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Facebook Ads vs Google Ads: Which One Is Better for Your Business

When it comes to digital advertising, there are two main platforms that businesses turn to: Facebook and Google. Understanding how each works will help you make an informed choice. We’ll explore their features more in this article so you can choose the best-suited one for your needs.

Petrit Halitaj

SEO Manager

Facebook Ads vs Google Ads: Which One Is Better for Your Business?

When it comes to digital advertising, there are two main platforms that businesses turn to: Facebook and Google. And as a business owner, choosing between Facebook Ads and Google Ads can be difficult. 


Facebook Ads is a paid social advertising network, whereas Google Ads runs search and display ads. Each platform has its own advantages and disadvantages. So it’s important to weigh up both options before making a decision on which to use. 


They both run pay-per-click ads but on different platforms. Facebook Ads and Google Ads are actually complementary, even though both platforms are often compared to one another.  Each provides different advantages to marketers.


Understanding how each works will help you make an informed choice. We’ll explore their features more in this article so you can choose the best-suited one for your needs. 

What Are Google Ads?

Google Ads, before known as Google Adwords, is a powerful online advertising platform. It is also one of the biggest and most well-known PPC advertising platforms in the world. It provides businesses with many options to promote their products and services. They’re promoted through targeted ads displayed on the Google search engine results page (SERP). 


With Google Ads, you can create campaigns for text-based advertisements, video, image, and display ads, app promotion, and more.


Google has 

  • An average cost per click (CPC) of 62 cents 
  • An average click-through rate (CTR) of 4.85%
  • An average conversion rate of 6.33%.


Google Ads makes it easy to target users based on various criteria, like location, interests, language preferences, and more. Advertising through Google can help businesses reach interested customers who may buy their products.


Google Ads’ algorithms allow marketers to measure the effectiveness of the clicks, impressions, and conversions generated by their campaigns. It has the ability to offer tracking reports on all aspects of campaigns’ performance. This helps businesses understand how users are interacting with their advertisements. From this, they can optimize campaigns and get the best return on investment (ROI).


Overall, using Google Ads to grab new clients and engage existing ones is an excellent approach for businesses to enhance sales growth and profitability.

What Are Facebook Ads?

Facebook Ads is the platform for targeted advertising on Facebook. It allows you to target audiences based on their interests, demographics, and location.


Facebook has:

  • An average cost per click (CPC) of 57 cents
  • An average click-through rate (CTR) of 1.32%
  • An average conversion rate of 6.57%


Ads can show up in Facebook’s Feed, Facebook Messenger, and non-Facebook apps and websites. Through these ads, you can boost website traffic, lead generation, and conversions. 


When launching a Facebook ad campaign, you select a goal that aligns with the desired outcome of your campaign. After your selection, Facebook will suggest images, text, and other options suited to your goals.


You also have the option to customize the ad layout by changing the image, CTA (call-to-action) button color, or headline font size. They provide performance metrics so you can track the reach and engagement of users, and the conversion rate. They also allow businesses to test different versions of ads to optimize results over time.


Overall, Facebook ads are an effective way to reach potential customers and promote products or services online.

Paid Search vs Paid Social


Traditionally, Google Ads is paid search. Paid search means that you are paying to have your client’s listing appear on a search engine result page. The advertiser gets charged a fee every time a user clicks on an ad, hence the term “pay-per-click advertising.”


Paid search relies on keyword targeting and the use of text-based ads. Google ads bid on keywords in the hope that their ads will appear alongside search results. You can (and should) change the settings of paid search campaigns to target visitors based on their location and other criteria.


Yet Google Ads provides more than paid search—you can advertise on:

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


Facebook Ads offers paid social media advertising as opposed to paid Google search. Given that it has the most monthly active users, Facebook has become a profitable part of many companies’ digital advertising campaigns.


Even though both Facebook and Google ads promote marketers’ businesses online, the similarities end there. Paid search helps businesses find new customers through keywords. Now, paid social helps people locate businesses based on their interests and online activity. 


Think of it like this: Google Ads helps you find new consumers, whereas Facebook helps new customers find you.


It has been difficult for companies to reach their clients’ customers with the constant changes in the algorithms of Facebook. This is where paid social media advertisements come in. Instead of reaching new customers organically, Facebook ads allow you to pay to get in front of them.


As you may know, Facebook is more than simply your Facebook feed. It also includes:

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

Pros and Cons of Google Ads

Google’s ads at first only provided basic text-based adverts on the search engine. It has since expanded to incorporate elements that significantly enhance clickthrough rates. Some of these elements include:

  • Reviews, 
  • Detailed contact information, 
  • A shopping function, and 
  • Mobile optimization.


As the world’s most popular and most used search engine, Google is known as the de facto leader in online advertising. With 3.5 billion everyday searches, Google provides access to an audience of customers who are shopping for goods and services. 


According to surveys, Google search advertisements had the highest CTR at 1.55% when compared to display ads and Facebook ads. This is probably because Google prioritizes advertising based on relevance.


There are two main networks that Google uses for its advertising. They are the Search Network and the Display Network.


