I feel uniquely qualified to referee the Google Ads vs. Facebook ads debate. Not just because I'm a marketer, but also because I'm susceptible to a well-placed "final hours" banner—making me both the hunter and the hunted.
I've managed millions in ad spend across both platforms, and I've turned into an impulsive gremlin with a credit card at the sight of a fake scarcity pitch for something I didn't need.
This dual perspective has given me a front-row seat to the strengths, quirks, and manipulative power of Google Ads and Facebook ads. In this article, we'll go over how both channels operate, how they differ, and how to make them work for your goals.
Table of contents:
What is Google Ads?
Google Ads is a pay-per-click (PPC) advertising platform where businesses bid on keywords to display their ads across Google's sprawling network. Having worked with the platform since its Adwords days, I've watched it mutate from simple text ads to a sophisticated advertising ecosystem that spans search results, display networks (websites partnered with Google), YouTube, and Gmail.
When you advertise on Google Ads, you're essentially buying the opportunity to appear in front of people actively searching for products or services like yours. It's like buying a fast pass at Disney World, except instead of cutting the line for Rock 'n' Roller Coaster, you're jumping to the top of search results.
Google Search and Shopping ads appear in search results based on the keywords your potential customers enter. These ads reach users actively searching for products or services like yours, giving you a shot at landing high-intent buyers. (That's marketing speak for "people who are ready to throw money at a problem.")
You can also reach potential customers through image-based campaigns on Google's Display Network—a collection of more than two million websites. These ads get plastered across the internet, tailored by keywords, demographics, website content, or retargeting users who've browsed your site before using Customer Match. Think about that cat hammock you ogled yesterday popping up next to a lasagna recipe today—a subtle, persistent nudge reminding users of your existence.
Advantages of Google Ads
Google Ads has been around since October 2000, and it's become a primary channel for many advertisers. Here are some benefits that make Google Ads so attractive:
Immense audience reach: The scope of Google's user base is mind-bogglingly massive. I mean, the brand is so ubiquitous that it's literally both a noun and a verb. Google processes billions of searches daily. For you, that means a colossal potential audience. If you can't find your audience here, you probably shouldn't be in business.
High intent targeting: When someone searches "24/7 plumber near me," they're not casually browsing—they're standing in ankle-deep water with a broken pipe. These people are actively looking for solutions right now, not mindlessly scrolling past photos of their ex-coworker's ugly baby.
Level playing field: The beauty (or cruel irony) of the Google Ads auction system is that it's not just about who has the fattest wallet. It prioritizes ad quality, keyword relevance, and user experience over sheer budget size. The Quality Score system means that better ads can achieve higher positions at lower costs.
Diverse ad formats: The platform offers an impressive variety of ad formats to suit different goals and audiences, including:
Text ads in search results
Shopping ads with product images and prices
Display ads across millions of websites
Video ads on YouTube
What is Facebook ads?
I still reflexively say "Facebook ads," but it's officially part of the Meta Ads platform these days, which also includes Instagram, Messenger, WhatsApp, and the wider Audience Network (similar to Google's Display Network).
Having once unraveled a friend's fragile grip on reality through weeks of psychological warfare (read: extremely targeted Facebook ads), I can tell you from experience that it's one of the most sophisticated targeting systems available to advertisers.
The platform uses Meta's expansive collection of highly detailed consumer data to help advertisers reach specific audiences based on demographics, interests, connections, and that one time they liked a post about courtroom stenography in 2021.
Facebook's strong and diverse on-platform targeting makes it a great option for a full-funnel ad strategy. Here's a real-life example:
This company had been targeting me with ads for weeks. Out of morbid curiosity, I finally clicked, saw the price, and laughed my way out of there. Today, they've sweetened the deal with a discount.
Facebook ads create demand where none previously existed—unlike Google, where you're capturing existing demand. This generates sales that never would have happened otherwise because they weren't looking for you yet. It's a disturbingly effective tool.
My overpriced sweater arrives in five to seven business days.
Advantages of Facebook ads
While Google Ads might be the heavyweight champion of PPC, Facebook is no pushover. In fact, for many businesses, it can be the perfect place to connect with potential customers. Here's why:
Granular audience targeting: The level of targeting precision on Facebook is both amazing and terrifying. It knows more about your target audience than their own mothers do, and it'll let you use that information for a price. You can narrow down your audience based on:
Demographics (age, location, income level)
Interests (hobbies, favorite brands, entertainment preferences)
Behaviors (purchase history, device usage, travel patterns)
Life events (recently moved, got engaged, started a new job)
Connections (people who like your page, their friends)
Custom audiences (your existing customers)
Lookalike audiences (people similar to your best customers)
Visually driven platform: Unlike Google's text-based search ads, which have all the visual appeal of a long-form tax return, Facebook ads let you flex your creative muscles. I've seen carousel ads that tell better stories than some Hallmark original movies.
