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Google Ads vs Facebook Ads: Which to use in 2022?

Do you want to know the basic difference between Google Ads vs Facebook Ads? In this article, we will guide you on which platform is best for your business.

The Internet Revolution brought about improved connection, which sparked consumers’ growing interest and need for information, goods, and services. Customers today need quick responses. The struggle for brand awareness has grown severe as more and more items are available online.

You must be a part of customers’ searches if you want to aid in their discovery of your brand. In order to persuade people of the excellence of your good or service, you must help them. The client journey has undergone a significant transformation; it is now more intricate and integrated than ever. You have a chance to stand out from the crowd with online advertising.

The two most popular pay-per-click (PPC) ad systems are Facebook Ads and Google Ads, however, they are quite different platforms with distinct demographics and use cases. While Facebook Ads are ideal for promoting goods or services a certain target group is likely to be interested in, Google Ads are best for promoting brands, goods, or services people are actively searching for.

Difference between Google Ads and Facebook Ads: In a nutshell

While Google Advertisements run search and display ads, Facebook Ads is an advertising platform used for sponsored social campaigns on Facebook. They both run pay-per-click (PPC) advertisements, but they do so on different channels and frequently target customers at various phases of the buying process.

What are Google Ads:

Google is a search engine that enables companies to run pay-per-click advertisements on its network. Based on the user’s keyword search and how those keywords correspond with ad content, Google Ads are displayed at the top of search results pages in almost the same fashion as organic search results. Advertisers must first register a Google Ads account before adding text-only ad copy and keyword targeting details.

What distinguishes Google Ads from Facebook Ads is audience intent. Users are actively looking for specific goods or services, as well as information, on Google. They are more inclined to buy your goods or services or interact with your business if you can provide them with the precise details they need. Google Ads, as opposed to Facebook Ads, are frequently activated by keywords and search queries.

The Google Ad Manager dashboard, which is usually viewed as being difficult to use and not particularly intuitive, is where ads are produced. However, by building Campaigns, Ad Sets, and individual Ads with a headline and description, advertisers may easily develop a text-based ad.

Businesses that offer straightforward goods or services with obvious applications gain the most from Google Ads; it is simple to collect relevant search terms and entice customers to click and purchase using clear, actionable language. Google will probably perform less effectively for more complex ads, such as those for brand recognition, multi-step engagement, or difficult items.

Pros of Google Ads:

  • Google Ads can produce fast results: If you want to fast increase traffic to your website, Google Ads might be quite beneficial. The effects of SEO might take weeks or even months to materialize. Instantaneous Google Ads.
  • A Google Ads campaign may be quickly created: In a relatively short period of time, Google Ads may get you up and running. Although campaigns, ad groups, keywords, and advertisements are simply the building blocks of Google Ads, there is much more to it. Additionally, they are easy to set up fast. Make a decision about your budget, create a campaign and a few ad groups, compose some great ad text, and you’re ready to go! Once your advertising has been authorized, which may happen immediately, it will start to show.
  • A great deal of exposure in the search results: The biggest search engine on the Internet may list you on its front page! What does that mean, then? exposing yourself repeatedly. And when they actually need it, you’re appearing to someone who is actively looking for what you have to give. As they say, timing is everything!
  • The amount of Google Ads has grown: Since the text advertising is bigger and takes up more space in the search results, you receive more for your money in 2016. In 2016, the size of the text ads grew. With opportunities to include site connections and structured snippet extensions, the adverts have grown more interesting. Compared to organic listings, your adverts may seem better and more interesting.
  • Try out fresh concepts and keep becoming better: Without fully committing to SEO, you may test your ideas with Google Ads. You may test the landing pages that work best, the keywords you want to use to drive visitors, and a lot more to discover more about your target audience.
  • The outcomes can be measured: In a relatively short period of time, you will amass a tremendous quantity of data. This is the greatest approach to learning about what occurs when you drive a lot of traffic to your website.
  • Your spending limit is flexible: You may complete it on a budget. There is no need for Google Ads to be pricey. Sure, if you’re a personal injury attorney, you could be looking at a cost per click of approximately $50-$60, but if you’re not, it’s really simple for small businesses to build up focused, manageable campaigns and benefit from them. You may choose your maximum cost per click for your keywords and the maximum amount you’re ready to spend, and then you only pay for clicks. This enables you to keep tabs on your spending.
  • Your advertising is entirely under your control: Ads can be turned on and off at any time. When you get enough inquiries, just turn the advertisement off and open up that fire hose to the public.