The search network includes the entirety of Google as a search engine. Here, advertisers can target prospective consumers by bidding on millions of keywords and phrases.


The Google Display Network, which provides marketers with more visual ads like banners, covers roughly 98% of the World Wide Web. This makes it an excellent solution for advertisers seeking to achieve marketing goals that aren’t always as conversion-driven as those of PPC ads, such as increasing brand awareness on a big scale through banner ads.


A big audience

One of the primary benefits of using Google as an advertising platform is its massive reach. Google processes around 40,000 search requests per second, for a total of over 1.2 trillion web searches per year.


Simply put, no other search engine can provide the potential audience that Google does. Google is a wonderful addition to any digital marketing plan simply because of its large potential client base.


Creating an equal playing field

One of the most common misconceptions among people new to PPC is that whoever has the largest advertising spend “wins” at Google Ads. In fact, Google Ads actually prioritizes ad quality and relevancy over how much advertisers spend.


The more relevant an ad is to a user, the better the experience that user is going to have. And, as a result of that, it is more likely that people will continue to use Google as their primary search engine. As such, Google Ads prioritizes relevance and quality over all other considerations. This is why smart advertisers with relevant and high-quality ads rarely have to bid as high as the advertisers with weaker ads.


Certain keywords may cost more than others. For example, there are those in the banking business, which are among the most expensive of any professional field. But how much advertisers must spend will be determined by the quality and relevance of their ads.


Some indicators are more essential to Google in its evaluation of quality and relevance than others. One example may be the click-through rate, which is regarded as a reliable indicator of an ad’s overall quality and appeal.


A variety of ad types

Although Google Ads are still text-based, businesses may use a wide range of tools to make their ads more attractive and appealing to prospective buyers. Advertisers can use ad extensions, site links, social proofing such as user reviews, location targeting, shopping advertisements, and a slew of other capabilities, giving them an unprecedented amount of personalization and control.


Google additionally created ad formats suited to the specific demands of specific sorts of businesses. 


Whatever you offer or to whom you sell it, chances are there is an ad format or feature that will make your products or services more appealing to your target market. Google is constantly introducing new ad formats and services. This allows advertisers to reach new audiences and generate new revenue.

Pros and Cons of Facebook Ads

Facebook has been refining and strengthening its advertising solution for several years. Today, Facebook Ads is a paid social pioneer and a critical component of many firms’ digital marketing strategies.


Wide audience

Facebook, like Google, has a truly massive worldwide audience. With over 1.55 billion monthly active users – more than one-fifth of the whole world’s population.


On Facebook, people share practically every detail of their lives. Every day, Facebook users share the joys and successes of life’s milestones with their friends and networks. From meeting and marrying partners to the birth of children or the celebration of new job advancements.


One of the most powerful uses of this technology is the potential for advertisers to build “lookalike audiences.” Facebook advertisers can upload consumer information from their own databases to Facebook to match customers whose information the advertiser uploads. This results in the creation of a “lookalike” user audience. It allows advertisers to double the potential reach of their adverts by targeting new consumers who share the same interests.


Rather than viewing Facebook as the world’s largest potential billboard, advertisers can regard Facebook as a chance to get closer to their ideal customers than they ever imagined possible.


A platform that is fundamentally visual

Unlike their text-based PPC ads, Facebook ads are more visual. The best Facebook ads blend in seamlessly with the videos, images, and other visual content in users’ News Feeds. This allows advertisers to benefit from not only the highly persuasive qualities of visual ads but also the aspirational messaging that makes high-quality ads so compelling.


Just as Google is continuously experimenting with the design of its text-based PPC advertising, Facebook is continually evaluating how it might provide marketers with a greater marketing platform while also providing users with a happy, rewarding online experience.


Previously, Facebook required that ads on its platform have text that took up no more than 20% of the overall advertising area. Since then, the company has relaxed this rule. Despite this significant change in its advertising structure, Facebook remains a primarily visual platform, which many advertisers value.


Outstanding return on investment

Businesses and marketers who experiment with Facebook Ads are generally impressed with the granularity of their targeting choices. As well as the tools available for designing beautiful, engaging ads. But one surprising aspect of Facebook Ads for newcomers is the potential return on investment that it offers. As well as how far skilled advertisers can stretch a modest ad budget on the network.


The budget for a Facebook advertising campaign will vary depending on a variety of factors. But actually, they are quite affordable. Especially considering their potential impact and the granularity with which advertisers can target their ideal audiences.


Because of this competitive cost, Facebook ads are an appealing option for small businesses rather than major brands. When combined with the platform’s extraordinary potential returns, Facebook Ads is one of the best-value online advertising alternatives available today.

Final Thoughts

Ultimately, both Facebook Ads and Google Ads can be beneficial for your business. Which one is better for you depends on various factors such as the kind of product or service you offer, your budget, target audience, and objectives. 


If you’re looking to reach a large potential customer base quickly with visually appealing ads then Facebook might be the way to go. But if you want more detailed targeting options and analytics then Google Ads could work best for your needs. Ultimately it’s important to consider all available marketing channels before making any decisions about which ad platform will bring in the most success at an affordable cost. 


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