Affordable costs: I can't promise that Facebook is always cheaper than Google, but generally speaking, you can start a Facebook ads campaign with a lower daily budget and still see results. And because you can target extremely specific pockets of people, you can potentially waste less money on uninterested eyeballs. Of course, like a "free" lunch that ends with a timeshare presentation, costs can balloon if you're not careful. But the initial barrier to entry is refreshingly low.
User-friendly: Meta Business Manager, Facebook's platform to manage ads, is more intuitive than Google Ads. The visual interface and step-by-step campaign creation process make it easier for beginners to get started without extensive technical knowledge.
Key differences between Google Ads and Facebook ads
Trying to understand the difference between these platforms reminds me of explaining to my grandma why her iPad and Kindle aren't the same thing—they might look similar on the surface, but they serve very different purposes.
Primary difference
At the highest level, the main difference boils down to intent vs. discovery:
Google Ads helps users find businesses.
Facebook ads helps businesses find users.
Google Ads functions similarly to how I approach grocery shopping: efficient, laser-focused on a specific need, with no deviations. Meanwhile, Facebook ads resembles my wife's leisurely stroll up and down every aisle, wide-eyed and enchanted by each shiny object that lures her in. Maybe she'll buy something, maybe she won't (she will), but she's in no hurry because, for her, it's about the journey, not the destination.
User intent
Google Ads convert better for immediate needs, like "emergency locksmith" or "pizza near me" or "emergency pizza near me."
Facebook ads excel at creating demand for things people didn't know they needed.
If you've been in marketing for more than five minutes, you know that capturing people at the right time is half the battle. And that's where Google Ads absolutely crushes it.
Meanwhile, Facebook users are generally in discovery mode. They're passively doomscrolling (or picking fights in the comment section) when your $400 Japanese chef knife ad appears like a prophetic vision.
Targeting
Google Ads targets users contextually based on keywords and search intent. You can also refine by location, device type, browsing patterns, and other settings, but the keyword remains central.
Facebook serves ads based on detailed user data like demographics, interests, and online behaviors.
One isn't superior to the other—they just have different roles in your marketing ecosystem. If you're a new artisanal mustard brand and literally nobody is searching for "hand-crafted everything bagel mustard with real sesame seeds and secret poppy spice blend," you may find it tough to do well on Google.
On Facebook, you could place your product in front of 100,000 bagel enthusiasts and self-professed "foodies," thereby cultivating a market that didn't exist five seconds ago.
Ad formats
Google Ads are mostly text-based, although you can run visual ads on the Display Network, Google Shopping, and YouTube.
Facebook ads are highly visual. Ads typically feature images, videos, carousel posts, Stories, Reels, or whatever fever dream Meta's cooked up this week.
While certain types of Google Ads can include images and videos, its bread and butter remains the text-based search ad. Facebook ads are paid social posts. They rely heavily on images, videos, and interactive formats to disrupt the user's feed. You often see vibrant visuals, attention-grabbing copy, short vertical videos, and calls to action embedded in the creative.
If you're selling something that needs demonstration or has high aesthetic appeal, it's often easier to pitch it on Facebook. If your product is more of an "I need it now" or "I'm searching for it explicitly" solution, Google is your best bet.
Reach
Google's reach is intent-based—you're reaching people when they're actively looking for something.
Facebook's reach is interest-based—you're reaching people based on who they are and what they like.
You're not going to be starved for eyeballs on either platform. Google processes over 8 billion searches per day, which is roughly the number of times I've Googled "how to force quit on Mac" (option + command + escape). Facebook has about 3 billion monthly active users, which is approximately the number of notifications I have waiting for me the next time I open Facebook.
Cost
Costs on these platforms can vary widely by industry, product type, competition, and more. But here are the broad strokes:
Google Ads often carry a higher average cost-per-click (CPC) because you're capturing high-intent searches.
Facebook ads usually have a lower CPC but may require more impressions to move a passive scroller to convert.
Regardless of platform, the return on ad spend is what counts. Many businesses find that Google Ads yields a high conversion rate because of the strong purchase intent, while Facebook ads can be great for fueling brand awareness and eventually leading to conversions via a nurturing sequence. You'll want to figure out your cost-per-acquisition target, factor in your margins, and then decide which platform yields the best ROI for you.
Google Ads vs. Facebook ads: Which should you choose?
By now, you may be thinking: do I pick one? Both? Which do I test first? The best approach depends on your product type, marketing objectives, funnel stage, and budget. Let's break down when each platform shines brightest.
When to use Google Ads
Google Ads is typically the better choice when:
You want to capture bottom-funnel leads who are ready to buy.
Your customers actively search for what you offer (like "tax preparation services" or "organic cat food").
You're selling something that solves an immediate need.
You want to target specific keywords or search terms.
You offer competitive pricing.
Your business relies on local visibility.
I've found Google Ads particularly effective for:
Local businesses
When to use Facebook ads
Choose Facebook ads when:
Your primary goal is to build brand awareness or reach new audiences.
Your product looks great in photos or videos.
You want to build a community around your brand.
