Facebook Ads vs Google Ads: Which should you be using?

TL;DR – Facebook Ads vs Google Ads: Which Should You Choose?

1. Google Ads excel at targeting users with high purchase intent through keyword-based search and display ads.

2. Facebook Ads are ideal for top-of-funnel awareness, offering advanced demographic and interest-based targeting.

3. Google offers higher click-through rates, while Facebook delivers higher conversionA conversion is a desirable result on a website that leads to an action such as completing an order, filling out a form, or simply clicking on a link. rates at a lower average cost-per-click.

4. Use Google Ads for demand capture, and Facebook Ads for demand generation and brand engagement.

5. Best strategy? Use both in tandem to target your audience at different stages of the buying journey.

A fully-fledged and effective digital marketing campaign always makes use of online ads. Pay-per-click and paid social ads can deliver instant results, allowing you to target specific audiences and demographics most likely to be interested in your products or services.

There’s just one issue: how do you know which ad platform is most suitable for your company?

As a PPC agency, we know a thing or two about the subject. We also know there are two main ad platform providers: Google and Facebook. If you’re struggling to decide who wins the Google Ads vs Facebook Ads battle for your business, this guide is here to help.

What are Google Ads?

When comparing Google Ads vs Facebook Ads, it’s important to first look at each platform individually. So, let’s begin with Google Ads.

Google Ads are utilised when you want your web pages to appear via Google platforms. For Google search ads, your pages are displayed at the top of the results page whenever a user inputs a relevant keywordKeywords are the words and phrases that potential customers might search for to find your business.. Google’s Display Network also allows you to go beyond standard search ads, where you can use display ads – which feature text, image, and video elements – on the likes of YouTube, Gmail, and third-party websites.

‘How much does an ad cost on Google?’ This is a question we receive regularly. The answer, however, isn’t simple. It is dependent on the keywords you bid for and their current value. The higher the search volume for these keywords, the more you’ll typically have to pay.

Also, remember that a PPC model is used with Google Ads, which means you pay based on the number of clicks your ads generate.

Read: 10 Tips for Top Converting Google Ads

The pros and cons of running Google Ads

When it comes to comparing Facebook Ads vs Google Ads, you have to analyse the pros and cons of both platforms. Here are the main points to consider with Google Ads:

Pros

• Exposure to the right audience: Everyone uses Google. By targeting the right keywords, you are able to be seen by the exact audience that’s actively seeking the products or services you offer. Your ads are also displayed at the top of the page, and this prominent position results in your company appearing first before your competitors.
• Better understand your customers: Test keywords, landing pages, demographics, and more with Google Ads. The result: you can gather a lot of information to understand better your customers and what they seek.
• Fit for all budgets: Even small outlets with a tiny marketing budget can benefit from Google Ads. You only pay for each click received, and you’re able to specify exactly how much you want to spend. You can also pause ads and further save your budget if desired.

Cons

• Clicks are not conversions: You only pay based on clicks. Yet this can be troublesome if these clicks don’t produce results. This means you have to pay even if someone accidentally clicks on your ad. It’s also the case if your ads are not targeted sufficiently enough to the right audience.
• It’s only short-term: Instant results can be achieved with Google Ads, yes, but it’s often not suitable as a long-term strategy. Once your budget is spent, your ads disappear from the platform.
• Competition drives up the price: A lot of your rivals will already use Google Ads. Due to how you bid on keywords, this sees prices skyrocket in competitive industries for the most valuable and searched-for keywords.

What are Facebook Ads?

So, what about Google’s Facebook rival? Facebook search ads take place on, you guessed it, Facebook.

With Facebook Ads, you can utilise ads everywhere, from Facebook’s standard feed to Messenger and mobile apps across the platform’s Audience Network. Ever thought about Instagram Ads vs Facebook Ads? Well, Instagram Ads are also done through the Facebook Ads advertising platform.

Read: Which Social Media Platforms Drive the Most Conversions?

Along with the different avenues you can go down, extensive targeting options are possible with Facebook Ads. Images, slideshows, collections, carousels, and videos are just some of the choices available.

