Google Ads vs. Facebook Ads | Which is Better?


    In today’s digital age, ads are one of the most sought methods of lead generation. With the help of ads, companies can reach a wide variety of audience, with minimum effort. While there are many ways to conduct an ad campaign, many are still debating over; Google Ads vs. Facebook Ads: Which is better?

    We’re settling that debate once in for all. 

    Dive right into our comparison of; Google Ads vs. Facebook Ads: Which is better?

    What are Google Ads?

    What are google Ads?

    When consumers visit a website, marketers may place bids to have their short adverts, service listings, catalogues, or videos shown on Google Ads platform. It may insert adverts in a variety of different formats, including search engine results pages, non-search websites, mobile applications, and videos.

    Logging information is crucial for keeping tabs on a client’s development. You can see these indicators via Google Analytics, or you can utilize a customer reporting platform to get a more simplified, aggregated picture.

    What are Facebook Ads?

    What are Facebook Ads?

    If you want to advertise your business on Facebook, you may use Facebook Ads. Within the Meta ecosystem, advertisements may display in the News Feed, in Messenger, and on third-party applications and websites that are not owned by Facebook.

    They may be tailored to a particular audience and come in many forms, such as single photos, movies, slideshows, and more.

    Differentiating Facebook Ads and Google Ads

    Differentiating Facebook Ads and Google Ads

    Both sorts of adverts are common on websites like Facebook and Google. PPC (pay-per-click) advertising is the cornerstone for both of these networks. When you make an advertisement on either service, you participate in an auction where you submit a bid to purchase ad space. When someone clicks on one of your client’s adverts, you will be paid a specific amount of money. 

    Sponsored Search vs. Sponsored Social

    Sponsored Search VS Sponsored Social

    This article compares sponsored search with paid social advertising and explains how you can utilize those distinctions to determine which strategy will work best for a given customer.

    For the most part, sponsored search refers to Google Ads (AdWords). With paid search, you pay a fee to make your client’s website appear higher on a search engine’s results page (SERP). Take a look at this actual Google ad that someone paid to see:

    google Ads

    Paid search allows you to put your client’s ad based on specific keywords rather than a particular audience interest. However, sponsored search ads may (and should) be tweaked to narrowly target people based on demographic information such as geography.

    Google Ads, however, allows you to promote on a wide variety of other platforms outside only paid search such as: 

    • YouTube Ads
    • Google Performance Max
    • Google Search
    • Google Maps
    • Google Display Network

    Facebook Ads, a kind of paid social media advertising, is an alternative to paid search engines like Google. Constant updates to Facebook’s algorithm have made it harder for agencies to reach their clients’ target audiences organically.

    That’s where social media advertisements costing money come in. By using Facebook Ads, rather than relying on organic reach, you will pay to appear in front of potential new consumers on Facebook.

    Everyone knows that Facebook is more than just their News Feed. There are many places on Facebook where you may put ads, however here are a few examples:

    • Facebook Messenger
    • Oculus mobile app Feed
    • Facebook Marketplace
    • Facebook Feed
    • Instagram Feed
    • Facebook Right Column
    • Audience Network
    • Facebook Video Feeds

    A sponsored post on Facebook’s News Feed may look like this:

    Here are 5 Ways in Which Facebook Ads Differ From Google Ads

    1. Audience Scale

    Google processes upwards of 5.8 billion queries every day, whereas Facebook has more than 1.73 billion active members.

    Roughly ninety per cent or more of Facebook’s advertising income comes from mobile devices.

    However, you shouldn’t pass up the chance to promote your business via mobile devices.

    Your client’s demographic is probably active on both of these sites, therefore audience size alone isn’t a criterion for selecting the best option for their company. Try to ponder the following instead:

    • Is there evidence that their ideal customer frequents these platforms?
    • Is the focus of their product on searching or social?

    No matter how many queries Google receives each day (5.8 billion on average), it won’t help a company sell a product if nobody is actively looking for it.

    It’s important to monitor audience growth regardless of the advertising strategy you choose. One possible benefit is a clearer picture of the evolution of your advertising activities.

    2. Prices and Return on Investment

    As an additional factor, the price must be taken into account. While $2.69 is about the average cost per click on Google Ads, this number fluctuates greatly depending on the kind of business being promoted.

    How does Google’s advertising system function?

    Online retailers should anticipate paying about $1.16 per click in sponsored search, while law firms can expect to spend a staggering $6.75.

    How does Facebook’s advertising system function?

