Oct 6, 2025
The Facebook ads vs Google Ads debate has been going on forever, and for a good reason. Both advertising juggernauts offer a shortcut to reach your ideal customers and drive results fast, but they work in very different ways.
If you have a limited budget and need to decide where to invest, this guide will help you understand how each platform works, their key differences, and when to use one (or both) to maximize your ad spend.
What are Facebook ads?
Facebook ads are paid promotions that appear across Facebook’s feed, stories, reels, and sidebars.
But it’s not just limited to Facebook. As part of Meta’s advertising platform, you can also extend your ad campaigns to Instagram, Messenger, and the Audience Network.

Image source: Wavo
Facebook ads are extremely targeted, because advertisers can reach users based on their interests, demographics, behaviors, and location. You can also upload your own customer data to create Custom Audiences or let Meta find Lookalike Audiences that resemble your best buyers.
This level of targeting makes Facebook ads one of the most effective tools for building brand awareness and creating demand, especially for new businesses.
What are Google Ads?
Google Ads is a pay-per-click (PPC) advertising program where businesses can bid on specific keywords to display their ads across Google’s search results and advertising partners.
There are several types of Google Ads you can create:
Search ads: Text-based ads that appear at the top or bottom of Google search results when users type specific keywords.
Display ads: Visual banner ads shown on Google’s network of partner websites.
Shopping ads: Product-based ads that include an image, price, and store name.
Local service ads: Ads that help local providers (like plumbers, electricians, or cleaners) connect with nearby customers.
YouTube ads: Video ads shown before, during, or after YouTube videos.

When you advertise on Google Ads, you target people who are actively looking for your products or services. This is why it’s super effective for capturing existing demand and driving quick conversions.
Facebook ads vs Google Ads: Key differences
While both platforms can drive sales and visibility, they operate in very different ways. Here’s a quick breakdown:
Facebook ads | Google Ads | |
Purpose | Creating new demand | Capturing existing demand |
Targeting | Demographics, interests, behaviors, lookalike audiences | Keywords, search intent, location, device type |
Best for | Brand awareness, engagement, retargeting | Direct conversions, high-intent leads, local searches |
User intent | Users are discovering products | Users are actively searching for solutions |
Ad format | Visual and storytelling-based (images, videos, carousels) | Text-based or product-focused (search and shopping ads) |
Cost model | CPM (cost per 1,000 impressions) or CPC (cost per click) | Primarily CPC (cost per click) |
Learning curve | Easier for beginners | Requires more keyword and bidding strategy knowledge |
Purpose
If we can sum up the difference between Facebook ads and Google Ads in one line, it would be this:
Google Ads is about capturing existing demand, while Facebook ads are all about creating new demand.
When you advertise on Google, you appear in front of people who are looking for your solutions. Facebook ads, on the other hand, help you introduce your brand to people who didn’t even realize they needed your product until they saw your ad.
Both are powerful. They just operate at different stages of the marketing funnel.

Image source: Solucru
User intent
Another big difference lies in user intent, a.k.a what the audience is doing when they encounter your ad:
On Google, users have a clear goal. They’re actively searching for a solution, a product, or a service. This makes Google Ads perfect for driving quick, conversion-focused results, especially when you target the right keywords with high purchase intent.
On Facebook, users aren’t actively searching; they’re scrolling. Your ad needs to capture attention and spark curiosity, often through eye-catching visuals or compelling storytelling. Facebook excels at building awareness and nurturing potential customers at the top of the funnel.
Targeting
Facebook ads give you access to highly detailed audience targeting based on:
Demographics (age, gender, location, income level, education, job title)
Interests (hobbies, pages liked, favorite brands, topics they engage with)
Behaviors (shopping habits, device usage, purchase frequency, online activity patterns)
Life events (recently married, moved to a new home, started a new job, expecting a baby)
This makes Facebook incredibly powerful for reaching specific audience segments, even those who haven’t started searching for your product yet.
In contrast, Google Ads relies more on keywords than audience traits. You’re targeting what users are actively typing into the search bar.
You can still refine by location, device, and time of day, but keywords remain the core driver of who sees your ad.

Image source: Growth Minded Marketing
Ad formats
Facebook ads are highly visual and designed to stop people on their track. You can create:
Static image ads: Simple, cost-effective, easy to make.
Video ads: Perfect for storytelling, demos, or brand introductions.
Carousel ads: Ideal for showcasing different products or features in a slide format.
Collection ads: Great for fashion brands and eCommerce stores promoting new products.
Stories & Reels ads: Full-screen vertical videos that blend into user-generated content.
On the other hand, Google Ads are mostly text-based ads that appear on search engine results pages. Although you can also create visual ads, such as display banner ads, shopping ads, and YouTube ads.
Cost
When comparing Facebook ads and Google Ads, one of the biggest deciding factors is cost.
While the exact cost varies depending on your industry, competition, and product type, you can use these numbers as benchmarks:
Facebook ads typically have a lower cost per click (CPC) ranging between $0.95 to $1.47. The exact cost will depend on your industry, country, and campaign type.
Google Ads can be more expensive, especially in competitive industries like finance, insurance, or eCommerce. The average CPC for Google search ads is around $2.69.
When to use Facebook ads
If your goal is to create demand rather than capture it, Facebook ads are your best bet. They excel at getting your brand in front of people who didn’t know they needed your product; until they see your ad.
Use Facebook ads when you want to:
Target very specific customer segments
Generate buzz and build awareness when launching a new product or feature
Tell visual stories through image, video, or carousel ads, and connect emotionally with users
Retarget website visitors that viewed your products but didn’t make a purchase
When to use Google Ads
If your goal is to capture existing demand, Google Ads is where you should invest. It’s built for intent: reaching users at the exact moment they’re searching for what you sell.
Use Google Ads when you want to:
Target high-intent leads who are ready to buy
Drive quick conversions for products or services people are already searching for
Boost local visibility (if you run a local business)
Promote eCommerce products through Google Shopping ads
Facebook ads vs Google Ads: Which one should you choose?
Both Facebook ads and Google Ads are powerful lead generation tools. They just play different roles in your marketing funnel.
Facebook ads are best for creating demand: building awareness, engaging audiences, and driving interest through visuals and storytelling.
Google Ads are best for capturing demand: converting people who are already searching for what you sell.
For the best results, consider using both platforms together to create a full-funnel strategy.
For example, you can use Facebook ads to introduce your brand and build curiosity, then use Google Ads to capture that interest when users start searching for you later.
Test both channels, track performance, and double down on whichever delivers the best ROI for your business.
And if you want to create better Facebook or Google ads faster, try Holo, the AI ad generator that helps you produce professional, on-brand ads in minutes.
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