Imagine this: You plan your next campaign. You set the budget. You have a product to sell.
You also have one big decision—Facebook or Google Ads? Choose the first one, and you might be wasting your money. Choose the latter, and you could be making a killing. It’s the marketer’s dream. And the dry marketer’s nightmare. Time to get to the bottom of it.
Understanding the Basics
Facebook Ads are disruptive. People aren’t typically looking for your offer. They are browsing their favourite websites and at a certain point, they check their phones. They open Facebook, and there you are. Your ad. They didn’t ask for it. They didn’t know they would see it. But they did. It’s up to you to create an irresistible offer for them to jump on.
Google Ads, on the other hand, are the opposite. People will look for what you have. Or for a solution to a problem they have. They are showing purchase intent. And your product is waiting for them at the other end of that search. They might not have known the solution to their problem existed, but now they do. Congratulations. You’ve got a new customer.
Know Your Audience
Facebook Ads let you get really specific. Want to hit an audience of 28-year-old coffee lovers who are recently engaged and live in Denver? You got it. Google Ads doesn’t care about your audience. It cares about intent. You’re bidding on keywords, not user demographics. That makes it awesome, but also potentially less fun to use.
If you’re marketing something gorgeous, something fun, something that’s more lifestyle play than blatant commerce—think fashion, fitness, and casinous online slots, Facebook could be your jam. If your audience is out there searching “best protein powder for weight loss” or “buy running shoes”, Google is your people.
Cost Considerations
Facebook Ads will probably cost you less per click. But it may be because the path from click to purchase is also longer. You’re targeting people who haven’t told you they want what you’re selling. You have to warm this crowd up.
Google Ads can be expensive. Particularly competitive keyword groupings. But you’re talking to that warm audience. Those guys tend to convert more. Again, tradeoffs. Cheap clicks, or qualified clicks. You decide.
Ad Format Flexibility
Facebook ads? They’re all about the visuals. Images, videos, carousels, reels… every Facebook ad is a chance to showcase how your product looks and feels. If it needs to be seen to be sold… Google? Not so much. This world is ruled by words. As a result, you may have more creative freedom on Facebook.
Learning Curve & Tools
Google Ads will make you feel like you’re studying for another degree in the very beginning. There are ad groups and keyword match types, and quality scores… It’s a lot. But once you get past the noise, it’s a money machine.
Facebook is plain simpler. The dashboard is instinctive, the learning curve is softer, and because everything is based on graphics, it’s usually simpler to test things out. If you’re new to advertising, Facebook might be a good start.
Which One Should You Choose?
If you’re selling a visual or impulse product or if you want to drive brand awareness, start with Facebook. If you’re a local business, if you know people are already looking for what you’re offering, and if you’re running a local service, lean towards Google.
Want the best of both worlds? Get both. Use Google Ads to intercept purchase-ready people. Use Facebook to guide them, re-target them, and build a tribe. Good marketers don’t choose platforms, they choose strategies.