You want to target specific demographics, interests, or behaviors.
You have a unique value proposition.
You want to nurture leads through content.
Facebook ads often work wonders for:
B2C products with broad appeal
Food brands and restaurants
Subscription services
Fashion and lifestyle brands
Combining Google Ads and Facebook ads for a full-funnel approach
Just like you would be nuts to settle for just a hard taco or a soft taco when Cheesy Gordita Crunches exist, using both platforms can be the best strategy rather than forcing an either/or choice.
Here's how to stack them to create a full-funnel experience that guides prospects through the entire customer journey.
Stage 1: Discovery
Objective: Introduce your brand to new customers.
In this early stage, people might have only a general idea of what they want—or they might not even realize they need you yet.
You can use Google and Facebook ads in the following ways:
Capture intent with Google Search and Shopping ads.
Use YouTube video ads (including ultra-short and non-skippable bumper ads) to begin building brand awareness.
Run Facebook ads using a lookalike audience of your high-value existing audiences, which will put you in front of users similar to existing customers.
Run video ads on Facebook so you can retarget users who watched at least 50% of the video with future ads.
Your ads should be designed to elicit an initial action—a view of a video, a click to a site, or a completed form. This will allow you to retarget users in the next stage.
Stage 2: Consideration
Objective: Make a persuasive case for folks actively evaluating options.
Your potential customers are now aware you exist (congratulations!), and they're thinking about whether they want to get involved with you. They're often researching different options and may be deciding whether to make a purchase at all.
At this stage, you might want to do the following:
Test new ads for users in your target audience who didn't interact with you the last time around. Running a variety of ads or using Facebook's carousel ads, which display multiple images, increases the likelihood they'll see something they like.
Use Facebook and the Google Display Network to heavily retarget users who clicked on your link or took any other action on your site, like subscribing to an email list.
Use testimonials and user-generated content ads to build trust and grow intent. People trust random strangers with iPhone videos more than they trust the brand itself.
Keep those Google Search and Shopping ads running strong—people are still researching, and you don't want them to find competitors.
By letting prospects see your ads in multiple contexts (on Facebook, news sites, their favorite blogs), you're reinforcing brand recall. The more they see you offering something relevant, the easier the final purchase decision becomes.
Stage 3: Purchase
Objective: Encourage immediate conversion.
Now it's time to go hard for the purchase. Here's how:
Retarget audiences on Google's Display Network and Facebook. Focus on people who have abandoned carts or have visited a product page multiple times.
Offer a high-value incentive, such as a free trial or discount code. Show them an offer they can't refuse, preferably without the horse head in the bed.
Don't be shy about going for the jugular at this stage. People are close to buying—give them the nudge they need to seal the deal.
Stage 4: Engagement and retention
Objective: Increase customer lifetime value (LTV) and encourage repeat purchases.
Congratulations, you've made a sale! But if you think you're done, you probably also think "Star Wars" ended with "Return of the Jedi."
Here are a few retention marketing strategies using Google and Facebook ads:
Use Facebook's custom audiences and Google's Customer Match to cross-sell related products. Bought a shovel and duct tape? Here's some plastic sheeting or bleach you might like.
Set up automated campaigns that remind customers when it's time to reorder.
Create Google Ads campaigns targeting brand-related searches from existing customers. They're already fans—make them superfans.
Target last year's seasonal customers with this year's new products or upcoming seasonal sales.
One often overlooked advantage of advertising to existing customers is how cost-effective it can be. These people already trust you. A gentle nudge might be all they need to keep your brand top of mind.
Automate your Facebook and Google Ads campaigns
When you're operating a multi-platform ad strategy, you're basically a plate spinner, juggling countless leads, ad sets, budgets, and analytics—all while the Benny Hill theme plays on loop. One slip-up—like forgetting to pause an underperforming campaign or failing to follow up with new prospects—can send everything (especially your budget) crashing to the floor. Automation keeps your plates spinning and streamlines your ad campaigns.
With Zapier, you can connect Facebook and Google Ads with thousands of other apps without writing a single line of code, creating a marketing pipeline that basically runs itself.
For example, you can do things like automatically sync lead data between platforms and your CRM, send a Slack notification every time a new Google Ads lead form is filled out, or create Facebook custom audiences from your email list. Learn more about how to automate Facebook and Google Ads, or get started with one of these premade workflows.
Create Google Sheets rows for new Google Ads leads
Add new Mailchimp subscribers to Google Ads customer lists
Add new HubSpot contacts to Google Ads customer lists
Add new Facebook Lead Ads leads to rows on Google Sheets
Send emails in Gmail for new leads in Facebook Lead Ads
Zapier is the leader in workflow automation—integrating with thousands of apps from partners like Google, Salesforce, and Microsoft. Use interfaces, data tables, and logic to build secure, automated systems for your business-critical workflows across your organization's technology stack. Learn more.
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This article was originally published in January 2022 by Ana Gotter. The most recent update was in January 2025.
