Today, we’re going to take a look at Facebook Ads vs Google Ads, and which one makes more sense for your business.
At Relevantly, our team has over 15 years of marketing experience, including experience running both Facebook and Google Ads! We are happy to share what we’ve learned with you.
Here, you’ll find out what to expect for costs, the pros and cons of each platform, and more. Let’s get started!
Facebook Ads vs Google Ads
Quick comparison between Facebook Ads and Google Ads
Facebook Ads: Overview
If you are on Facebook, then you’ve seen a Facebook ad. Over the last few years, Facebook ads have become increasingly popular, showing up on News Feeds across the world.
Example of a single image Facebook ad
Anyone with a Facebook Business profile can run a Facebook ad. Facebook ads look very similar to organic (non-paid) Facebook posts.
You can choose to create multiple types of ads, including:
Single image ad (like the one shown above)
Video ads (Instead of an image, a video is shown)
Carousel ads (Multiple images are displayed as you click through a “carousel”)
Product display ads (Similar to carousel ads but display specific products)
Lead captures (Users are sent to a contact form to fill out)
If you want to learn more about the different types of ads outline above and more, you can click here to learn more.
On the ad, you will see a “sponsored” tag below the name of your business.
You can also choose to include additional items you would not be able to add to a regular post, such as a call-to-action button (the “learn more” button shown above).
How Do Facebook Ads Work?
To run a Facebook ad, you will need to complete three steps:
Create a Facebook Business Page
Create a Facebook Business Manager Account
Create a Facebook Ads Manager Account
Once you have completed these steps, you can begin running your Facebook ads!
Facebook Ads Manager allows you to set up your ads; Source: Facebook
Facebook is a pay-per-click (PPC) advertising platform. Pay-per-click means that you only pay for the clicks that your advertisement gets.
The cost you pay per click (or the “CPC” - cost-per-click) depends on a number of factors.
Facebook also allows you to pay per impression (each time your ad was viewed by a user).
In Facebook Ads Manager, you can choose to pay per link click or per impression on your advertisement
the best use of Facebook Ads
Facebook is an excellent platform for advertising because of the sheer number of users who will see and potentially interact with your ads! That is one of the biggest pros of using Facebook for advertising.
However, most people do not use Facebook for shopping. It is, after all, a social media platform. That means you will have to work harder to get users in the right mind frame to shop.
Facebook ads have to be creative, must target the right audience, and should never feel too “salesy.” You want your ads to blend in with users’ News Feeds and pique interest.
So, when should I use Facebook ads?
To get traffic to your website: If all you want is more traffic, then Facebook ads are an excellent way to do that.
To improve brand awareness: Need to get your business name out there? You can reach thousands (even tens of thousands) local customers on a small budget - they’ll all see your ad, and your business name.
To get sales: Yes, Facebook ads can improve your sales - but the ads must be done well and target the right audience. If you don’t know how to do this, you may want to consider working with marketing professionals.
Who Should Use Facebook Ads?
In our experience (and in line with the general consensus), any business can benefit from Facebook ads.
However, some businesses have an easier time advertising on the platform and tend to get lower CPC results and higher CTR (click-through-rate) results.
This is most likely due to the type of content produced.
Remember, Facebook is a social media network. If your content appeals to those who aren’t necessarily ready to stop, then your ads will typically perform better.
Here are some industries with the best CPC results:
Apparel
Education
Retail
Travel & hospitality
Technology
If your business falls into one of those categories, Facebook advertising will probably work well for you.
If your business does not fall into one of these categories, that does mean Facebook ads aren’t for you! It just means you may have to work a bit harder to get clicks.
Google Ads: Overview
If you’ve ever typed, well, pretty much anything into Google before, you have probably seen a Google ad.
Example of ads that show up for the keyword “real estate agent”
Google ads look very similar to regular listings on Google. However, they are marked with a green “Ad” button below the listing and will appear as the very first results.
Unlike Facebook ads, there is a limited selection of ad types available. The most common are the ones you see above, but you can also choose call-only and shopping ads.
With Google, you won’t have to come up with creative images or high-quality videos. You’ll just need to list your ad’s title and description.
How Do Google Ads Work?
You will need to create an account in order to get started with Google Ads (formerly Google AdWords).
If you have a Gmail account, you can use that account to link to your new Ads account.
Use Google Ads to get started making your advertisements; Source: Google
Like Facebook, Google Ads are also a PPC (pay per click) advertising platform.
However, some people may find Google Ads harder to use than Facebook Ads Manager - it can be a bit more complicated to use for the first time.
If you’re having trouble getting started, you can check out this extensive tutorial below that shows you everything you need to know!
This tutorial will help you get started - note that Google AdWords is now known as Google Ads
You can also check out this helpful guide by Neil Patel.
The Best Use Of Google Ads
Unlike Facebook, people do use Google to shop and find services. That is the biggest advantage of Google ads.
You don’t have to get users in the shopping mind frame, they are already there!
For example, if someone types in “plumbing services near me,” they are 100% looking for plumbing services.
If you are a plumber with a Google ad, there is a good chance that someone looking for plumbers will click on it.
So, when should I use google ads?
To advertise local services: If your business provides local services like plumbing, real estate services, landscaping, home improvement, etc. you will likely benefit from Google Ads.
To advertise products: If you are selling a specific product, you can use Google ads to hit the #1 paid spot for your target keyword (for example, “handcrafted signs for sale” or “designer boots.”
Who Should Use Google Ads?
Many businesses can benefit from Google ads, but it is best to think about what you want and what your business offers before beginning with Google (or any advertising platform).
If you have an easily “searchable” product or service, then Google ads is probably best for you. Google ads are straight to the point. You don’t need to be creative.
You may benefit from Google ads if your business falls within the following categories:
Local service providers: electricians, plumbers, landscapers, interior designers, renovators, painters, etc.
A specific product: custom-made products available in a specific service area, local retail items (e.g. local sports jerseys, city-specific apparel)
One major drawback to Google ads, however, is the fact that some users favour “organic” (non-paid) results.
One study that looked at where users focused on search results discovered that organic results (non-paid results) were viewed 100% of the time, while the top result paid ads were viewed 91% of the time.
Although that may not seem like a big difference, it can have an impact. So this is an important point to keep in mind when making your decision.
Facebook Ads vs Google Ads: Which Is Right For Me?
As you can see from above, both Google Ads and Facebook Ads can be beneficial.
Some businesses, however, may benefit from one platform more than the other.
In general, if your main goal is to get more traffic to your website, increase brand awareness, and advertise to a broader audience, then Facebook ads are probably the right choice for you.
If you have a specific product or service that many local people will likely search for and will be ready to buy, then Google Ads may be right for you.
Some businesses choose to invest in both - and that is a perfectly fine strategy as well! It’s up to you to decide what is worth the investment.
If you aren’t sure which is right for you, consider talking with a marketing agency. They can help you determine what options make the most sense for your unique business - and budget.
Ready To Get Started With Your Facebook Ads?
If you think Facebook advertising is right for you, we can help. At Relevantly, we have over 15 years of marketing experience and service clients in Southern Ontario, Canada, and North America.
