Google Ads Vs. Facebook Ads: Which is Better to Increase Reach in 2023?

Google Ads vs. Facebook Ads is a debate that has been ongoing since the rise of digital marketing. They work in a very similar way. Both advertising platforms are based on the data gathered by their algorithms to serve relevant advertising to their users. However, there are some fundamental differences between these two companies that we will discuss further in this article. Both Google ads and Facebook ads are leading PPC ad platforms. But these ads vary in features, functions, pricing, and goals. Google produces results based on keywords, while Facebook produces results based on interests.

In this guide, we will discuss Google ads and their pros and cons, Facebook ads and their pros and cons, Google ads vs. Facebook ads, and so on.

What are Google Ads?

Google Ads is a digital marketing platform that connects advertisers with websites and apps, that might be interested in running advertising campaigns on Google.

To reach users in their online worlds, advertisers use Google Ads. These are cost-effective and unobtrusive. They have contextual advertising linking people with ads on the website they are looking at.
This type of advertising is both targeted and truly adjustable. Google says it can be implemented easily, and at irregular intervals.

Pros of Google Ads

Let’s now understand all the pros and cons of Google ads that are essential for you before using these ads.

1. Intent

Google Ads target keywords that people search. Because of this, your ads can appear in front of consumers when they’re most likely to make a purchase. Also, according to Maps of Arabia, 91% of consumer purchases start with a search engine.

2. Exposure

Consumers doing online brand research are more likely to turn to search engines. Ads for searched keywords appear at the top of Search Engine Results Pages (SERPs).

3. Rapid Outcomes

Organic traffic on SERPs using SEO services can take weeks or even months to gain attraction. These services are essential to any company. But paid search adverts which are what Google Ads entails, appear instantly.

4. Measurability

Almost all forms of digital marketing produce quantifiable results. Google Ads is no exception to this rule. This easily allows marketers to see which ads, landing pages, keywords, and offers have the best performance.

5. ROI

The structure of Google Ads auctions is that advertisers have to pay the lowest price for an ad click. The reason is that the CPC formula accounts for the highest bid on the ad beneath yours. But advertisers only have to pay when someone clicks Google ads.

6. Various Formats

Many people affiliate Google Ads with search ads. While this may frequently be true, there are various other formats as well. Well-thought-out marketing strategies incorporate the uniqueness of each ad channel. These include text, videos, images, and more.

Related: How to Make Money From Google AdSense?

Cons of Google Ads

1. Maintenance

Factors such as successfully optimized ads determine the amount you’ll pay for campaigns. There are various aspects involved to manage a Google Ads account. These entail a structured account, doing keyword research, and actively observing and adjusting data as it accumulates.

2. Low Prices aren’t Guaranteed

Paying low prices for clicks on ads doesn’t necessarily keep costs low. How much you pay depends on the keywords you use. Some are more costly than others. You pay less than your competitors. With Google Ads, the more people use it, the more competitive & expensive it is.

3. Learning Curve

Google Ads’ evolution creates a dilemma. The more capabilities and features that are added, the easier it is to use. However, it can also be difficult to use and even trickier to learn. Too many new & enhanced features can lead to more mistakes.

4. Hands-Free Doesn’t Mean Automation

Google is focused on integrating machine learning into its platform. But, it’s still important to know how to operate the automated software and information provided. Always applying automated suggestions isn’t recommended.

Related: What is Pay Per Click & How to Improve PPC Campaign Results?

What are Facebook Ads?

Facebook Ads is a tool and platform that helps create ads to promote products or services on your website. It appears in the feed on mobile and desktop.

The good thing is that with Facebook Ads, you can reach your audience directly.

This allows you to become more aggressive compared to Google Ads. Facebook Ads target people based on their profile information, demographic, and location.

Pros of Facebook Ads

Let’s now understand all the pros and cons of Facebook ads that are essential for you before using these ads.

1. Larger Audience

With roughly 2.9 billion users per month, Facebook may be the best way to go if your choices on platforms are limited. You can reach a wide audience who spend significantly more time on the platform. They are also more receptive to marketing, are likely to respond to ads, and are sure to want more from you.

2. Direct Targeting

Using Facebook Ads allows you to target your audience based on their demographic and interests. These must be things already posted on Facebook. This can be more effective as you can also target users who have engaged with your business before.

3. Various Ad Types

There is a wide variety of ad types to choose from. Carousel posts, videos, photos, Facebook stories, and much more! Additionally, you can run Facebook ads in both desktop and mobile formats for the most reach possible.

4. Wider Demographic Through Facebook & Instagram

Because Meta (formerly Facebook) owns Instagram, Facebook adverts will also appear on Instagram. The benefit of this is massive. You can reach more people who are probably also younger and increase leads.

5. Ideal for Short-Term & Long-Term Strategies

Usually approved in 24 hours, Facebook ads are great for long-term and short-term goals. You can pick the desired goal for each ad. Either driving traffic, boosting engagement or generating leads. Using these ads has proven to have a wider reach.

Also read: Top 8 Free Google Marketing platforms for 2023

Cons of Facebook Ads

1. May Require Extensive Knowledge

The results of Facebook Ads may be great. But the knowledge and expertise required may be quite high. You could make money from the results but have to spend more hiring a Facebook Ads expert.

2. Restriction on Certain Content

Facebook has strict guidelines that must be adhered to. This restricts certain content from being posted on the platform. Marketers may struggle with this and find that they can’t fully capitalize on advertising.

3. Highly Competitive

Because Facebook Ads have such a wide reach, it is highly competitive. Facebook has billions of users. This could be costly to your business. You may have to spend more money for your ads to appear.

4. You Need to Pay for Generated Results

In addition to paying more money for your ads to appear, you also have to pay for results to be generated. This is different from CRO and SEO tactics which produce results organically.

Also read: Using Digital Marketing Services to Grow and Increase Traffic Through an Agency

Google Ads Vs. Facebook Ads: Which Is Better?

To properly answer this question, you have to focus on the goals of the business. What is the desired outcome of the ads? Which industry is the business in?

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Google Ads are ultimately better for business.

This is because the ads are things consumers are actively searching for. On the other hand, Facebook Ads are good at targeting people not searching for something but who have an interest in it.

Ads placed on Facebook are going to be much cheaper than paid ads on Google. You or your client may have a larger budget, or they could be a smaller business and not have a lot to spend.

Consequently, ads on Facebook would be a great choice due to the low budget. Facebook has better targeting and demographics. Google is a little better in a few areas, such as local search, and when it comes to keywords.

Comparisons between Facebook and Google are pretty even. The main reason to use Facebook for your ads is the ability to target based on user interests. The main reason to use Google for your ads is the ability to target based on keywords.

Related: The Importance of Online Marketing for Business Growth in 2023


In closing, it should be noted that the goal of both Facebook Ads and Google Ads is to reach more consumers despite their differences.

These differences will help you decide if you want to invest your time in learning more about one or the other. It will also help you differentiate the two services to decide on the best type of ad for your reach.

Facebook Ads vs Google Ads are good debates to have. Both can have effective results and increase leads and sales. If you work with one of these services, choose the type of ads that will best reach your clients.


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