Performance Marketing: What is It and How to Get Started
February 12, 2025
Choosing between Facebook Ads and Google Ads can feel like picking between two powerhouses in the world of digital marketing. Both offer incredible ways to reach your target audience, but the real question is: which one gives you the best bang for your buck? ROI (Return on Investment) matters, especially when every dollar of your ad budget counts.
Whether it’s Facebook’s engaging carousel paid advertising or Google’s intent-driven search ads, each platform shines in its own way. In this article, our experts here at Evolving Digital Marketing Agency breaks down the key differences between these two ad platforms and help you figure out which one aligns best with your business goals. Let’s dive in!
Understanding the basics of Google Ads and Facebook is key to leveraging their strengths. Let’s break down how each platform works and what sets them apart.
Google Ads, formerly Google AdWords, is a paid search advertising platform designed to target users based on search intent and relevant keywords. It enables businesses to reach customers actively searching for products or services. This makes it one of the most effective online advertising platforms for driving high-intent traffic.
Key features include Search Ads, which appear in Google search results, Display Ads across the Google Display Network, and Shopping Ads tailored for e-commerce businesses. Google Ads also offers robust remarketing capabilities. Here, businesses can re-engage with users who have previously visited their websites along with other tools.
Google Ads currently has an average CPC of $2.69 and a conversion rate of 3.75%. For businesses looking to capitalise on search intent and expand their reach, Google Ads offers advanced tools and strategies to meet your goals.
Facebook Ads are a form of paid social advertising designed to connect businesses with users based on their interests, behaviours, and demographics. By leveraging Facebook’s vast data, this allows for highly targeted ad campaigns that reach the right audience at the right time.
Key features include Lookalike Audiences, which expand your reach by targeting users similar to your existing customers, and retargeting, which re-engages users who’ve interacted with your brand. Ad formats are diverse, ranging from static image ads and carousel ads to dynamic video ads, offering flexibility for various goals.
Facebook Ads are cost-effective and only have an average CPC of $0.97 and a 9.21% conversion rate. This makes them ideal for businesses aiming to maximise their advertising budget. Whether you’re building brand awareness or driving sales, Facebook delivers measurable results.
Facebook’s strength lies in creating engaging and visual experiences that resonate with users on a personal level. It’s a go-to choice for businesses looking to invest in paid social media advertising that works.
From targeting methods and user intent to cost structures and campaign objectives, Facebook Ads and Google Ads each bring distinct advantages. Here’s a snapshot of their key differences to guide your decision
Both Facebook Ads and Google Ads offer impressive numbers but in distinct ways. Google handles 8.5 billion daily searches. This gives advertisers access to users looking for specific products or services. In contrast, Facebook reaches 3 billion monthly active users. It’s a hub for paid social media advertising focused on building brand awareness and engaging with users in their social feeds.
The targeting capabilities of these platforms also differ significantly. Google excels with keyword-based targeting. This allows businesses to capture users driven by search intent through search and shopping ads.
Facebook, on the other hand, uses behavioural targeting to deliver ads based on user interests, demographics, and online activity. This makes it ideal for nurturing audiences who fit your customer profile.
Google and Facebook Ads serve different purposes when it comes to buyer intent. Google Ads capture high-intent users. Businesses can target users already in the decision-making process by using keywords relevant to their products or services.
On the other hand, Facebook advertising focuses on creating demand among passive users by leveraging behavioural targeting. It also boosts interest and brand awareness with engaging formats like videos and carousels, which often lead to future purchases.
Google Ads and Facebook Ads utilise different ad formats, each designed to leverage their unique strengths. Here’s how their ad options compare in detail.
For businesses targeting high-intent new customers, Google Ads campaigns may justify its higher costs with stronger conversion rates. In contrast, Facebook Ads offer cost-effective options for driving brand engagement.
Google Advertising typically incurs higher costs due to its focus on capturing high-intent users actively searching for products and services.
In terms of ROI, Google Ads delivers an average of 200%, equating to $2 earned for every $1 spent. For well-optimised campaigns, this can rise to an impressive 800% ROI.
Facebook Ads are more cost-effective than Google, with lower average costs that appeal to businesses with smaller budgets.
Facebook delivers a strong ROI, particularly for eCommerce and lead-generation campaigns. Some businesses may achieve an ROI of up to 400%.
Your choice depends on your business goals, audience, and product offering. Google Ads work best for businesses targeting potential customers with high purchases. This includes industries like plumbing, HVAC, or legal services. Similarly, eCommerce businesses with specific product searches—such as “buy leather boots online”—can leverage shopping ads to present their products directly to potential buyers.
On the other hand, Facebook Ads are particularly effective for B2C companies in fashion, lifestyle, or home decor, where visually engaging formats like carousel visual ads can appealingly showcase products and create demand.
Using both platforms creates a powerful full-funnel strategy, addressing every stage of the buyer’s journey. You can start with Facebook Ads to build top-of-funnel awareness where you attract attention and generate interest in your products or services.
Once prospects are aware of your brand, Google Ads takes over to drive bottom-of-funnel conversions. Launching search ads can help you place your products where customers are and when they are ready to buy.
You can also retarget users who have engaged with your Facebook Ads by serving them Google search ads when they later search for related products. Similarly, you can use Google Analytics data to refine your Facebook targeting, focusing on segments with higher conversion potential. Not only does this maximise your advertising ROI, but it also ensures consistent messaging throughout the customer journey.
Deciding on the right platform for your campaign starts with understanding your objectives and audience behaviour. For immediate results, consider Google’s precision in targeting active searchers. If your focus is long-term engagement and creative storytelling, Facebook offers unmatched potential. Align your strategy with your goals to achieve the best outcomes.
If you’re looking for expert guidance to optimise your ad campaigns, contact Evolving Digital today. We specialise in crafting tailored strategies using Google Ads, Facebook Ads, and a full range of PPC services to help businesses succeed in the digital space.
Our team will develop a customised plan to meet your unique goals. Let us help you achieve measurable results—contact us today to get started!
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