Google Ads vs Facebook Ads: Which is Best?

Google ads vs Facebook ads

As digital marketing experts, we’ve been asked this question by dozens of clients. “So Google Ads vs Facebook Ads, which is better for my business?” And almost every time we have a similar response – it depends!

Both are great, and yes one can be better than the other depending on your business, your audience, and your goals. Let’s take a look, shall we? In a matter of minutes, you can get an advertisement in front of the right people and instantly stir up business with either advertising service. The issue, of course, is that both can be expensive and deliver undesirable results. Businesses tend to set up their campaign incorrectly with the wrong goals in mind, end up failing, and inevitably blame the platform. In fact, it’s not the company’s fault, but rather that the business is not a good fit or has used the platforms to achieve the wrong goals.

Before you decide to use Facebook Ads and Google AdWords, it’s best to know which situations each platform is best used for, and how using these services will help you achieve your goals. Both could be significant drivers for your business with many companies using both in congruence to maximize their reach. But, since time and money are limited, where do you start to get the most bang for your buck?

No matter if you’re an expert or just getting started, keep reading to understand the key differences and statistics between Google Ads and Facebook Ads. We’ve also made it easy for you and outlined the key differences in the infographic below. Continue below for additional expert advice on choosing the right advertising platform for your business.

Facebook vs Google

Google Ads vs Facebook Ads: The Breakdown


Google’s primary form of campaign is its search ads, which work by showing relevant ads that align with a user’s search queries. If they’re searching for “leather sofa,” for example, and you happen to sell leather sofas, you could bid to have your ad shown to these users.

The ads appear at the top of the search results and give you short headlines and two lines of ad text (minus extensions) to explain why users should click.

However, Google Ads offers more than paid search. Google’s name switch from Adwords to Google Ads was to encompass its full range of advertising options. With Google Ads you can advertise on:

Google Search


Google Display Network

Google Maps

Google Play

However, for the purpose of this article, I’m primarily comparing Google Search. However, I’ll touch on Google’s other advertising platforms too.


Facebook Ads are all about creating demand. You use interest-based and demographic targeting along with retargeting options to have your ads appear in placements on and off-platform. You don’t have to wait for certain searches to be made and for clients to look for products like yours—you can show them an ad, introducing your product to them, or reminding them that it’s there.

In contrast to paid search, Facebook Ads offer paid social advertising. In the wake of Facebook algorithm changes, it has become increasingly difficult for brands to get in front of potential customers organically (ie. for free!)

This is where paid social comes into play. With Facebook Ads you are paying to get in front of potential customers on social networks, instead of reaching them organically.

Facebook isn’t limited to just your Facebook newsfeed. With Facebook Ads you can advertise on:

Facebook News Feed


Audience Network

Facebook Messenger