Facebook Ads vs Google Ads: Which should you be using for your business?


Social Media Marketing is an extremely powerful way for businesses of all sizes to reach prospects and customers in 2020.  If your business is not represented professionally and effectively through social media, you could be missing out on a huge chunk of business, revenue and brand awareness.

Let’s start with uncovering why using PPC is a vital part of your business growth. 

Running a successful business is not just about choosing the appropriate market or having a high-quality product.

It’s also about leveraging the right kind of marketing techniques in order to reach out to your target audience and convert them into leads or customers.

As technology grows and the new digital ideas are brought to life, the digital marketing world grows with it. One of the reasons why it continues to deliver results is because it is a form of inbound marketing.

Which means, instead of you going out there to find people, they find you. Whether it is running an advertisement on Google or Facebook, it’s all about attracting your target audience and spreading awareness.

The big idea is to get out there and gain exposure.

Being a business, the Internet always offers you a way to build an authority in your niche and grow your online presence like never before.

Learn more about PPC by reading our article on the Golden Rules of PPC

Poor quality ad campaigns on either advertising platform can lead to wasted money. If you’re new to pay-per-click (PPC) advertising, it’s worth hiring a highly ranked PPC management company such as Vindicta Digital to get the most out of your ad spend. Get started with a consultation today.

Facebook Ads vs Google Ads: How They Work

Facebook Ads and Google Ads are the two top pay-per-click advertising platforms.

Google Ads target specific keywords and appear as the top results in Google searches, whereas Facebook Ads display in social feeds and are targeted using demographic and behavioural information.

Each platform is used to do anything from build brand awareness to drive sales.

How Google Ads Work

Google Ads, formerly known as Google AdWords, is a pay-per-click (PPC) advertising platform that runs advertisements, paid for by businesses. These ads appear in the search results on, or other websites through Google’s Search Partners or Display Network.

As seen on the below image, Ad is the search that would appear at the very top.

Google Search


The core of Google Ads is the Search Network, which allows advertisers to show their businesses’ ads to users who are actively searching for products or services that your business offers.

Within the Search Network, keywords are the centre of your search campaign.

You select keywords that are relevant to your product or business, then when a user searches for a query related to your keyword – they will trigger an ad that shows up on the SERPs for a user to click on.

Each time a user clicks on an ad, the advertiser is charged a certain amount of money, earning the name “pay-per-click” advertising. You’ll assign each keyword a “Max CPC” which tells Google how much you are willing to spend to have someone click on your ad.

Overall, the main goal of advertising on Google is to drive new (or existing) customers to your website who are actively searching for the product or service that you provide.

When to use Google Ads? 

Google Ads are best for businesses with a product or service that users know they need and are actively searching for. These ads primarily target users in the buying phase, so ad copy that is concise, unambiguous, and highlights the clear advantages of a product/service will be the most successful.

How Facebook Ads work

Similarly to GoogleAds, Facebook ads would also be based around the people that use the social media platform.

In the Facebook ads can appear in  :

  • Market Place
  •  News Feed
  • Discovery Page
  • Right-hand Column
  • Video Feed
  • Messenger Inbox

With 2.4 billion worldwide users, Facebook is certainly the best spot to advert. Especially if you are most focused on target a certain age group.

Facebook has become highly competitive over the years, with the highest amount of monthly active users of any social media platform creating the optimal space for a variety of business to advertise on.

Facebook, a social media and networking platform with 2.3 billion users worldwide, offers businesses the ability to advertise with pay-per-click (PPC) ads. These ads are created using the robust Facebook Ad Manager platform and are then are displayed to a targeted audience defined by user demographics, interests, behaviour, and Facebook engagement patterns. As part of the ad creation process, businesses select an ad budget, ad placement, and ad run time.

Facebook’s audience targeting is what really sets it apart from Google Ads. Since Facebook.

Facebook’s audience targeting is what really sets it apart from Google Ads. Since Facebook users aren’t on social media actively looking for a product or service, the platform encourages conversions by giving advertisers comprehensive targeting options—including factors like age, gender, income, and interests—that align closely with ad content. This is what makes Facebook marketing and Facebook advertising effective, despite the audience lacking the same level of intent as Google Ads.

Actual ad creation within Facebook is relatively easy.

As mentioned, ads are built using the user-friendly Facebook Ads Manager. To build ads, click the “Create” button on your account dashboard, then choose your ad format, select your audience, edit ad settings, and create ad copy and images.

 When is it good to use Facebook Ads?

Facebook advertising works on a pretty straightforward logic.

If you don’t want to waste money, then target a very specific group of people before launching your ads.

Facebook Ads are best for businesses seeking to increase awareness of their products or brands. Especially among audiences that may not have heard of them before.

Segment your prospects by creating a variety of highly targeted custom audiences.

Facebook allows you to create custom audiences based on a number of variables, such as a customer file, website traffic, app activity, offline activity, and engagement:

When to Use Each Platform for Ads:

Google Ads and Facebook ads are good for different business objectives.

It’s generally best to use Facebook Ads to build brand awareness of products or services that people will want, but do not necessarily need, such as a new espresso machine.

Google Ads, however, are best for increasing sales of products or services that people need and actively search for. An example of this type of add can be an electrician.

Facebook Ads vs Google Ads: Ease of Use

Just like anything, both websites have different levels of usability.

While Facebook is a more visual interface, Google Ads is more data-focused interface.

Most find it easy to use Facebook’s basic features, but struggle to learn its more advanced functionality. Google, on the other hand, is harder to learn at the beginning. Once a user acclimates though, the entire platform is simple to manage.

If you need any help in managing your Google or Facebook ads, contact us through our website and we will solve any issue that you are having with setting up your ads!

Last words: Should you use Facebook Ads or Google Ads? 

Facebook Ads and Google Ads are both pay-per-click advertising platforms where advertisers pay per each click their ad receives. While similar, Facebook Ads is a paid social ad platform and Google Ads is a paid ad search platform. Each offers businesses an opportunity to increase brand awareness and grow sales, but the final ROI depends on your company’s targeting, ad spend, and creative ad elements.

Social Media Marketing is an extremely powerful way for businesses of all sizes to reach prospects and customers in 2020.  If your business is not represented professionally and effectively through social media, you could be missing out on a huge chunk of business, revenue and brand awareness.

We can get great ROI for your business

Our team of Facebook ad and Google ad specialists have an incredible track record for getting great results.  We guarantee an ROI. Click the image below for more information.












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