One of the most common questions we get from businesses is the types of results we typically see from Facebook Ads vs. Google Ads.
Which is best for your business? In this article, I’ll break down the pros and cons of each and help you decide which platform suits your needs.
If you’ve ever seen a graph showing total online advertising spend, you’ll know that Facebook Ads and Google Ads take up the majority of the pie. When people talk about online advertising, they’re often referring to these two giants. Remember, Facebook Ads also includes Instagram (as part of Meta), while Google Ads includes not only Google Search but also YouTube and other Google-owned properties. These platforms are where people spend a significant amount of their online time, making them prime spaces for advertising.
Sagapixel runs ads on both platforms, which allows us to gain a unique perspective to compare the strengths and weaknesses of both Google Ads and Facebook.
Google Ads: Key Features and Considerations
Let’s begin with Google Ads. Although many associate it with search ads, Google Ads encompasses several networks, including Display and YouTube. However, search ads are a defining feature and a major differentiating factor compared to Facebook and Instagram Ads.
Search Ads and Buyer Intent
Google’s search ads are unique because they target users with high intent. When someone searches for a product or service, they are actively looking for it. This can be a game-changer, particularly for businesses offering niche or high-value products and services. The ability to show your ad to people who are already interested in what you offer provides obvious advantages.
Drawbacks of Search Ads
- Higher Costs: The cost-per-click (CPC) for search ads is typically higher than other forms of Google or Meta advertising. Advertisers are willing to pay a premium for high-intent traffic, which drives up competition and prices.
- Limited Search Volume: Only a small percentage of your target audience may be actively searching for your product or service. Different estimates suggest that only around 10% of your market is actively searching at any given time. The remaining 90% might only be reachable through interruption-based advertising methods, such as display ads or social media ads. For businesses in niche industries, limited search volume can cap scalability.
- Scalability Challenges: If your keywords have low search volume, you may hit a ceiling with your advertising spend. For example, a small niche business might max out at $1,000 or $2,000 per month on Google search ads.
Display Ads and YouTube: Interruption Advertising
To scale beyond search ads, you can explore Google’s Display Network and YouTube ads. These fall into the category of interruption advertising, similar to Facebook and Instagram. However, businesses that rely heavily on interruption-based advertising often perform better on Facebook and Instagram due to the visual and interactive nature of these platforms.
YouTube Advertising: A Unique Hybrid
YouTube, as part of Google Ads, offers a mix of features. It functions as both a search-based and interruption-based platform:
- You can target ads based on YouTube searches (though not as much as with Google Search).
- It also places ads within videos, interrupting viewers’ content consumption—similar to Facebook and Instagram ads.
This hybrid nature makes YouTube a compelling option for certain businesses, especially those with mid-range budgets and a strong visual component to their products or services.
Sophistication and Complexity
Google Ads is a more sophisticated platform overall. It offers advanced targeting options and diverse campaign types, but this also makes it more complex for beginners. Each network—search, display, and YouTube—requires a different strategy. In contrast, Facebook and Instagram Ads are more straightforward, with similar advertising methods across both platforms.
Customer Support
Google Ads tends to have better customer support compared to Meta. While it’s not perfect, and issues like account bans can still occur, the platform’s maturity gives it an edge in resolving advertiser problems. Facebook and Instagram Ads are notorious for account bans and limited support, though this may improve over time.
Facebook Ads: Key Features and Considerations
Facebook Ads, which includes Instagram, is known for its highly visual and interactive format. Depending on your industry, this visual focus can be a significant advantage.
Strengths of Facebook Ads
- Visual Advertising: Facebook and Instagram’s visual nature is ideal for businesses that can showcase their products through compelling images or videos. Apparel brands, food companies, and lifestyle businesses often thrive here.
- Cost-Effectiveness: Facebook Ads typically have a lower CPC compared to Google Ads, making it a better choice for businesses with low average order values. If your product has a small profit margin, you’ll find it easier to achieve a positive return on investment with Facebook Ads.
- Audience Building: A key advantage of Facebook Ads is the ability to build an audience while advertising. By growing followers on Instagram or fans on Facebook, you create a long-term asset. Over time, this audience can generate organic reach, which is less feasible on Google Ads (except for YouTube).
Scalability
Facebook Ads offers broader reach and more impressions than Google Search Ads, making it easier to scale campaigns. This is particularly true for businesses with larger advertising budgets or those seeking rapid growth.
Best for All Customer Value Levels
While Facebook Ads is ideal for businesses with low average order values due to its cost-effectiveness, it also works well for high-value products. Businesses with higher average customer values can achieve strong results on both platforms.
Audience Size and Targeting
Facebook and Google each boast nearly 3 billion users, so audience size isn’t a major differentiator. However, Facebook’s targeting options allow you to create precise audience segments, often outperforming Google in terms of interest-based targeting.
When to Choose One Platform Over the Other
Choosing between Facebook Ads and Google Ads often depends on your business goals, average customer value, and the nature of your product or service.
- Google Ads is ideal for:
- High-intent searches (e.g., niche or high-value services).
- Businesses with a strong focus on search traffic.
- Advertisers looking for more sophisticated targeting options.
- Facebook Ads is ideal for:
- Visual-heavy industries (e.g., fashion, food, and lifestyle brands).
- Businesses with low average order values.
- Companies looking to scale quickly and build a long-term audience.
- Companies where the target audience isn’t actively searching for the services you provide or the products you sell.
Testing Both Facebook Ads and Google Ads Is Advisable
One of the most important takeaways is this: if you’re serious about acquiring customers online, you should test advertising on both platforms. Even if one platform doesn’t perform as well, the insights you gain are invaluable.
- Diversification: Relying on just one advertising platform is risky. Account bans or algorithm changes can disrupt your customer acquisition strategy. Diversifying your campaigns across both platforms ensures stability.
- Retargeting Opportunities: If one platform isn’t your primary driver of leads or sales, use it for retargeting. For instance, if Facebook Ads is your main focus, set up retargeting campaigns on Google’s Display Network to reach website visitors.
You Don’t Have to Decide between Facebook Ads vs. Google Ads
The decision between Facebook Ads and Google Ads doesn’t have to be an “either/or” scenario. Many businesses benefit from running campaigns on both platforms, leveraging their unique strengths.
Start by testing both platforms with a small budget. Track performance, and adjust your strategy accordingly. Whether you prioritize one platform or use both in tandem, diversifying your advertising strategy can lead to more stable and scalable customer acquisition.
