Google vs Facebook

December 7th, 2020

Let’s talk about the greatest match ever, the clash of the century! Not McGregor vs Mayweather, bigger, more powerful titans: Google vs Facebook!

With over 2.7 billion monthly active users as of the second quarter of 2020, Facebook is the biggest social network worldwide. In the third quarter of 2012, the number of active Facebook users surpassed one billion, making it the first social network ever to do so.

In the other corner, with over 1 billion active monthly users, Google.com is the most visited website on the planet. Google was ranked first amongst the most visited multi-platform web properties in the United States with close to 259 million U.S. unique visitors and a market share of 62.5 percent among the leading U.S. search engine providers on October 2019.

Both of these platforms are great places to advertise. But, which one will help us achieve our marketing goals quicker and more efficiently? Which one is better? Find out here with us!

Google Ads vs Facebook Ads

What is the difference between Google Ads and Facebook ads?

Both Google and Facebook serve as advertising platforms for businesses. However there are certain differences that must be highlighted. Let’s mention some.

Campaign Objectives

One of the main differences of Google adwords and Facebook ads will depend on your ad campaigns objectives. Google ads is ideal if your objective is closing sales and increasing revenue. Google will allow you to reach customers that are closer to completing a purchase for a product when doing a google search for high commercial intent keywords. For example, a user looking for “men red shirt” is more likely to buy such product when presented with ad campaigns targeting that specific product. On the other hand, Facebook ads is excellent to build brand awareness and target users that don’t know your brand yet. You must be clear what your marketing goals are before using one of the two, is it increasing sales or brand awareness?

Target audience

Another difference between Google ads and Facebook ads is how you target users in your ads. Google ads usually will excel by segmenting your target market based on its gender, age, location, interests, or income. Facebook ads usually targets users based on the types of searches and social behavior (likes, shares, follows, etc.) when using the social app. The way you want to target users will determine which advertising platform you should focus your marketing efforts on.

Ad Formats

Another great difference between both platforms is the way or format in which ads are displayed.

Google ads formats include:

  • Shopping ads
  • Google Search ads
  • Google Display network ads
  • Video ads

On the other hand, Facebook ads include:

  • Photo ads
  • Carrousels
  • Slideshows ads
  • Canvas ads

Your ad campaign format will vary according to the level of engagement needed to catch the attention of users as well as the type of content you want to deliver.


Lastly, budget is one of the things that greatly differentiates both Google ads and Facebook ads. As a business, you want to make sure that each ad spend is worth it. Google ads charges depending on keywords costs, meaning you have to perform an in-depth research on which search terms would be most appropriate for you. However, if you have a small budget, creating a Google ad is not recommended. Instead, a Facebook ad could you help you target your audience at a lower cost.

Benefits of Google Ads Campaigns

Now that we’ve talked about the different between google ads and facebook ads, let’s highlight some benefits of using each tool, starting with Google Ads.

High Reach

As Google is the most used search engine worldwide, using Google Ads will allow you to reach a greater amount of users that might be interested in your products or services. Studies show that Google has a market share of 92.4% in the search engine market. Imagine how many users you could be reaching if presenting your website in Google search results

Retargeting Ads

The retargeting feature will help you make sure that you are making the most out of your investment as you Google looks at search behavior to expose your ads to users that might have clicked on them but didn’t finish purchasing. With this, you’ll increase the chances of generating more conversions for your business, which leads us to our next benefit.

Higher conversions

Businesses using Google Ads experience conversions in a shorter amount of time compared to other marketing strategies. As mentioned before, users clicking on your ads are more likely to make a purchase than other users looking simply for information. If you want to boost your conversions as soon as possible, Google Ads will definitely help you do it.

Offers complete insights of your campaigns performance

Google Ads along with Google Analytics will provide you with valuable real-time insights on how your PPC efforts are doing. By looking at them, you’ll know if your campaigns need any optimization based on user’s behavior with the ads.

Benefits of Facebook ads Campaigns

Most used social platform

Not surprisingly, Facebook is the social platform number one across the world. Just like Google ads, promoting your business through Facebook ads will allow you to reach a bigger audience through diverse and engaging ad formats.

Helps you build your brand presence

Facebook ads is an excellent tool if you are just starting to build your brand in the market. Not will you only gain visibility, but it will also make it easy for you to interact with your target market and discover what they are looking for. By creating attractive ads, you will manage to catch the attention of the right market segment.

Affordable advertising platform

Facebook is an affordable platform compared to other paid advertising tools. If you are just starting to invest in online advertising for your business, Facebook is the perfect choice to make the most out of your ads.

You can include custom call to actions

Facebook ads will allow you to set customer call to actions depending on your campaigns goals. Whether it is “learn more”, “contact us today”, or “shop now”, you will be able to include an appropriate call to action that helps users advance in their buying journey.

Now, the final question would be…

Google ads vs Facebook ads: Which one is better for your business?

REALTOP Digital Marketing Agency Owner

The answer would be both! Both are excellent online advertising platforms. You just need to define which are your objectives and plan your ad campaigns accordingly. If you want to increase sales as soon as possible, Google Ads would be the perfect choice. On the other hand, if your objective is to increase online presence and brand awareness, Facebook ads will surely help you achieve it.

P.S. Need help scaling your business with digital marketing? Contact us today and get a free marketing plan for your business!

Best regards, Nik Tsoukales, CEO

Direct Line: 617-315-1138

Main Line: 617.741.9972

Skype: nikitastsoukales

Email: nik@realtop.com 


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