Google Ads vs. Facebook Ads: Which Is Best For Your Business?

Hey there!

Welcome to our blog if you are visiting for the first time and welcome if you are a regular reader.

So far, we have discussed many things. These include Instagram marketing and social media strategies. These are great topics to get you started with marketing for your business.

Today we will be talking about Google Ads and Facebook Ads, more like Google vs Facebook, which one’s better for you.

You can test where to place your media spend in a variety of methods. You can select between Google Ads and Facebook Ads. Here are things to consider while calculating the same.

It is one of the topmost-asked questions by businesses when expanding their paid media presence.

“Where should I be spending my ad money?”

If you are into marketing and paid ads, then you must read our previous blogs. They will help you avoid mistakes. Many marketers make them, even some experienced ones. They also give helpful tips to boost your sales and brand reach.

If you are into these things, then you may have had this question at least once. Or, you may have it in the future when you plan to invest in paid ads. But comparing the two of the most famous platforms on the internet can be a big task. It seems difficult but we can make it very simple for you.

Keep scrolling to learn more…

Google search or Facebook ads?

Another variation of the same topic is, “Which is better, Facebook Ads or Google Ads?”

The truth is, there is no “better” here. This is because these two do things very .

The questions you should be thinking about right now are:

  • Which of these is a better fit for my budget?
  • Which one is a better fit for the product landscape I’m currently in?
  • What stages of the buyer journey am I trying to target?

So why is there so much buzz about these two platforms every time?

put, most Internet users are on these two platforms. Both have proven to be performers.

When you must pick one ad channel over the other, Google ads vs Facebook ads, which one should you choose? , we’ll compare their search ad products.

Let’s check that based on the situation.

Digital Advertising Budget and Acquisition Costs

Before you shell money out of your wallet, get very clear about your numbers.

Make sure you understand what you can afford to pay to gain a customer. If you don’t know this, you will end up spending a lot of money on any platform with no proper direction.

You can spend $20 to get a customer but are spending $10 to get someone to your website. So, you have to convert half your visits to break even.

As you can see Math does not work well.

Take a good look at your entire budget and work with a higher intention: first, increase your retargeting and then increase the remaining funds further up the funnel.

This will ensure that you get the best. Then, you’ll invest in the customer’s journey.

Your Industry & Competition

First, consider your industry. Then, the research you will likely do using Google’s keyword planner will cost money.

Certain industries or sub-industries are very expensive for clicks and ad budgets.

To give you an example, law-related keywords are super costly

If you intend to go after research in that area you do not have a huge budget, you might want to reconsider.

Let’s say for instance that you have $500 per day in the budget, but your average CPC is $200 (yeah, that exists). This way you will only be able to afford 2-3 clicks a day. That’s very minimal and not a very desirable outcome. 

You will want hundreds or even thousands of impressions. They show what keywords, ads, and landing pages work for you.

It will take a very long time to get there when you have a tiny budget versus an expensive click.

This does not mean you cannot use Google ads. But, you do not need to set the expectation that Facebook ads are cheaper. They have very powerful targeting for many industries.

You can also consider another option. You can show ads only to users who have been to the site. You can do this using the RLSA feature in Google ads.

Industry can restrict this. But, if you can, it still lets you show your best prospects when they search.

Defining Your Goal

First, find what your organization can afford. Then, look at the industry and the competition. Next, think about your goals for this marketing strategy.

If your goal is to increase brand awareness or generate demand, Facebook ads may be much cheaper for you.

But, if you want to generate sales or leads (i.e., demand capture), Google ads might be better for your business.

In that case, a user is searching for what your organization is selling. That’s why you will be targeting people with a much higher intention to buy. 

But you will need to consider your Google and Facebook ad spending once again. Often, I have seen lower cost per conversion (i.e. cost per lead) from Facebook Ads.

The key is to measure quality and see what your cost per solid qualified lead is.

It might be twice or thrice as much on Google ads, but do they convert at a higher rate?

Make sure you are doing all the math through to your ultimate goal to find the more favorable path.

Product/Service Maturity & Search Volume:

This is generally a good place to begin, but we find a lot of businesses do not consider it enough. Your organization has a new product or service. But, there’s very little or no search volume. So, Google search ads won’t bring you much volume.

For example, in Uber, a few years back the term “rideshare” wasn’t even a thing, so no one searched for it. Services like Uber and Lyft Disrupted an industry that people weren’t searching for yet. They filled a big need. But, it was not a pain point users were seeking solutions for. There were taxis and that was that.

Before you scrap Google ads in this case, consider the pain points that the product addresses. There may be a series of keywords that describe what and how your product solves the problem.

Demographic-Sensitive Product or Service

The buying of a product or service depends on specific life events. If it does, then Facebook is likely a better option for you.

Facebook has powerful targeting capabilities. It can target based on life-changing events. Google lets you target life events. But, you are still targeting people searching for those stones.

As we noted above, few people search for it. So, targeting by demographics won’t help your Google ads. On Facebook, it is the main way to reach more people in certain life situations.

Brand Recognition

Not as important as some other factors, but it is worth noting and related to the points above.

You are a new company or brand. You are likely to be less successful in search than a mature, established company. This is true even if you have worked to build brand awareness.

Why?

In this case, your competitors have much more brand recognition and brand loyalists.

When users see your ad and your competitor’s ad, they will likely see much higher advertising success.

Make sure you consider your company’s position in the Marketplace.

You may need to build your brand reputation and recognition. Do this through means like Facebook ads and other social networks. First, do this before moving to Google ads to up the odds of success.

Conclusion

There is no one-size-fits-all answer. There is no proper guide on using Google ads or Facebook ads.

Take a step back and forth through the following steps:-

  • Determine how much you can pay to get a customer
  • Consider your industry and whether it has a search-heavy environment
  • Do proper keyword research to see the CPC Rangers you will be looking at in Google ads
  • Check how far your budget would have to expand in different scenarios
  • Keep testing more in more to find the right mix for you

That’s all for today’s blog. We hope you enjoyed reading it and found the tips helpful. Stay tuned for more content like this

See you in the next blog…

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