Google Ads vs Facebook Ads | Which Is Best to Use in 2023?

google ads vs facebook ads

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In today’s digital world, advertising online has become a crucial part of marketing strategies. Google and Facebook are two of the biggest players in online advertising, each offering their own unique set of advantages and features.

Google primarily uses keywords to target ads towards potential customers, while Facebook offers a wide range of targeting options, including demographics, interests, and behaviors.

In terms of cost, both Google ads and Facebook ads operate on a cost-per-click (CPC) basis, meaning advertisers pay a set amount for each click their ads receive.

Google Adwords also provides the option to run ad campaigns on the Google Display Network, which reaches a wider audience through websites and mobile apps.

With the rise of digital advertising, it is no surprise that the industry is projected to continue growing. Ultimately, deciding between Google ads and Facebook ads will depend on a variety of factors, including goals, target audience, and budget. 

So, let’s get started!

Google Ads

Google Ads

Google Ads are online ads that show up on various websites and apps, like Google Search or YouTube. When you create one of these ads, you set how much you want to spend and only pay when someone clicks it.

That’s called “pay-per-click”, which means you just pay for the clicks you get!

When Should I Use Google Ads?

Google Ads is a great option for brands looking to advertise their product or service to customers who are actively searching for it.

These ads help you reach customers in the buying phase, so your ad should be direct and highlight why someone should purchase from you. Focus on giving clear instructions on how to take action, such as by calling or visiting your site.

Companies that sell their services or products to other businesses should consider using Google Ads for advertising.

You can show ads that will inform people about your brand and call them to action on websites across the Google Ads network, as well as through search ads for longer selling cycles.

How Can Google Ads Work?

Google Ads is a program that helps you market your business online. When someone does a search using words relevant to your business, they can see an advertisement for your product or service at the top of the page.

These are called paid search ads. There are also other types of ads, such as Google display ads and Google shopping ads, which allow you to showcase your product in various places across the web.

Google Ads lets businesses reach the right people by targeting them based on what they look for online and other personal information like age, gender, and where they live.

This helps businesses make sure they are investing in ads that reach the people who actually want to see them.


Facebook Ads

Facebook Ads are ads you can see while using social media apps owned by Meta, like Facebook and Instagram. They might be pictures, videos, or a slideshow of different images. You will find them in your news feed, Stories, or Reels.

When Should I Use Facebook Ads?

If you want more people to know about your business or brand, Facebook Ads can help. You can choose who sees your ads, like age, location, and interests. Then use images, videos, or text to show them your product or service.

This way, you can get the perfect audience for what you offer. Other than this, Facebook Ads also give you the opportunity to give your audience special offers, new products, and services.

You can target ads to people who have already interacted with your brand as well as those who haven’t, even creating audience lookalikes.

How Can Facebook Ads Work?

Facebook Ads are specialized posts that appear in your feed when businesses pay to advertise. They look just like regular posts, but will have the word “Sponsored” below the profile name.

They use advanced targeting methods so companies can find the people most likely to be interested in their product or service based on their age, gender, location, family status, income, interests, and behavior.

Advertisers have the choice of using either pay-per-click (PPC) or pay-per-impression (PPM) campaigns on Facebook Ads. With PPC, an advertiser is charged for each click they receive, while a PPM campaign is priced per 1,000 impressions.

Benefits of Google Ads as Your Advertising Platform

There are many benefits to choosing Google Ads as your advertising platform for your business. One of the main advantages is the sheer reach that Google offers compared to other platforms like Facebook.

Google Ads allows your ads to appear throughout the Google network, including in search results, YouTube videos, and other websites that display ads through the Google AdSense program.

Another benefit is the ability to target specific keywords and demographics, ensuring that your ads are shown to the right people at the right time.

Additionally, the average cost per click for Google Ads is generally lower than for other platforms like Facebook, making Google a more cost-effective option.

Overall, the difference between Google ads and social ads like Facebook is significant, and for many businesses, the range of features and targeting options available on Google makes it the ideal choice for digital advertising.

Now, let’s have a glance at the different benefits of Google ads:

1. Helps in Conversions

Google Ads is a great way to get customers who are ready to buy. Your ads at the top of search engine results pages will send people to a webpage where you can show them the perfect solution for what they were looking for.

This makes it easier to turn those visitors into paying customers quickly, compared to Facebook ads, which are better at targeting new customers who aren’t necessarily ready to buy yet.

2. Getting a High Purchase Intent Audience

Google Ads is a great way to reach people who are looking for what your business has to offer. When you advertise on Google, your ads show up when someone searches for something related to your company.

Many of these people are likely to purchase your product or service right away.

For example, if you need a new cycle, you might type in “cycles for adults” and find an ad for exactly that!

3. Google Advertising Helps to Get an Immense Audience

Google Ads offers the potential for a massive audience reach—over 40,000 searches and 1.2 trillion web queries per year.

As Google continues to expand its intelligence capabilities through AI and machine learning technology, advertisers have more opportunities to connect with customers than ever before.

Google’s immense reach and highly accurate search results make it the ideal choice for any digital marketing strategy.

With AdWords being the most widely used PPC platform in the world, businesses of all sizes can benefit from its unparalleled potential to increase audience engagement and convert more leads into customers.

4. Get Access to A Wide Array of Ad Formats

Google Ads offers lots of different kinds of ads. When it first started, Google’s ads were basic, but they still had the same important pieces that you see in today’s ads.

With these ads, you can show your products and services to people when they search on Google.

Benefits of Facebook Ads for Your Campaign

Facebook is an ideal platform for reaching out to large numbers of target users through its ads. One advantage of Facebook ads is that they allow you to select your audience based on their geographic location, age, interests, education, etc.

