[title: Should Your Business Be Running Facebook or Google Ads?]
Ah yes, the age-old question of digital marketing: should you be chasing clicks on Google or charming strangers on Facebook? It’s a bit like asking whether you should open a coffee shop downtown or start selling cold brew at music festivals. One catches people when they’re already looking; the other interrupts their scroll with something they didn’t know they wanted. Both can work, but not always at the same time, and not always for the same reasons.
Let’s get into the meat of it.
Audience Intent: Who’s Looking for Whom?
Google Ads is like a digital version of someone walking into a store and saying, “I need this, right now.” It’s powered by search intent. People type in exactly what they want, and Google shows them ads that match. So if someone searches “emergency plumber near me,” they’re not browsing for fun; they’re standing in a puddle.
That’s why Google Ads is so good for high-intent,
bottom-of-the-funnel leads. The people clicking are already halfway sold.
Facebook Ads, though, play a different game. They’re push marketing. You’re showing up uninvited, but ideally irresistible. Facebook (and Instagram) lets you put your ad in front of someone based on their interests, behaviors, or the fact that they just got engaged and are now in a wedding-planning frenzy.
This makes Facebook great for discovery. You’re not catching them mid-search; you’re planting the seed. It’s slower, sure, but it can be powerful if you’ve got something worth discovering.
How They Target: The Brains Behind the Ads
Both platforms are smart, but in different ways.
Google focuses on what people are doing. It uses keyword targeting, time of day, device type, and location. Then it adds layers like affinity audiences (people interested in certain topics) and in-market audiences (people actively looking to buy something). Performance Max campaigns take it further by spreading your ads across Search, Display, YouTube, and Gmail, all powered by Google’s slightly unsettling amount of user data.
Facebook, meanwhile, is all about who people are. It knows your favorite band, the fact that you just started keto, and that you’ve been liking a lot of dog rescue pages lately. It uses that to serve up ads with uncanny precision. You can target based on job title, relationship status, travel habits, even life events. It also lets you
create lookalike audiences—people who behave like your current customers, even if they’ve never heard of you.
What About Costs?
Here’s where things get a little squishy. Numbers vary, but on average, Google Ads cost more per click. According to WordStream, the average CPC on Google Search is around $2.69, while Display ads run cheaper at about $0.63.
Facebook Ads? They average about $0.97 per click, but that swings wildly depending on your industry and what you’re asking people to do. Asking for an email is cheaper than asking for a sale. And selling insurance? Buckle up.
Now, Google tends to convert faster. People are already in buying mode. Facebook usually takes longer. You’re warming people up, not closing the deal on the first impression. But if you’re playing the long game, Facebook can stretch your dollar further; especially at the top of the funnel.
Creative: Words vs. Pictures (and Everything Else)
Google Ads are mostly text-based. You’ve got search ads, shopping ads, and some visual display ads. They’re clean, direct, and built for people who already know what they want. Perfect for product pages, service listings, or anything with a clear CTA.
Facebook, on the other hand, is a playground for visuals. You’ve got video, carousels, slideshows, instant experiences. It’s built for storytelling. You can show off your product in action, walk someone through your brand vibe, or retarget with dynamic creative that changes based on what someone looked at last week.
So if your product needs a little charm or context to sell—say, a new fashion line or a fitness app—Facebook gives you the space to tell that story.
Which One’s for You? Depends on the Day
Here’s a rough sketch.
Go with Google Ads if:
- You’ve got something people are already searching for.
- You want to catch people right before they buy.
- You rely on local traffic—like dentists, HVAC techs, or lawyers.
Go with Facebook Ads if:
- You’re launching something new and need eyeballs.
- You want to build an audience or grow your email list.
- Your product benefits from visuals or impulse buys—think lifestyle brands, online courses, or anything that looks good in a video.
Why Not Both? Seriously
A lot of smart marketers use both. Facebook gets people in the door. Google brings them back when they’re ready to commit.
You might run a Facebook campaign to promote a new product line, then use Google Search or Display Ads to retarget those visitors once they’ve shown interest. Tools like Meta Pixel and Google Analytics 4 help you track what’s working across platforms, so you’re not flying blind.
It’s not about picking a favorite. It’s about knowing what role each platform plays and making them work together. Like a good band. Or a decent marriage.
Final Word, No Drumroll
Google Ads captures demand. Facebook Ads creates it. You can build reach without trust, but it won’t last. The trick is knowing where your customers are in their journey, and then meeting them there; whether they’re typing frantically into a search bar or just killing time between memes.
That’s one more tool in the belt.
We’ll be back soon with more you can use.
Until then, keep building.
– Perfect Sites Blog