeds or Google’s search network to draw their interest. Currently, Facebook has more than 2.3 billion monthly active users, and Google ads reach out to billions of users every day through online activities, email, and google search. If you want to choose between Facebook ads or Google ads, it might be a tough call to make. To figure out which one is the right fit for your business, you should take several factors into consideration. With google ads, you can choose to pay for conversions, rather than clicks, when using Display campaigns. Paying for conversions means you only pay when someone converts on your website or app – and you’ll never pay above your target cost per action (CPA). In this post, we’ll examine what sets Google Ads and Facebook Ads apart, how the two ad platforms work, the goals you can achieve on each platform, the visual differences between the two, and the advantages of each in growing your business, so you can make an informed decision on how to best grow your business using these advertising platforms.

Why is Advertising Online Important these Days?

The rapid growth of personal computers and smartphones has made the search for products and services easier. Moreover, customers want faster answers; currently, “Googling it” has become so common that it has been added to our daily routine.

Here’s how online advertising can help you –

  • Online advertising can improve buyer behavior.
  • Helps in building brand awareness and information.
  • Can improve sales through repetition of ads.
  • Offers multiple ways to purchase the product.
  • Provide product information to curious clients.

The team at WeLoveAdz helps not only advertisers to grow their brand online but also publishers to find new customers and generate maximum ROI. The WeLoveAdz team creates effective affiliate marketing campaigns that will grow your brand and cover all quality traffic sources.

Facebook Ads vs. Google Ads: What’s the Difference?

  • Google ads, formerly known as Google AdWords, is a PPC (pay-per-click) advertising platform that displays advertisements paid for by any business. Google ads appear in Google search results on google.com or other Google partner websites or through display networks. 
  • Facebook ads are displayed to users who are not actively searching for a certain product or service; instead, these ads will appear in the user’s newsfeed. One of the main advantages of using Facebook ads is that it targets a powerful audience and repeatedly displays the ads. 
  • Google ads can be used for active user content, while Facebook ads can be used for passive user content.

Advantages of Google Ads

  • Google is one of the most popular and widely used search engines and is considered a pioneer in online advertising. It tackles over 3.5 billion search queries every day and offers its advertisers access to potential audiences looking actively for goods and services.
  • Google advertising reaches out through two important networks – the display network and the search network. The search network allows advertisers to display ads to users who are actively searching for products or services that your business offers. Advertisers use keywords and phrases to target potential customers. 
  • Google’s display network provides advertisers visual ads like banners which are around 98% on the world wide web, making it an ideal choice for advertisers.

Advantages of Facebook Ads

  • Probably the biggest advantage that Facebook has is that it knows our social behavior. We may not be fully aware of it, but we subconsciously reveal information on Facebook about ourselves more than what we intend to. This allows Facebook to target its audience in a granular way by demographics, interests, behaviors, and more.
  • Facebook Ads are remarkably affordable, providing incredible ROI and more clicks for lower costs.
  • Facebook works Best for Low-cost products and products that have a social component.

Paid Search vs. Paid Social

  • Paid Search – Google AdWords

Google AdWords is the best example of what is called a Paid search. It focuses on the targeting of keywords and the use of text-based advertisements. Advertisers using AdWords bid on keywords – specific words and phrases included in search queries entered by Google users – in the hopes that their ads will be displayed alongside search results for these queries. Each time a user clicks on an ad, the advertiser is charged a certain amount of money, hence the name “pay-per-click advertising.” PPC bidding and bid optimization is a complex topic and beyond the scope of this guide, but essentially, users are paying for the potential to find new customers based on the keywords and search terms they enter into Google.

  • Paid Social – Facebook Ads

Facebook Ads is a prime example of what is known as “paid social,” or the practice of advertising on social networks. With the highest number of monthly active users (or MAUs) of any social network in the world, Facebook has become a highly competitive and potentially lucrative element of many businesses’ digital advertising strategies.

Points to Consider Before Choosing Google Ads/ Facebook Ads

  • AdWords helps you find new customers, while Facebook helps new customers find you.
  • If your goal is increasing brand awareness or demand generation, Facebook ads may be more economical for you.
  • However, if you’re looking to generate sales or leads (i.e., demand capture), then Google Ads might be a better choice for your business.
  • If you are looking to capture users in the moment of looking to purchase a product or service, Google Ads would be your best bet due to the high level of intent from your audience.
  • However, if you’re trying to bring more initial awareness or influence ongoing consideration to your offering, then Facebook ads can help you target those with a current or unknown need for your product or service.
  • If the purchase of your product or service strongly correlates based on specific life events, audiences based, then Facebook is most likely your better option.

Wrap Up

Google Ads and Facebook Ads are two excellent options for PPC advertising, and in many cases, the two platforms work best if used together. When evaluating each solution’s strengths and potential applications, it’s also apparent that the two platforms should be viewed in a complementary, rather than adversarial, way. It really comes down to your business goals and what you are setting out to achieve. If your business’s main KPI is to reach new customers who are in the buying process, Google Ads may be a better fit for you. But if building your brand awareness & compiling a strong audience is your main KPI, Facebook will get you there at a lower cost than Google. If you advertise on both, make sure you’re accurately tracking your campaign results, so you know which channel is your top performer.

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