Do you have a business or are you just starting out, and want to ensure you gain visibility to guarantee success? Google Ads and Facebook Ads can help.
Don't have the budget for both and need to choose just one? We're here to help! In this article, we'll highlight the advantages, disadvantages, and what you should take away from each advertising platform, making your choice easier.
Google Ads vs. Facebook Ads: What's the difference?
First of all, it's important to understand what Google Ads and Facebook Ads are. If you're an internet and social media user, particularly Facebook, you'll certainly know those ads that appear from time to time on your computer monitor or phone screen, right? Those are the so-called Ads (short for Advertisement). But how do they actually work? How can your business suddenly appear on other people's device screens?
When we try to create an ad on either platform, we enter an auction with other advertisers for the available advertising space. Then, you'll be charged a certain amount of money (later) each time someone clicks on one of your ads, or views them – depending on your goals and measurement methods. Sounds simple, right?
Now, the key question: Google Ads or Facebook Ads? Let's look at the differences, category by category:
1. Audience reach
Both Google and Facebook have enormous reach – Google handles over 5.8 billion searches every day, while Facebook has an estimated 1.73 billion daily active users.
On Facebook, mobile advertising revenue makes up approximately 90% or more of the profit for some businesses.
See here more statistics about Facebook Ads.
That said, mobile advertising is certainly not an opportunity you want to miss!
Chances are, your target audience is on both platforms, making it difficult to determine the right fit for your business based solely on audience size.
Instead, ask yourself these questions: Is my target audience active on these networks? Is my product search-oriented – that is, do my customers actively look for it? These are generally necessity products. Or is it more socially oriented? These are usually emotional desire products.
Even though Google has 5.8 billion searches per day, it won't help you if no one is actually searching for your specific product.
Are you launching a new and innovative product? Have people heard of what you offer? If the answer is 'no', then Facebook is often a better option to spread the word.
2. Buyer intent
When it comes to purchase intent, Google ads are almost always better than Facebook ads. Consider what type of business you have: do people tend to search for your product or service when they're ready to make a purchase?
For example, if someone's air conditioner breaks down, they immediately start looking for a repair business. Search ads would place your business in front of a potential customer at the exact moment they need your service.
On the other hand, that person won't remember the repair business they saw on Facebook three months ago. In this scenario, Google ads would be a clear winner.
However, people generally go to Facebook to relax and socialise, not to shop. Think about your own case: when you want to find a service you need, do you turn to Facebook or Google first to search for it?
The truth is that the vast majority of people turn to Google and, often, it's from there that they end up on the company's or brand's Facebook profile.
That said, Facebook is still essential for building your audience. If you can create a sense of community on social media, people will be much more likely to buy when they need your service or product.
Therefore, if the goal of your campaign is to build brand awareness, Facebook Ads might be the best choice.
3. Targeting options
Both Google and Facebook offer you options for segmenting and retargeting specific audiences. On both platforms, you can target your audience by age, gender, location, income level, among other factors.
However, Facebook is the winner for advanced targeting options. In addition to the targeting options mentioned above, Facebook allows you to create audiences based on a vast list of interests and behaviours, thanks to the wealth of information it collects from its 2.6 billion monthly active users.
In the image above we see Facebook Audience Insights, where we can create segmentations by location, interests, and other factors to explore data about that same audience.
It's an interesting practice to carry out, as we can find interesting data about our audience using the tool.
Explore the Facebook Audience Insights Tool
Note: You will need access to a Facebook business account. You can create one here.
Here is an interesting article covering Facebook Audience Insights.
With Facebook, you can be very specific with your audience. If your target audience is very niche, then Facebook Ads will be a great option for your business.
Facebook also allows you to create custom audiences and lookalike audiences, which, although more advanced tactics, generally optimise the results obtained.
Lookalike audiences allow you to reach people who are similar to a real audience you choose (for example, your buyers in the last 30 days!). Facebook uses your existing data to match your customers to similar users, which can be a very powerful option for advertisers.
