Facebook Ads vs Google Ads: Which Is Best for Your Business

Social media advertising is one of the most cost-effective ways to reach a large audience, but there are many side effects. Facebook ads can be targeted down to a city, which gives them an edge over Google’s more general ad platform. However, Facebook has been largely accused of sharing user data with third party advertisers and causing significant damage in users’ privacy

Facebook Ads vs Google Ads: Which Is Best for Your Business? Read more in detail here: google ads vs facebook ads: which is better.

The most popular pay-per-click (PPC) ad platforms are Facebook Ads and Google Ads, however they are quite diverse systems with different demographics and business cases. Google Ads is ideal for advertising brands, goods, or services that people are actively looking for (e.g., plumbers), while Facebook Ads is better for advertising items or services that a certain target demographic is likely to be interested in but isn’t actively searching for (e.g., new headphones).

The two PPC systems have one thing in common: they both have a steep learning curve. As a result, people who don’t have time to study often opt for professional ad management services, such as Hibu. This allows their company’s advertising budget to stretch farther, resulting in a higher return on investment (ROI). Begin with a no-obligation consultation now.

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At a Glance: Facebook Ads vs. Google Ads

When Should You Use Facebook Ads? vs. Google Ads

Facebook Ads and Google Ads are used to achieve various company goals. It’s better to utilize Facebook Ads to raise brand recognition for items or services that people may desire but don’t need (or don’t need right now), such as a new high-tech espresso machine. However, Google Ads are most effective at boosting sales of items or services that consumers are actively looking for, such as an electrician.

When Should You Use Facebook Ads?

Businesses that want to raise awareness of their brand or the goods or services they provide should use Facebook Ads, particularly among audiences who haven’t heard of them previously. Facebook enables marketers to promote their services to the intended target group through text, picture, and captivating video advertising, thanks to its broad Targeted Audiences capabilities.

Go to Facebook Ads.

When Should You Use Google Ads?

Businesses offering a product or service that people desire or need and are actively looking for should utilize Google Ads. Ad content that is brief, straightforward, makes it simple to call or visit, and shows the obvious benefits of the brand’s product or service will be the most effective.

Google Ads is a great place to start.

How Do Facebook Ads vs. Google Ads Work?

In a nutshell, both are auction-based PPC ad networks that function quite similarly, with the exception that Facebook Ads target audiences while Google Ads target keywords.

While both Facebook Ads and Google Ads are pay-per-click (PPC) advertising platforms with a competitive bidding system, they function in distinct ways. Facebook Adverts is a kind of paid social advertising that shows ads to people when they are on Facebook, Instagram, Messenger, and the Audience Network. Google Ads, on the other hand, are paid search advertisements that appear alongside Google’s search results.

What Makes Facebook Ads Work?

Businesses may promote with pay-per-click (PPC) advertising on Facebook, a social media and networking platform with 2.8 billion members worldwide. The Facebook Ad Manager platform is used to generate ads, which are subsequently presented to a targeted audience based on user demographics, interests, behavior, and Facebook interaction patterns. Businesses choose an ad budget, ad location, and ad run duration as part of the ad design process.

What makes Facebook distinct from Google Ads is its Targeted Audiences. Because most Facebook users aren’t actively shopping for a product or service, the network promotes conversions by providing advertisers with a wide range of targeting choices that closely match ad content, such as age, gender, income, and hobbies. This is also why Facebook marketing and advertising are so successful, despite the fact that the audience lacks the same degree of purchasing intent as Google Ads.

It’s pretty simple to create ads on Facebook. As previously stated, advertising are created with the help of the user-friendly Facebook Ads Manager. To create advertisements, go to your account dashboard and click “Create,” then pick your ad type, audience, adjust ad settings, write your ad content, and upload pictures (or video).

Facebook advertising, when precisely developed and skillfully targeted, harness latent user interest, increasing brand visibility and driving purchases. It’s worth noting, though, that converting Facebook leads to consumers may take longer since they aren’t actively looking for your product or service.

Facebook Ads as an Example

What Makes Google Ads Work?

Google is a search engine that allows companies to use pay-per-click adverts to advertise on its network. Google Ads appear at the top of search results pages in a format that is nearly identical to organic search results, based on the user’s search terms and how those terms align with ad content. Advertisers sign up for a Google Ads account and then upload text-only ad content and keyword targeting information to create a Google Ad.

Google Ads are distinguished from Facebook Ads by their audience purpose. Users on Google are actively looking for a certain product or service, as well as a solution to a specific inquiry. They are more likely to buy your product or service or connect with your brand if you can deliver the specific information they need. Google Ads, unlike Facebook Ads, are mostly driven by keywords and search queries.

