Google Ads vs Facebook Ads – Which is Best?

In the world of digital advertising, two giants reign: Google Ads and Facebook Ads. Both platforms offer robust advertising solutions, but they cater to different marketing objectives, target audiences, and business needs.

• Typically, Google Ads are better for generating leads and sales because your ads appear to people who are searching for your product or service. Facebook Ads are generally better for building brand awareness or engaging with people based on specific demographic and interest-based targeting.

This needs explaining…

Firstly, here’s our super quick overview of the platforms…

Google Ads allows businesses to display ads on Google’s search engine results pages (SERPs) and its enormous network of partner sites. Google Ads primarily operates on a pay-per-click (PPC) model, where advertisers bid on keywords, and they are charged when someone clicks on their ad.

Facebook Ads, part of Meta, enables businesses to advertise across the Facebook social network, including Instagram, Messenger, and the Audience Network. Facebook Ads utilises a cost-per-click (CPC) or cost-per-thousand-impressions (CPM) model, allowing for diverse ad formats, including image, video, carousel, and more.

Now, let’s compare the two platforms based on three key aspects of digital advertising…

1. AUDIENCE TARGETING

Google Ads:

• Intent-Based Targeting: Google Ads excels in capturing user intent (one of the biggest reasons I love it so much!). When users search for specific keywords, they tend to have a clear idea of what they want, making Google Ads highly effective for reaching potential customers at the decision-making stage. You could think of those people as ‘warm’ as opposed to ‘cold’.
• Keywords: You can target specific keywords, ensuring your ads appear when users search for relevant terms.
• Demographic and Geographic Targeting: Google Ads also offers targeting based on location, age, gender, and device, improving the precision of your ad delivery.

Facebook Ads:

• Interest and Behaviour-Based Targeting: Facebook Ads leverages user data to allow advertisers to target audiences based on interests, behaviours, and demographics. This makes it ideal for creating awareness and reaching audiences who might not be actively searching for products but are likely to be interested.
• Custom Audiences: Advertisers can create custom audiences from existing customer data and lookalike audiences to find new potential customers with similar profiles.
• Detailed Segmentation: The platform offers granular targeting options, including life events, purchase behaviour, and more, which can be highly beneficial for niche marketing.

2. AD FORMATS & CREATIVE OPTIONS

Google Ads:

• Search Ads: Text-based ads that appear on SERPs. They are effective for capturing high-intent searches.
• Display Ads: Visual ads that appear on Google’s Display Network, including websites, apps, and videos. These are great for brand awareness and retargeting.
• Shopping Ads: Product-based ads that appear on Google Shopping. They include product images, prices, and merchant names, making them ideal for e-commerce.
• Video Ads: Ads that run on YouTube and across the Google Display Network.

Facebook Ads:

• Image Ads: Simple and effective for visual impact.
• Video Ads: Engaging video content that can tell a story or demonstrate a product.
• Carousel Ads: Allow multiple images or videos in a single ad, ideal for showcasing a range of products.
• Collection Ads: Feature a cover image or video followed by multiple products, suitable for mobile users.
• Stories Ads: Full-screen vertical ads that appear in Facebook and Instagram Stories, providing an immersive experience.

3. COST AND PERFORMANCE

Google Ads:

• Cost Structure: Typically operates on a PPC model, with costs varying based on keyword competition. High-demand keywords can be expensive.
• Performance: High intent leads often result in better conversion rates. Suitable for businesses looking for immediate leads or sales.

Facebook Ads:

• Cost Structure: Offers both CPC and CPM models, with costs influenced by targeting specifics and competition. Generally, Facebook Ads can be more cost-effective, especially for broad targeting.
• Performance: Effective for generating brand awareness, engaging audiences, and driving traffic. Conversion rates may vary depending on the product and audience targeting.

CONCLUSION

So, which one is best? Any business should be able to decide which one is best for them based on these two conclusions:

• Use Google Ads if your objective is to capture high-intent leads, drive direct sales, or promote products or services that users actively search for. The keyword targeting and intent-based approach make it a powerful tool for immediate conversions.
• Use Facebook Ads if your objective is to build brand awareness, engage with a broad audience, or leverage detailed demographic and interest-based targeting. Facebook Ads excel in creating visually compelling campaigns that resonate with users on a personal level.