Facebook Ads vs Google Ads – Pros, Cons, and Best Practices F

 

Until recently, many advertisers saw Google Ads and Facebook Ads as direct competitors, mainly because of the rivalry between the two companies, often highlighted by the media. This created the idea that businesses had to choose one platform over the other, which was a misleading and confusing belief, especially for those new to online advertising. This comprehensive blog will discuss Facebook Ads vs Google Ads in depth. 

Overview of Facebook and Google Ads 

Google Ads and Facebook Ads are two of the most popular pay-per-click (PPC) advertising platforms, where businesses pay each time someone clicks on their ad or sees it. Both platforms use auctions to decide which ads get shown, and many agencies use both to reach a larger audience. The choice between them depends on which platform will give the best results within your budget and timeline. This section will help you understand the basics of Google Ads and Facebook Ads. After that, we’ll describe Facebook Ads vs Google Ads so you can make smarter decisions for your campaigns.

Understanding Google Ads

Google Ads (previously called Google AdWords) are pay-per-click (PPC) ads, meaning you only pay when someone clicks on your ad. These ads show up on Google search results, on millions of websites in the Google Display Network, and on Google platforms like Gmail and YouTube.

 

There are different types of Google Ads. The most common are search ads, which are text-based ads that appear on Google when people search for certain keywords. Other types include display ads, which are image-based banner ads shown on websites across the Google Display Network, and shopping ads, which show a specific product in Google search results.

 

In addition, Google Ads allows you to target your audience based on what they search for and details like age, gender, location, family status, and income level.

Google Ads Benefits

Google Ads offers several ways to target the right audience and different types of ads, each with its benefits. However, two main strengths stand out. Moving further, we’ll discuss Google Ads and Facebook Ads differences in detail. 

 

• Massive Reach

 

No matter who your target audience is, Google Ads can help you reach them. Google handles over 40,000 searches every second, making up 92% of all search traffic. Moreover, Google search ads appear at the top of results, so they're hard to miss. Plus, Google display ads show up on millions of websites, reaching over 90% of internet users worldwide—meaning more chances to turn a casual visitor into a potential customer.

 

• Targeting People Ready to Buy

 

Google Ads connects you with people actively searching for things related to your business. This means people who click on your ads often have a strong interest in learning more or even making a purchase. For example, if you need a new winter coat for your child, you might search "winter coats for kids," click on a Google Ad, and buy one right away—because you're ready to make a purchase.

Google Ads Examples

Google Ads gives eCommerce businesses several ways to reach their audience. Let’s look at how three companies use different ad types, landing pages, and competitor keywords to create successful campaigns. Further, we’ll describe the difference between Facebook Ads vs Google Ads. 

 

1. Verve Coffee Roasters

 

Verve Coffee Roasters, a coffee chain from Northern California, makes the most of Google search ads by offering multiple links in its ad. When someone searches for coffee-related terms, their ad shows up at the top of the results with four different options to click on: a sale for 15% off 5-lb bags, a link to their best-selling subscription, and a fun quiz to help you find your "coffee match." Moreover, this variety helps them reach different types of customers based on what interests them.

 

2. Cocofloss

 

Cocofloss, a flavored dental floss brand, runs a smart Google Ads campaign that includes several ad types. If you search for "Cocofloss" or related keywords like “tasty floss” or “strawberry floss,” you’ll see their search ads and Google Shopping ads right at the top of the search results. In addition, this helps them stand out to customers looking for something unique.

 

3. Nectar Sleep

Nectar Sleep, a mattress company, created an ad campaign that targets people searching for their competitor, Tuft & Needle. By bidding on Tuft & Needle’s name as a search term, Nectar’s ad appears with a catchy message like “Don’t Buy that Other Mattress.” This strategy helps Nectar attract shoppers who were already considering the competitor, giving them a chance to choose Nectar instead.

Understanding Facebook Ads

Facebook Ads are targeted ads that appear on Facebook and Instagram. These ads can include images, carousels (a series of images you can swipe through), and videos. You’ll see them in your main feed, Stories, or Reels while browsing these platforms.

 

These ads look like regular posts in your feed, but they have the word 'Sponsored' below the profile name to show they’re paid ads. Moreover, Facebook Ads enable advertisers to target specific audiences by age, gender, location, family status, income, and user interests or behaviors like pages followed or ads clicked.