Ads are created using the Google Ad Manager interface, which is often considered as difficult to use. Advertisers may still create text-based ads rapidly by using Campaigns, Ad Sets, and individual Ads with a title and description. Learn how to advertise on Google using step-by-step instructions.

Google Ads works well for businesses that have basic goods or services with obvious use cases; it’s straightforward to collect keywords in search and urge visitors to click and purchase using simple, actionable language. More complex efforts, such as brand recognition, multi-step involvement, or intricate items, are unlikely to succeed on Google.

Google Ads as an example

If you’re interested in sponsored search, don’t forget to check at Microsoft Ads (formerly Bing Ads). While Microsoft Ads are comparable to Google Ads, they are shown on the Microsoft Search Network (e.g., Bing, AOL, Yahoo, MSN.com, and Edge browser results) and so have a distinct audience, making it a superior platform for certain firms. With Microsoft, you can learn more about advertising.

Facebook Ads vs Google Ads: Pricing & Performance Data

In a nutshell, Facebook Ads is less expensive, but the Conversion Rate Average is lower.

Price must be examined in relation to click-through and conversion rates when assessing affordability. While Google Ads has a higher average cost-per-click (CPC) and a lower conversion rate than Facebook Ads, it has a greater click-through rate, thus its return may be higher.

Google Ads are also better at acquiring leads that are ready to make a purchase. As a result, it tends to give a faster return than leads acquired from Facebook Ads, which may take longer to convert.

Campaign Features of Facebook Ads vs. Google Ads

In a nutshell: From ad platforms (Facebook, Messenger, Instagram, and its Audience Network) to ad placement, Facebook Ads provides a larger number of campaign elements and alternatives (feed, stories, chat).

The way audiences are targeted is the key distinction between Facebook Ads and Google Ads campaigns. Although Facebook Ads has a lot of Targeted Audiences choices, there isn’t much search or purchase intent.

While Google Ads offers fewer Targeted Audiences choices, its consumers are actively looking for a certain product or service. Aside from the target audiences, each has its own set of features, such as Google’s Local Service Ads and Facebook’s Instagram Ads.

Features of Facebook Ads

With an average cost-per-click, or CPC, of $1.72, Facebook Ads is typically considered a low-cost, pay-per-click network. The user-friendly ad design interface, robust targeting tools, and a huge variety of ad formats with several placement possibilities are among its noteworthy features.

Intent of the Audience

A lack of Intent of the Audience is a weakness of Facebook Ads. The platform’s users are not actively searching for your brand, product, or service like they are with Google Ads. Instead, users are generally on Facebook to connect with other users or browse entertaining content.

While some marketers may see passive intent as a negative factor in advertising ROI, they may find Facebook to be an excellent medium for introducing their brand or products to new audiences or remaining top of mind over time. Advertisers may follow up with efficient social media and email marketing campaigns that completely present the brand and its goods or services after the audience is aware of their brand.

Targeted Audiences

Facebook Ads overcomes its lack of Intent of the Audience by offering advertisers the ability to hone in on very specific audiences using a wealth of targeting parameters. This allows advertisers to closely align ad audiences with their brand’s target audience, thereby increasing the likelihood of engaging their ideal customer and landing a sale.

Demographic information, hobbies, surfing habits, location, political affiliations, life events, and hundreds of other characteristics are among Facebook’s extensive targeting choices. Advertisers may target the precise individuals they want to see their advertising using these alternatives. Although Google Ads does provide some basic demographic targeting, it mostly relies on keyword searches to target the correct audience.

Conversion Rate Average

The conversion rate indicates how often your ad successfully achieves the action you want users to take, whether it’s signing up for a newsletter, filling out a form, or completing a purchase. The Conversion Rate Average on Facebook ads is a high 9.21%, meaning that for every 100 clicks on an ad, just over nine users click on an ad and complete the desired conversion on the connected landing page.

Options for ad placement

Ad placement is where ads are displayed on the Facebook platform and its affiliated sites. Facebook Ads offers a wide array of Options for ad placement. For example, ads can be displayed in user feeds, in the right column, in stories, in the marketplace, and in streaming videos, as well as on Messenger, Instagram feeds and stories, and throughout the expanded Facebook Audience Network.

Ad Types

Advertisers may pick from six distinct ad kinds, or ad formats, on Facebook right now. Images, videos, slideshows, carousels, collections, and instant experience (previously canvas) advertising are among them. Unlike Google Advertising, which are text-based ads that look and feel like authentic social media material, Facebook ads are meant to look and feel like organic social media content, allowing marketers to be more creative and employ graphics to increase audience engagement.

Features of Google Ads

Google Ads has an overall average cost-per-click, or CPC, of $2.69. Google Ads does not have a minimum ad spend, though the average small business sets a daily budget of around $30 to $75 per day. Google Ads gives advertisers the ability to create their own ads that appear in the same format as organic search results based on keyword searches and basic Targeted Audiences options.

