Digital Marketing, Digital Marketing Strategy, Facebook Ads, Google Ads, /November 10, 2023

Google Ads vs. Facebook Ads

In 2022 alone, there were 5,044,748 new businesses created. Whether you’re new to the game or a seasoned business owner, there’s no time like the present to up your digital advertising ante.

However, you might be wondering about Google Ads vs. Facebook ads and which is right for you.

Each platform has its pros and cons. These range from price to how many prospective customers you can reach. As such, this plays an integral role in which advertising campaign you choose.

The good news is you can use both platforms simultaneously, but you still need to know what to expect with each. This article walks you through the ins and outs of Google Ads vs. Facebook ads and how they can help you reach your target audience.

Understanding the Differences

Each ad platform has its pros and cons. However, you need to understand the differences between Google Ads and Facebook ads to fully understand which is best for your business.

Let’s start with Google Ads.

Google Ads

Google Ads used to be called Google Adwords. It’s a wildly popular type of PPC advertising, trusted and used by countless businesses. Since it’s a type of paid search, Google Ads utilizes strong SEO such as keywords, along with text-based advertisements.

This means that different advertisers bid on specific keywords that Google users commonly search for. The goal is for these ads to pop up with each keyword query.

When a user comes across one of these ads and clicks on it, the advertiser is charged a specific fee. This is why Google Ads is considered “Pay-Per-Click advertising.”

Here’s how Facebook compares.

Facebook Ads

Facebook advertising is a type of paid social advertising. Facebook is incredibly competitive and is used by all different types of businesses. However, it can prove to be extremely fruitful.

Although ads on Facebook may sound similar to Google Ads, the similarities are limited. Both forms of advertising rely on platforms to promote a business on the Internet, but that’s about the extent of the similarities.

Google Ads relies on paid research so businesses can connect with new clients through keywords. Conversely, paid social media advertising — such as Facebook — tracks how users behave online, helping them connect with businesses this way.

In short, Google Ads works to help businesses find new customers while advertising on Facebook works to bring clients to businesses.

When choosing the best platform for your needs, consider the pros and cons.

Pros of Google Ads

There are several key benefits to using Google PPC vs. Facebook ads. For starters, Google Ads is a great way of quickly getting traffic to your website.

Here are some other pros.

1. Efficient

Google Ads is time efficient. This means that you can rely on this type of paid advertising if you quickly need a digital campaign in place.

Begin by coming up with a budget and researching some keywords that might work well with your business. Once your ads are approved they’ll be up and running.

2. Connect With Your Audience

As you climb to the top of a Google search engine results page (SERP), you’ll gain more exposure to prospective clients. This means that you’ll show up first in their Google search as they look for the products and services you offer. The higher you are in Google, the more likely these customers will choose you over a competitor.

Although Google Ads won’t directly help you rank higher in a SERP, it works to direct traffic to your site, which in turn raises your Google ranking.

3. Custom Budgets

You don’t have to spend an inordinate amount of money to use Google Ads. Although larger, established businesses may spend as much as they’d like per click, smaller businesses can also benefit from this type of paid advertising.

When creating your campaign, decide on a budget that works for your needs. Consider the maximum amount you’re willing to spend per click, sticking to your budget.

Cons of Google Ads

Even though Google Ads has plenty of pros, there are also cons to consider. Take a look at the following:

1. You Pay Per Click

This means that even if a customer isn’t interested but clicks on your advertisement, you’re still paying per click. This is common if you have the wrong keywords attached to your campaign.

Your ads won’t reach your target audience and you’ll encounter users who click your ads without any intention of utilizing your products or services.

In short, it can waste time, energy, and money.

2. It Can Be Competitive

There’s a good chance that your competitors already utilize Google Ads as part of their campaign. Although it’s a wise idea to start your own campaign, it also means that the increased competition can raise what you pay per click. When you have numerous people bidding on the same keywords, the price rises, just like it would in an auction.

When you bid a price that’s lower than the competition, you run the risk of your ads dropping below the first page of Google. They could even drop to the second or third page of a Google search.

It’s been reported by various sources that 75% of users never scroll past the first page of Google, which means you want to appear on this page whenever possible.

3. Limited Ads

Unfortunately, you’re only allowed a certain amount of characters per ad. This means that in a small amount of space, you need to create the most engaging, attention-getting ad possible.

You also need plenty of keywords and a clear, concise call to action, which restricts what you can say in your Google Ad.

Pros of Facebook Ads

If you’re considering Facebook ads vs. Google Ads, there are several pros and cons to consider. This will help you decide if it’s the best advertising platform for you and if you want to use it in tandem with Google Ads.

1. Connect With Your Target Audience

You can use Facebook ads to connect with a specific demographic, tailoring your advertisement based on a customer’s interests, location, gender, and more. The result is a productive, organized ad campaign.

2. Find a Wider Group of Clients

According to data from April 2023, consider the following information: there are roughly 2.989 billion monthly active Facebook users globally.

When you advertise on Facebook, you’re able to connect with a huge assortment of prospective clients, making it an efficient way of reaching your target audience (and then some).

3. Versatility

Facebook ads are extremely versatile. When you advertise with Facebook, you’ll benefit from ad optimization.

This works to select the highest-performing ad possible, teaching you about the best type of advertising content for your business.

Cons of Facebook Ads

Even though Facebook ads have plenty of pros, there are several cons to factor into your decision-making process.

These pros should not exclude Facebook ads from your digital marketing campaign; they simply might reduce how frequently you choose to advertise with this platform.

1. It Can Be Pricey

Facebook ads have come a long way. As such, the price has also increased.

This means that advertising with Facebook might not be an ideal marketing strategy for a business with a limited budget. This doesn’t mean all businesses can’t benefit from Facebook; it just means that they might be restricted with how often they can use these ads.

2. Limited to Facebook Users

Even though Facebook has billions of users, when you market with this platform, you’re limited to just customers active on Facebook. If your target demographic isn’t known for its social media presence, then you might not find advertising with Facebook to be advantageous.

3. Not Much Organic Reach

Unfortunately, your Facebook ads might not reach a new audience. This means that your advertising campaign might be limited to prospective customers who’ve already seen what you have to offer. The result is a lack of new followers on Facebook.