Google Ads Vs Facebook Ads

Google Ads Vs Facebook Ads – What’s Right For You? 



The right thing for YOU may not be right for someone else. It all depends on you, your business, and your goals. Several businesses simultaneously harness both platforms‘ (Facebook Ads and Google Ads) advertising strengths to enhance visibility, generate leads and sales, and reach new customers.

On the other hand, some businesses believe in capitalizing on a single platform. Basically, they employ distinct strategies that align with each platform’s functionalities. The hack is to figure out its applicability. In this guide, you will explore the:

  • Distinctions between Google Ads and Facebook Ads.
  • Which is beneficial to integrate into your business.

Let’s get started.

Let’s Understand The Difference Between Google Ads And Facebook Ads

Both of these platforms are popular. But what sets them apart? Let’s figure it out.

Audience Intent  

The most important aspect of any ad is the intent of their audience.

Google ads capture high-intent users actively looking for products or services. These people are likelier to act like they are already searching for it. This is why you find many experts arguing in favor of Google ads.

However, getting success with Google ads needs the right strategies and fail-proof execution. This is where premium service providers like MagnifyLab google ads agency come into the picture.

In contrast, Facebook ads attract users who may not be actively searching but could be interested based on their interests and behavior.


As I already said, Google ads are all about intent. Users who search for specific keywords or phrases see your ads. When someone types a search, Google shows them relevant ads. This means you can reach potential customers who are interested in your products.

In contrast, Facebook Ads target users based on their demographics, interests, and behaviors. Depending on your audience’s age, gender, interests, and even online behavior, you can define your audience. This allows you to reach a broader audience.

Campaign Goals   

Be clear first…

What’s your campaign goal? Is it brand awareness, leads, sales, or something else? Knowing this guides you in your choice.

Google Ads works for high-intent users, like those searching “online yoga class” with purchase interest.

Such ads match search intent and drive sales effectively.

Facebook Ads, on the other hand, boost brand and product awareness.

You can use both platforms to target users across their journey stages. However, align your choice with your campaign’s main goal. It helps determine the best platform.


Google Ads works on the Pay-per-click (PPC) model. Here, you pay when someone clicks on your ad.

Whereas Facebook Ads revolve around the Pay-per-impression (PPI) model. This is where you pay for ad views, regardless of clicks.

In essence, Facebook ads are slightly less expensive than Google ads. However, the targeted audience is more likely to be through the latter.

Alignment With Sales Funnel And Buyer’s Journey   

Different platforms suit various stages of the journey.

Facebook, a social site, isn’t for direct purchasing but is excellent for brand discovery.

Google handles billions of daily searches, offering prospects at various stages.

For instance, “best yoga mat” or “yoga courses online” searches indicate high purchase intent, targeting bottom-of-funnel users.

Ad Formats  

Consider your client’s campaign goals. Facebook allows creative freedom for brand awareness.

In Google Ads, you’re limited to text on SERPs. Use ad extensions for more info.

Facebook offers diverse ad formats – images, videos, carousels – keeping ads fresh.

For eCommerce, Facebook’s visuals are vital when choosing the right platform.


You will get detailed data on clicks, impressions, and conversions with Google ads.

On the flip side, Facebook Ads provide insights into ad performance, engagement, and audience demographics.


There is a high competition for popular keywords on Google Adwords, which can increase costs.

In most cases, Facebook Ads offer a lower cost per click (CPC) than other forms of advertising.

Audience Size  

Due to Google’s dominance in search,  this platform has a large user base.

Facebook also boasts a massive user base and extensive data that can be used to target users. However, it can not outperform the search giant in this case.

User Behavior  

Google ads appeal to users who are looking for specific solutions through Google Ads.

Whereas an advertising campaign on Facebook reaches out to users when they are interacting with their social media accounts.

Final Verdict: Choosing Between The Two – What’s The Best Choice?

Wondering which one to leverage for your business?

First thing first! Check your budget and goals.

If you want to attract users with high purchase intent, go for Google ads. Unlike Facebook ads, you won’t get a lot of clicks, but they’re more likely to take action.

However, if your goal is brand awareness and letting people know about your existence, go for Facebook ads.

Combining both is a smart move. Personally, I use Google ads for lead generation and Facebook ads for retargeting. It might be helpful for you as well.

I would be happy to answer any further questions you may have. Simply comment below!

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Tags Facebook Ads Google Ads Pay Per Click
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Ankita Tripathy loves to write about food and the Hallyu Wave in particular. During her free time, she enjoys looking at the sky or reading books while sipping a cup of hot coffee. Her favourite niches are food, music, lifestyle, travel, and Korean Pop music and drama.

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