In digital advertising, picking the right platform to promote your brand is essential. Two of the most popular options are Google Ads and Facebook Ads, but how do you know which one is the best fit for your business?

In our simple guide, we break down the pros, cons, and main differences between Google Ads and Facebook Ads. We aim to help you make a smart choice that matches your marketing goals and helps your business grow.
So, which one is better? Let’s take a closer look!

Understanding Google Ads

Google Ads is a leader in search engine marketing. It allows businesses to display targeted ads to people actively searching for their products or services on Google.
But what makes Google Ads a popular choice for many marketers, and where does it have its limitations?

Strengths of Google Ads

Here are some key strengths we believe make Google Ads stand out.

High-Intent Targeting :
Google Ads is great for reaching people who are ready to take action. When users search on Google, they’re often looking for answers, making decisions, or searching for solutions. With Google Ads, you can show your product or service just when they need it most.

Wide Reach :
Google Ads doesn’t just show your ads on search results. It also allows you to display ads on platforms like YouTube, Gmail, and many partner websites through the Google Display Network. This helps you reach your audience no matter where they are online.

Precise Targeting :
Google Ads offers more than just keyword targeting. You can set your ads to target specific locations, languages, devices, income levels, and even people in the market for products like yours. This ensures your ads reach the right audience.

Weaknesses of Google Ads

Here are some of the key drawbacks of using Google Ads:

Cost Considerations :
Google Ads can get expensive, especially for popular keywords where many advertisers are competing. This competition can raise the cost-per-click (CPC), which makes it tough for smaller businesses or those with limited budgets to keep up.

Technical Complexity :
Google Ads has many powerful tools and features, but using them can be tricky. To succeed, you need to understand how the platform works and continually adjust your ads to get a good return on your investment (ROI). This may require you to spend time learning how to use it or to hire an expert, like a Google Ads agency, to assist you.

Understanding Facebook Ads

Facebook Ads uses its huge social network to connect with users based on their interests, behaviours, and demographics. Meta, which owns Facebook, also owns Instagram, and together these platforms have around 3.19 billion active users worldwide as of March 2024.

Ads typically appear on both Facebook and Instagram, whether people are using the apps on their phones or browsing on their computers.

Strengths of Facebook Ads

Targeting Flexibility :
Recent updates have made some of the very specific targeting options less available (thanks to the iOS 14 update), but Facebook Ads still allow advertisers to reach large groups of people. You can target users based on general interests, demographics, location, and how they interact on the platform. This method works well for raising brand awareness and connecting with potential customers.

Visual Appeal :
Facebook and Instagram ads grab users' attention with eye-catching designs that encourage them to interact while scrolling through their feeds. These ads often use images, videos, carousels, or stories, making them visually appealing.

Cost-Effectiveness :
Facebook generally has lower average cost-per-click (CPC) rates than Google Ads. This makes it easier for brands to experiment with different ad styles and strategies, allowing them to engage a wide audience without spending a lot of money.

Weaknesses of Facebook Ads

Lower Intent :
Facebook Ads typically reach users who aren’t actively looking for a solution, which leads to lower purchase intent. This is different from Google Ads, where users are often searching for something specific. As a result, converting interest into action on Facebook may take a more nurturing and creative approach.

The Demand for Creativity :
To succeed on Facebook, you need to be visually appealing and capture attention quickly, along with having sharp, engaging ad copy. This requires ongoing creativity, testing, and adjustments to see what works best for your target audience.

Unpredictability :
Sometimes, Facebook ads just stop performing well, and it can be hard to figure out why. One day your campaigns might be successful, and the next day they might not. In contrast, Google Ads tends to be more consistent. Once you have your campaigns set up correctly, most reasons for a drop in performance, such as increased competition or seasonal changes, are usually more understandable.

Key Differences Between Google Ads and Facebook Ads

The strategies we discussed earlier focus on on-site SEO, but building links is part of off-site SEO. Backlinks are links from other websites that point to your content, which can boost your credibility. When respected sites link to yours, it builds trust and enhances your reputation, which is vital for startups.

To get backlinks, identify your niche and find websites with similar topics. Here are some reasons why others might want to link to your content:

  • • It’s important to understand how Google Ads and Facebook Ads work differently at their core.
  • • Even though both platforms let you target specific audiences and use similar tools, the way they show ads is quite different.
  • • Facebook Ads appear while people are browsing their social media feeds, interrupting their experience—this is called 'interruption marketing'.
  • • On the other hand, Google Ads (especially Search and Shopping ads), appear when people are actively looking for something. This is known as 'permission marketing'.
  • • Knowing these differences will help you choose the best platform and strategy for your business.

Here are a few key ways Google Ads and Facebook Ads differ:

User Intent:
Google Ads shows ads to people who are actively searching for something specific, like information, products, or services. This means they are more likely to make a purchase.
Facebook Ads, on the other hand, try to catch users’ attention based on their profile information and interests, even if they aren’t actively looking for something.

Targeting Capabilities:
Both platforms offer strong targeting options.
Google Ads focuses on keywords and what users are searching for.
Facebook Ads are better at targeting people based on their age, interests, and behaviours using Meta’s huge data.

Ad Formats:
Google Ads are mostly text-based, especially the well-known Search ads (though there are other formats too).
Facebook is great for more eye-catching formats, like videos, carousels, images, and interactive ads.

How to Choose the Right Ad Platform for Your Business?

What are your business goals?
Do you want to make quick sales, or are you more focused on building brand awareness?
Google Ads is great for driving fast sales because it targets people who are actively searching for something specific.

Facebook Ads, with its eye-catching visuals, are better for increasing brand awareness and engaging with potential customers.

Who is your audience?
Think about where your audience spends their time online and how they usually discover new brands.

For example:

  • Google Ads: Someone urgently searches for an "emergency plumber near me" after their toilet breaks late at night.
  • Facebook Ads: You show ads for your vegan shoe brand to people who are interested in animal rights and follow PETA.

What’s your budget?
Consider how much you’re willing to spend and how to get the most value for your money.
Facebook Ads can be a cheaper way to reach a larger audience, but may not always lead to direct sales.
Google Ads is better for driving direct sales through targeted keywords, but may not help as much with brand awareness.
If your budget is limited, focus on the platform that will give you the best results for your specific goals.

Do you have creative resources?
Think about whether you can create good visual content.
If you can make eye-catching videos or images with strong messaging, Facebook Ads might be a better fit.
If your strength is writing effective, targeted copy for search terms, Google Ads may be the better option.

Should You Use Both?
Using both Google Ads and Facebook Ads together can give you the best of both worlds.
Here’s why a combined approach could help:

  • Wider Reach : You can increase your brand’s visibility by advertising on both platforms, reaching people whether they’re searching on Google or scrolling through Facebook.
  • Cover the Full Funnel : Use Facebook Ads to introduce your brand and build interest, then capture users with Google Ads when they’re ready to search for your product or service.
  • Better Insights : Running ads on both platforms gives you more data about your audience, helping you improve your targeting and messaging across all your marketing channels.

Conclusion

Digital advertising has changed a lot in recent years and is constantly evolving.
Business owners and marketers need to understand how platforms like Google Ads and Facebook Ads work, so you can make smart decisions that fit your marketing goals.
There’s no "right" or "wrong" platform—each has its own strengths.
At Growth Minded Marketing, we focus on Google Ads, so we naturally lean toward that platform.
But combining both Google Ads and Facebook Ads can give you a more complete digital marketing strategy.