Google ads vs Facebook ads: Which is best for paid ads

In the fast-paced world of digital marketing, online advertising has become an essential tool for businesses to reach their target audience and drive conversions. With the rise of technology giants like Google and Facebook, advertisers have various options for promoting their products or services.

Google Ads and Facebook Ads are two of the most popular platforms for online advertising. Both platforms offer unique features and benefits that can help businesses achieve their advertising goals. However, choosing the right platform for your advertising needs can be daunting.

This article aims to comprehensively compare Google Ads vs Facebook Ads so you can make an informative decision.

What are Google ads?

Google Ads, formerly Google AdWords, is a pay-per-click (PPC) advertising platform allowing businesses to display ads on Google’s search engine results pages and across its vast partner websites.

With its advanced targeting options and extensive reach, Google Ads can help businesses reach potential customers searching for products or services.

Pros of using Google Ads

An immense audience: With billions of daily searches, Google is the most popular search engine. Using Google Ads allows businesses to tap into this vast user base and reach a massive audience. This level of exposure can greatly increase brand visibility and attract more potential customers.
A level playing field: Google Ads provides equal opportunities for businesses of all sizes and budgets. Unlike traditional advertising methods, where larger companies usually have the advantage, Google Ads operates on a pay-per-click (PPC) model, meaning advertisers only pay when someone clicks on their ad. This allows small businesses with limited budgets to compete against bigger players and achieve meaningful results.
A wide range of ad formats: Google Ads offers multiple ad formats (from text ads to image ads, video ads, shopping ads, and app promotion ads) for different goals and audience preferences.
Precise targeting options: Advertisers can target users based on keywords, demographics, location, interests, and online behavior.
Measurable and data-driven results: Google provides extensive analytics tools that allow businesses to measure the effectiveness of their campaigns. Advertisers can track metrics such as impressions, clicks, conversions, and ad spend, giving them valuable insights into the performance and ROI of their ads.

Cons of using Google Ads

While Google Ads offers numerous benefits for advertisers, there are also some downsides as well. Here are the cons of using Google Ads:

Costly: Google Ads can be costly, especially for highly competitive keywords. The cost model creates a bidding war between the advertisers, driving up the cost per click (CPC).
Complexity: It can be complex and overwhelming for newcomers. The platform offers a wide range of features and settings, making it difficult for beginners to navigate. A significant amount of time and effort needs to be invested to overcome the learning curve if you want the campaign to succeed.
Ad blindness: Users are becoming increasingly immune to digital advertisements, including those displayed on Google. This phenomenon, called ad blindness, can reduce click-through rates and conversions. To overcome this challenge, advertisers must work hard to create compelling and engaging ads that stand out.
Limited audience targeting options: While Google Ads provides robust targeting options, it focuses more on keywords than precise demographic or behavioral targeting. Local businesses might find it challenging to reach their ideal audience with stringent accuracy.
Ad placement control: Advertisers have limited control over where their ads are displayed on the Google Display Network. This lack of control can lead to ad placements on irrelevant or low-quality websites, potentially diminishing the ad’s effectiveness.
Limited ad formats for certain industries: Google Ads offers various ad formats, but some industries, such as healthcare or pharmaceuticals, have strict advertising regulations that limit the available options. Advertisers in these industries may find it challenging to create effective ads that comply with industry regulations.

What is Facebook Ads?

On the other hand, Facebook Ads provides a platform for businesses to create and display ads on the social media network and its partner platforms, such as Instagram and Messenger. With its detailed audience targeting and various ad formats, Facebook Ads can help businesses connect with their target audience in a more personalized and engaging way.

Pros of using Facebook Ads

Facebook Ads offers several advantages for advertisers, resulting in a viable platform for advertising campaigns. Here are the pros of using Facebook Ads:

