Now more than ever, marketing your business online has become essential to increasing your brand presence and bringing in more leads. With multiple platforms to choose from, Facebook and Google stand as the two heavyweights. Approaching advertising as a new business (or a business that hasn’t had much experience with advertising previously) can be daunting. You might ask, “What features and benefits are most important to help me achieve my business goals?” Using the information in this blog post, we aim to equip your business with the knowledge required to make an educated decision on which platform (if not both) is right for you.

What are Google Ads?

The advertising platform ‘Google Ads’ is a pay-per-click model that showcases ads on sites within Google’s display network. To be shown on Google’s network, advertisers must bid on specific keywords. Whenever users search for these keyword terms, relevant ads will appear at specific placements. Ad formats available on Google have continued to change over the years, making the platform a great solution to reach new customers.

What are Facebook Ads?

Facebook Ads’ (or more recently ‘Meta Ads’) are displayed within the Meta ecosystem, including Facebook, Instagram, and Messenger. Facebook Ads allows its users to develop highly targeted advertisements based on demographic, geographic, and interest based data. Facebook Ads are displayed in a wide range of creative formats including video, image, stories, and carousel, providing users with multiple ways of engaging with their audience.

The Pros of Google Ads

  1. High User Intent
    One of the greatest advantages that Google Ads holds over Facebook is the intent of its users. Due to the structure of keywords in Google Ads, we know that people using the Google Search network are already interested in what they are searching for. High intent users will often lead to better conversion rates, as the user is more likely to be ready to act on their needs.
  2. Extensive Reach
    Google Ads provides access to Google’s extensive network, covering millions of websites, apps, and YouTube. This wide reach allows your ads to be viewed by a large and varied audience, enhancing the likelihood of connecting with potential customers across different online platforms.
  3. Advanced Targeting Options
    Offering advanced targeting options, Google Ads enables its advertisers to connect with specific audiences through keywords, location, device type, demographics, and even the time of day. Additionally, using remarketing helps Google to re-engage users who have previously visited the advertisers site, increasing the chances of conversion.
  4. Detailed Performance Metrics
    Google Ads provides detailed analytics and reporting tools that deliver real-time data on ad performance. Advertisers can monitor metrics including impressions, clicks, conversions, and return on ad spend (ROAS), helping with ongoing campaign optimisation and improvement.

The Cons of Google Ads

  1. Cost
    The most significant disadvantage of Google Ads compared to Facebook is the cost. Due to the competitive keyword bidding process, the cost-per-click of ads can get quite high, particularly in popular or profitable industries. To simultaneously avoid overspending while still maintaining campaign results, advertisers must manage their budgets effectively.
  2. Complexity
    Setting up and managing Google Ads can be challenging due to its many features and settings, which come with a steep learning curve. Beginners may find it difficult to navigate, and successful campaign management typically requires specialised knowledge or help from experienced digital marketers.
  3. Ad Fatigue
    Users of search engines may become fatigued by seeing the same type of ads repeatedly, which can result in lower engagement over time. Additionally, text-based search ads can be less effective for brand awareness campaigns compared to more visual ad formats.

The Pros of Facebook Ads

  1. Audience Targeting
    The audience targeting available to use in the Facebook Ads manager is highly developed. Users can be reached by advertisers based on specific demographics, interests, and behaviours. Using custom and lookalike audiences, businesses are further able to connect with users who resemble their current customers, speeding up the optimisation process.
  2. Visual Ad Formats
    Facebook Ads can be highly engaging due to their creative and visual appeal. Advertisers can utilise different formats, including carousels, videos, and slideshows, which are more effective at attracting attention and achieving higher engagement rates compared to the text-based ads available on the Google Search network.
  3. Cost-Effective
    Facebook Ads are typically more cost-effective compared to Google Ads. With lower cost-per-click (CPC) and cost-per-thousand impressions (CPM) rates, Facebook Ads offer an affordable option for businesses with smaller budgets, offering good value for money.
  4. Social Proof
    Facebook Ads leverages the power of social proof, allowing users to like, share, and comment on advertisements in their newsfeed. Interactions like these on ads can both increase the visibility of the ads, and can add an element of credibility for others viewing. This social validation can help to improve the overall trust associated with the advertiser and convince users to be more likely to convert.

The Cons of Facebook Ads

  1. Lower Intent
    In contrast to Google Ads, which target users actively looking for information, Facebook Ads are shown to users as they browse their social feeds. As a result, these users typically show lower intent, leading to potentially lower conversion rates in comparison to search ads.
  2. Ad Fatigue
    The high ad frequency associated with Facebook Ads can lead to ad fatigue, reducing ad effectiveness over time. With continuous exposure to ads, users may be desensitised over time, making them less likely to engage with the advertisers content.
  3. Privacy Concerns
    Updates to data privacy regulations, like Apple’s iOS 14.5 update, have affected Facebook’s capacity to track and target users as efficiently as it once could. These privacy issues can limit the effectiveness of ad targeting and tracking, causing new challenges for advertisers.

Comparing Google Ads and Facebook Ads

To compare Google Ads with Facebook Ads, we will look at audience intent, targeting capabilities, ad formats, cost and return on investment, and analytics/campaign optimisation.