It's worth reading this guide and learning more about the Lookalike Audiences option in Facebook Ads
4. Ad formats
And what about ad formats? This brings us back to the central question: what is the goal of your campaign?
You certainly have more creative freedom on Facebook, which makes it a much better platform for building brand awareness and customer loyalty.
As for Google Ads, it generally has a small block of text to grab the attention of potential customers on the SERPs (Search Engine Results Page), where pages corresponding to the user's search intent are ranked, according to the terms used in the search.
Don't fully understand the concept and features of SERP? You can learn more here.
As a rule, your ads will be placed in the top positions of search results; however, other placements are constantly being tested by Google.
You can use ad extensions and additional information, but generally speaking, your format will be limited to text in search ads.
You should always try to use ad extensions, as they generally improve your results. Find out everything about Google Ads extensions here.
Example of a Be-Wide Ad on Google with Extensions
On Facebook, however, you can add visual impact to your message by using image or video-based ads. Facebook also continues to offer various ad formats to prevent 'ad fatigue'. You can even choose to use videos or animated images (gifs). If you run an e-commerce business, Facebook's visual component should be taken into account in the tough battle between Google Ads vs. Facebook Ads.
Example of a Be-Wide Ad on Facebook
Advanced Tip: Use the Facebook Ad Library to search for active ads from specific pages. You can easily spy on your competition or find some general inspiration – whether in terms of copy or design.
So, should you choose Google Ads or Facebook Ads?
Final question: Google Ads or Facebook Ads? To decide, here are some questions to reflect on, to help make your decision easier:
1 – What are the campaign objectives? Are you focused on making more sales as quickly as possible?
2 – What is your client's activity? Is your business B2B or B2C?
Don't know the difference between B2B and B2C? Basically, the terms mean 'Business-to-Business' and 'Business-to-Consumer' and are used to describe the type of activity your company does. Learn more about these terms and their differences here.
3 – Do people search for your business or service with a prior intention to buy?
4 – Finally, what is your budget and your level of technical expertise?
Drawn your conclusions? Great! Now, we'll explain…
Regarding the first question, if your campaign objectives are focused on making more sales as quickly as possible, Google Ads is the best choice. If, on the other hand, you are looking to expand brand awareness or reach a wider audience, Facebook Ads may be the better choice.
As for the second question, both B2B and B2C companies successfully use Google Ads. Facebook Ads often works better for B2C companies, especially those selling lower-priced items, since people are more likely to make impulse purchases of these products after being exposed to them a few times. However, even for B2B, there will be opportunities on Facebook Ads, particularly due to the platform's strong remarketing capabilities and powerful targeting features like 'lookalike audiences'.
To the third question, do people search for your business or service with a prior intention to buy? If so, Google Ads will likely bring better results. But if, on the other hand, you are trying to build an audience for a new product, Facebook Ads will usually work better.
Finally, to answer the fourth question, if you have money to invest, even in a competitive industry: Google Ads. If you have the ability to create (or outsource) visually rich ads (images or videos): Facebook Ads.
To make your decision and understanding of the subject even easier, we have created a table with the relevant conclusions of this Google Ads vs. Facebook Ads showdown.
| Google Ads | Facebook Ads |
| If your campaign's goal is focused on making more sales as quickly as possible. | If you are looking to expand brand awareness or reach a wider audience. |
| If your business is B2B (Business to Business) – NOTE: Facebook Ads can also work quite well. | If your business is B2C (Business to Consumer). |
| If people are already searching for your business or service with the intention to buy. | If people are not yet familiar with your
business or service and, consequently, will not have initial purchase intentions. |
| If you have money to invest, being in a competitive industry. | If you have the ability to create or outsource visually rich ads. |
We Are Experts On Both Platforms
Our agency uses both platforms daily, whether Google Ads or Facebook Ads, to generate results for our clients' businesses.
If it is difficult for you to master one or both platforms, you can count on us. We are here to help you capitalise on the power of digital advertising for your business.
Check out our Facebook Ads services and Google Ads services for more information on the services we provide daily to our clients.
All businesses benefit tremendously from the power of digital advertising. You will be no exception! Contact us to see your results boosted.