Both Facebook Ads and Google Ads are powerful advertising platforms, but they serve different purposes depending on your marketing goals, target audience, and budget. Here’s a detailed comparison:
1. Advertising Intent & User Behavior
Facebook Ads (Meta Ads):
Discovery-based – Users aren’t actively searching for products but may engage with ads while browsing social media.
Great for brand awareness, engagement, and retargeting.
Works well for impulse purchases (e.g., fashion, beauty, e-commerce).
Google Ads:
Intent-based – Users actively search for products/services (Search Ads) or browse relevant websites (Display & YouTube Ads).
Best for high-intent leads (e.g., "buy running shoes online").
Dominates lead generation, local businesses, and direct sales.
2. Ad Formats & Placement
Feature Facebook Ads Google Ads
Search Ads

No

Yes (Google Search)
Display Ads

(Meta Audience Network)

(Google Display Network)
Video Ads

(Reels, Stories, In-Feed)

(YouTube, Discovery Ads)
Shopping Ads

(Meta Shops)

(Google Shopping)
Lead Ads

(Instant Forms)

(Google Lead Form Extensions)
Retargeting

(Pixel-based)

(Google Analytics, Remarketing Lists)
3. Targeting Options
Facebook Ads:
Advanced demographic, interest, and behavioral targeting (e.g., target users who like fitness pages).
Lookalike audiences (find users similar to your customers).
Retargeting (website visitors, email lists, engagement).
Google Ads:
Keyword targeting (users searching for specific terms).
Audience targeting (similar to Facebook but less granular).
In-market audiences (users actively researching products).
Remarketing (Google Display Network & YouTube).
4. Cost & ROI
Metric Facebook Ads Google Ads
Avg. CPC $0.50 - $2+ $1 - $5+ (higher for competitive keywords)
Avg. CPM $5 - $15+ $2 - $10 (Display) / Higher for Search
Conversion Rate Lower (cold audiences) Higher (high-intent traffic)
Best for Top-of-funnel (awareness) Bottom-of-funnel (sales, leads)
5. Best Use Cases
Facebook Ads are better for:
Brand awareness & engagement
E-commerce & DTC brands
Visual products (clothing, beauty, gadgets)
Retargeting website visitors
Google Ads are better for:
High-intent leads (e.g., "plumber near me")
Local businesses (Google Local Service Ads)
SaaS, B2B, and service-based businesses
Shopping ads (Google Shopping)
6. Which One Should You Choose?
Use Facebook Ads if:
You want to build brand awareness.
Your product is visually appealing.
You have a strong social media presence.
Use Google Ads if:
You want immediate sales from high-intent buyers.
Your business relies on search queries (e.g., "best CRM software").
You offer local services (doctors, lawyers, contractors).
Final Verdict
Combine both for a full-funnel strategy:
Facebook → Top of Funnel (awareness)
Google → Bottom of Funnel (conversions)
If budget is limited, choose based on your business model (e-commerce → Facebook; services → Google).
Would you like help setting up a campaign for your specific business?
