Google Ads vs. Facebook Ads: Which is the Best Choice for Your Business? 

Want to run an ad for your brand but aren't sure to choose the best platform. Well through this article, we have shared a detailed differentiation between both Google ads and Facebook ads that is definitely going to help you in choosing the best platform for your brand.

Google Ads vs. Facebook Ads:-What are Google Ads? Well, Google Ads and Facebook Ads are two main components of PPC (Pay-Per-Click) advertising. Both of these AdWords plays a very significant role in increasing your business reach. 

But what would you do if you have a very limited amount of money and time? All you are left with are these two options that can maximize the brand reach of your business. If you compare the grounds of both platforms then they both have a lot in common. 

Slight differences are there that leave a powerful impact on your business and also help it flourish. If you are starting on Pay-Per-Click Advertising for the first time then you should acknowledge some facts. Both Google and Facebook Ads are convenient to use

These advertisements offer active targeting options along with precocious features. Moreover, it also takes considerable time and stability to evolve into an expert on either of the two platforms. But in case you are already an expert then things will be comparatively manageable for you. 

Difference Between Facebook and Google AdWordsGoogle Ads vs. Facebook Ads

Firstly, what is Google or Facebook AdWords? When you log in to your Facebook or Google, you must have bumped into one of these AdWords but probably never noticed them carefully.

Yes, these AdWords are the advertisements that we encounter almost every day when we search for something on Google or when we Log in to our Facebook accounts. 

But how do these AdWords work and for what purpose? Well, the simple answer to this will be that both are advertising platforms that operate on pay-per-click.

It’s like when you create an advertisement on any platform then you will immigrate to an auction where you bid the amount that you want to pay for the ad space.

Every time someone clicks on your advertisements, a certain amount of money is deposited into your account. 

Difference Between Paid Search and Paid Social

paid search vs paid social

Here, a major difference needs to be highlighted to clear all the misconceptions between paid social and search. Generally, Google AdWords is a form of paid search. Paid here means you need to pay to get your ads to appear on search engines results pages (SERPs). 

Paid search will place your ads based on your target keywords instead of targeted audiences. However, you can adjust paid search campaign settings based on location and other factors to target users. 

But then Google offers you more than the paid searches as it allows you to promote on:

Primarily referring to Google search, you must also know about the other advertising platforms on Google. 

Unlike paid search, Facebook Advertisements provides paid social advertising. Changes in the algorithms of Facebook have made it extremely tough for other brands to interact organically with potential customers. 

Exactly at this point, paid social media comes to play. By using the Facebook ads, you can pay for new customer’s accession on social media instead of paying for their natural contact. 

You must know that Facebook has not limited its reach to just its news feed but they also have certain ad posts that allow you to advertise. Those include:

  • Instagram Feed
  • Facebook Marketplace
  • Facebook Right Column
  • Audience Network
  • Facebook Messenger
  • Facebook News Feed
  • Facebook Video Feeds

Comparing Facebook And Google Advertising

audience size

Comparing Audience Size

Google and Facebook both have a huge influence on the advertising market and they also play a significant role in the development of various businesses. Google processes approximately 5.8 billion search queries almost every day while Facebook has a total of 1.73 billion daily active users. 

If you advertise on Facebook, the revenue through mobile advertising will be 90% or more to be exact. You should know that mobile advertisements are an unavoidable opportunity.

It might be possible that your audience uses both platforms, so that becomes difficult for you to decide which one will be more suitable for your brand. 

So, it’s almost impossible to determine based on the size of your audience which platform will be best suited for your business. 

Try to figure out these questions:

  1. Whether your target audience is active on any of these networks.
  2. Whether your product is search-oriented or social

Even though Google makes 5.8 billion searches daily, that won’t help you if you don’t search it for a specific product. 

Are you planning to launch new and innovative products? Do people already know about your offerings? If your answer is no then Facebook is going to be the best choice for your publicity. 

Cost and ROI

Cost and ROI

Another important factor that needs to be considered in the advertising industry. The average CPC for Google Ads is $2.69 and that too varies from industry to industry. 

For paid search, the expected cost per click for e-commerce companies is approximately $1.16, while the average cost per click for law firms is as high as $6.75. Average Google Ads CPC by various industries

In contrast, the most expensive keyword in Google Ads is “safe”, with a maximum cost-per-click of $54.91

Average cost-per-click varies by location and industry. A study by Adespresso found that the cost of Instagram dynamic ads is approximately twice that of Facebook posts. 

Although the average cost-per-click for Google Ads is usually higher, keep in mind that people who click on your ads may enter a later purchase cycle. Facebook is great for raising awareness, although Google Ads can usually attract users most effectively when they make a purchase decision. 

