Google Ads vs. Facebook Ads: Where Should You Invest?

I’ve burned through ad budgets that flopped—and I’ve launched campaigns that absolutely crushed it. The difference? Knowing which platform—Google Ads or Facebook Ads—to use at the right time.

Everyone’s vying for attention online, so choosing between Google Ads and Facebook Ads is anything but a toss-up—it can seriously impact your bottom line. I’ve tested both, tweaked endlessly, and learned a thing or two about how these platforms operate. So, I’m breaking it down: what makes each platform powerful, when to use them, and how to stretch every dollar of your ad spend. Here’s what we’ll cover:

• Understanding Google Ads
• Understanding Facebook Ads
• Key differences between Google Ads and Facebook Ads
• When to choose Google Ads
• When to choose Facebook Ads
• Where to advertise: Location & industry-specific recommendations
• Should you invest in both?

It's time to make your next ad campaign your best one yet. Here are my top tips for doing just that:

Understanding Google Ads

If you’ve ever Googled something and clicked on the top result marked “Ad,” congratulations–you’ve met Google Ads.

From my experience, Google Ads is where people go when they already know what they want. They’re searching with intent, and that’s the magic. Google Ads includes Search Ads, Display Ads, YouTube Ads, Shopping Ads—the works. Here’s why I like Google Ads:

• High Intent Traffic: These people are actively looking for what you offer. You’re not interrupting; you’re showing up when they need you.
  
• Precise Keyword Targeting: With the right keyword strategy, you can target exactly what your ideal customer is typing.
  
• PPC Model: You only pay when someone clicks. That’s a pretty fair deal if you ask me.

Understanding Facebook Ads

Now let’s talk about the social beast—Facebook Ads. This includes Instagram, Messenger, and the Audience Network, too.

What I’ve learned? Facebook Ads are all about discovery. You’re not waiting for someone to search—you’re putting something interesting in front of them while they scroll. I leverage Facebook Ads for:

• Laser-Targeted Audiences: I can narrow down by age, interests, hobbies, job titles—stuff you’d never find in a search term. It’s so easy to do this with Facebook Ads.
• Eye-Catching Formats: From videos to carousels, there are tons of ways to get creative. My Facebook Ads can truly be a visual feast—one that gets attention for all the right reasons.
• Affordable Awareness: This platform’s great for getting your brand out there without blowing your whole budget. And I can easily scale my budget up or down, depending on my needs.

Key Differences Between Google Ads and Facebook Ads

Here’s the big difference: Google Ads works best for capturing demand. Facebook Ads create that demand. So, when someone types “best running shoes for flat feet” into Google, you want to be there with your solution. That’s Google Ads in action. On the other hand, Facebook Ads lets you find people who might need running shoes—even if they haven’t thought about it yet. You spark the interest. You guide the journey.

I’ve seen Google crush it for lead gen and last-click conversions. I’ve seen Facebook drive serious growth for brand awareness and product discovery. Both platforms work—but in totally different ways.

When to Choose Google Ads

There are times when Google Ads is the obvious winner. Trust me, I’ve been there. Leverage Google Ads:

• If your audience is actively searching for your product/service.
• If you need direct lead generation and conversion.
• If you are in a competitive industry (like finance or legal).
• If you have a higher budget for PPC campaigns.

If you need to hit the ground running and see fast returns, Google Ads will become your go-to. It certainly has been for me.

When to Choose Facebook Ads

But sometimes, the smarter move is to build interest before demand. That’s where Facebook shines. It’s helped me grow audiences from scratch—without spending like a big brand. Here’s when to use it:

• If you want to build brand awareness and grow your audience.
• If you have visually engaging products (like fashion, beauty, or fitness).
• If your goal is to increase website traffic, video views, or social engagement.
• If you have a smaller budget and want cost-effective ad reach.
  

Where to Advertise: Location & Industry-Specific Recommendations

Businesses in every industry have unique goals. Those goals require unique strategies. Here’s what I’ve learned—based on plenty of real-world testing—about where each ad platform really works.

