Google Ads Vs. Facebook Ads - Is one better for your business?
It’s a common question we get, and we’re glad you came to the experts to learn the difference & better understand why one may be better than the other for your business.
The truth is, it depends on your goals, your audience, and how you want to spend your advertising budget.
In this breakdown, we’ll explain the differences between the two, including user intent, ad formats, targeting options, and placement, so you can make a smart choice for your next campaign. Whether you're trying to build brand awareness, generate leads, or drive sales, understanding the pros and cons of Facebook vs Google Ads is key to getting results.
Intent and User Behavior:
Google Ads: Google Ads primarily focuses on capturing users' intent when they actively search for specific keywords or phrases. It displays ads based on the user's search queries, targeting their immediate needs or interests. This makes Google an ideal platform for bottom-of-funnel conversions, like form fills, purchases, or quote requests.
Example: A user searches “emergency AC repair San Antonio.” Your ad shows up instantly if you’re bidding on that term.
Facebook Ads: Facebook Ads, on the other hand, rely on targeting users based on their demographic information, interests, and behaviors. It shows ads to users while they are engaged with the Facebook platform, whether they are actively searching for something or not. This makes Facebook ideal for top-of-funnel strategies like building brand awareness, promoting events, or introducing a new product to your target audience, even if they’re not actively looking.
Think of it as demand generation vs demand capture.
Ad Placement:
Google Ads: Google Ads primarily operates on search engine result pages (SERPs), meaning ads are displayed at the top or bottom of the search results when users search for relevant keywords. They can also appear on other Google-owned properties, such as YouTube or Google Maps. But that’s not all. Google Ads also offers placements across the Google Display Network, including platforms like YouTube, Google Maps, Gmail, and millions of partner websites. This allows you to reach users beyond the search page and expand your reach across the entire web.
Facebook Ads: Facebook Ads are primarily shown within the Facebook ecosystem, including the Facebook News Feed, Instagram, Audience Network, and Messenger. They appear as sponsored posts within a user's feed, in Stories, Reels, the sidebar, or within messaging threads, making it a highly visual and immersive experience.
Ad Format:
Google Ads: As an advertising platform, Google offers a variety of ad types to suit different goals:
Text ads: Ideal for search campaigns (these appear in Google’s search results)
Display ads: Visual banners across the Google Display Network
Video ads: Typically run on YouTube and video partner sites
Shopping ads: Perfect for eCommerce, showing products with pricing and images
App promotion ads: Designed to drive mobile app installs and engagement
Your ad format depends on your campaign objective, whether it's lead generation, online sales, or brand exposure.
Facebook Ads: Facebook also provides a wide range of ad formats to match your campaign goals:
Image ads: Simple and effective for most businesses
Video ads: Great for engagement and storytelling
Carousel ads: Scrollable ads featuring multiple images or videos
Slideshow ads: Lightweight videos made from still images
Collection ads: Showcases multiple products in a mobile-first shopping experience
Facebook supports different objectives like boosting posts, driving website traffic, and promoting app installs — all while keeping ads visually native to the platform.
Targeting Options:
Google Ads: Google Ads primarily uses keywords and user search intent for targeting. Advertisers select relevant keywords to trigger their ads when users search for those terms.
Beyond keywords, Google allows additional targeting layers, including:
Location
Language
Device type
Demographics (like age and gender)
This makes Google a powerful ad platform for capturing users with high purchase intent, helping you spend your advertising budget efficiently by reaching people who are already looking for what you offer.
Facebook Ads: Facebook offers highly detailed targeting options.
Advertisers can reach users based on:
Demographics (age, gender, education, job title, etc.)
Interests (fitness, fashion, finance, you name it)
Behaviors (purchase habits, travel patterns, device usage)
Connections (followers, friends of followers)
Custom Audiences (like uploading your email list or retargeting website visitors)
If you’re trying to build brand awareness or introduce your business to new potential customers, Facebook's targeting engine is one of the most powerful tools available across all ad platforms.
In summary, Google Ads is best for capturing users with high intent — people who are already searching for a product, service, or solution. It’s a powerful platform for search ads, especially when you want to show up right when someone’s ready to buy.
Facebook Ads, on the other hand, shine when it comes to building brand awareness, introducing your offer to target audiences, and nurturing leads through visual storytelling and personalized content.
The right choice between Google and Facebook depends on your goals, your audience, and how you want to spend your advertising budget.