Facebook Ads vs. Google Ads: Which Platform Should You Choose?

Paid advertising is a vital part of any digital marketing strategy. When it comes to reaching the right audience, two platforms dominate the landscape: Facebook Ads and Google Ads. Both offer powerful targeting capabilities, but choosing the right one depends on your business goals, budget, and audience. Understanding the strengths of each platform will help you make an informed decision and maximise your return on investment.

Understanding the Core Differences

The primary difference between Facebook Ads and Google Ads lies in user intent. Google Ads is a search-based platform, showing ads when users actively search for products or services. Facebook Ads, on the other hand, operates within a social network, where ads appear in users’ feeds based on interests and behaviour rather than active searches.

Google Ads: Capturing Demand

Google Ads is built around intent. When someone searches for a product or service, they’re already considering a purchase. Google Ads allows businesses to bid on keywords, ensuring their ads appear at the top of search results.

Key Benefits:

• High purchase intent, leading to stronger conversion rates.
• Multiple ad formats, including search, display, shopping, and YouTube ads.
• Detailed keyword targeting with options for broad, phrase, and exact match.
• Performance tracking through Google Analytics.

Facebook Ads: Generating Demand

Unlike Google Ads, Facebook Ads doesn’t rely on search queries. Instead, it allows businesses to target users based on demographics, interests, and behaviour. This makes Facebook ideal for brand awareness, retargeting, and engaging with audiences who may not be actively searching for a product but could be interested in it.

Key Benefits:

• Advanced audience targeting using interests, behaviours, and custom audiences.
• Visual-focused ads, including carousel, video, and collection formats.
• Retargeting capabilities through the Facebook Pixel.
• Strong social engagement with likes, shares, and comments.

Cost and Return on Investment (ROI)

Budget plays a significant role in ad performance. While both platforms use a bidding system, their cost structures and expected ROI differ.

Google Ads Cost Considerations

Google Ads typically operates on a cost-per-click (CPC) model, meaning advertisers pay when a user clicks their ad. CPC varies based on industry, competition, and keyword demand. For highly competitive industries like finance or law, CPC can be expensive, sometimes exceeding £10 per click. However, because Google Ads attracts users with high intent, conversion rates tend to be higher.

Facebook Ads Cost Considerations

Facebook Ads generally uses a cost-per-thousand-impressions (CPM) model, meaning advertisers pay for ad views rather than clicks. Costs depend on audience targeting, ad placement, and competition. In general, Facebook Ads offer lower CPC than Google, often ranging between £0.50 and £2 per click, making it a cost-effective option for businesses focused on brand awareness and engagement.

Which Platform Works Best for Your Business?

Choosing between Facebook Ads and Google Ads depends on your objectives. Each platform serves a different purpose in the customer journey.

Best for Lead Generation

Both platforms support lead generation, but they do so in different ways.

• Google Ads is highly effective for businesses targeting users actively searching for solutions. Industries such as financial services, home improvement, and healthcare benefit from search intent, driving leads that are further down the sales funnel. Google’s lead generation forms also make it easier for potential customers to submit enquiries directly from the ad.
• Facebook Ads is better suited for capturing leads through visually engaging content, interactive lead forms, and remarketing. Businesses offering free resources such as e-books, webinars, or consultations can use Facebook’s lead generation forms to collect data seamlessly without requiring users to leave the platform.

Combining both approaches can strengthen your lead generation strategy by capturing demand at different stages of the buyer journey.

Best for E-commerce

For e-commerce brands, product-based ads are critical for driving sales.

• Google Shopping Ads display product listings directly in search results, helping businesses connect with consumers actively searching for specific products. These ads are highly effective for retailers looking to drive immediate purchases.
• Facebook and Instagram Ads excel at showcasing products through high-quality visuals, video ads, and interactive formats. With dynamic retargeting, brands can remind users of products they previously viewed, increasing the likelihood of conversion.

Using a combination of Google Shopping for high-intent searches and Facebook Ads for discovery and retargeting ensures e-commerce brands maximise their reach.

Best for Brand Awareness

For businesses focused on brand visibility, social platforms offer greater exposure.

• Facebook Ads is the stronger option for generating awareness, building an engaged audience, and nurturing long-term relationships. Through detailed targeting and storytelling capabilities, brands can introduce themselves to new customers and keep them engaged with ongoing campaigns.
• Google Display Network is also effective for brand awareness, as display ads appear across various websites, helping businesses stay visible across different digital touchpoints.

Combining Both for Maximum Impact

Rather than choosing one platform, integrating both can improve results. Using Google Ads to capture high-intent searchers while leveraging Facebook Ads for retargeting and brand engagement creates a seamless marketing funnel.

Example Strategy:

1. Use Google Search Ads to attract customers actively looking for your product or service.
2. Deploy Facebook Retargeting Ads to re-engage visitors who didn’t convert.
3. Run Facebook Lookalike Audiences to find new potential customers based on your existing audience.
4. Monitor performance and adjust budgets accordingly based on ROI.

By using this approach, businesses can ensure that their marketing budget is allocated efficiently, reaching prospects at different stages of the buying process.

Evaluating Which Platform is Right for You

Ultimately, the decision between Facebook Ads and Google Ads depends on your business goals. If you need to capture immediate demand, Google Ads is the better choice. If you want to create demand and nurture relationships, Facebook Ads provides the tools to build an engaged audience.

For businesses with short sales cycles, such as e-commerce, combining both platforms can increase conversions by meeting potential buyers at every stage. Meanwhile, service-based industries may find Google Ads more effective for lead generation, while Facebook Ads can reinforce brand awareness and remarketing efforts.

How Iconic Digital Can Help

Understanding when and how to use Google Ads and Facebook Ads requires experience and data-driven decision-making. At Iconic Digital, we build tailored advertising strategies that align with your business goals, ensuring you achieve measurable results.

Our services include:

• Campaign Management: Expertly crafted ad campaigns with continuous optimisation.
• Audience Targeting: Advanced segmentation to reach the right customers.
• Performance Tracking: In-depth analytics to refine strategies and maximise ROI.
• Omnichannel Integration: Seamless marketing across search, social, and other digital platforms.

Ready to elevate your digital advertising? Contact Iconic Digital today for a free marketing audit and discover how we can help you maximise conversions across Google and Facebook Ads.