Unparalleled audience granularity: Facebook’s advanced targeting options allow advertisers to reach a highly specific audience based on demographics, interests, behaviors, and even life events. It is so great that local businesses target their ideal customers precisely, ensuring their ads are shown to the most relevant audience.
An inherently visual platform: Facebook is a visual platform where users engage with images, videos, and visual content, making it an ideal platform for showcasing products, services, and brand imagery through visually appealing ads. Advertisers can leverage eye-catching visuals to capture users’ attention and drive higher engagement and click-through rates.
Incredible ROI: Facebook Ads often deliver a higher return on investment (ROI) compared to other advertising channels. With its extensive targeting options and cost-effective pricing models like cost-per-click (CPC) or cost-per-impression (CPM), businesses can maximize their ad spend and generate more conversions and sales. The ability to track and measure the performance of Facebook ads in real time further enhances advertisers’ ability to optimize their campaigns for better results.
Lookalike: Its advanced algorithms also help identify and target lookalike audiences, enabling enterprises to find users similar to their existing customer base.
Multiple ad formats: Facebook offers a variety of ad formats, including image ads, video ads, carousel ads, and more. Additionally, Facebook’s ad placements are not limited to the Facebook News Feed but include Instagram, Messenger, and other partner websites and apps, providing advertisers with a broader reach and increased ad visibility.

Cons of using Facebook Ads

Just like Google Ads, FB ads also have their cons.

Ad saturation: With over 10 million active advertisers on Facebook, competition for ad space can be intense. This can lead to ad saturation and increased costs for businesses. As more advertisers join the platform, standing out and capturing users’ attention can become challenging.
Ad fatigue: When users are repeatedly exposed to the same ads from a particular brand, they suffer from what’s known as ad fatigue. As a result, they are less responsive resulting in poor engagement rates and lower ROI.
Limited search intent: Unlike Google Ads, where users are actively searching for specific products or services, Facebook Ads rely on targeting users based on their demographics, interests, and behaviors. This means that advertisers may not capture users when they are actively looking for their products or services.
Limited ad placement control: While Facebook offers various ad placements, including the News Feed, Instagram, Messenger, and partner websites, advertisers have limited control over where their ads are shown. This can result in ads appearing in less relevant or less effective placements, leading to lower engagement and conversion rates.
Privacy concerns: Facebook has faced several privacy scandals, which can impact users’ trust in the platform and their willingness to engage with ads.
Ineffective for certain industries: While Facebook Ads can be effective for many industries, they may not be as suitable for others. Industries with niche or specialized products or services may find it challenging to reach a highly targeted audience on Facebook.

Comparing Google ads vs Facebook ads

When comparing Google Ads vs Facebook Ads, it’s essential to consider their advertising features. Each platform offers unique options and capabilities that can impact the success of your ad campaigns. Here is a comparison of the advertising features offered by Google Ads and Facebook Ads:

Targeting options and audience reach: Google Ads excels in search intent targeting, allowing advertisers to reach users actively searching for specific products or services. You can capture highly relevant and motivated users with keywords and intent-based targeting. On the other hand, Facebook Ads offers robust demographic, interest, and behavior-based targeting, allowing you to reach a wide range of users based on their likes, interests, and online activity. Facebook Ads also offers lookalike audiences, where you can target users similar to your existing customers.
Ad formats and placements: Google Ads offers a variety of ad formats, including text ads, display ads, video ads, and shopping ads. These ads appear on Google search results, partner websites, and various Google-owned platforms like YouTube and Gmail. Facebook Ads offers a range of ad formats, including image, video, carousel, and collection ads. These ads appear in users’ News Feeds, Instagram, Messenger, and the Audience Network. Both platforms offer mobile and desktop placements to reach users across different devices.
Cost Effectiveness and ROI: The cost per click (CPC) and cost per impression (CPM) can vary greatly between Google Ads and Facebook Ads. Due to the auction-based pricing model, Google Ads typically has a higher CPC, especially for competitive keywords. On the other hand, Facebook Ads generally has a lower CPC, making it a more cost-effective option for advertisers with smaller budgets.
Cost per click (CPC) and cost per impression (CPM): Google Ads generally have higher CPC rates than Facebook Ads. This is because Google Ads operates on a bidding system where advertisers compete for ad placements based on keywords. The more competitive the keyword, the higher the CPC tends to be. It’s important to note that the actual CPC and CPM rates can vary depending on industry, competition, ad relevancy, and targeting options.
Return on investment (ROI): With its intent-driven advertising, Google Ads allows you to target users actively searching for products or services. On the other hand, Facebook Ads excels in targeting specific audiences based on their demographic and interest profiles. Both are platforms that can deliver amazing ROI if you know what you are doing.

Google ads vs Facebook ads: Which one should you consider

Instead of comparing and trying to choose one, I highly recommend you use both. Even though they are from two different platforms, they complement each other. Learning to use them in tandem is the key to an amazing ROI.

Create a separate strategy and allocate a budget for FB and Google ads based on their pros and cons. However, also make sure that the marketing message should be consistent across both platforms.