 

Facebook Ads features two main campaign types: pay-per-click (PPC) and pay-per-impression (PPM). PPC refers to where advertisers pay for each click. On the other hand, PPM refers to where they pay for every 1,000 impressions.

Facebook Ads Benefits

Facebook, with nearly three billion monthly users, is the top social media platform, offering significant advantages for Facebook Ads over Google Ads in two main areas. Moving ahead, we will discuss Facebook Ads vs Google Ads.

 

• Advanced Targeting Options

 

Facebook allows advertisers to reach their audience with incredible precision. Moreover, you can target people not only by basic details like age, gender, and location but also by life events such as getting a new job or adopting a pet. Additionally, you can target people based on their interests, who they follow, and their shopping habits. It gives you more specific ways to reach potential customers.

 

• Brand Building with Memorable Ads

 

Facebook Ads also excel when it comes to creating unique, eye-catching ads. Facebook's focus on visual content allows businesses to be creative with their ads to stand out. With a focus on mobile users, Facebook allows businesses to create informative ads. It also enables organizations to be visually appealing, helping brands connect with customers on a personal level.

Facebook Ads Examples

Here’s how three eCommerce brands use Facebook Ads with engaging visuals to effectively reach potential customers:

 

1. Rothy’s

 

Rothy is an eco-friendly shoe company with over 300,000 followers on Instagram and Facebook. Moreover, he uses a video ad to create excitement before a new product launch. The ad blurs the new item, sparking curiosity and encouraging people to return to their website for the full reveal.

 

2. Kirrin Finch

 

Kirrin Finch is a clothing brand that designs menswear-inspired clothes for women and non-binary people. He often shares photos of happy customers wearing their outfits at weddings. These customer photos help create a personal connection with the audience and act as a positive review for future customers.

 

3. Cadette

 

Cadette is a jewelry brand known for its handmade pieces. It ran an Instagram ad showing the process of creating one of its popular necklaces. However, this behind-the-scenes look highlights the craftsmanship and makes the product feel more valuable to potential buyers.

Facebook Ads vs Google Ads

Here, we’ll let you which will be helpful for you to choose Google Ads or Facebook Ads. 

 

Before comparing Google Ads and Facebook Ads, it’s important to understand the main difference between them.

 

Google Ads: Paid Search

 

Google Ads, once called Google AdWords, is the biggest and most popular platform for pay-per-click (PPC) advertising. It focuses on keywords and text-based ads. Advertisers bid on specific words people search for on Google. When someone clicks on an ad, the advertiser pays a fee. This is called "paid search." In addition, it helps businesses reach customers based on what they search for.

 

Facebook Ads: Paid Social

 

Facebook Ads are a form of "paid social" advertising, meaning ads appear on social media platforms. With the most active users worldwide, Facebook is a powerful tool for advertising. Unlike Google Ads, Facebook Ads help businesses reach people based on their interests and online behavior, not just keywords.

 

In short, Google Ads helps you find new customers, while Facebook Ads helps new customers find you.

Is It Better to Advertise on Google or Facebook?

Whether you should advertise on Google or Facebook depends on your goals, audience, and industry.

 

• Google Ads

 

Best for direct sales and getting immediate results. Google Ads work well when users are actively searching for a product or service. Moreover, they are great for reaching people who are ready to make a purchase.

 

• Facebook Ads

 

Best for building brand awareness and connecting with customers. Facebook Ads are good for showing products to users who aren't actively looking for them. They work well for targeting specific, niche audiences or casual browsers.

 

You can use both platforms together to target people at different stages. For example, use Facebook to get attention and raise awareness, then use Google to target people who are ready to buy.

 

Other things to consider:

 

• Cost per Click (CPC): CPC is usually higher on Google Ads.
• Cost per Action (CPA): CPA depends on how well-targeted your ads are and how effectively you convert leads into sales.
• Audience: Google Ads capture people in the awareness or consideration stage. Facebook Ads often reach people who might not yet know they need your product.

Conclusion

In conclusion, we’ve detailed you on Facebook Ads vs Google Ads in this blog. However, it depends on your business goals and where your audience is in the buying process. Google Ads is great for reaching people who are already searching for what you offer, making it ideal for quick sales. Facebook Ads are better for raising brand awareness and reaching a wider or specific audience, even those not actively looking to buy.

 

Frequently Asked Questions