Businesses use online advertising to reach customers, generate leads, and increase sales. Two of the most widely used platforms are Google Ads and Facebook Ads. Each has its own structure, targeting system, and cost model. This guide explains how they work, their differences, and when to use each platform based on return on investment (ROI).
1. What Are Google Ads and Facebook Ads?
Google Ads: A platform where businesses pay to appear in Google Search results, YouTube, Google Maps, and websites in Google’s Display Network. Ads are shown based on the keywords users search for.
Facebook Ads: Appear across Facebook, Instagram, Messenger, and other Meta properties. Ads are shown based on user interests, demographics, behaviours, and past interactions, not on what users are actively searching for.
2. Audience Intent: Search vs. Social Behaviour
Google Ads: Targets users with high intent. These users are searching for specific services or products, indicating they may be ready to act.
Facebook Ads: Target users based on their profile and behaviour. They are not necessarily searching for a product, but may be interested when shown the right message.
3. Targeting Features
| Feature | Google Ads | Facebook Ads |
|---|---|---|
| Primary Targeting Method | Keywords and search terms | Interests, demographics, behaviours |
| Custom Audiences | Remarketing, in-market audiences | Custom and lookalike audiences |
| Location Targeting | Yes | Yes |
Both platforms allow location, age, device, and schedule-based targeting.
4. Ad Formats
Google Ads:
Text ads in search results
Shopping ads for products
Display ads on partner websites
Video ads on YouTube
Facebook Ads:
Image or video ads in feeds
Story ads
Carousel (multiple products)
Collection ads for shopping
Facebook ads are visual and often interactive. Google Ads focus more on keyword-based relevance.
5. Cost Comparison
| Metric | Google Ads | Facebook Ads |
|---|---|---|
| Cost per Click | Often higher ($1.50 – $5+) | Usually lower ($0.50 – $2) |
| Conversion Intent | High (search-driven) | Medium to low (interest-based) |
| Budget Control | Full control over daily/ad group spend | Full control over daily/ad group spend |
Costs vary based on industry, audience, competition, and campaign settings. A lower cost per click does not always mean better results if the traffic does not convert.
6. ROI Considerations
Google Ads: Generally produces higher ROI for urgent, high-intent services (e.g., plumbing, legal, medical).
Facebook Ads: May perform better for products with visual appeal or for raising awareness before users search.
Return depends on multiple factors: ad relevance, landing page, budget size, and targeting accuracy.
7. When to Use Google Ads
Use Google Ads when:
People are already searching for your service
Your offer solves time-sensitive or specific needs
You need predictable, measurable leads
8. When to Use Facebook Ads
Use Facebook Ads when:
You are introducing a new product or service
Your product relies on visual presentation or lifestyle appeal
You are building brand awareness or retargeting previous visitors
9. Can You Use Both?
Yes. Businesses often use Facebook Ads to generate interest and Google Ads to capture conversions. For example:
A user sees a product on Facebook, but doesn’t act.
Later, they search for it on Google.
A Google Ad appears and leads to a sale.
This is known as a full-funnel strategy.
10. How to Measure ROI
Use tools like:
Google Analytics: Track user behaviour and conversion paths
Meta Pixel: Measure Facebook ad performance and retarget users
UTM tracking: Understand which platform and campaign delivered the result
Key metrics:
Cost per Click (CPC)
Cost per Lead (CPL)
Return on Ad Spend (ROAS)
Conversion Rate (CVR)
11. Final Summary
| Use Case | Best Platform |
|---|---|
| High-intent local services | Google Ads |
| Product discovery or awareness | Facebook Ads |
| Visual product promotion | Facebook Ads |
| Capturing search demand | Google Ads |
| Brand retargeting | Both |
Conclusion
Both Google Ads and Facebook Ads have strengths depending on your objective. Google Ads are effective for intent-based marketing. Facebook Ads are better for reaching users based on interests. Testing both platforms with a clear goal and tracking setup is the best way to determine which delivers better ROI for your business.
If you’re considering running Google Ads or Facebook Ads but aren’t sure where to start, some companies specialise in managing these platforms for businesses of all sizes. Working with an experienced digital marketing agency can save time, reduce trial-and-error, and improve overall results. Agencies often bring expertise in campaign setup, targeting, budgeting, ad creatives, and ongoing optimisation. They also provide reporting and insights to help you understand what’s working and where improvements can be made.