Cons of Google Ads:

  • You receive payment for each webpage click: This implies that you get charged every time someone clicks on your advertisement, whether or not the click results in a conversion. As a result, you can receive clicks from users who would never purchase your good or service.
  • Industry competition raises the cost of each click: You might wish to launch your own campaign if Google Ads are already being used by your rivals. However, because of the intense competition, the cost per click is always rising. Your advertising may appear on page 2 or 3 of the search results if your keyword bid is too low.
  • Your advertising will stop if you run out of money: The lifespan of Google Ads is quite brief. And by brief, I mean that your adverts stop running after your budget is depleted. In contrast, SEO has a longer shelf life and is a more long-term investment.
  • Advertisements have restrictions: Your options are constrained by the character limit. Three headlines of 30 characters each, two lines of 90 characters each, and a display URL that may be customized are included. Additionally, you should preferably contain a catchy header, relevant keywords, advantages, and a call to action. Your advertisements must contain a lot; it truly is an art. Here are our top suggestions for creating more effective advertisements.
  • You must devote time to this: When it comes to Google Ads, there is a rather high learning curve, and mistakes might be quite costly. After the campaign has been put up, you must spend quite a bit of time making sure it has been done correctly, and you must then continue to monitor it to determine what is converting and what is not, among other things.

What are Facebook Ads:

Businesses may utilize pay-per-click (PPC) advertisements to promote on Facebook, a social media and networking site with 2.8 billion members worldwide. A targeted audience defined by user demographics, interests, behavior, and Facebook interaction patterns is served ads once they have been produced utilizing the powerful Facebook Ad Manager platform. Businesses decide on an ad budget, ad location, and ad run duration as part of the ad design process.

What actually differentiates Facebook Ads from Google Ads is its audience targeting. Facebook users aren’t actively searching for products or services on social media, but the network encourages conversions by offering marketers extensive targeting choices that closely match ad content, including variables like age, gender, income, and hobbies. This is also the reason why Facebook marketing and advertising are successful despite the audience’s lower degree of purchasing intent than that of Google Ads.

Facebook advertisements that are skillfully created and effectively targeted may tap into latent user interest to boost sales and brand visibility. It’s crucial to remember, though, that because Facebook leads are not actively looking for your product or service, it can take longer to turn them into paying clients.

Pros of Facebook Ads:

  • Facebook continues to be the most widely used social media site in terms of audience reach, with over 2.6 billion active monthly users and no signs of slowing down. Facebook is the most effective approach to spreading your message widely because of its wide range of demographics and age groups.
  • With the help of immersive ad sets, such as Facebook’s instant experience advertising, users may be instantly sent to a brand environment that resembles an app. The full-screen interactive approach enables organizations to showcase content marketing pieces that might otherwise go undetected on a website while still telling an interesting tale.
  • No matter what device they’re using, lead advertisements on Facebook make it simpler for potential consumers to provide you with information. Customers may make appointments and seek information about products or services using a lead ad form that is integrated into your feed.
  • In addition to offering a wide range of targeting options, Facebook is one of the most affordable advertising platforms. When compared to websites like LinkedIn, where daily ad expenses can range from $5 to $6, you can start running your ad for as low as $1 depending on the goal of your ad.
  • You may see what consumers do after seeing your advertising on various devices by using a Facebook pixel. By integrating a Facebook Pixel to the pages of your website where conversions take place, you can observe who converts after viewing your Facebook advertising.
  • A comforting feature of Facebook advertising is that you have complete visibility over and control over your spending. Follow the development of your Facebook campaign to know precisely how much you’re spending and what you’re receiving in return.

Cons of Facebook Ads:

  • Facebook advertising is outright forbidden in several sectors. To make sure Facebook users enjoy a safe experience, this is done. Before appearing on Facebook, advertisements must pass a strict clearance procedure that may take up to 24 hours. So think twice before promoting your dubious services.
  • The likelihood of sticking out is significantly diminished because more businesses are employing Facebook marketing. It can be difficult to grab users’ attention and make your advertisement stand out from their friends’ updates, and doing so often requires the usage of creative ad packs, which are costly.
  • Previously, if the text covered more than 20% of the image, your Facebook advertisement would not be approved. Although Facebook’s guidelines have loosened in recent years, it is still advised to include less than 20% text in your image.
  • To spark your audience’s interest, think about employing scroll-stopping and attention-grabbing images, with content put where it belongs: in the copy pages. When this happens, Facebook will let you know and advise you to change your creativity.

You can better grasp the debate between Google Ads vs. Facebook Ads now that you are aware of what each platform offers. Depending on your use case, the decision will change.

The following considerations can help you choose the tool that is most appropriate for you:

Google Ads vs Facebook Ads: How they function

Although they are both pay-per-click (PPC) advertising systems with a competitive bidding structure, Facebook Ads and Google Ads function differently. Facebook Ads are for-profit social media ads that are displayed to users on Facebook and other channels owned by Facebook like Instagram. On the other hand, Google Ads are paid search adverts that are shown next to Google’s search results.

Google Ads vs Facebook Ads: Size of Audience

Google vs Facebook, both have a broad reach. While Google processes more than 5.8 billion daily queries, Facebook has approximately 1.73 billion active users. The majority of Facebook’s advertising revenue—nearly 90%—comes from mobile ads. However, your target market is a hybrid group that uses both platforms. So it’s not a good idea to base your selection just on the size of the audience.

