Facebook vs Google Ads: Which One Should Your Business Choose?

If you’ve ever found yourself wondering whether Facebook Ads or Google Ads is the better choice for your business, you’re not alone. It’s one of the most common questions businesses ask when they start exploring digital advertising. The short answer? It depends on your goals, budget, audience, and the kind of product or service you’re offering. But let’s dig a little deeper so you can make a smarter decision.

What Are Facebook Ads and Google Ads?

Before we jump into comparisons, let’s quickly define both platforms:

• Google Ads (formerly Google AdWords) is a pay-per-click (PPC) advertising platform where businesses bid on keywords to have their ads appear at the top of Google search results or across the Google Display Network (YouTube, partner websites, apps, etc.).
• Facebook Ads, on the other hand, is a paid social media advertising platform that allows businesses to target users based on demographics, interests, behaviours, and more across Facebook, Instagram, Messenger, and Audience Network.

Both platforms are powerful, but they work in different ways. So, choosing between them isn’t about which one is better overall—it’s about which one is better for you.

Key Differences at a Glance

Here’s a quick breakdown to show how Facebook Ads and Google Ads differ:

When Facebook Ads Might Be the Better Choice

You want to build brand awareness.
Facebook is fantastic for getting your brand in front of a highly targeted audience, even if they’re not actively searching for your product yet. It’s great for top-of-funnel marketing.

You have strong visuals.
Selling fashion, beauty, food, fitness products, or anything else that looks great in a photo or video? Facebook and Instagram are your playgrounds.

You want detailed targeting.
Facebook lets you zero in on very specific audiences based on interests, behaviours, job titles, even life events. For example, if you’re selling wedding decor, you can target people who recently got engaged.

Lower cost-per-click.
While CPCs vary, Facebook generally offers lower costs than Google, especially in less saturated niches. Wordstream reports average CPCs of around $0.97 for Facebook compared to $2.69 for Google Search.

When Google Ads Might Be the Better Choice

People are actively searching for what you offer.
Google Ads is all about intent. If someone types in “best plumber near me” or “buy iPhone 15,” they’re ready to take action. Google puts you in front of that demand.

You want fast, measurable results.
With the right keywords and landing pages, you can generate leads or sales almost instantly. Plus, Google’s conversion tracking is incredibly robust.

Your product solves a problem.
Google Ads works well when your product or service addresses a pain point that people are actively trying to solve.

Search network = prime real estate.
Appearing at the top of a Google search result page lends your brand credibility and captures high-intent traffic.

Facebook Ads vs Google Ads: Key Considerations

Your marketing goals should be the first filter you use to decide. If you’re aiming to build brand awareness or grow your audience, Facebook tends to shine thanks to its detailed targeting and visual nature. But if your goal is to generate leads or drive immediate conversions, Google Ads often delivers faster results by capturing people who are already searching for what you offer.

When it comes to budget, Facebook usually offers a more forgiving cost-per-click, making it ideal for businesses just starting out or testing new ideas. Google Ads, though sometimes more expensive, can yield a stronger return on investment if your funnel is dialled in and your targeting is sharp.

Think about the type of product or service you’re advertising. Visual, lifestyle-oriented products often thrive on Facebook, where creative visuals and storytelling can do a lot of heavy lifting. Services or problem-solving offers, especially B2B, tend to perform better on Google, where search intent matches solution-seeking behaviour.

And finally, consider your sales funnel. Facebook is ideal for the top and middle stages—awareness and consideration—while Google is excellent at capturing interest at the bottom of the funnel when people are ready to act.

Can You Use Both?

Absolutely, and many businesses should!

A hybrid approach is often the most effective. Use Facebook Ads to introduce your brand and nurture leads with retargeting, while leveraging Google Ads to capture high-intent searchers who are ready to buy. According to HubSpot, combining both platforms often results in better performance overall than using either in isolation.

Real World Example

Let’s say you run an online store that sells eco-friendly skincare products:

Facebook Ads: Create eye-catching videos showcasing your products, run stories that highlight your mission, and target users based on interests like sustainable living and natural beauty. Use retargeting ads to bring back visitors who checked out a product but didn’t purchase.

Google Ads: Bid on search terms like “best vegan face wash” or “buy cruelty-free moisturiser” to reach customers with strong purchase intent.

This combo means you’re both building a brand and capturing demand.

Final Thoughts: So, Which One Should You Choose?

It boils down to one thing: your marketing goal.

Choose Facebook Ads if you’re building awareness, have engaging visual content, and want precise audience targeting.

Choose Google Ads if your audience is actively searching for a solution and you want to convert that interest into immediate action.

Or better yet, use both in tandem. Each platform complements the other, and when used strategically, they can create a powerful advertising ecosystem for your business.

Digital advertising doesn’t have to be a guessing game. Start with clear goals, understand the strengths of each platform, and test what works best for your business.

Want help setting up your campaigns or figuring out the best mix for your brand? Reach out to us—we’re happy to guide you.