Google Ads vs Facebook Ads
While word of mouth and organic development can get a business off the ground, paid promotion is frequently essential for long-term growth.
The bright side is that there is an abundance of internet advertising platforms available to e-commerce companies. Still, you’ll probably have to choose between these two market giants when deciding on an advertising platform: To achieve your company objectives, should you use Google Ads vs Facebook Ads?
Both platforms offer unique advantages and can be used to reach a wide range of audiences. However, they function differently and cater to different marketing strategies. In this article, we’ll define both platforms, describe their features, and compare their benefits and disadvantages to help you make an informed decision about which platform suits your business needs.
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What is Google Ads?
Google Ads, formerly known as Google AdWords, is an advertising platform developed by Google that allows businesses to display ads on Google’s search engine results pages (SERPs), YouTube, and across millions of websites that are part of the Google Display Network. Google Ads primarily focuses on search-based ads, where businesses bid on specific keywords related to their products or services. When users search for a term that matches the business’s selected keyword, the business’s ad may appear at the top or bottom of the search results.
What is Facebook Ads?
Facebook Ads is an advertising platform offered by Facebook (now Meta), which allows businesses to create and display ads across Facebook’s ecosystem, including Instagram, Messenger, and the Audience Network. Unlike Google Ads, which focuses primarily on search intent, Facebook Ads is a social media advertising platform that enables businesses to target users based on demographics, interests, behaviour, and location. Facebook Ads includes several ad formats such as image, video, carousel, and slideshow ads, and it leverages the wealth of user data collected from Facebook and its sister platforms to serve highly targeted ads.
Key Differences: Google Ads vs Facebook Ads
Targeting Strategy
- Google Ads: Google Ads relies heavily on search intent. Ads are shown when users search for specific keywords, meaning they are often high-intent, ready-to-buy prospects. For example, if someone searches “buy hiking boots,” they are likely looking to make a purchase, and Google Ads can target them effectively with relevant ads.
- Facebook Ads: Facebook Ads, on the other hand, uses demographic, interest-based, and behavioral targeting. You can target users based on factors such as age, gender, location, job title, interests, and online behavior (e.g., past purchases, device usage). This type of targeting is less focused on intent and more on reaching users who fit a particular profile, even if they aren’t actively searching for your product.
Ad Formats
- Google Ads: Google offers a variety of ad formats including text ads (search ads), display ads (banner ads on websites), shopping ads (for e-commerce products), and video ads (on YouTube). These formats make Google Ads highly versatile and well-suited for both direct response and brand-building campaigns.
- Facebook Ads: Facebook provides a wide range of creative ad formats designed for visual engagement, including single image, video, carousel (multiple images or videos), and slideshow ads. Facebook Ads are particularly effective for creating emotional connections with audiences, as visuals and storytelling are central to the platform’s format.
Cost Structure
- Google Ads: Google Ads operates primarily on a pay-per-click (PPC) model, where advertisers bid on keywords. The cost per click (CPC) can vary depending on the competition for the keywords. For example, competitive industries such as law or finance can have very high CPCs, while niche markets may have lower costs. Google Ads also offers a cost-per-impression (CPM) model, especially for display ads.
- Facebook Ads: Facebook Ads operates on a bidding system as well, offering both cost-per-click (CPC) and cost-per-thousand-impressions (CPM) models. While Facebook Ads generally offer lower CPCs compared to Google Ads, the overall cost can vary depending on targeting specifics and campaign objectives. The cost tends to be lower for awareness campaigns but can increase for more direct conversion-focused goals.
Popularity and Reach
- Google Ads: Google remains the most widely used search engine globally, with billions of searches conducted daily. This massive volume of search queries gives Google Ads an unparalleled advantage when it comes to reaching high-intent customers. Google also provides access to a vast network of websites through the Google Display Network, which makes it possible to reach users outside of the search engine.
- Facebook Ads: With over 2.8 billion active users across Facebook, Instagram, and Messenger, Facebook Ads offers one of the most extensive advertising networks available. Facebook’s user base is highly diverse, making it possible for businesses to reach a global audience or focus on specific regions, age groups, interests, or behaviors. The social nature of the platform makes it ideal for engaging users, building brand awareness, and creating long-term relationships.

Advantages of Google Ads
- High Intent Traffic: Because ads are triggered by search queries, Google Ads targets users with high purchase intent, leading to potentially higher conversion rates.
- Wide Reach: Google Ads allows businesses to advertise on Google Search, YouTube, and websites across the Google Display Network.
- Flexibility: Google Ads offers a variety of ad formats, making it suitable for a range of objectives from direct response to brand awareness.
- Tracking & Analytics: Google Ads offers powerful tracking tools, allowing businesses to measure the effectiveness of campaigns with great detail, from clicks and conversions to user behavior.
Disadvantages of Google Ads
- Cost: Highly competitive keywords can be expensive, especially in industries with high competition, such as law, insurance, or finance.
- Requires Expertise: Effective management of Google Ads campaigns requires in-depth knowledge of keyword research, bidding strategies, and optimization techniques.
- Limited Emotional Engagement: Google Ads generally lacks the ability to engage users emotionally, which may be essential for some businesses, particularly in the lifestyle or fashion industries.
Advantages of Facebook Ads
- Precise Targeting: Facebook’s targeting capabilities allow businesses to define their audience based on specific demographics, behaviors, and interests.
- Visual Appeal: With ad formats that allow for rich media (videos, images, and carousels), Facebook Ads can be highly engaging and effective in driving user attention.
- Lower Entry Costs: Generally, Facebook Ads can be more affordable to start with, making them an attractive option for small businesses or those with limited budgets.
- Brand Building: Facebook Ads are excellent for building brand awareness, fostering customer loyalty, and engaging with customers through social interactions.
Disadvantages of Facebook Ads
- Lower Intent: Since Facebook Ads are often served to users based on their interests or demographics rather than search intent, conversions may be lower compared to Google Ads.
- Ad Fatigue: Users on Facebook are frequently exposed to ads, which may lead to ad fatigue and decreased effectiveness over time if not managed properly.
- Limited for Direct Sales: While Facebook Ads can drive engagement and awareness, they are generally less effective at driving immediate sales compared to search-focused platforms like Google Ads.
We also give insight into how Google search will change in 2025.