Intent of the Audience

A crucial feature of Google search advertisements is active purchase intent. Related adverts display at the top of search results whenever a person searches for a term. This helps marketers to attract the attention of their target audience, which is frequently when they are considering purchasing a product or service. As a consequence, the chance of a sale rises, and the return on advertising spend rises as well.

However, for users to search Google for your relevant keywords, they need to know that your type of product or service exists. In other words, there needs to be people searching Google for a business like yours, or the products or services your business sells. If they don’t, it’s likely better to use the refined Targeted Audiences options of Facebook to build brand awareness and capture new customers.

Targeted Audiences

Google Ads are displayed based on the alignment of keyword searches and keywords used in (or assigned to) ads. Google’s Keyword Planner Tool enables advertisers to research the average CPC of specific keywords and see how much search traffic exists for each one. This is a helpful way to gauge buyer interest and possible ad spend. In addition to keywords, basic Targeted Audiences parameters available include age, gender, location, and device type.

For more advanced advertisers, Google Ads offers Targeted Audiences options such as Remarketing Lists for Search Ads (RLSAs) and custom affinity audiences. Retargeting shows text and display ads to individuals who previously visited your website as they visit other supported sites online. Affinity audiences are custom audiences you create for specific initiatives like remarketing, Facebook video ads, YouTube, and LinkedIn InMail campaigns.

Because these targeting possibilities are normally outside the capability of the ordinary small company, they are frequently employed by bigger marketing teams and PPC management agencies. They were not a key concern in this essay due to their intricacy.

Conversion Rate Average

The Conversion Rate Average for Google Ads is 4.40%, according to research by WordStream. While the rate varies from advertiser to advertiser, it is lower than that of Facebook Ads, which has an Conversion Rate Average of 9.21%. However, it’s worth noting that Google Ads has a much higher ad click-through rate than Facebook Ads, and users are generally in the buying vs discovery or research stage of the customer journey.

Options for ad placement

Google Ads currently offers two main Options for ad placement: Google search results and display within the Google Display Network, which includes well-known company sites like Amazon, The New York Times, The Washington Post, and over 2 million other supported websites. However, most advertisers start by displaying ads only within Google search as it gives them the most control over where their ads are displayed.

Ad Types

There are three primary ad kinds, or ad formats, in Google Ads right now. Text-only advertisements, call-only ads, and shopping ads are examples of these. Text-only advertising are shown towards the top, and occasionally on the right, of search results pages in a manner that is virtually comparable to organic search results. To distinguish them from organic findings, they are labeled with the term “Ad.”

Call-only advertising are identical to text-only ads, with the exception that when the ad is clicked, the advertiser’s phone number is instantly dialed. Businesses that use calls to action like “schedule an appointment today” or those that consumers want to contact right away, such placing a restaurant order or hiring a plumber, should use click-to-call advertisements.

The only ads in this group with images are Google shopping ads, which make them more like Facebook ads. While Facebook advertising are great for raising product and brand awareness, Google shopping advertisements promote rapid and direct transactions.

It’s worth mentioning that many online retailers choose to use Facebook advertising to promote shipping promotions. Furthermore, unlike Google, Facebook Advertisements enables marketers to insert numerous pictures or videos in a single ad, and carousel image ads, in particular, have proved to be quite engaging.

The Ease of Using Facebook Ads vs. Google Ads

In a nutshell, both need some learning. Facebook Ads, on the other hand, has a somewhat more user-friendly layout, making it a little simpler to pick up.

At first appearance, both Facebook and Google ads might seem confusing. While Facebook Ads is more user-friendly, Google Ads’ UI is more data-driven.

Most people find it simple to utilize Facebook’s fundamental capabilities, but many struggle to understand its more complex features. Google, on the other hand, is more difficult to master at first, but once a user gets the hang of it, the whole platform is straightforward to handle, and users may later extend into display and retargeting advertisements for even greater reach and sales.

The Ease of Using Facebook Ads

Facebook Ads Manager has an intuitive and user-friendly interface that makes it easy to set up ads. However, Facebook has a lot more ad types, ad placements, and advanced Targeted Audiences options than Google Ad Manager, so it can quickly become overwhelming. Facebook is also constantly adding and changing features, making it more difficult to keep up with.

Lists of ad campaigns organize the The interface of the Facebook Ads Manager. It displays basic campaign information such as whether a campaign is presently running, how much ad spend each campaign has utilized, and its budget, among other things. To learn more about a certain campaign, click on its name. Campaign analytics such as CPC, campaign click-through and conversion rates, and more will be shown.

