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Facebook Ads vs. Google Ads: Which Should You Be Using?


1. Differences between Google Ads and Facebook Ads

  • Google Ads (Paid Search):
    • Formerly known as Google AdWords, it’s the world’s largest and most popular PPC (pay-per-click) advertising platform.
    • Paid search primarily targets keywords and utilizes text-based ads.
    • Advertisers bid on specific keywords, aiming to display their ads alongside relevant search results.
    • Users are charged when someone clicks on their ad.
    • Google Ads is synonymous with “paid search” due to its widespread use.
    • It’s effective for capturing users actively searching for specific products or services.
  • Facebook Ads (Paid Social):
    • A prime example of “paid social”, Facebook Ads operate within the social network.
    • With the highest number of monthly active users, Facebook offers a competitive advertising landscape.
    • Facebook Ads focus on building brand presence and engaging users.
    • Advertisers can target specific demographics, interests, behaviors, and connections.
    • It’s ideal for creating brand awareness, driving engagement, and reaching users at various stages of the buyer’s journey.

2. Strengths and Advantages

  • Google Ads:
    • Immediate Conversions: Google Ads can lead to immediate conversions or sales, especially for users actively searching for a product or service.
    • Keyword Targeting: Precise keyword targeting allows advertisers to reach relevant audiences.
    • High Intent: Users searching on Google often have high purchase intent.
    • Display Network: Google Ads extends beyond search to include display ads on partner websites.
  • Facebook Ads:
    • Brand Building: Facebook excels at brand building and increasing brand visibility.
    • Granular Targeting: Advertisers can fine-tune their audience based on demographics, interests, and behaviors.
    • Engagement: Facebook Ads encourage user engagement, such as likes, shares, and comments.
    • Retargeting: Remarketing options allow advertisers to re-engage users who have interacted with their brand.

3. Why Use Both Platforms?

  • Complementary Strategies: Rather than viewing them as competitors, consider using both platforms together.
  • Maximize Visibility: Leveraging Google Ads and Facebook Ads simultaneously ensures maximum visibility across different channels.
  • Diverse Audiences: Google captures users actively searching, while Facebook reaches a broader audience.
  • Holistic Approach: Combining paid search and paid social creates a holistic digital marketing strategy.

In summary, Google Ads is excellent for immediate conversions and precise keyword targeting, while Facebook Ads excels in brand building, granular targeting, and engagement


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