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Google Ads Vs Facebook Ads: Which Should You Run?

When it comes to online advertising, the choice between Google Ads and Facebook Ads can be a daunting one. Both platforms offer unique advantages and cater to different marketing objectives.

So, which one should you choose? Well, the answer isn’t as straightforward as one might think. In this discussion, we will explore the key differences between Google Ads and Facebook Ads, highlight their respective strengths, and provide insight into the factors you should consider when making your decision.

Stay tuned to discover which platform aligns best with your business goals and target audience, taking into consideration factors such as cost in New Zealand dollars and other local measurements.

Key Differences Between Google Ads and Facebook Ads

When comparing Google Ads and Facebook Ads, there are several key differences that businesses should take into account.

One significant distinction is the targeting options available on each platform. Google Ads allows advertisers to target specific keywords, ensuring their ads are displayed to users actively searching for a related product or service. Conversely, Facebook Ads focuses on interests and consumer behaviour, allowing businesses to reach users based on their online activities and preferences.

Another difference is found in the advertisement formats offered by Google Ads and Facebook Ads. Google Ads primarily utilises text-based advertisements that appear on Google searches, the Google Display Network, and various Google properties like Gmail and YouTube. Facebook Ads, on the other hand, are targeted social ads that appear on Facebook and Instagram, offering a more visually appealing and interactive format.

Further, Google Ads and Facebook Ads differ in terms of their reach and audience. With over 5.6 billion search queries every second, Google Ads has a vast reach and attracts a high purchase intent audience. This makes it ideal for businesses looking to generate immediate conversions and make sales. In contrast, Facebook allows advertisers to target a specific demographic based on interests and behaviour, making it effective for building brand awareness and connecting with customers.

Strengths of Google Ads

Google Ads provides a targeted audience reach, allowing advertisers to connect with a vast audience actively searching for goods and services.

With over 40,000 search queries per second, Google Ads attracts high-intent users who are more likely to make a purchase.

This strength of Google Ads ensures that advertisers have a fair chance to reach their target audience and achieve their marketing goals.

Targeted Audience Reach

With access to a vast audience actively seeking goods and services, Google Ads offers advertisers the opportunity to target potential customers using millions of keywords and phrases. Here are three reasons why Google Ads boasts a robust targeted audience reach:

  1. Extensive Reach: The Google Display Network encompasses approximately 98% of the World Wide Web. This implies that businesses can reach a broad spectrum of potential customers across various websites and platforms.
  2. High Purchase Intent Audience: Google Ads attract an audience with a high intent to purchase. By linking advertisers to people searching for relevant keywords, businesses can target individuals who are actively interested in their products or services.
  3. Relevance and Quality: Unlike Facebook Ads, Google Ads reward relevance and the quality of ads, not just ad spend. This ensures that businesses can reach the appropriate audience with their targeted keywords and enhance their chances of converting clicks into valuable leads or sales.

High Intent Users

One of the key strengths of Google Ads is its ability to attract users with high intent to make a purchase. Unlike Facebook ads, which focus on targeting a broader audience, Google Ads utilise search engine results to connect advertisers with users actively searching for products or services.

By using paid search ads, Google Ads ensures that advertisers reach a customer base that is specifically interested in their offerings. Advertisers can strategically select keywords and search terms to ensure their adverts are displayed when users search for related products or services. This targeted approach increases the likelihood of conversions, as it aligns with the high purchase intent of users.

Therefore, for businesses looking to reach users with a higher likelihood of making a purchase, Google Ads is the preferred advertising platform.

Advantages of Facebook Ads

Facebook Ads offer potent audience targeting capabilities and a large user base, making it a favourable advertising platform for businesses. Here are three key advantages of using Facebook Ads:

  1. Detailed Targeting: Facebook Ads permit advertisers to target their audience based on demographics, interests, behaviours, and even life events. This advanced targeting enables businesses to reach a highly specific and relevant audience, increasing the chances of driving engagement and conversions.
  2. Lookalike Audiences: Facebook’s lookalike audiences feature allows advertisers to target users who have similar characteristics to their existing customers. This helps businesses expand their reach and find new potential customers who are likely to be interested in their products or services.
  3. Affordable Advertising: Facebook Ads are known for their affordability, especially for small businesses with limited budgets. Compared to other online advertising platforms like Google Ads, Facebook Ads often have a lower cost per click and provide strong return on investment. This makes it an attractive option for businesses looking to maximise their ad spend and achieve their business goals.

Comparison of Google Ads and Facebook Ads

When comparing Google Ads and Facebook Ads, it is clear that each platform offers distinct advantages and functionalities for businesses.