You must be certain of two things in order to fully grasp how to utilize your advertising efforts on these platforms. Firstly, produce orientation, you must understand whether your product is more search- or social-oriented. Look at where your target audience spends the majority of their time to understand what they do. Facebook might be a better alternative to grow an audience if your product is a new launch.

Google Ads vs Facebook Ads: Buyer’s journey

In terms of buyer intent, Google Ads beat out Facebook Ads. For instance, if a person’s refrigerator malfunctions, they will start looking for repair services right once. Utilizing search ads will put your company in front of potential clients at the precise moment when they require your services. If someone has already found the solution through Google Search Ads, they won’t be sent to this page by a Facebook Ad for a repair service.

Additionally, Facebook advertising is less likely to swiftly convert leads. Facebook time is typically used for socializing and relaxing purposes. Facebook users don’t prioritize shopping. As a result, if you want quick conversions, Google Ads should be your first pick.

Google Ads vs Facebook Ads: Pricing

Cost is a crucial factor in any advertising plan. Across all industries, the average CPC (Cost Per Click) for Google Ads is $2.69. eCommerce companies should anticipate paying about $1.16 per click in sponsored search. However, companies in the legal sector typically have to pay $6.75 on average for each click. To put this into perspective, “insurance” has a top CPC of $54.91, making it the most costly term on Google Ads.

Google Ads are somewhat more expensive than Facebook Ads. A company in the garment sector could only have to pay $0.45 per click on Facebook. Finance and insurance companies would be the most costly business categories to advertise with on Facebook. Their typical CPC is still under $3.77. Even if Google Ads has a higher average CPC, it can be more effective at reaching people when they are making a purchasing choice.

CPA (Cost Per Action) is a standard you should keep in mind to assess the strength of your campaign’s Return On Investment (ROI). Like CPCs, the effectiveness of CPAs depends on how well-targeted your advertising is and how high (ideally) your conversion rate is. Across all industries, Facebook’s CPA is $18.68 on average. Across all industries, the average CPA for Google Ads is $75.51 for display and $48.96 for search.

Campaign Goal:

What objectives do you have for your campaign? Is it leads, sales, brand recognition, or something else? You may already go on the proper path by knowing the answer. With Google Ads, you may contact customers who are highly likely to make a purchase. For instance, the phrase “water bottle” may indicate that I’m interested in buying one.

Conversely, Facebook Ads are excellent for connecting with customers who are at the top of the sales funnel. Therefore, you may target people at each point of their journey using both platforms at once. But if it doesn’t fit with your more general goals, recognizing your campaign’s primary purpose will assist you to choose the platform that will help you achieve it.

The main difference between Facebook Ads and Google Ads campaigns is how consumers are targeted. Although there are several consumer targeting options in Facebook Ads, there aren’t many queries or purchase intent.

Although Google Ads provides fewer options for audience targeting, its users are actively seeking a certain good or service. Aside from the target demographics, each platform offers a unique set of capabilities, such as Facebook’s Instagram Ads and Google’s Local Service Ads.

Our Recommendation

Google Ads has been shown to be the indisputable monarch if the evaluation is going to be based on return on the real investment dollars invested. The fact that we were able to increase sales while using less money for advertising further demonstrates Google Ads’ ROI efficacy.

The response could surprise some people, but based on what we observed throughout this test, it just reaffirmed what we already knew. If you are a new company and must make a difficult decision focused on increasing revenue right now.

Based on the outcome of a sale, a lead campaign on Google will give you a better return on investment. Google Ads normally demands a bigger advertising budget, but they also need expertise.

You must provide the same level of service that Google intends to offer to its users. When it comes to ad bidding wars and your advertisements being seen above the competitors, the quality of your ad and website content weighs heavily on Google rankings rather than the investments made in advertising. 

Working with an agency that has advertising professionals in your field is highly recommended if you want to ensure that you are the triple threat you want to be. With that stated, if you’re a fresh company with a respectable budget and a straightforward objective. If you’re seeking a straightforward solution in the Google Ads vs. Facebook Ads debate, Google Ads could be your best bet.  For running your google ads you should hire an experienced result oriented google ads management agency.

Final Thoughts

Yes, there was no doubt who won this particular discussion. But it’s evident that the greater argument between sponsored search and paid social calls for a lot of testing with a variety of different factors. We also recognize that there are times when the solution is more complex than the one we presented today.

The decision is based on a number of variables, including your business’s goals, its nature, and its target market. Everyone has an equal stake in a campaign’s success and the ROI realized. Sometimes, the decision may not be obvious.

We’d like to conclude by leaving you with the following idea:


  • You may immediately see a return on your marketing expenditure thanks to Google Ads’ assistance in locating new clients.
  • While Facebook ads will aid potential clients in discovering and investigating you. And over time, doing it in this manner provides you a superior ROI.

Facebook ads are a great way to get your name out there and build your brand. If you do it right, it costs next to nothing. Google ads are a great way to advertise products and services. I hope you would understand the basic difference between Google ads vs Facebook ads.



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