In 2022, businesses spent approximately $550 billion on Google Ads, Facebook Ads, and other digital advertising channels. The reason companies invest so much money in online advertising is simple: It works. The right pay-per-click advertising strategy can help your business grow sales, leads, and revenue. But do all the digital advertising platforms deliver the same results? Should you focus on Google Ads or Facebook Ads for success?
The Main Differences Between Facebook and Google Ads
Google Ads and Facebook Ads (technically Meta Ads) are two of the largest advertising platforms in the world. They both provide targeting options to narrow down the type of user that sees your ad, as well as a suite of tools for tracking campaign performance metrics.
The way Google and Facebook ads help you connect with your audience is vastly different, however. Google Ads is closely connected to paid search—people looking for products, services, or answers. With PPC ads, you put your solutions front and center.
On the other hand, Facebook is a site where users go to hang out, connect with friends, and discover trends. Paid social ads promote your company indirectly.
Advantages of Google Ads
Google Ads is a powerhouse for search advertising. It’s by far the top platform for online ads, accounting for more than 75% of all PPC marketing. Whether you own a small business, mid-size company, or a large brand, Google Ads is one of the best investments you can make.
Massive Audience
In the U.S., more than 60% of all internet searches are conducted using Google. That equates to nearly 360 million searches per hour, or 8.5 billion searches each day.
Is your goal to get your products in front of the largest audience possible? Google Ads is one of the best ways to do it.
Purchase Intent
Ads on Google tend to deliver a fast return on investment. When people are actively searching for products, services, or topics, it’s usually because they want to buy something. Spending money to capture this type of search query can yield immediate results in web traffic, leads, and sales.
Google Ads Variety
Google’s sponsored search ads are just the tip of the iceberg. The Google Ads platform also offers:
- Google Shopping search results
- YouTube video ads
- Google Display Network images, videos, and banner ads
- App ads
- Remarketing ads for past clients
With such a huge range of advertising channels available, Google Ads gives your business the flexibility to reach customers and leads almost anywhere they go online.
Niche and B2B Reach
Niche retailers need to cast a wide net, and Google is the biggest “pond” out there. Manufacturers, wholesalers, commercial contractors, and other B2B businesses also benefit from paid search advertising to capture and nurture leads.
Potential Downsides of Google Ads
In a way, advertising on Google is like selling on Amazon. The market is too big to ignore, but that doesn’t mean it’s always business-friendly.
Higher Average Cost-Per-Click
Google delivers a higher click-through rate and more total clicks on average, but you also pay more per click. There’s more value and more competition, so higher prices aren’t surprising.
According to the data we’ve seen, the average CTR for Google Ads is about 3%, which is roughly 200% higher than what Facebook offers. The CPC can hit $6.50 or more in competitive industries such as legal services.
Text Ads
Outside of YouTube, there’s no real way to advertise on Google Search with images or videos. You’re limited to text-based search results. Optimizing headings and text is essential to persuade people to make that click.
Unique Benefits of Facebook Ads
Facebook is no slouch in terms of user numbers. It has approximately 3 billion monthly active users worldwide, with around 195 million in the United States. Facebook Ads offer important benefits for any business looking to connect with social media users.
In-Depth Audience Data and Targeting
Google knows about your search habits, but Facebook keeps track of every like, video click, and follow. Facebook ads let you target potential customers based on interests, product searches, purchases, demographic details, followed brands, and many other parameters. This helps you spend your advertising dollars wisely. You target the ideal customers and help them learn about your brand.
Image-Based Advertising
Facebook and Instagram ads heavily utilize photos, image carousels, and videos. Remember the saying that “a picture is worth a thousand words”? Image-based ads are extremely persuasive and more effective at reaching emotions than text. You can leave a lasting impression on potential clients.
Conversion Rate
When comparing Google Ads vs. Facebook in terms of conversions, Facebook is the clear winner. Facebook and Instagram have a conversion average of 10%, and some industries go as high as 14%. Google’s conversion rates are less than half.
In other words, Facebook and Instagram are excellent options for driving traffic to your website.
Disadvantages of Facebook Ads
Facebook ads are cheaper than Google ads, but they also take more patience and work. The average CPC is about $1.70 for Facebook, but the return on ad spend is also significantly lower.
Of course, assigning value to touchpoints gets tricky with Facebook. Lead nurturing and brand visibility are valuable, but you don’t see the payoff immediately.
Facebook Ads or Google Ads: How To Choose
Comparing Facebook Ads vs. Google Ads isn’t a battle. There’s no “winner.” The best choice depends on your company’s needs:
- Audience habits and interests
- Advertising goals (e.g., sales, lead generation, lead nurturing, or brand recognition)
- Marketing budget
- Products and services
- B2C or B2B focus
Google Ads has better local targeting capabilities, but Facebook Ads connects you with social media users like no other platform.
Google Ads and Facebook Ads Are Better Together
Instead of viewing PPC advertising as a choice between Google and Facebook ads, why not create cohesive marketing campaigns that utilize both Google and Facebook? Each platform excels in different areas, and leveraging those distinct advantages can make your advertising more effective overall. Learn how to reach your target audience cost-effectively with our comprehensive ad management services today.
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