• Advertising Based on Location:
  
  
• Local Businesses:
  
  
• Google Ads works best when your customers are actively searching for something in their area—like a plumber, bakery, or yoga class. With location extensions and geo-targeting, you can get your business in front of the right people at the exact moment they’re looking.
• Facebook is where people hang out, so it’s perfect for building local brand recognition, announcing seasonal deals, or getting the word out about a neighborhood event. I’ve used it to grow community connections and turn cold leads into familiar faces.
• National & Global Brands:
  
  
• If you’re selling nationally or globally, Google helps you tap into people who already know what they want—they just need to find you. I’ve seen national brands scale fast by building tightly optimized search campaigns across different regions.
  
  
• When I’m helping a brand enter a new market, Facebook is my go-to for awareness and education. Its detailed audience targeting lets you introduce your message to people who’d never find you in a search bar—yet.
  
  
  
• Advertising Based on Industry:
  
  
• E-commerce:
  
  
• If you sell products online, Facebook’s visual ad formats are unmatched. I’ve had success running dynamic product carousels that follow users around after they view an item—retargeting is super effective here.
  
  
• Google Shopping puts your product photo, price, and brand front and center when someone’s in buy-now mode. In my experience, it’s fantastic for catching shoppers at the bottom of the funnel who are comparing products.
  
  
• Real Estate:
   
• Real estate searches are loaded with intent—when people are searching for “2-bedroom condos near the beach,” you want to be the first link they see. Google Ads lets you bid on those exact queries and send traffic to optimized listing pages.
  
  
• Facebook is great for showcasing properties through video tours. I’ve run successful campaigns using short walkthrough videos and carousel ads that let buyers fall in love before they even book a showing.
  
  
• Healthcare & Legal Services:
   
• When someone’s in pain—or in legal trouble—they’re not browsing social media. They’re heading straight to Google and looking for help now. Google Ads gets you on that shortlist.
  
  
• While not ideal for emergency services, Facebook can still help medical practices and firms build visibility through educational content, community outreach, and testimonials. It’s about nurturing relationships over time.
  
  
• SaaS & Tech:
  
  
• For SaaS brands, you often need to introduce a product people didn’t know they needed. I’ve had luck running Facebook Ads with video explainers and lead-gen offers like free trials or webinars. Once that brand awareness is established, Google Ads can help you capitalize on interest from users actively searching for alternatives to legacy tools or researching solutions.
  
  
• Home Improvement & Renovation:
  
  
• Homeowners don’t browse—they search when they’re ready to start a project. I’ve seen strong returns from bidding on search terms tied to location and urgency, especially for contractors and specialists.
  
  
• People love before-and-afters. Facebook lets you show off recent remodels, share tips, and build your reputation as the go-to expert—even before someone starts looking for help.

Should You Invest in Both?

Here’s an honest (and maybe surprising) take: You don’t have to choose one or the other. Some of my best campaigns use both platforms in tandem. They don’t compete—they complement. Here’s a winning strategy I’ve used time and time again:

• Brand Awareness → Retargeting:
  
  
• Run Facebook Ads to introduce your brand to new audiences.
• Then retarget with Google Display Ads to stay visible while they browse the web.
  
  
• Search Intent → Social Engagement:
  
  
• Use Google Ads to capture high-intent searchers.
• Retarget them on Facebook with video testimonials or promo offers.
  
  

Notice how it works? You’re meeting your audience wherever they are in their personal buyer journey. And you keep showing up in meaningful, memorable ways.

Conclusion

Choosing between Google Ads and Facebook Ads is an important, strategic decision. I’ve learned that it all depends on your unique goals, your audience, and your budget. Need direct conversions? Go to Google. Looking to build buzz or test a new product? Head to Facebook. Or better yet—combine them and watch great things happen. Either way, the key is to start, test, and learn as you go. That’s exactly how you get results that stick.