When using a Facebook Ad, keywords are not the focus of targeting. Instead, you reach people with the following criteria:

• Location
• Demographics
• Behaviour
• Connections
• Interests

The Pros and Cons of Running Facebook Ads

In the Facebook vs Google Ads battle, both have benefits – but neither is infallible. Here are the pros and cons of running Facebook search ads:

Pros

• Huge audience: Facebook is massive. It has close to three billion active users. The result: you have a large audience to target with your ads.
• Precise targeting: The average conversion rateA conversion rate is the percentage of visitors that take a desired action on your site. for Facebook Ads is high for marketers that know how to use it effectively. Why? The precise targeting, which covers thousands of options, ensures you can zone in on your audience. When this is fine-tuned, your Facebook Ads average conversion rate will receive a serious boost.
• Easy to budget: In the Google vs Facebook battle, the good news for neutrals is that Facebook Ads can also be budget-friendly. You can set a specific daily or campaign lifetime budget for your ads.

Cons

• Ads get skipped: While true about all ad platforms, this is particularly the case with Facebook Ads. The ‘endless scroll’ sees users quickly zipping past ads, which means you need to craft eye-catching content to improve the average CTR for Facebook ads.
• Irrelevant ads: The average Facebook ad conversion rate can suffer due to irrelevant ads. This is when a user is presented with an ad that possesses minimal interest. Although Facebook ad search targeting allows for specific audiences, some can still slip through the net.
• Spam clicks: Cost-per-click is an ad option with Facebook. Now you might wonder, ‘What is a good CPC for Facebook ads?’ Well, this depends on if you factor in a certain issue: spam clicks. When it comes to the average CPC, Facebook Ads can suffer due to how many spam accounts and fake profiles generate interactions on this platform.

Google Ads vs Facebook Ads: The Key Differences

Even though this Facebook Ads vs Google Ads contest is a brutal grudge match… it’s fair to say both are great overall for your marketing strategy. Yet there are differences between the two – and it’s these differences that can settle the Google Ads or Facebook Ads debate from your perspective.

Facebook vs Google? Here are the key differences:

Ad Creative

In the initial category of deciding Google vs Facebook ads, the first point goes to Facebook.

Google Ads allow you to get creative – to an extent. You can create enticing descriptions and, depending on your chosen platform, even incorporate multimedia. However, Facebook Ads supply you with more creative options and greater flexibility overall.

Funnily enough, the restrictions of Google Ads mean you have to get more creative with this platform. That’s where our How to Improve Your AdWords campaign guide can come in handy.

Reach and Targeting

In terms of Google Ads vs Facebook Ads, both have massive reach. However, Google has the edge in that regard – and that’s only accounting for the search part of its platform.

As for targeting, Facebook Ads supply excellent control. You can be incredibly precise with your target audience by deciding on location, interests, demographics, etc. Google, on the other hand, uses keywords primarily for targeting. Demographics can still be selected, but it’s all about choosing the right keywords with Google Ads.

Read: Should You Use Geographic Targeting for Paid Campaigns?

Average CPC and Billing Models

The average CPC across all industries for Google Ads is £1.95 through search. In comparison, the CPC is around £0.91 for Facebook Ads.

As for billing models, this is CPC with Google. More options open up with Facebook, as you can choose from CPC, CPMCPM, or Cost Per Mille, is an important metric for online advertisers. Use it to work out the ROI of your projects and to hone your marketing prowess., CPA, and CPE.

Buying Intent

When people use social media, they don’t typically have much intent to purchase a product. Their general thought is to quickly scroll through their feed and see what their friends are doing. As a result, what is a good CTR for Facebook Ads may not be the same for Google Ads.

This is because Google Ads allows you to target those with a high buying intent. You can find – and sell to – people that are actively seeking a solution to a specific problem.

Click and Conversion Benchmarks

Here’s what the stats say. When it comes to average click through rate, Facebook scores 0.90% across all platforms. Google’s search platform generates a more impressive 5.06% CTR.

The conversion rate is a little different. This is because Facebook Ads average conversion rate is 9.21%. Google Ads is 4.40%. So, while fewer clicks are produced, the Facebook Ads conversion rate means those that do click are more likely to convert.

Summary: Your Campaign Goal

Ultimately, you must decide what you want to achieve with your ad campaign. Without doing so, you will struggle to choose between Google Ads and Facebook Ads.

Google Ads is fantastic for demand capture and attracting those with high purchase intent. Yet Facebook Ads cannot be discounted, particularly when it’s better for attracting customers at the top of the funnel.

To maximise your ad spend, consider what part of the buyer’s journey you are targeting. This should help you to make the big decision: Google Ads or Facebook Ads.

If you’re still undecided, don’t hesitate to contact us for guidance. You can also use our paid social agency services to get your ads punching above their weight.