The CPC is only half of the equation. Another criterion to consider is cost-per-action (CPA) to determine whether your campaign has a consistent return on investment. 

 Like CPC, CPA is campaign-specific. This largely depends on how targeted your ads are and whether you can convert at a high speed. Don’t let the seemingly high average CPA scare you away.

Wordstream compiled the industry average cost-per-click, which can be a good measure of your advertising effectiveness. The average cost per operation (CPA) of Facebook ads across all industries is $18.68

Buyer Instincts

In terms of buyer intent, Google ads almost always trumped Facebook ads. Think about your business – do people tend to search for your product or service when they are ready to buy?  

For example, if a person’s air conditioner fails, they will immediately go to the HVAC repair company. Search engine advertising will accurately show your company to potential customers when they need your services. 

On the other hand, this person will not remember the HVAC business they saw on Facebook three months ago. In this case, Google Ads is undoubtedly the winner.

Facebook ads are also not very effective in quickly converting potential customers. People usually go to Facebook to relax and chat, not to shop. However, the platform is still very useful for expanding the audience. 

If you can create a sense of community on social media, people are more likely to buy when they need your service or product. But if the goal of your campaign is to increase brand awareness rather than instant conversions, then Facebook may be your best choice.

Targeting Options


Both Google and Facebook ads enable you to target (and retarget) specific audiences. On both platforms, you can segment by age, gender, location, income level, etc. However, in terms of advanced positioning options, Facebook is the winner. 

 In addition to the targeting options mentioned above, because it collects a lot of information from 2.74 billion monthly active users, Facebook allows you to target audiences based on a lot of interests and behaviours.

With Facebook, you can treat your audience very specifically. If your target audience is very specific, Facebook advertising will be a great choice for your business

 Facebook also provides a useful tool called Lookalike Audiences, which you can use to promote people who are similar to your existing target audience. Facebook uses your existing data to match its customers with similar users, which is a very powerful option for advertisers.

ads format

So, what about the formats that you are going to use for advertisements? This takes you back to that question which asks about the objective of your campaign. 

Facebook has more creativity, which makes it a better platform for building brand awareness and customer loyalty. 

 When you use Google Ads, you have a small piece of text that can attract the attention of potential customers in search results. You can use ad extensions to get additional text and information, but the format is usually limited to text in search ads.

However, on Facebook, you can use image ads to add visual impact to your posts. Facebook continues to implement various advertising formats to avoid “ad fatigue”. You can use videos, pictures, carousel ads, etc. to attract viewers’ attention. 

If you are an e-commerce company, Facebook’s visual components should be an important factor in choosing the right platform.

Which Platform To Choose?

Your customer’s audience will also influence which platform you should choose. Are people looking for your customer’s business or service to buy? If so, Google is likely to give the best results. But when your buyers are trying to attract their audience to use a new product. Facebook usually does better. 

Think about which stage of the buyer’s journey you want to target with PPC advertising: AdWords is great for potential customers with lower channels, and Facebook is usually best for attracting new potential customers with higher channels. 

 Finally, think about your advertising budget and your skill level. Even if you are in a highly competitive industry, do you have the funds to invest in Google Ads?

Do you have the ability to create (or outsource) high-quality graphics or video ads for Facebook? Discussing these topics will help you develop realistic and feasible strategies for your business. 

Keep Track Of PPC Results

Pay Per Click

Regardless of the platform that you choose for keeping a track of your ROI is pretty challenging. But still, there is a way to keep a track of all your results that is by using some templates that include the following sections:

  1. Cost
  2. Cost per conversion
  3. Conversion rate
  4. Impressions
  5. Conversions
  6. Clicks
  7. CTR (click-through-rate)
  8. View-through conversions

Measuring the success of a PPC campaign can be difficult, especially when the data is distributed across multiple advertising platforms. Using our PPC dashboard, you can automatically combine and extract any metrics in one view. 

If you manage PPC ads for your clients, you can also provide them with 24/7 access so that they can view the effectiveness of your advertising campaigns in real-time.


Now it’s your call because you will be the one to decide from Google Ads vs. Facebook Ads which one is the best for your business. But make sure that you keep some key points in your mind to be sure about your decision. First, consider your campaign goals and then shift your focus to making more sales. 

If you have plans to do this then Google AdWords will be the perfect choice for your business. But if you are searching for brand recognition then Facebook AdWords expand your brand recognition. 

Most of the B2B and B2C businesses generally use Google Ads when it comes to selling some inexpensive items. Maximum users buy these products and trust their quality only after they have already gained reasonable knowledge about its features. Give this article a read to figure out what will be best suited for your business. 

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