Content Roundup

Google Ads vs Facebook Ads: Which is Best for Your Business?

May 23, 2025

There are two advertising giants in the world of digital marketing—Google Ads and Facebook Ads. Both platforms offer great reach, target the perfect customer, and generate excellent reactions and ROI potential. So, which option is best for your business?

Whether you're an e-commerce shop, a SaaS startup, or a local service, you must understand the primary associative differences between Google Ads and Facebook Ads to get the most bang for your marketing buck.

In this article, we break down each platform in terms of its pros and cons, as well as its ideal use cases, to help you make an informed decision and achieve superior results from your ad campaigns.

What Are Google Ads and Facebook Ads?

1. Google Ads (formerly AdWords)

Google Ads is a search engine advertising service that provides paid listings in Google search engine result pages, YouTube, and the Display Ad Network. You can bid on specific keywords so that your ads will be shown when users search for those terms.

Example: A user searching for the "best digital marketing agency in New York" may see your ad at the top of the search results.

2. Facebook Ads

Facebook Ads are shown across Facebook, Instagram, Messenger, and the Audience Network. Rather than targeting search intent, Facebook Ads will target users based on demographics, interests, behavior, and online activity.

Example: Someone who likes pages of entrepreneurs and shops online may see an ad for your business coaching service, even if they didn't search for it.

The Key Differences: Google Ads vs Facebook Ads

When someone engages with Google Ads, they typically have high purchase intent, as these are users already looking for products or services. Therefore, it is best utilized for immediate conversions. Google Ads depends on keywords, search behavior, and location.

Facebook Ads focus on discovery, using demographic and interest-based targeting to reach users as they scroll through their feeds. Google Ads provides search-based and text-based ads, while Facebook offers alternative visual formats, such as video and carousel ads. CPC with Google Ads will typically be more expensive (although this can vary), while Facebook Ads are a more cost-effective approach for brand awareness or nurturing leads.

1. Audience Intent: Search vs Discovery

The most significant difference is audience intent.

  • Google Ads can only reach users with high purchase intent. This segment is already searching for a solution.
  • Facebook Ads capture attention during passive browsing. This is the best opportunity to create a demand for interest or to build awareness.

Pro tip: Use Google Ads to capture demand and use Facebook Ads to create demand.

2. Targeting capabilities

Google Ads:

  • Keyword-Based Targeting
  • Location, device, and audience remarketing
  • Great for "In-market" segments.

Facebook Ads:

  • Behavioral targeting on an activity basis
  • Custom audiences (email lists or website visitors)
  • Look-alike audiences to find similar users

3. Cost-per-click (CPC) and Budget

  • Google Ads CPC: Typically higher, especially in competitive niches like insurance, law, or finance.
  • Facebook Ads CPC: Usually lower, making it more cost-effective for brand awareness and top-of-funnel campaigns.

That said, Google Ads typically yield a better conversion rate, as users are already intending to make a purchase.

4. Ad Formats & Control of Creative

Google Ads:

  • Text-based search ads
  • Responsive display ads
  • Shopping/product listing ads
  • Video ads via YouTube

Facebook Ads:

  • Image ads
  • Carousel ads
  • Video ads
  • Story/Reel ads (Instagram+Facebook)

If your product lends itself to visual creativity or is more emotionally driven, you will likely opt for Facebook Ads.

5. Conversion Tracking and Analytics

  • Both platforms are extensive in tracking activities. However, setup and optimization are essential. Google Ads integrates seamlessly with Google Analytics, GA4, and Tag Manager.
  • Facebook Ads requires Meta Pixel to be set up to track events such as views, adding to carts, and purchases.

Make it super easy to book online and promptly follow up with a personalized message.

6. Which Is Better for B2B vs B2C?

  • B2B companies tend to perform better with Google Ads, particularly those involved in consulting, software, or other technical products. Keywords like "enterprise CRM" or "cloud IT services" capture high-intent buyers.
  • B2C Brands thrive on Facebook Ads, especially in fashion, beauty, fitness, or home goods. Visual storytelling and emotional appeal drive engagement.

For example, a local gym might use Facebook Ads to showcase video transformations of its clients. At the same time, a SaaS CRM would likely be better off with Google Ads if they are targeting decision-makers.

7. When to Use Both Google Ads and Facebook Ads

When used together, Google Ads and Facebook Ads create a full-funnel strategy.

  • You can use Facebook Ads to generate some awareness and capture interest.
  • You can retarget with Google Display Ads or close sales via Google Search Ads.

For example, a user sees your Facebook ad, visits your website, and then later searches your brand name—your Google Ad closes the deal.

Which Platform Best Fits Your Business  

  • Local service providers (e.g., plumbers, electricians): Best suited for Google Ads due to high-intent search behavior (e.g., "emergency plumber near me").
  • SaaS companies: Benefit from both platforms. Utilize Facebook Ads for brand awareness and lead generation and Google Ads to capture high-intent users.
  • Online course creators or coaches: Ideal for Facebook Ads, you can use educating content and lead magnets (e.g., free webinars or checklists).
  • B2B service providers: Often more successful with Google Ads, as business decision-makers actively search for services.

Conclusion: Google Ads or Facebook Ads?

Which is the better option, Google Ads vs Facebook Ads? The truth is, there's no one-size-fits-all answer. The choice you make should be based on:

  • Your business goals
  • Your budget
  • Your audience behavior
  • The type of product/service you offer

If your audience is actively searching, Google Ads will give you immediate results.

If your audience needs to be discovered or nurtured, there are creative ways to build that interest on Facebook Ads.

And if your budget allows, consider combining both for optimal results.

Ready to get started with your advertising?

At iMarketo, we help run campaigns that convert well on Google Ads, Facebook Ads, and Instagram Ads. Let our team help you set up, optimize, and scale your campaigns and maximize your ROI.

Book a free strategy call today and find out which ad platform will create real results for your business.

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