    The cost per click for Facebook ads is often lower than that of Google AdWords. The average cost per click for a Facebook advertisement for a retailer in the clothing category is between $0.35 and $0.45. Even though the average CPC for all Facebook advertisers is $3.77, finance and insurance represent the most costly industry to advertise in.

    In terms of marketing dollars, which option is preferable?

    The average cost per click (CPC) on Google Advertising is higher, but it’s important to remember that the individuals clicking your client’s ads can be farther along in the sales funnel than you first thought. Although Facebook ads are fantastic for raising brand recognition, Google Ads are typically more effective at reaching consumers just before they make a purchase.

    Computer-Preceded Cost is just part of the equation. Cost-per-action (CPA) is another metric to evaluate to see whether your efforts will provide a healthy return on investment for your customers.

    CPAs, like CPCs, are very context-dependent. How well-targeted your adverts are and how efficiently they convert will determine your success. Don’t allow the fact that the average cost per acquisition (CPA) in PPC marketing is rather expensive to discourage you from trying it out.

    Facebook ads have an average CPA of $18.68 across all markets.

    3. Customer’s Objective

    Google Ads often perform better than Facebook Ads when it comes to assessing serious buyers. Think about your client’s industry; do consumers often look for their goods or services online when they’re ready to buy?

    If one’s AC stops working, for instance, they may look for an XYZ maintenance company right away. Ads that appear in search results would expose the company to interested consumers just when they are looking for its products or services.

    In contrast, three months from now, that individual is unlikely to recall the XYZ company they saw advertised on Facebook. Google Ads would triumph in this setting.

    Facebook advertising is also notoriously bad at prompting click-throughs from interested parties. People mostly use Facebook for leisure and communication rather than shopping. Nonetheless, this medium is excellent for expanding your clientele. People’s propensity to purchase may be significantly increased by cultivating a community feeling on social media.

    However, Facebook might be the ideal option if your client’s campaign’s goal is to increase exposure to their brand rather than rapid sales.

    4. Choice-Based Targeting

    Targeting (and retargeting) specified demographics is a breeze with either Google or Facebook Ads. Age, gender, geographic area, and household income are just some of the targeting parameters that may be set on any platform.

    If you’re looking for sophisticated targeting capabilities, though, Facebook is your best bet.

    Facebook Monthly Active Users

    Facebook’s 2.6 billion monthly active users provide a lot of information that may be used to target advertisements to specific groups of people based on a wide range of demographic characteristics and behavioral patterns.

    5. Forms of Adverts

    Facebook is a great place to increase brand recognition and consumer loyalty because of your increased ability to be creative there.

    To get the attention of prospective clients on the search engine results pages (SERPs), employ Google Ads. Ad extensions may let you include more text and details, but search advertising only supports text as a format.

    Google Ads Extensions

    However, on Facebook, you may increase the effectiveness of your client’s message by employing image-based advertising. So that users don’t get “ad fatigue,” Facebook keeps releasing new types of advertisements. You may grab people’s attention in a variety of ways, including using movies, photos, carousel advertisements, and more. Clients with an online store should give careful thought to Facebook’s aesthetic appeal.

    Should you choose Google Ads or Facebook Ads?

    This is a big decison

    1. What are my Customer’s Campaign objectives?

    What do you think? Would Google Ads or Facebook Ads be more effective for your client’s business?
    The success of my campaigns depends on knowing the specific aims of my clients’ initiatives.

    Think about the marketing objectives that your customer has shared with you. Do they prioritise speed over earning more sales? Perhaps Google Ads is the way to go in that case.

    Conversely, Facebook Ads might be a better option if they want to increase brand awareness or reach a larger audience.

    2. Which Sector Does My Client Operate In?

    Next, think about the business sector in which your customer operates. Google Ads is used well by both business-to-business and business-to-consumer companies. Facebook ads tend to be more successful for business-to-consumer companies, particularly those offering low-priced goods since consumers are more inclined to make a spontaneous purchase after being repeatedly exposed to an ad. Opportunities on Facebook Ads will exist even for business-to-business ventures, particularly in the areas of retargeting and lookalike audiences.

    Which platform you recommend to your customer depends on who they want to reach. Do potential customers actively seek out their company online? If that’s the case, your best bet is Google. However, Facebook is usually the best option if your customer wants to increase awareness of a new product.

    AdWords is ideal for bottom-of-the-funnel possibilities, while Facebook is often better for drawing new top-of-the-funnel prospects, so keep this in mind when you decide which stage of the customer’s journey to target with PPC advertisements.