The interface of the Facebook Ads Manager

The Ease of Using Google Ads

The The Google Ads user interface appears more difficult to use at first as it is a text and data-heavy platform. But once users become familiar with Google Ads, it becomes easier to use than Facebook Ads, largely because it doesn’t offer as many ad types, ad placements, or Targeted Audiences options as Facebook Ads.

In the same way that Facebook Ad Manager is divided into campaigns, Google Ad Manager is divided into campaigns. When you click on a specific campaign, you’ll get more information about it, including stats like the click-through rate and the ad quality score. Unlike Facebook, Google offers statistics on the success of particular keywords.

The Google Ads user interface

Customer Service: Facebook Ads vs. Google Ads

In a word, Google Ads provides excellent customer support.

When it comes to customer service, Google Ads is much superior than Facebook Ads. It not only provides phone assistance, but also has excellent customer service. In reality, the company’s support crew is proactive, and it may periodically contact you with suggestions on how to enhance your campaign’s success.

Facebook Ads, on the other hand, provides email assistance, which Google Ads does not. Both provide live chat support and comprehensive help centers, giving users a variety of options for getting the help they need in the way they want it.

Customer Reviews on Facebook Ads vs. Google Ads

In a nutshell, the result is a tie.

G2 Crowd has given both Facebook Ads and Google Ads a 4.2 out of 5-star rating out of over 2,000 reviewers. Many people perceive Facebook Ads as a simple platform, but Google Ads is often recognized as a must-have for small company marketing.

How Did We Compare Facebook Ads to Google Ads?

It can be difficult to know which advertising is right for your business, but trying every option is time-consuming and costly. To help you determine which is the best for your business, we evaluated and compared both platforms based on cost, Intent of the Audience, targeting options, ad types, Options for ad placement, and ease of use.

The following are the parameters we used to analyze Facebook and Google ads:

• While prices vary widely depending on a variety of variables, we took into account the average cost-per-click for each platform, as well as cost-affecting aspects such as minimum ad spend, ad kinds, and ad quality.
• Intent of the Audience: In our review of both ad platforms, we looked at why users would be clicking on an ad and how that affects return on investment (ROI) for advertisers.
• Targeted Audiences: Targeting refers to how you define your ad’s audience based on criteria like demographics, interests, and platform engagement. We considered targeting options for both Facebook and Google Ads to determine the capabilities and benefits of each.
• Options for ad placement: Ad placement is where ads are displayed within social networks or search results pages. Having control over this is key, so we considered it heavily in our review.
• Facebook and Google both offer multiple ad kinds, or formats, that enable consumers to enter text, picture, and video combinations. To find use cases for each platform, we looked at its various ad options.
• We looked at how simple it was to generate and manage advertising on both Facebook and Google.
• Customer service: Online advertising isn’t always simple, and ad systems may be challenging to handle. That’s why we looked through both systems’ customer care solutions.
• User evaluations rounded out our analysis; they provided insight on the benefits and drawbacks of each platform based on real-world experiences from advertisers.

For companies looking to enhance sales of their goods or services, we suggest Google Ads based on the criteria listed above. For companies trying to raise brand recognition and provide new goods and services to a new audience, Facebook Ads is a better option.

For example, placing a Google Ad promoting transportation choices for travelers might provide a return for an airport transfer service looking for customers. A new high-tech travel bag firm, on the other hand, would have a better chance of reaching a young professional audience earning more than $100,000 per year by promoting their goods on Facebook.

Most Commonly Asked Questions (FAQs)

Is it true that Google Ads are superior than Facebook Ads?

For some sorts of businesses and marketing objectives, Google Ads is superior than Facebook Ads. Businesses in the service sector or those with need-based goods, for example, often prefer Google Ads over Facebook Ads.

Is it true that Google Ads are effective?

Google Ads are a cost-effective solution for companies to reach consumers through search. Ad effectiveness varies significantly depending on campaign approach, ad content, and targeting. Learn how to build and run successful Google Ads.

Is it worthwhile to invest in Google Ads?

Because marketers only pay when a user engages with their ad, Google Ads are often regarded as a cost-efficient and successful kind of advertising. Even for individuals with higher-than-average CPCs, this generally makes Google Ads beneficial. Google also provides free ad promo coupons. To get started with Google Ads, learn more about how to receive a free Google Ads promo code.

Final Thoughts: Facebook Ads vs. Google Ads

Facebook Ads and Google Ads are both leading pay-per-click advertising platforms where advertisers pay per each click their ad receives. Facebook Ads is a paid social ad platform with extensive Targeted Audiences options while Google Ads is a paid ad search platform relying primarily on Google users’ keyword searches.

As simple as it may be to produce a basic ad, both platforms have a high learning curve when it comes to creating successful advertising that generate conversions as well as clicks. Leave it to the specialists at Hibu to get the most out of your ad budget.

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