Google Ads, or Google AdWords, is primarily focussed on keywords and text-based advertisements. It allows businesses to reach their target audience based on the keywords they are actively searching for in Google search results. This makes it an effective platform for businesses seeking to find new customers and drive new, qualified traffic to their websites.

Conversely, Facebook Ads is a social platform that assists businesses in increasing brand awareness and reaching new audiences. It allows businesses to target their ads based on users’ interests and online behaviour, making it a formidable tool for finding new customers who may not be actively searching for products or services. Facebook Ads also offers more visually-driven and flexible ad formats, enabling businesses to create engaging and eye-catching campaigns.

Whilst Google Ads has unparalleled reach as the most visited website in the world, Facebook Ads provides a unique opportunity to connect with customers on a more personal level. The average Cost-per-Click (CPC) for Google Ads is 83 NZ cents, whereas for Facebook Ads, it is $4.22 NZD. This difference in cost may be attributable to the highly competitive nature of Google Ads, as businesses bid on keywords to appear in search results.

Ultimately, the choice between Google Ads or Facebook Ads depends on the goals and target audience of the business. If the objective is to drive immediate sales, Google Ads may be the better option. However, if the focus is on building brand awareness and connecting with customers on a social platform, Facebook Ads can provide a wider audience reach and more visually appealing ad formats.

Factors to Consider When Choosing an Advertising Platform

When choosing an advertising platform, it’s crucial to consider several factors that will impact the effectiveness of your campaigns. Here are three key factors to consider when choosing between Google Ads and Facebook Ads:

Target Audience:

One significant factor to consider is your target audience. Google Ads allows you to reach users who are actively searching for your products or services, making it ideal for businesses focused on immediate conversions and sales. Conversely, Facebook Ads enables you to target users based on their interests and behaviours, making it suitable for businesses looking to build brand awareness and connect with potential customers.

Campaign Goals:

Your campaign goals play a critical role in determining the right advertising platform. If your primary goal is to drive immediate conversions and sales, Google Ads may be the better option. However, if you want to focus on building brand awareness and engaging with your audience, Facebook Ads can provide you with visually appealing ad formats and a platform that encourages user interaction.

Budget and ROI:

Evaluating the cost-per-click, conversion rates, and return on investment is crucial when considering your advertising budget. Both Google Ads and Facebook Ads offer different pricing models and varying conversion rates. It’s essential to analyse these factors to determine which platform aligns better with your budget and expected outcomes.

FAQ About Google Ads Vs Facebook Ads

A common enquiry regarding the comparison between Google Ads and Facebook Ads often revolves around their key differences and benefits for advertisers. To provide a better understanding of these ad platforms, let’s take a look at some frequently asked questions about Google Ads and Facebook Ads:

FAQ Google Ads Facebook Ads
What type of ads can I run? Google Ads focuses on text-based advertisements that appear in search results, whilst Facebook Ads offers a variety of ad formats, including images, videos, and carousel ads.
Which platform offers better targeting options? Both platforms provide targeting options, but they differ in approach. Google Ads allows advertisers to target users based on keywords and search intent, whilst Facebook Ads allows targeting based on demographic information, interests, and online behaviour.
Which platform has a higher conversion rate? Conversion rates can vary depending on various factors such as industry and marketing strategy. However, Google Ads often has a higher conversion rate due to its ability to reach users who are actively searching for specific products or services.

Frequently Asked Questions

Should I Run Facebook or Google Ads?

When deciding between running Facebook or Google adverts, it is important to consider factors such as targeting options, advert format comparison, advert performance tracking, budget considerations, audience reach comparison, advert placement options, cost per click analysis, mobile advertising effectiveness, retargeting strategies, and advert campaign customisation.

Who Makes More Money From Ads Google or Facebook?

Google earns more money from adverts than Facebook. Whilst both platforms have significant ad revenue, Google’s dominance in search advertising and display network, coupled with its diverse ad formats and targeting options, contribute to its higher earnings.

Why Are Google Ads More Expensive Than Facebook Ads?

Google Ads are more costly than Facebook Ads owing to elements such as higher cost-per-click, competitive bidding, and the exactness of targeting. Moreover, Google Ads frequently result in greater conversion rates due to active user search intent.

Are Facebook Ads Worth It?

The future of Facebook advertising in 2023 appears promising. By utilising effective targeting strategies, maximising ROI through A/B testing, utilising engaging ad formats, and scaling campaigns, businesses can create successful Facebook ad campaigns. Best practices include utilising Facebook’s ad platform updates and tracking success.


In conclusion, when deciding between Google Ads and Facebook Ads, it’s vital to consider the specific aims and target audience of your business.

Google Ads is effective for locating new clientele through search queries, whilst Facebook Ads is more suitable for building brand recognition and connecting with customers based on their interests and behaviour.

Ultimately, the choice depends on factors such as industry, audience, and desired outcomes.