Google Ads vs Facebook Ads: Which One is Better for Your Business? 

Google Ads vs Facebook Ads: Which One is Better for Your Business? 

Google Ads and Facebook Ads are both PPC (pay-per-click) digital marketing campaigns. People often think of them as competing channels, but depending on your campaign goals, they can work great together to target different stages of the customer journey. 

Google Ads vs Facebook Ads: How They Work 

Google Ads capture demand through search and display ads, while Facebook Ads increase product and brand awareness through targeted engagement. For example, customers who search for “emergency plumbing near me” on Google are indicating a high level of interest in and need for emergency plumbing services. Facebook, on the other hand, is an excellent platform for raising brand awareness and gaining customers at an early stage- – driven by the context of their very recent interactions with similar brands, friends’ activities and other psychographic interests. 

If you are reading this blog, you are likely considering paid ads for your business. You might weigh the disadvantages and advantages of Google Ads vs Facebook Ads because of limited resources and budget. Consider these 3 factors before you make a quick pick and discard the other. 

Campaign Budget: 

Google campaigns can be costly due to the high competition. For instance, although the term “furnace repairman” has low competition locally in Calgary, Alberta, the average top-of-page bidding price per click is $27.37. This means if you have a daily budget of 100, you only get less than 4 clicks for that keyword.  

Take the $100 daily budget to Facebook. According to Facebook Ads Manager, the estimated daily reach for a local lead generation campaign in Calgary is 5.5K – 16K, with an estimated conversion of around 10 – much more affordable. 

Google keyword planner screenshot shows the bidding for selected keywords.

Image credit: Google Keywords Planner 

Campaign Objective: 

Google is the most popular search engine on the planet. Google, without a doubt, has the most diverse audience. Facebook, on the other hand, connects with the target audience on a more personal level; people share their lives and milestones with their friends and families on Facebook every day. Facebook users are looking for interest, beliefs, cultural trends, social trends, and personal values, allowing advertisers to create ad messaging and creatives to align with specific demographics such as custom or lookalike audiences. 

Users are shown ads based on the search query they enter into Google Ads. Unlike Google Ads’ text-heavy and keywords-driven approach, Facebook Ads are more visually powerful and engaging. Marketers can combine images, videos and other visual content to present persuasive and compelling story-telling advertising on Facebook and its affiliate channels. Those emotions and impressions can have a big impact on a buyer’s decision-making process. 

It’s always a good idea to test Google Ads and Facebook Ads with different approaches to find your buyer personas and adjust your investment based on campaign performance on each platform, depending on your campaign objectives. 

Facebook Ads example from a plumbing company

Image Credit: Mr Furnace Heating And Air Conditioning 

Better ROMI:  

Although the budget and cost-per-conversion vary depending on multiple factors, such as the campaign type, objective, and audience size, it is a fact that Facebook Ads are considerably cheaper than Google Ads.   

That said, it is not recommending one over the other. In contrast, consider leveraging the Facebook campaign to complement the Google Ads campaign to maximize your ROMI. For example, it is a common approach for advertisers to attract traffic from Facebook at a lower cost. Then, on Google Ads, create a retargeting campaign that focuses on conversions from users who previously visited the designated website. Please keep in mind that the successful implementation of this strategy necessitates the proper installation of tracking code on the website from both platforms. 

Final Thoughts:  

To summarize, Facebook Ads is an excellent addition to your online digital marketing campaigns on Google Ads. It’s a cost-effective way to connect with customers at the top of the sales funnel on a more personal level. In addition, by creating visually compelling creatives and messaging, Facebook Ads will be a great way to quickly improve brand awareness and build confidence in customers’ purchasing decisions.   

We understand many small businesses struggle with paid advertising strategies and campaign optimization. PPC Management services from Nuun digital will always enable you to get what you pay for. With our services, you can expect to get the maximum return on investment.    

Email: connect@nuundigital.com
Phone: +(403) 907-0997
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