Although both Facebook Ads and Google Ads are advertising platforms, the most significant distinction between the two is that Google is a paid search platform and Facebook is a paid social platform.
Google Ads is a pay-per-click advertising platform that allows you to place your company at the top of Google search results, even above organic results. Google Ads is based on an auction concept, which means you have to ‘bid’ to appear for specific terms that potential customers could be looking for. You’ll be listed in search results if you win. You’ll be charged the amount you bid when someone clicks on your ad.
Facebook ads, unlike paid search, promote businesses to audiences based on their user behavior and interests, rather than utilizing specific keywords. People who have liked comparable businesses to yours, users that suit a specific demographic or life event, or members of your current community can all be targeted.
There is no direct competition between Google Ads and Facebook Ads. Both Facebook and Google have their own set of benefits, and they may happily coexist and even compliment one another in any digital marketing strategy.
However, there are times when you may need to prioritize one over the other. In this scenario, the decision between Google Ads and Facebook Ads is based on a variety of factors, including your industry, goals, funnel stages, products etc.
For example, if you want to get your brand in front of as many people as possible and grow your community, Facebook is a great place to start. A well-designed Facebook Ad can cut through the noise and catch your audience significantly more successfully than text in search results because it’s extremely visual.
In contrast, as you approach the latter stages of the buying journey: consideration and conversion, Google Ads becomes a very useful tool. You may target terms with high purchase intent with Google Ads, ensuring that you only pay for clicks from people who are ready to buy.
Furthermore, you must promote your business in the places where your clients spend the most time, which includes considering audience demographics when determining whether to use Facebook Ads or Google Ads.
Finally, if you’re unsure where to begin or which platform to use, take a step back, observe, listen, and learn: where do your competitors run advertisements, what types of ads do they run, and what does their messaging seem like.