Google & Facebook both are widely used advertising platforms. And I have come across many marketers trying to choose between either of the platforms, possibly believing that the two ad platforms are in direct competition to each other.

Google Ads

Google Ads is the world’s largest and most popular PPC advertising/Paid Search platform. It focuses on targeting keywords and advertises as text. These keywords are mapped with the search queries made on google by users and hence relevant ads are shown to the users. Google processes more than 3.5 billion search queries every single day. The advertiser bids for these keywords to put up their ad for it. Generally google ads have higher CPC(Cost per click) when compared to FB ads which translates to a higher cost per lead. But on the positive side the CPA(Cost per Acquisition) is also high which translates to higher conversion rate.

Google offers two primary networks – the Search network and Display network. The Search network makes most of google used as a search engine, and advertisers can bid on millions of keywords and phrases to target prospective customers.

The Google Display Network offers advertisers more visual ads such as banners, covers approximately 98% of the World Wide Web, making it a great choice for advertisers who want to accomplish goals such as Brand Awareness or that aren’t necessarily as conversion-driven goals as those of PPC ads.

Facebook Ads

Facebook ads are ads shown on facebook social networking website. Facebook boasts a vast global audience, with more than 1.55 billion monthly active users – more than one-fifth of the entire world’s population. It uses visual creative in form of image, video etc to advertise. The user can choose multiple objectives for making a campaign such as Lead Generation, Video views, engagement etc. Facebook Ads helps users find businesses based on the things they’re interested in and the ways in which they behave online.

When it comes to the primary difference between Google Ads and Facebook Ads, you can think of it this way: Google ads helps you find new customers, while Facebook ads helps new customers find you.

Google Ads Vs Facebook Ads – Google Trends


Both ad platforms have their own uniqueness and both are very powerful platforms which can be, in most cases, be used for every kind of product or services. We recommend using a blend of Google Ads/Search Ads and Facebook ads/Social Ads in your digital marketing strategies. How to distribute your marketing budget between these platforms depends on your CPL and CPA values. Your strategies for both these platforms should be focused to maximize ROI and generate greater business growth