Google Ads vs Facebook Ads: Which Platform will get you a better ROI 2021?

1. Big Debate on Google Ads vs Facebook Ads

Google Ads vs Facebook Ads

Small business owners must make the best advertising decision for their bottom line. It’s a daunting task that requires patience and market research. With so many possibilities, you’ll want to consider your business goals and customers.

Selecting the perfect platform for advertisement requires a lot of prior research and efforts. Your customer’s attention is constantly changing from one platform to another. It’s important for any company to decide where their customers pay attention and get back to basics.

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2. Google Ads vs Facebook Ads: Why The Debate?

In reality, there isn’t a “better” option, because both platforms perform differently from each other and bring their unique benefits to the table. Some more specific questions to ask are:

• What stage of the buyer’s journey am I trying to earn?

• What is my available advertising budget?

• Which one is better for reaching my target audience?

Most internet users regularly use both of these platforms. we understand that small businesses often have a limited marketing budget and deciding where to use their ad spend dollars can be extremely challenging. Depending on the age, income range, lifestyle and other factors that make your audience unique, one may be better at investing your budget.

But what other factors are important to increase your ROI? When you take a look at what makes these platforms unique, and the Google Ads vs Facebook Ads cost, it can become easier to make your decision.

3. What is Google Ads?

Google Ads vs Facebook Ads

Google has been instrumental in facilitating these changes by implementing their PPC (pay-per-click) advertising approach that uses your industry’s keywords to charge you only for the clicked ads. Also known as paid ads, this technique can be efficient or expensive, all based on your industry. Other search engines use other and similar methods, but Google is the most popular and successful option available for this type of marketing. 

Customers have more choices now than ever before, as businesses worldwide create websites for their businesses. To be successful, you need to change how you find, deliver and retain customer interest at each stage of the purchasing funnel. 

The different types of campaigns you can use with Google are

• Google Shopping Ads

• App campaigns

• Search network campaigns

• Display network campaigns

• Video campaigns

The advances in technology over the years has given us as marketers and even consumers more choices than we could have possibly imagined in our lifetime. As a result, it has changed how we find, deliver, and receive information. It has even changed how to shop for and purchase products today.

One such internet company who has not only embraced change but helped cultivate it is Google. Founded in 1998, Google is a search engine that is used by nearly 70% of online users to search for anything and everything under the sun. Literally. Thousands of best results relating to products, tips, videos, local businesses and much more in a fraction of a second.

Google today processes more than 40,000 search queries every second, more than 3 billion per day and a little over a trillion every year. And it has shown this consistent growth since the early 2000. Imagine how this has and will continue to change the advertising landscape.

Formerly known as Google AdWords, Google Ads has become one of the world’s largest and most popular pay per click advertising platforms. Meaning advertisers on this platform only pay when a user clicks on their ad.

Other search engines use similar techniques for their advertising platforms as well. But Google is so commonly used by consumers and advertisers alike the term paid search is most famously associated with Google Ads.

4. What are Facebook Ads?

Google Ads vs Facebook Ads

If Google Ads are popularly referred to as paid search, then Facebook Ads most definitely have been given the title of paid social. While Google Ads focuses on paid search, Facebook Ads is all about paid social. Your target audience’s behaviors and patterns are what make social advertising so effective.

Through Facebook, your customers can connect with other consumers, voice their personal experiences with your company and stay up to date with your business.

The different formats of ads you can use on Facebook are:

• Lead form ads

• Dynamic product ads

• Video

• Photo

• Slideshow

• Carousel

Changing consumer behaviors and patterns have undeniably given rise to social media giants that let consumers connect with their friends, voice concerns about their experiences, and engage with topics and businesses they like.

Over 180 million businesses use Facebook for their business advertising or to connect with customers. Like all things on the internet, ads on other social media platforms, like Instagram and LinkedIn, are quickly becoming valuable tools for business owners around the world, as we’ve previously written about.

For this reason alone, Facebook Ads remain popular among many small business owners as they offer the ability to pinpoint your target customer and only advertise to people who are actually likely to purchase your product or service.

5. Does Each Platform Benefit Your Business?

Google Ads vs Facebook Ads

What’s the difference between Facebook Ads and Google Ads? The main difference is how products/services are shown to consumers. Facebook shows ads to users based on their interests, while Google shows relevant ads to those who are specifically searching for a product. In simple terms, Facebook tends to focus on brand outreach, while Google focuses on lead conversion.

The different benefits each of these platforms offers your business, and what are the different options available? When it comes to brand awareness, sales generation and more, this list of top three perks for each has you covered.

6. Benefits of Google Ads:

1. Google uses search and display networks to help you create ads that will appear in search results. The variety of options can help you generate more leads.

2. Earn higher SERP (search engine results page) ranking by creating relevant ads. Money doesn’t buy the top advertising spots, so any sized budget can allow you to compete with top brands for customers.

3. You can bid on millions of keywords to get your ads to rank higher, reach new people, increase your exposure and more.

7. Benefits of Facebook Ads:

1. People share tons of information about themselves on Facebook, like interests, beliefs, hobbies and more. You can use this natural transference of data to target the people most likely to shop with you.

2. A critical part of successful advertising is your conversions. Earning sign-ups, sales, subscriptions, followers, leads and whatever else matters to your business will help you succeed.

3. Once you have a database of the people most likely to shop with you, you can import that data to Facebook and target those people with your ad campaigns.

8. Now Which Platform Has The Best ROI?

It’s clear that there are benefits to advertising on both platforms, but what matters at the end of the day is your ROI. In the great debate of Google Ads versus Facebook Ads, it comes down to which one will bring you the highest return.

If you took two campaigns in the current market and ran them for 30 days to gauge their performance, specific trends may start to appear. Both Facebook and Google are focused, in this instance, on earning memberships for a gym:

• The Facebook option earned 103 memberships and had 150,000 impressions, but had an $11.00 cost per conversion.

• The Google option gained 200 memberships at an impressive $4.00 per conversion and collected useful data about the types of ads that worked best.

While Facebook looks like the more expensive option, you can’t deny that a large number of impressions could lead to a higher long-term return. The best social media platform campaign is truly based on those valuable impressions and regularly reminding your audience that you can help them solve their problems.

Where To Start

Your business and industry will heavily weigh which platform would be best for your business. Rather than Google Ads vs Facebook Ads, consider instead what your company needs and where you can reach your target audience.


Sure, we had a clear winner in this particular debate. But the bigger debate of paid search vs paid social is clearly one that requires a lot of testing with many different variables. We also understand that the answer is not always as simple as the one we discussed today. The choice depends on various factors like your business objectives, your business type or your customer audience. All have an equal role to play in the success of a campaign and the ROI achieved.

The choice may not always be clear. But we frequently recommend business owners to look beyond ROI and consider judging campaigns based on the total value they bring to your business – even in the case of Google Ads vs Facebook Ads. Value can be anything from building brand awareness to reaching potential customers or getting more leads, conversions, and purchases.

Google Ads will help you find new customers right away and in the process, give you an instant return on your marketing investment. While Facebook Ads will help new customers find and explore you. And this way give you a better ROI in the long run.

Dear  Marketer

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