Google Ads V/S Facebook Ads

There are many ways to determine where your media budget should be split between Facebook Ads V/S Google Ads. These are the things to consider and how to calculate them.

This is one of the most frequently asked questions by businesses when they expand their paid media presence.

Where can I spend my advertising money?

Google search V/S Facebook ads

Another variation of this question is: Facebook Ads or Google Ads, which is better?

There is no “better” option when comparing them because they do things differently.

The more, the better Questions These are:

  • Which one is more affordable?
  • Which is better for my product landscape?
  • Which stages of the buyer journey should I be focusing on?

Hence, why is so much talk about these two topics time after time?

The platforms are the most popular internet platform, and they are both proven performers.

If you have to choose between two advertising channels, Facebook Ads and Google Ads (specifically their search ads product), which should you choose?

Let’s assess your situation.

Digital Advertising Cost Allocation & Buy Prices Between Google Ads Vs Facebook Ads

Get very clear about your numbers before you spend any money.

Know what you can afford to spend to win a customer. This is the most important thing you can do to save money. Any Platform without direction.

You can only afford $20 to acquire customers, but $10 to drive people to your site, so you need to convert half of your visits to make it profitable!

This math is not well-designed.

Look at your entire budget and start working backwards. Maximize your retargeting and then transfer the remaining funds to higher up the funnel.

This will ensure you get the highest return and allow you to reinvest in your customer journey.

Your Industry and Your Competition to Select Between Google Ads Vs Facebook Ads

Consider your industry first and then use Google’s Keyword Planner to determine your probable costs.

Certain industries and sub-industries are extremely expensive from both a cost per Click perspective and an ad budget standpoint.

Law-related keywords, for example, Technology Related keywords are Very expensive.

You might consider reconsidering if you’re looking for searches in this area and don’t have a huge budget.

Let’s suppose you have $100 per day in your budget but your average CPC for clicks is $30. It will be impossible to afford more than 3 clicks per day.

To find out which keywords, ads and landing pages work best for you, you will need to make hundreds of impressions (or hopefully thousands).

If you don’t have the resources to pay for everything, it will take you longer to reach your goals.

This doesn’t mean that you shouldn’t use Google Ads. However, it does suggest that you should expect Facebook ads to be an affordable option with powerful targeting capabilities across many industries.

Another option is to show ads only to users who have visited your site using the Remarketing lists for search ads feature of Google Ads.

Define Your Objective for Google Ads Vs Facebook Ads

After you have determined the financial resources of your company and analyzed the market, it is time to think about what you want from your marketing strategy.

Facebook ads might be more cost-effective if your goal is to increase brand awareness or generate demand.

Google Ads may be a better option if your goal is to generate leads or sales

This scenario is where a user searches for the product or service your company offers. You will target people who have a higher intent to buy.

However, you will need to reevaluate your overall Google Ads and Facebook Ads spending. In many cases, I have seen Facebook Ads deliver lower cost per conversion (i.e. cost per lead).

It is important to determine the quality of your leads and what it costs per lead.

Google Ads may cost twice as much, but does it convert at a higher level?

To find the most favorable route, make sure you do the math.

Stage in the Buyer’s Journey to Choose Between Google Ads Vs Facebook Ads

It is also important to understand where the buyer is at each stage of the buyer’s journey before you can decide which advertising channel to use. Both platforms may be a good fit but at different times.

Google Ads is the best way to get users to buy products or services right away.

Facebook ads are a great way to reach people with a need for your product/service, whether they’re looking to increase awareness or to influence their ongoing consideration.

This is how the two channels can work together to fuel your organization’s growth.

Product/Service Maturity and Overall Search Volume

Although this is a great place to start, I feel that many businesses don’t take it seriously enough.

Google search ads won’t give you much volume if your company has a new product/service.

Take Uber as an example. A few years back, the term “rideshare”, was not even a word. Therefore, no one ever searched for it. Lyft and Uber disrupted an industry people hadn’t even thought of.

They met a great need but weren’t something users looked for. There were only taxis and that was all.

Consider the pain points that your product addresses before you completely rule out Google Ads in this situation. You may find a few keywords that describe the problem and explain how it solves it.

This may not be enough for you to spend your budget.

Facebook Ads is a great place for you to begin if your Ola-like product solves a problem that people accept or don’t search for solutions to.

Instead of targeting users based on their intent, you can target them based on demographics and interests. This will allow you to introduce your offer to the right audience.

Demographic-Sensitive Product or Service

The next scenario is that if your service or product strongly correlates with life events and audiences, then Facebook is probably the better choice.

Facebook offers powerful targeting capabilities, such as the ability to target people based on life-changing events.

Google allows you to target specific life events but you can still target people who are searching for these terms.

Google Ads won’t work for you if it isn’t something that’s commonly searched for.

Facebook however, is the primary targeting tool, which allows you to reach more people in specific life situations.

Brand Recognition

Although not as important as other factors, they are worth noting and may be in some way related to the above.

Even if your company has made an effort to build brand awareness, a young company is more likely to fail in the search for a job.


This scenario will make your competitors more well-known and loyal.

Users will see more success in paid advertising from your competitor if they see your ad (a company they don’t recognize) than they see from yours.

Consider the market position of your company.

To build your brand’s reputation and recognize yourself through Facebook ads, and other social media channels, you can then move on to Google Ads to improve your chances of success.


You can see that there is no one-size-fits all answer to the question of whether Google Ads or Facebook Ads are better.

Take a step back and follow the steps below:

  • Find out how much you can afford to get a customer.
  • Take into account your industry to determine if it is a search-heavy one.
  • To find the CPC ranges that you will be using in Google Ads, do keyword research.
  • Consider how much your budget could go in different situations.
  • To find the perfect mix, test, test, and then test again!



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