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Facebook Ads vs. Google Ads: Choosing the Right Platform

Advertising is now more targeted and efficient than ever before, thanks to platforms like Facebook and Google. Both platforms can potentially offer huge benefits for your business, with that being said Facebook Ads & Google Ads are different from each other, and have their own strengths. But which one is right for your business? Let's explore the key differences between Facebook ads and Google ads to help you make an informed decision!


Facebook Ads vs. Google Ads: Audience Targeting

Facebook Ads: One of the biggest advantages of Facebook ads is its audience targeting options. With Facebook's extensive user data, you can target your ads based on demographics, interests, behaviors, and even life events. This allows you to reach highly specific audiences and tailor your message accordingly.

Google Ads: While Google also offers targeting options based on demographics and interests, its strength lies in keyword targeting. With Google ads, you can reach users who are actively searching for products or services related to your business, making it an effective tool for capturing intent-driven leads.


Ad Formats

Facebook Ads: Facebook offers a variety of ad formats, including image ads, video ads, carousel ads, and more. This flexibility allows you to choose the format that best suits your campaign goals and creative assets. Additionally, Facebook's native ad placements seamlessly integrate into users' feeds, increasing the likelihood of engagement.

Google Ads: Google offers text-based ads, display ads, video ads, and shopping ads. Text-based ads appear at the top of search results pages, while display ads are shown on websites within Google's network. Video ads can be displayed on YouTube and other partner sites, providing a visually engaging way to connect with your audience.


Intent vs. Discovery

Facebook Ads: Facebook is often referred to as a platform for discovery. Users scroll through their feeds to connect with friends, discover new content, and stay informed. As such, Facebook ads are well-suited for raising brand awareness, driving engagement, and generating interest in your products or services.

Google Ads: Google, on the other hand, is a platform where users express intent. When someone searches for a specific keyword or phrase, they're actively seeking information or solutions to their needs. Google ads allow you to capitalise on this intent by placing your ads directly in front of users who are ready to take action.



Facebook Ads: The cost of Facebook ads can vary depending on factors such as audience size, competition, and ad placement. However, Facebook generally offers more affordable advertising options, making it accessible to businesses of all sizes. Additionally, Facebook's ad platform allows you to set a budget and bidding strategy that aligns with your goals.

Google Ads: Google operates on a pay-per-click (PPC) model, where advertisers bid on keywords and pay each time their ad is clicked. The cost per click (CPC) can vary widely depending on keyword competitiveness and other factors. While Google ads can be more expensive than Facebook ads, they often yield higher conversion rates due to their intent-driven nature.


In the debate between Facebook ads and Google ads, there's no one-size-fits-all answer. The right platform for your business depends on your goals, target audience, and budget. Facebook ads excel at reaching highly targeted audiences and fostering engagement, while Google ads are effective at capturing intent-driven leads and driving conversions.

We think a combination of these platforms is often the winning strategy. 


Need more information about Google or Facebook Ads? Want to discuss the best option for your business?

We’ve got you! Book a FREE, 20 minute consultation with our Digital Marketing Specialists today.



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