Google ads vs Facebook advertising are some of the biggest players in the paid media market and for business owners who would like to invest in online advertising, it is a common question. Google Ads or Facebook Ads, what is right for my business in 2021, and where is my money well spent? The answer to all these questions is not as simple as the question. With the limited marketing budget and time, deciding where to spend your money to get great ROI can be challenging. There are a lot of factors that need to acknowledge when it comes to choosing between Google Ads and Facebook Ads such as –

Advertising Revenue – Google ads vs Facebook ads

Let us start by noticing Google ads vs Facebook advertising revenue. The search colossal related over $95 billion in advertising revenue in 2018. As for the social media colossal, its annual advertising revenue reached almost $40 billion in 2018. As seen above, the difference in revenue is directly proportional to the difference in the number of active users, which is also nearly 50%.

Number of active advertisers – Google ads vs Facebook ads

According to a recent survey by Business Insider, Google was cooperating with nearly 4 million advertisers in 2015. Regrettably, the company does not acknowledge the precise number to the public. But if Google Ad revenue is anything to go by, its army of advertisers has increased unquestionably since then.

Audience Size – Google ads vs Facebook ads

Google has a colossal user base that sees around 6 billion searches every single day. Your Google Ads will appear on the Google display network – Google display network is an assortment of websites including Google Finance, Gmail, Blogger, YouTube, Google Shopping, Google Maps, and Google Play Store. This network also includes mobile sites and apps which is one of the main assets of using Google as an advertising platform. On the other hand, Facebook has more than 2 billion active monthly users and this number grows daily. Facebook gives advertisers the advantage to reach out to the audience based on their social behavior. With the asset of Facebook Ads, you can reach your audience via Facebook News Feed, Instagram Feed, Facebook Marketplace, Facebook Video Feeds, Audience Network, and Facebook Messenger to name a few.  

Also read: Benefits of using a local SEO marketing company 

Paid Search v/s Paid Social

Google Ads endeavors more than its search network, but its primary strength is putting your Ads at the top of the SERP. Paid search is centralized on showing Ads that match the user’s search intent. While on the other hand, Facebook Ads reach out to groups of users in its social space. People log onto Facebook expecting to see content categorically tailored to their interests and lifestyle. A well-targeted Facebook Ad can be a part of this.

Targeting Options

Targeting Ads is one of the crucial parts of a successful advertising campaign. This is where Google Ads shines advantageously. With Google Ads, you can target users based on their demographics such as age, gender, location, and device types, affinity, custom intent, device, keywords. You also have the in-market and remarketing option in Google Ads that benefit you to connect with people who previously corporate with your website or mobile apps. This benefits you to improve your reach and brand awareness. While on the other hand, with the benefits of Facebook Ads one can target the users based on location, interests, behavior, and demographics. You can also make use of the “Lookalike Audience” feature in Facebook Ads that lets you influence new people whose interests are similar to those of your best customers. This is one of the most targeting options for advertisers.

Ad Format

The Ad format you use is based on the intention of your campaign. In terms of search Ads, the Ad format is pretty much limited to a small block of text that is more than enough for grasping the attention of the users on the search engine result pages. However, there are some other Ad formats in Google Ads such as Dynamic Search Ads, Responsive Ads, Call Ads, Product Shopping Ads, and Showcase Shopping Ads. On the other hand, with Facebook, you have an opportunity to engage your creativity in creating Ads that assist you in building brand awareness and customer loyalty. On Facebook Ads, you can enumerate the visual impact of your Ads by using image-based Ads. Facebook also frequently rolls out varying Ad formats. This way you can choose the outclass Ad format that grabs your audience’s attention.

Also read: Benefits and importance of local SEO

Return of Investment

Google Ads is more expensive than Facebook Ads, the users who are clicking your Ads may have a higher opportunity to be your potential buyers. They are better at encompassing the users at the time of their purchasing decision. So, Google Ads gives you a great ROI. For every $1 you spend on Google Ads, you get $2 as a return for the amount spent. On the other hand, with Facebook Ads, your ROI is more than just revenue. It is the reach or impression of your brand or product on your audience base. Since Facebook Ads have a granularity of targeting options. It is highly useful for bettering your brand awareness and ultimately increases your sales and revenue.


Both Google ads vs Facebook advertising are authoritative advertising platforms that are crucial for businesses in this digital world. So, first you urgency to ask yourself some questions such as – What is the goal of your campaign? What kind of audience am I targeting? What is my budget? If you are clear on these terms, deciding between Google Ads v/s Facebook Ads for your business in 2021 would be easy. However, our advice is that, if you want quality leads and want to make more sales as quickly as possible, then choose Google Ads. 

If you want to build brand awareness and reach more audiences or you are launching a new, innovative product that people have never heard of, then Facebook Ads might just be the one for you. Facebook Ads do not work well on B2-B businesses because it does not have a genuine audience on Facebook. On the other hand, Google Ads extremely works well for both B2C and B2-B businesses.

By Andrew

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