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FB vs Google Ads

Facebook Ads Vs Google Ads:
Which One is Right for Your Business?

Google Ads and Facebook ads are powerful channels for e-commerce advertising.

While each of these channels is strong on its own, the winning advertising strategies are holistic campaigns that maximize conversion opportunities by combining Google Shopping ads with Facebook ads.

They are very different approaches to advertising that, when used together, allow advertisers to reap several benefits.

If we made a Top 10 list of the most asked questions our Ads experts answer on a daily basis in the first three positions, we'll find this: "Google Ads or Facebook Ads: which one is right for my business?"

Facebook currently has 2.3 billion monthly active users, making it a hotbed for users' activity. Google Ads reaches billions of people each and every day via search, email, and other online activities.

But when it comes to allocating your advertising budget and you have to make a choice which platform should you pick: Google Ads or Facebook ads?

How to make the right choice for your business? Should you invest in both? Well, that's what we're here to find out.

But first, let's look a little closer at why you should be considering either of these options to begin with.

What are Facebook Ads?

Facebook is a powerful social media platform for individuals and businesses alike, and around 1.6 billion people worldwide are connected to a small business on Facebook.

Facebook Ads are useful for increasing brand awareness and engagement, generating leads, driving traffic to your website, increasing the reach of your content, and creating awareness for your upcoming events.

What are Google Ads?

Google Ads is a paid advertising platform that works on an auction system. This "auction system" takes place every time a user performs a keyword search.

When creating an ad, to "win" the Google Ads auctions and see your ad appear for the keywords you chose, you need to optimize your Quality Score and the bid amount.

Which is better for Business?

Let's weigh in on things like the costs and targeting features of each platform and talk about the tips and advice for making the most out of whichever platform you choose.

Buyer Intent

Facebook Ads are better for brand awareness because of the detailed data that Facebook collects on its users

If you're trying to increase brand awareness or promote an event, then Facebook is the best. You can get your message in front of a broad audience of people who are generally interested in what you're promoting.

On the other hand, Google Ads are better for purchase intent, Google attracts traffic from users who are actively searching with the intent of making a purchase. Google's users have a high level of intent, so you can get in front of people who are actively looking for your product/service and are ready to take the next step in the buying journey.

Audience Targeting

Facebook boasts a truly vast global audience. With more than 1.55 BILLION monthly active users – more than one-fifth of the entire world's population, and that's not counting inactive or infrequently used accounts – Facebook has no rival when it comes to the enormity of its audience.

However, Facebook's targeting capabilities won't help you if you don't know who to target. You can't just hop on Facebook Ads and discover who your ideal customer is. You'll need to know who's most likely to buy your product to use Facebook's ad targeting to your advantage.

Google Ads primarily target the keywords people type into Google's search engine, so you don't need to know exactly who your audience is to get your ads in front of interested prospects.


Facebook Tends to Be More Cost-Efficient, the average customer acquisition costs were $10 or less, with 28% saying their average CAC for Facebook Ads is less than $5.

In Facebook Ads, $10 can get you a lot of impressions, engagement, video views, amplification, or website traffic on Facebook. On the other hand, with Google Ads, $10 might get you 1-2 clicks to your website, depending on the keywords you're bidding on. However, Google ads are better for generating conversions.

Audience Engagement

52% of marketers say that their audience is more likely to engage with their Facebook ads than Google. Still, 65% said that their audience was more likely to purchase with their Google ads than Facebook. So, when it comes to engaging your audience, Facebook definitely has an upper hand while driving purchase intent traffic Google is a safe bet.


Facebook ads are best for social products and low-cost products. The fact that people head to Facebook for social reasons can also influence how they react to your ads. On the other hand, Google ads are best for high-cost products and retargeting. You can pick the best time to be visible. The initial cost is more expensive, but the conversion rate is much better for high-value products.