[title: Should Your Business Be Running Facebook or Google Ads?]
You know that feeling when you’re trying to pick between two things that both sound right, but for totally different reasons? Like deciding whether to get tacos or sushi for lunch. That’s basically what it’s like choosing between Facebook Ads and Google Ads. Both can be delicious for your business, but they scratch different itches. One’s about visibility; the other’s about intent. And if you don’t know which one fits your goals, well, you might end up spending your ad budget like it’s Monopoly money.
Let’s break this down in a way that actually makes sense.
The Intent Gap: Who’s Looking vs. Who’s Browsing
Start with this: Google Ads catch people when they’re already looking for something. They’re typing in “emergency plumber near me” or “best CRM for small business,” and hoping someone has the answer. That’s what makes Google great for bottom-of-funnel conversions. People are ready; they’ve got their wallets out. You just have to show up.
Facebook, on the other hand, is more like a digital billboard that follows you around while you’re looking at vacation photos or arguing about sourdough starters. People aren’t actively shopping; they’re scrolling. But Facebook’s strength is in planting a seed. It’s where you introduce your brand, show off your vibe, and maybe get someone curious enough to click.
So if your customers already know what they want, Google is your friend. If they don’t yet know they want what you offer, Facebook’s where you start that conversation.
Targeting: Who You Can Actually Reach
Facebook (technically Meta now, but let’s not pretend anyone calls it that) gives you a scary-good level of detail when it comes to targeting. You can go after people based on age, gender, location, job title, hobbies, relationship status, whether they just got a new puppy, and whether they’re obsessed with artisanal coffee. It’s borderline psychic. That makes it perfect for B2C brands with a strong visual identity. Think skincare, fitness gear, or anything that looks good on a phone screen.
Google’s targeting is more behavior-based. It’s about what people are searching for, where they’re searching from, and what device they’re using to do it. You can also use audience segments like “in-market” or “affinity.” And with Performance Max campaigns, Google’s machine learning tries to fill in the gaps. But it’s still mostly about intent, not identity.
So if you’ve got a very specific type of person in mind, Facebook gives you the tools to find them. If you’re more interested in what someone’s trying to solve right now, Google’s your platform.
Cost and ROI: What Are You Paying For?
Here’s where things get a little murky. According to WordStream, the average cost-per-click on Google Search is $2.69. On Facebook, it’s about $0.97. Sounds like Facebook is the cheaper date, right?
Not so fast. Lower CPC doesn’t always mean better ROI. Google traffic tends to convert better because, again, people are actively searching. They’re closer to buying. Facebook traffic often needs more warming up; maybe a retargeting ad, maybe an email sequence, maybe both. But once they’re in your funnel, they can be cheaper to convert long-term.
The trick is knowing where your customer is in their journey. If you’re trying to close deals fast, Google might be worth the higher price. If you’re playing the long game, Facebook might give you more bang for fewer bucks.
Creative: What Your Ads Actually Look Like
Facebook and Instagram are built for visuals. You’ve got image ads, video ads, carousels, stories, and reels. It’s a playground for marketers who know how to tell a story in five seconds or less. If your product looks good—clothing, food, fitness gear, anything you can show in action—this is your stage.
Google’s less flashy but still powerful. Search ads are text-based, but you can also run display ads, YouTube video ads, and Google Shopping ads. That last one’s especially useful for e-commerce; it puts your product photo, price, and rating right into the search results. No extra clicks needed.
So if your product speaks for itself visually, Facebook’s your canvas. If you need to be there when someone types “running shoes for flat feet,” Google’s your guy.
Attribution and Data: Tracking What Works
Remember that whole iOS 14.5 thing? Yeah, it hit Facebook hard. Apple’s App Tracking Transparency update made it harder for Facebook to track what people do after they click an ad. That means less accurate conversion data and shakier audience targeting. (The Verge)
Google didn’t get off scot-free, but it fared better. Thanks to Chrome and its massive search footprint, Google still has a pretty strong grip on first-party data. That gives it an edge in attribution, especially if you’re using tools like GA4 or setting up server-side tracking.
Of course, both platforms are now relying more on modeled data and less on direct tracking. It’s not perfect. But if you care deeply about knowing exactly what caused a sale, Google’s still got the clearer picture.
So… Which One Should You Use?
If you’re selling something people already know they need—like local services, B2B tools, or anything with urgency—Google Ads will probably perform better. It’s direct; it’s measurable; it’s built for speed.
If you’re launching something new, building a brand, or selling something people don’t know they want yet, Facebook Ads are the better bet. You can craft a story, build a vibe, and nurture interest over time.
But honestly? The real magic happens when you use both. Facebook sparks interest. Google closes the deal. Retargeting across both. A funnel that’s not just wide at the top and narrow at the bottom, but smart all the way through.
You’re not just running ads. You’re building a system that sells.
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