Online advertising has become an integral part of every business’s marketing strategy. The two most popular platforms for online advertising are Google Ads and Facebook Ads. Both of these platforms have their own advantages and disadvantages, and it’s important to know which one is better suited for your business.

How Do They Work?

Google Ads

Google Ads, also known as Pay Per Click (PPC) is a search engine advertising platform that allows businesses to bid on keywords related to their product or service. When a user types in a keyword related to the business, the ad appears at the top of the search results. Google Ads is best suited for businesses that have a strong online presence and are looking to target people who are actively searching for their product or service.

By utilising direct language that people can act upon, it is simple to capture keywords in search and entice users to click and purchase. Cult Media’s dedicated marketing team work on campaign strategies to use budgets carefully as needed and with time, by selecting keywords with a high search volume but low competitors and if required testing different ads imagery, they are able to continuously analyse performance over the course of the campaign till they get results.

Facebook Ads

On the other hand, Facebook Ads,  also referred to as Meta Ads or Meta for Business, are a social media advertising platform that allows businesses to target users based on their demographics, interests, and behaviours. Facebook Ads are best suited for businesses that are looking to build brand awareness, reach a wider audience, and engage with potential customers.

When carefully designed and expertly targeted, Facebook ads portray latent user interest, raising brand awareness and boosting sales. However, it’s vital to keep in mind that because Facebook leads are not actively looking for your product or service, it could take longer to convert them into potential customers (particularly for expensive products or those with a longer customer journey).

When To Use Facebook Ads Vs. Google Ads?

There’s a competitive bidding structure that operates both Facebook and Google Ads, but the functionality of both Ads is different.  The main thing to consider here is the users search intent whether it’s Google Ads or Facebook Ads. 

Facebook ads: When People may not be ready to buy your product/service at that time but might be interested in the future then use Facebook Ads.

Example: A new washing machine or the latest trending sports apparel.

Google Ads: When you want to reach people who are actively searching to buy your product or service. That’s how you can also boost your sales.

Example: People looking to go to a nearby restaurant, or get an electrician from the area immediately.

Which To Use For Your Business?

The choice between Google Ads and Facebook Ads ultimately depends on your business goals and the type of audience you are trying to reach. If you have a specific product or service that people are actively searching for, then Google Ads is the better choice. However, if you are looking to build brand awareness or engage with potential customers, then Facebook Ads may be the better option.

In conclusion, both Google Ads and Facebook Ads have their own unique advantages and disadvantages. The key is to identify your business goals and target audience, and choose the platform that best aligns with them. By doing so, you can maximise the effectiveness of your online advertising campaigns and reach your desired audience.

Closing comments

The main difference between Google ads and Facebook ads is how products/services are shown to consumers.
If the judgement is going to be based on return on the actual investment dollars spent, Google ads has often proved to be the undisputed king.
Not only do Facebook ads give you a deeper insight into your audiences’ social behaviours, but also help you grow your social community.