Facebook Ads vs Google Ads: Which Platform is Right for Your Business?

One of the most common questions we get at SHAL MEDIA is: "Should I advertise on Facebook or Google?" The truth is, both platforms can be incredibly effective, but they serve different purposes and work best for different types of businesses.

After managing over $25 million in ad spend across both platforms, we've learned that the key is understanding when and how to use each platform for maximum ROI.

Understanding the Fundamental Difference

Google Ads: Capturing Demand

Google Ads works on a pull-based strategy. You're capturing people who are already searching for your product or service. When someone types "digital marketing agency Los Angeles" into Google, they have high intent to purchase.

Best for:

• High-intent keywords
• B2B services
• Emergency services
• Local businesses
• E-commerce with specific products

Facebook Ads: Creating Demand

Facebook Ads uses a push-based strategy. You're interrupting people's social media experience with content that creates interest and demand for your product.

Best for:

• Brand awareness
• Impulse purchases
• Visual products
• Younger demographics
• Interest-based targeting

Cost Comparison

Average Cost Per Click (CPC)

Industry	Facebook Ads CPC	Google Ads CPC
E-commerce	$0.70	$1.16
Finance	$3.77	$3.44
Health	$1.32	$2.62
Legal	$1.32	$6.75
Real Estate	$1.81	$2.37

Data based on 2024 industry benchmarks

Why the Differences?

Facebook typically has lower CPCs because:

• Less competition for attention
• Users aren't actively searching
• Visual format allows for creative storytelling

Google has higher CPCs but often better conversion rates because:

• Higher intent traffic
• Users are actively searching for solutions
• More competitive bidding environment

Targeting Capabilities

Facebook's Strengths

1. Demographic Targeting
   • Age, gender, education, relationship status
   • Income level and job titles
   • Life events (new parents, recent movers)
2. Interest-Based Targeting
   • Pages liked and followed
   • Apps used and websites visited
   • Purchase behavior
3. Behavioral Targeting
   • Travel patterns
   • Device usage
   • Purchase history

Google's Strengths

1. Intent-Based Targeting
   • Search query matching
   • High commercial intent keywords
   • Custom intent audiences
2. Remarketing Power
   • Website visitors
   • YouTube viewers
   • App users
3. Location Precision
   • Radius targeting
   • Location extensions
   • Local inventory ads

Ad Formats: Visual vs Text

Facebook Ad Formats

• Image Ads: Single compelling visuals
• Video Ads: Engaging storytelling
• Carousel Ads: Multiple products or features
• Collection Ads: Immersive mobile shopping
• Stories Ads: Full-screen mobile experience

Google Ad Formats

• Search Ads: Text-based with extensions
• Display Ads: Visual ads across the web
• Shopping Ads: Product listings with images
• YouTube Ads: Video content on YouTube
• Performance Max: AI-driven across all Google properties

Case Studies: Real Results

Case Study 1: E-commerce Fashion Brand

Challenge: Increase online sales for a new clothing line

Facebook Strategy:

• Lookalike audiences based on top customers
• Video ads showcasing lifestyle content
• Dynamic product ads for retargeting

Results: 4.2x ROAS, 340% increase in new customers

Google Strategy:

• Shopping campaigns for product visibility
• Search campaigns for brand terms
• YouTube ads for brand awareness

Results: 3.8x ROAS, 180% increase in branded searches

Case Study 2: B2B Software Company

Challenge: Generate qualified leads for enterprise software

Facebook Strategy:

• LinkedIn-style content on Facebook
• Lead generation forms
• Targeting IT decision-makers

Results: $89 cost per lead, 23% conversion rate

Google Strategy:

• High-intent keywords ("CRM software", "project management tools")
• Landing page optimization
• Remarketing to website visitors

Results: $156 cost per lead, 34% conversion rate

When to Choose Facebook Ads

Choose Facebook when you need to:

✅ Build brand awareness for a new product or service ✅ Target specific demographics like age groups or interests ✅ Showcase visual products like fashion, food, or travel ✅ Create demand for something people don't know they need ✅ Work with a smaller budget (lower minimum spends) ✅ Reach mobile users (90% of Facebook users are on mobile)

When to Choose Google Ads

Choose Google when you need to:

✅ Capture high-intent traffic from people actively searching ✅ Target local customers with location-based services ✅ Promote time-sensitive offers or emergency services ✅ Compete in a specific niche with targeted keywords ✅ Track direct conversions with clear attribution ✅ Reach users across multiple touchpoints (Search, YouTube, Gmail, etc.)

The Power of Using Both Platforms

The most successful campaigns we run at SHAL MEDIA use both platforms strategically:

The Perfect Partnership

1. Google for Bottom-Funnel: Capture ready-to-buy customers
2. Facebook for Top-Funnel: Create awareness and interest
3. Cross-Platform Remarketing: Retarget Google traffic on Facebook
4. Unified Messaging: Consistent brand experience across platforms

Sample Multi-Platform Strategy

Month 1-2: Facebook brand awareness and interest generation Month 2-3: Google search campaigns for branded terms Month 3+: Remarketing on both platforms with conversion-focused messaging

Getting Started: Our Recommendations

For New Businesses

Start with Facebook to build awareness and test messaging, then expand to Google once you understand your audience.

For Established Businesses

Use Google to capture existing demand while using Facebook to expand your reach.

For E-commerce

Run both simultaneously - Google Shopping for product discovery, Facebook for lifestyle marketing.

For B2B

Start with Google for high-intent keywords, then use Facebook for remarketing and brand building.

Conclusion

The Facebook vs Google debate isn't about choosing one over the other—it's about understanding how each platform fits into your overall marketing strategy. The most successful businesses we work with use both platforms to create a comprehensive approach that captures demand and creates new opportunities.

Ready to develop a multi-platform advertising strategy? Our team at SHAL MEDIA specializes in creating integrated campaigns that maximize your ROI across both Facebook and Google. Contact us today for a free strategy consultation.

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Need help with your Facebook or Google Ads campaigns? Our certified experts have managed over $25 million in ad spend and can help you achieve better results. Schedule a call to discuss your goals.