    3. How much money does my customer have to spend?

    Finally, think about the advertising budget your customer has and the technical expertise of your business. Does their budget allow for Google Ads, even if they operate in a very competitive market?

    Can you make (or get made) high-quality video or picture advertising for Facebook via your agency? Talking through these sorts of issues aloud might help you develop a workable plan of attack.

    When to Utilize Facebook Ads?

    Facebook Ads may be utilized to target a certain audience that has proven interested in your client’s goods or services.

    They assist your customers to acquire greater attention to their Facebook posts and drive traffic to their sites. Facebook Ads may be set up to enhance web traffic, views, and also click-through rate (CTR) (CTR).

    Facebook ad campaigns additionally allow agencies a lot of freedom, such as how much they desire to spend from your customer’s budget including

    • The entire amount spent
    • Their daily spending plan
    • Their CPR

    When to Utilize Google Ads?

    With Google Search Ads, your business can reach individuals at the precise moment they’re looking for help.

    When To Utilize Google Ads

    They help bring in customers who are actively looking for your client’s goods or services through a targeted search query.

    Search engine results pages (SERPs) provide information in response to user queries; this may include relevant sponsored advertisements.

    According to estimates, Google handles over 5.6 billion searches each day, with the typical individual doing between 3 and 4 searches per day. Google does not provide its search traffic statistics.

    Therefore, Google Ads is the solution if your customer has a list of important keywords and knows their audience may be looking for them.

    To reach a wider audience, your client’s advertisements will be shown on the Google Display Network, which consists of websites that host Google ads. Both brand exposure (through demographic and interest-based targeting) and remarketing to previously engaged website visitors may benefit from such placements.

    Combining Google Ads and Facebook Ads:

    Ads on Google and Facebook may complement one another in several ways to increase brand recognition, user interaction, and ultimately, conversion. After all, it usually takes many exposures to your client’s brand before a buyer makes a purchase.

    People who encounter your client’s Facebook ads, for instance, may be intrigued by the deal being advertised, but they also want to learn more about your client’s company and the goods and services it provides.

    They may take advantage of this by including their brand name as kind of a keyword in search campaigns and afterwards adopting the language of their paid search ads to match that of their Facebook ads. This tactic directs their icy Facebook audience to the most relevant search results on Google. It not only adds credibility to the brand but also the whole marketing message.

    Bonus Material: What Is Google Ad Campaign Management?

    Tracking Your PPC Results

    In PPC, it might be difficult to measure the results of your efforts. That said, it’s not an impossibility.

    Conversion tracking is simplified by built-in tools available on the most popular advertising platforms. Alternatively, you may put your money into marketing analytics solutions like marketing attribution, which will perform all the heavy lifting for you.


    Which is more lucrative, Google AdWords or Facebook Ads?

    Cost-per-click (CPC) prices for Google Ads are higher than those for Facebook Ads, and conversion rates for Google Ads are lower. Their CPC and conversion rates are lower, but their CTR (click-through rate) is substantially greater, so you’ll receive more clicks and maybe more sales.

    Which is easier to use, Facebook Ads or Google Ads?

    The majority of Facebook users have little trouble using the site’s fundamentals, but they often get frustrated while attempting to master its more complex features. Google, on the contrary, might be more challenging to master at first, but is straightforward once you get the hang of it.

    What is the most effective type of Facebook Ad?

    Commercial video. Regardless of your business’s niche, video ads on Facebook tend to perform very well in pay-per-click campaigns. For those who want to construct a video or picture slideshow to share on Facebook, the social media platform provides the Creator Studio tool. Making a video and posting it on Facebook is also an option.


    When it comes to pay-per-click advertising (PPC), your best bets are Google Ads and Facebook Ads. Your advertising firm should precisely monitor campaign outcomes if it runs ads on both channels so that it can determine which one is more successful for each client.

    Advertisers on Google AdWords and Facebook, two of the most popular online advertising platforms, pay a small fee each time a user clicks on one of their ads. While Google Ads is mostly dependent on users’ keyword searches, Facebook Ads is a paid social ad network with broad audience targeting possibilities.

    While it is straightforward to make a basic ad on any platform, there is a significant learning curve involved in making advertising that attracts not only clicks but also buyers.

    About author
    Gurpreet Kaur
    Gurpreet Kaur is a highly-skilled and exponentially experienced content writer at IndeedSEO. She has a passion for content writing and has written several quality blogs, articles, press reports, and more in several niches. Her expertise has helped several of our clients achieve their objectives and sustainable results in the long term.

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