This helps you tailor your ads to your target demographics, ensuring that your campaign is effective. Facebook ads can also be presented in a variety of formats, including image, video, carousel, slideshow, etc.

In contrast to Google search results, Facebook ads appear while users are browsing their timelines, which means that they do not have to search for your keywords to see your ad.

Additionally, Facebook ads have a better chance of catching people’s attention because they are visually engaging.

A key difference between Facebook ads and Google ads is that Facebook allows you to showcase your products or services directly in front of your target audience, and as a result, Facebook ads are better for e-commerce businesses.

Now, let’s have a glance at the different benefits of Facebook ads:

1. Facebook Advertising Helps in Audience Targeting

Facebook Ads allow brands to reach their ideal customers using detailed targeting parameters. This helps you get your message to the right people, which increases the chances of them engaging with your ad and making a purchase.

With Facebook, advertisers can get super specific about who sees their ads. They can use all sorts of information, from demographics to interests to location, to make sure their ads go to the right people.

Google Ads isn’t quite as precise, but it still uses keywords to match ads with viewers.

2. Get Access to Memorable Ads

Facebook Ads offer businesses the chance to build their brand and reach consumers with unique, eye-catching visuals.

By creating multimedia ads that are optimized for mobile, companies can effectively connect with people on social media platforms. This helps them make their mark in a memorable way and build lasting connections with customers.

3. Wide Array of Ad Types

Facebook Ads offer lots of creative options that make them stand out from other types of ads. You can choose from image, video, slideshow, carousel, collection, and instant experience formats.

Unlike Google Ads, which just have text, Facebook Ads look more like regular social media content and can be used to grab people’s attention and get them interested.

4. High ROI

Facebook Ads are a great way to get more for your money. They allow you to target exactly who you want to reach with precision, and the tools let you make attractive and interesting ads.

Best of all, you can usually expect a really good return on investment from your ad spend. Facebook Ads are a great choice for businesses of all sizes due to their budget-friendly pricing and high potential returns.

With this highly customizable platform, you can easily target your desired audience and generate more leads and conversions with a much smaller investment.

So whether you’re a big brand or a small business, Facebook Ads could be the perfect solution for you.

5. Reach Massive Audience

Facebook ads give you the chance to reach a massive group of people from all around the world.

It’s not just about reaching lots of people – you can target your ads to be seen by specific groups, like people in certain age ranges or who live in particular cities. This makes your ads much more powerful and effective!

Facebook’s lookalike audiences use people’s personal information to send ads that match their interests. With this, companies can deliver tailored messages to the right people at the right time. This has enabled advertisers to create more effective campaigns than ever before.

Facebook’s lookalike audiences feature is an incredible tool for advertisers to reach a wider audience.

It works by uploading customer information from databases or third-party data brokers to develop a similar set of users, thus creating a “lookalike audience”.

This allows brands to target new customers with the same interests as their existing ones, thus extending the potential impact of their ads.

ga vs. fa

Which Platform Should You Choose? Google Ads vs Facebook Ads

When deciding which platform to use for your ads, think about the benefits each offers. Facebook Ads and Google Ads are two different options, both great but with unique features.

Before you choose, consider what’s important to your team and decide which one has the best fit.

Here are some of the factors that you can consider while deciding which platform to choose:

1. Campaign’s Objective

Need help deciding which platform to use for your next campaign? Start by defining your goal first: Are you looking to increase brand awareness, leads, or purchases?

Google Ads are great for finding people who are already interested in buying something, such as someone searching for a water bottle.

Meanwhile, Facebook Ads can help target those at the top of the funnel, which is perfect for building awareness and understanding of your product.

Consider running both platforms if that aligns with your objectives; otherwise, pick the one best suited to meet your main goal.

2. Type of Industry

When it comes to choosing the right platform for your PPC campaign, the industry you’re in and the audience you want to reach are important factors.

Google Ads may work best for businesses that offer products and services people actively search for. On the other hand, Facebook Ads might be better for B2C companies selling less expensive items, or for campaigns designed to build an audience.

Additionally, think about the stage of the buyer’s journey you want to target—AdWords could be great for bottom-of-the-funnel prospects, while Facebook usually works best for top-of-the-funnel prospects.

Ultimately, the success of your PPC campaign depends on carefully selecting the right platform.

3. Budget Constraints

When it comes to advertising, you want your money to be spent wisely. Depending on your budget, some platforms are better than others for getting a good return on investment.

If your budget is small, Google Ads may not be the best option since high-cost keywords will limit the number of clicks you can get per day.

Meanwhile, with the same amount of money, Facebook Ads could reach more people and help you experiment with what works for your target audience. It’s important to find where your dollars will be most effective in achieving your goals.

4. Competitive Trends

When you create your plan for your upcoming campaign, it’s helpful to look at information from the past and what your competitors are up to.

Try to see what has already been successful, where there is room for improvement, and what hasn’t been explored yet.

If this is your first time running a campaign, you should pay attention to your rivals’ advertisements, where they’re airing them, and how their creative assets and messaging appear.

This data could give you ideas for areas of opportunity as well as clues on what strategies your opponents are utilizing.


Thus, when it comes to deciding between Facebook ads and Google ads, it depends on the goal of your advertising campaign.

If you’re looking to reach a target group of users at the end of the funnel, then Google search ads or PPC ads on Google are the best choice. Google also offers great tools like Google Analytics, which can help you track your success.

However, when it comes to building brand awareness and targeting specific demographics, Facebook ads are the ideal choice.

Facebook’s ad platform allows advertisers to create highly targeted campaigns based on user behavior and interests.

While the cost per click is generally lower on Facebook ads, the key difference between Google and Facebook ads is the type of users you are targeting.

Overall, both platforms have their strengths and weaknesses, and it’s important to choose the right one based on your advertising goals. 

Good Luck!

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