Facebook Ads vs Google Ads: Which One Should You Use?

If you’re running digital ads, the question always comes up: Should I advertise on Facebook or Google? They’re the two biggest platforms in online advertising — but they work in very different ways.

In this article, we’ll break down the key differences between Facebook Ads and Google Ads, highlight the pros and cons of each, and help you decide which platform is best for your business in 2025 — or if you should use both.

The Core Difference

The biggest difference comes down to intent.

• Google Ads targets users who are actively searching for something (high intent)

• Facebook Ads shows ads to users based on interests and behavior (interruption-based)

✅ Google Ads = Demand fulfillment

✅ Facebook Ads = Demand generation

How Google Ads Works

Google Ads lets you show your ads:

• On search results (Search Network)

• On YouTube

• On partner websites (Display Network)

• Through Performance Max campaigns

You bid on keywords that people type into the search bar. Your ad appears when there’s a match.

Example:

User searches “best SEO agency in New York” → You show up with an ad and get the click.

How Facebook Ads Works

Facebook Ads (which also includes Instagram) targets users based on:

• Interests and behaviors

• Demographics and life events

• Custom audiences (e.g. past website visitors)

• Lookalike audiences (people similar to your customers)

Ads appear in:

• Facebook feed

• Instagram feed and Stories

• Messenger

• Audience Network (external apps)

Example:

User is scrolling Instagram → Sees your ad for an SEO checklist → Clicks and signs up.

Pros and Cons of Google Ads

✅ Pros

• High buyer intent (users are searching for you)

• Fast results and scalable

• Excellent for local services and eCommerce

• Easy to measure and optimize

• Great for direct-response marketing

❌ Cons

• Can be very competitive and expensive in some industries

• Requires strong keyword targeting

• Clicks don’t guarantee conversions

• More technical to set up for beginners

Pros and Cons of Facebook Ads

✅ Pros

• Highly visual and engaging

• Great for brand awareness and storytelling

• Advanced targeting options (behavioral, interest, custom audiences)

• Lower CPCs in some industries

• Easy to test creative variations (A/B testing)

❌ Cons

• Lower purchase intent (cold audience)

• Ad fatigue happens quickly

• Apple iOS privacy changes impacted tracking

• May require longer sales funnel

When to Use Google Ads

Use Google Ads if you:

• Sell urgent or high-intent services (plumbing, legal, SEO, medical)

• Want to capture people already searching for your solution

• Have a proven product or offer ready to convert

• Need fast, trackable ROI

✅ Best for: Search-driven businesses, local services, eCommerce, SaaS

When to Use Facebook Ads

Use Facebook Ads if you:

• Need to build brand awareness or audience

• Want to generate demand for a product or offer

• Are launching a new business, course, or product

• Sell visually appealing products or services

• Want to retarget warm traffic with creative ads

✅ Best for: Coaches, eCommerce brands, creators, local businesses, info products

Why Many Brands Use Both

Smart businesses use Google Ads to capture demand and Facebook Ads to create demand.

Example Full Funnel:

1. Facebook Ad → Awareness (SEO tips for beginners)

2. Lead Magnet → Email signup

3. Retargeting Ad → Offer for SEO consultation

4. Google Search Ad → Users searching “best SEO help near me” → Direct sale

Costs: Google Ads vs Facebook Ads

Final Thoughts: Choose Based on Intent and Strategy

The choice between Google Ads and Facebook Ads isn’t about which is “better” — it’s about which aligns with your goals.

• Want sales now? Google Ads

• Want to build an audience? Facebook Ads

• Want sustainable growth? Use both strategically

Start where your audience is. Test small. Measure results. And evolve your ad strategy based on what works.