Google ads and Facebook ads are two of the most powerful and popular ad platforms out there.

But, it can be tricky to know which one is a better fit for your needs.

Understanding the key differences between the two platforms can help you choose the right one for your business.

In this article, we are talking about the unique features of both ad platforms. Keep them in mind when you are about to invest in online advertising.

Let’s start.

Google Ads VS Facebook Ads: What’s the Difference?

Google ads is an advertising platform that displays search and display ads. Whereas, marketers use Facebook ads to advertise social campaigns on Facebook.

Both offer unique benefits to businesses, so you may want to use both of them for your business. However, you need to understand the following before choosing an advertising platform.  

Your Goal

One of the first things you need to know before selecting an ad platform is your campaign goal.

Ask yourself:

  • Is it more sales?
  • Is it more leads?
  • Or, maybe your goal is to just get in front of prospects and build brand awareness?

Having a clear goal will set you off in the right direction immediately.

If you want to reach people who are already looking for products to buy, Google ads are the ideal platform.

For instance, someone searching for “hiking boots” most likely wants to buy hiking boots.

On the other hand, Facebook ads are ideal for targeting users that are in the awareness stage of their buyer’s journey.

So, you could use both platforms in tandem: Facebook ads to build brand awareness and Google ads for generating sales.

But, of course, you can pick a single platform depending on where your target audience is in their journey.

Your Budget

Your goal with any ad campaign is to maximise your return on investment (ROI); some platforms make it easier than others.

You need to look at your keywords’ competition and price before working on Google ads.

If the keyword has a high cost-per-click and your budget is limited, you want to steer clear of Google ads for the time being.

For instance, if your target keyword has a CPC of $10 and your daily ad budget is $50, you will only get 5 clicks per day. That’s pretty limited.

With that same $50 budget, you could reach a lot more prospects on Facebook, build your audience, and retarget them later.

So, it’s mainly about making the most out of your ad budget.  

Competitor Research

If you are still confused about which ad platform to use, your competitors can be your guide.

Have a look at your competitors’ strategies and find out:

  • What ad platforms they are using?
  • What type of ads they are running?
  • What’s their message like?
  • What do their creative assets look like?

Competitor research is one of the most effective ways to identify the right path for a business.

Historical Data

If it’s not your first time running an ad campaign, it’s a good idea to see what worked for you in the past and what didn’t.

Benefits of Google Ads

Google search ads have a pretty high click-through rate. This is because Google gives priority to relevancy instead of just giving away the top spot to the highest bidder.

In addition, Google ads are great at remarketing. Remarketing is when you appear before prospects that have already interacted with your business in some way.

For instance, someone visits your site, adds a product to their cart, and hits the back button without making the purchase.

What Google does is: It lets you re-engage that visitor anywhere on the internet with a highly personalised message.

With Google ads retargeting, you are able to push confused buyers over the edge, which boosts your conversion rate.

Benefits of Facebook Ads

A study by HubSpot revealed that Facebook offers the highest ROI (return on investment) as a paid platform. Let’s see how.

With over 2.7 billion active users around the globe, Facebook is easily the most popular social media platform.

In addition to that, Facebook offers exceptional targeting capabilities. Marketers can target people based on several demographic and psychographic factors.

Moreover, you can even expand your reach by using Facebook’s lookalike audiences feature.  

So, a prominent advantage of Facebook ads over Google ads is that the targeting is much more detailed.

Plus, you can also get a better CTR (click-through rate) and reach a lot more people on Facebook.

Google Ads or Facebook Ads: What is Best for My Business?

Both Facebook ads and Google ads are highly effective ad platforms that businesses of all types and sizes can use.

Before choosing a single platform, it’s important to know that both cater to different needs of a business.

So, your decision mainly depends on what you want to achieve and who is your target audience.

If your target audience is in the last stages of their buyer’s journey, meaning that they are ready to make a purchase, Google ads are for you.

And, if your prospects are still in the awareness stage of their journey, using Facebook ads would be a better option.

Both ad platforms offer unique benefits that can help you grow your business online. So, you don’t have to pit them against each other.

You want to make both of them work for your business.

But, of course, if you have a limited budget and your target keywords have a high CPC, Google ads won’t be a cost-effective option for you.

Whereas, if you want to make your prospects act on your offers and boost your conversions, running Facebook ads won’t be effective.  

So, it all comes down to:

  • Your goal
  • Your advertising budget
  • Your target audience’s buyer’s journey stage

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