  1. Audience Intent
    User intent is the biggest difference between Facebook Ads and Google Ads. Users on Google Search are actively looking for a product or service that they are already aware of, often causing higher conversion rates compared to Facebook. Whereas, Facebook Ads focus on its users’ interests and behaviours to ‘introduce’ the product or service to the user. This can be better for brand awareness, but can lead to fewer direct conversions.

  2. Targeting Capabilities
    Both platforms have strong targeting capabilities, but Facebook Ads excels in detailed audience targeting based on demographics, interests, and behaviours. In contrast, Google Ads is the clear winner for keyword targeting, enabling businesses to connect with users through specific search queries. The targeting strengths of each platform should be matched with your business’s marketing objectives when deciding on which platform is right for you.

  3. Ad Formats
    Google Ads predominantly uses text-based search ads and display ads, whereas Facebook Ads provides a large range of visual formats, including images, videos, and carousel creatives. The type of ad format chosen can greatly affect engagement rates, with Facebook’s visual ads frequently achieving higher user interaction compared to Google’s text ads.
  4. Cost and ROI
    The cost of advertising on Google compared to Facebook will change depending on your industry and level of competition. Generally, advertising on Facebook can tend to have lower cost-per-click (CPC) and cost per 1,000 impression (CPM) rates, making the platform more budget-friendly for reaching a wide audience. Whereas the higher user intent experienced with Google Ads can often generate a better return on investment (ROI) for direct conversions. However, it is important to note that the effectiveness of Google Ads can be highly dependent on the strength of your website/landing page that the ads are being run to. If your website isn’t optimised for conversions, Facebook Ads may be the better choice for your business.
  5. Analytics and Optimisation
    Both Google and Facebook provide comprehensive analytics to track and improve your campaign performance. Google Ads provides detailed information for search performance, whereas Facebook Ads strength lies in measuring social interactions. Evaluating key performance indicators (KPIs) like CTR (Click-Through Rate), conversion rates, and cost per conversion is vital for measuring the effectiveness of campaigns on both platforms.

Which Platform Should Your Business Use?

To make an informed decision about the best advertising platform for your needs, start by identifying your business goals and objectives, target audience, budget considerations, and the competition in your industry.

  1. Business Goals and Objectives
    Deciding between Google Ads and Facebook Ads should be based on your business goals. If your aim is to capture high-intent leads and achieve immediate conversions, Google Ads might be more appropriate. On the other hand, if your focus is on building brand awareness, engaging with your audience, and developing long-term customer relationships, Facebook Ads may be the better option.

  2. Target Audience
    Understanding your target audience is crucial in selecting the right advertising platform for your business. Google Ads is ideal for reaching users actively searching for your product or service, whereas Facebook Ads is better for targeting specific demographics, interests, and behaviours. Analysing your audience’s online behaviour can help determine which platform will be more effective for you.

  3. Budget Considerations
    Budget allocation is crucial when deciding between Google Ads and Facebook Ads. Businesses with limited budgets may find Facebook Ads more economical, offering extensive reach at a lower cost. On the other hand, businesses with substantial budgets targeting high-intent conversions may find Google Ads’ precision and effectiveness more beneficial.
  4. Industry and Competition
    Industry-specific trends and competition saturation can also influence your decision. Highly competitive industries may face higher costs on Google Ads, making Facebook Ads a more cost-effective alternative. Alternatively, industries with niche keywords and high search intent may achieve better results with Google Ads.
  5. Analytics and Optimisation
    Both Google and Facebook provide comprehensive analytics to track and improve your campaign performance. Google Ads provides detailed information for search performance, whereas Facebook Ads strength lies in measuring social interactions. Evaluating key performance indicators (KPIs) like CTR (Click-Through Rate), conversion rates, and cost per conversion is vital for measuring the effectiveness of campaigns on both platforms.

Combining Google Ads and Facebook Ads 

  1. Integrated Campaign Strategies
    Implementing an omni-channel strategy using both Google Ads and Facebook Ads within an integrated campaign strategy can produce better outcomes than only Facebook or Google. Each platform has its own distinct advantages, and integrating them both can help your business to address all phases of the customer journey, from awareness to conversion. Coordinating campaigns across both platforms can amplify overall marketing effectiveness.
  2. Cross-Platform Retargeting
    Cross-platform retargeting is an effective strategy that involves displaying ads to individuals who have engaged with your brand across various platforms. For example, leveraging Facebook Ads to retarget users who clicked on a Google Ad but didn’t convert enhances the likelihood of conversion through repeated exposure.
  3. Business Examples
    An omnichannel marketing strategy is often the strongest method to meet your business goals. For example, a retail brand might use Google Ads to attract high-intent search traffic and utilise Facebook Ads to engage users with visually compelling content.


In summary, making a choice between Google Ads and Facebook Ads will depend on several factors, including your business objectives, target audience, financial resources, and industry specifics. Each platform provides distinct benefits and can yield significant outcomes when implemented appropriately. Ultimately, experimenting with both platforms and iteratively refining your strategies based on performance insights will provide the best results for your business. With a thorough understanding of each platform’s strengths and limitations, you are able to make a choice that best aligns with your business goals.

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