Google ads vs Facebook ads

Google and Facebook are the biggest players in the Paid media market and for business owners who would like to invest in online advertising, it is a common question: Google ads or Facebook ads, what is right for my business in 2020 and where is my money well spent? The answer to this question isn’t as simple as the question. With limited marketing budget and time, deciding where to spend your money to get great ROI can be extremely challenging. 

There are a lot of factors to consider when it comes to choosing between Google ads and Facebook ads. 

Although these two powerful ad platforms have a lot of common ground, they have significant differences that will determine which is the best fit for your business in 2020. 

Google Ads (Formerly known as Google AdWords), is one of the world’s largest and most popular ‘pay per click’ advertising platforms. It runs advertisements that are paid for by businesses. These ads appear in the google search results or other websites that have partnered with Google. This is popularly called as paid search. When you search for something in Google, Google shows you the ads that are most relevant to your search query. The top results in Google that are marked with a green ‘Ad’ label or ‘Sponsored’ tag are paid advertisements

Facebook Ads:

In contrast to paid search offered by Google Ads, Facebook Ads offer paid social advertising. This is where advertisers pay to target their ads on users based on their social behaviour. From your birthday, current location, and your close friends to your favourite foods, Facebook has a humongous database of its users. This helps you get in front of the right audience through Facebook News Feed, Facebook Marketplace, Instagram feed, and in other Facebook network places.

Audience size

 Google Ads:

Google has an enormous user base that sees around 6 billion searches every single day. Your ads will appear on the Google display network- Google display network is a collection of websites including Google Finance, Gmail, Blogger, YouTube, Google shopping, Google maps, and Google play. This network also includes mobile sites and apps. This is one of the main advantages of using Google as an advertising platform. 

Facebook Ads:

Facebook has more than 2 billion active monthly users and this number grows daily. Facebook gives advertisers the advantage to reach out to the audience based on their social behaviour. With Facebook Ads, you can reach your audience via Facebook News Feed, Instagram Feed, Facebook Marketplace, Facebook Video Feeds, Facebook Right Column, Audience Network, and Facebook messenger to name a few.

Targeting Options

Google Ads:

Targeting ads is a crucial part of a successful advertising campaign. This is where Google Ads shines best. With Google Ads, you can target users based on their demographics like age, gender, location, and device types, affinity, custom intent, device, keywords. You also have the in-market and remarketing option in Google ads that helps you connect with people who previously interacted with your website or mobile app. This helps improve your reach and brand awareness.

Facebook Ads: 

In addition to targeting the users based on location, interests, behaviour, and demographics, you can also make use of the ‘lookalike audience’ feature in Facebook ads that lets you reach new people whose interests are similar to those of your best customers. This is a powerful targeting option for advertisers.

Ad format

Google ads:

The ad format you use is based on the objective of your campaign. In terms of search ads, the Ad format is pretty much limited to a small block of text that is more than enough for grabbing the attention of the users on the search engine result pages. However, there are other Ad formats in Google ads like Dynamic search ads, responsive ads, Call ads, product shopping ads, and showcase shopping ads.

Facebook Ads:

With Facebook, you have an opportunity to employ your creativity in creating ads that help you build brand awareness and customer loyalty. On Facebook ads, you can add a visual impact to your ads by using image-based ads. Facebook also regularly rolls out varying ad formats. This way you can choose the best ad format that grabs your audience’s attention.

Buyer intent

Google Ads:

This is another criterion where Google ads are well ahead of Facebook ads. When it comes to Google Ads, people tend to search for a product or service when they are ready to make a purchase. For example, if a user’s TV breaks, he/she immediately starts searching for TV repair services. Google Ad would now place your TV repair business in front of a potential customer at the right time. Thus, on Google Ads, you’ll get more quality leads. 

Facebook ads:

Facebook ads are comparatively less effective at getting leads to convert quickly. It is highly unlikely that a user is going to remember the TV repair business they saw on Facebook a few weeks ago. However, Facebook is still a powerful tool for building your brand awareness and audience base and if your business has a better presence on Facebook, people will be much more likely to buy your products when they need your service or product. So, Facebook Ads are not great for generating quality leads.


Google Ads:

For every keyword you target on Google Ads there is a Cost per click (CPC). It refers to the price you pay for each click when a user clicks on your Ad. The average CPC of Google Ads is between $1 and 2$, but this varies for different industries. Another benchmark to consider here is the Cost per Action (CPA). CPA is the average amount you’ve been charged for conversion from your Ad. This is calculated by dividing the total cost of conversions by the total number of conversions. Just like CPC, CPA varies by the campaign. The average CPA in Google Ad is around $48 for search ads and around $75 for display ads. 

Facebook Ads:

Facebook Ads are comparatively cheaper than Google Ads. The CPC for a business in the apparel industry might be as little as $0.5 while for the same industry Google Ads CPC might be more than double of it. The Average CPC for Facebook ads is between $3 to $5. The average CPA on Facebook Ads is around $18. As you can see, Facebook ads cost less than Google Ads, but Google Ads still does a better job of getting you quality leads that converts into sales.

Return of Investment

Google Ads: 

Although Google Ads is more expensive than Facebook ads, the users who are clicking your ads may have a higher chance to be your potential buyers. They are better at reaching the users at the time of their purchasing decision. So, Google ads give you a great ROI. For every $1 you spend on Google Ads, you get $2 as a return.

Facebook Ads:

In the case of Facebook ads, your ROI more than just revenue, it is the reach or impression of your brand or product on your audience base. Since Facebook Ads have a granularity of targeting options, it is highly useful for improving your brand awareness and ultimately increases your sales and revenue

Both Google ads and Facebook ads are powerful advertisement platforms that are crucial for businesses in this digital world. So, first, you need to ask yourself some questions like, what is the goal of my campaign? What kind of audience am I targeting? What is my budget? 

If you’re clear on these terms, deciding between Google Ads vs Facebook ads for your business in 2020 would be easy. However, our advice is that, if you want quality leads and want to make more sales as quickly as possible, choose Google Ads. If you want to build brand awareness and reach more audience or you’re launching a new, innovative product that people never heard of, Facebook Ads might just be the one for you. Facebook ads don’t work well on B2B businesses because it doesn’t have a serious audience on Facebook. On the other hand, Google Ads extremely well for both B2C and B2B businesses.


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