Google Ads vs Facebook Ads: Which One Is Best for Your Business?

Trying to decide between Google Ads and Facebook Ads feels a bit like picking between coffee and tea. Both are great, but the best choice depends on your taste and goals. For business owners, the question isn’t which one looks better, it’s which one actually delivers results. If you’re trying to boost sales, reach new customers, or get the most out of your ad budget, understanding how these two giants work is the first step. Let’s break it down in simple terms for you.

What Are Google Ads?

Google Ads, formerly known as Google AdWords, is a pay-per-click (PPC) advertising platform. With it, you can place ads on Google’s search results page, on YouTube, and across the Google Display Network (which includes millions of websites and apps).

Key Strength: Intent. Google Ads targets users actively searching for something. For example, if someone types “best wedding photographer in Lagos,” and that’s your niche. You can be the first thing they see.

What Are Facebook Ads?

Facebook Ads allow you to advertise across Facebook, Instagram, Messenger, and Audience Network. Rather than targeting search intent, Facebook Ads use interest-based and behavioural targeting to show your ad to people who are likely to be interested in what you offer, even if they’re not actively looking for it.

Key Strength: Awareness and targeting. Facebook excels at putting your product or service in front of a highly defined audience.

Audience Targeting

Google Ads targets based on keywords and search intent. You can use demographic filters too, but the strength lies in catching users at the moment they’re searching for solutions.

Facebook Ads target based on interests, behaviours, and demographics. You can create custom audiences, lookalike audiences, and retarget website visitors (all powerful tools for awareness and engagement).

Best for:

• Google Ads if you want to reach people ready to buy or take action.
• Facebook Ads if you want to build brand awareness or nurture leads through a longer sales cycle.

Ad Formats

Google Ads:

• Text-based search ads
• Display ads (image/video banners on websites)
• Video ads on YouTube
• Shopping ads for eCommerce businesses

Facebook Ads:

• Image, video, and carousel ads
• Story ads
• Messenger ads
• Collection ads (ideal for product-based businesses)

Takeaway: Facebook offers more creative freedom, while Google shines for high-intent moments.

Cost and ROI

Both platforms use an auction-based model, so your cost-per-click (CPC) depends on factors like audience size, competition, and ad quality.

Google Ads tends to have higher CPCs, especially in competitive industries like finance, law, and tech. However, the users clicking your ad are often closer to purchasing, which can lead to better conversion rates.

Facebook Ads generally have lower CPCs and are great for reaching large audiences on a modest budget. But converting those leads might take longer.

Bottom line:

• Use Google Ads for quick conversions and bottom-of-funnel leads.
• Use Facebook Ads to build awareness and nurture people over time.

Ease of Use and Learning Curve

Facebook’s ad manager can feel more visual and intuitive, especially for new users. Google Ads has more complexity, especially when diving into search campaigns, keyword strategies, and bidding techniques.

That said, both platforms offer robust analytics and testing tools—you’ll need to invest time in learning and adjusting if you want results.

So, Which One Is Right for You?

There’s no one-size-fits-all answer. The right choice depends on:

• Your goals (sales vs awareness)
• Your budget
• Your audience
• Your offer or product type

Many businesses find the sweet spot in using both. Google captures those actively searching. Facebook engages new audiences and keeps your brand top-of-mind. Together, they can form a powerful full-funnel strategy.

Let Us Help You Get the Best of Both Worlds

Struggling to decide between Google Ads and Facebook Ads, or wondering how to make both work together? That’s where we come in. At Digitezz, we help businesses create tailored advertising strategies that maximise ROI on both platforms.

From campaign setup to audience targeting and optimisation, our digital marketing experts are here to take the stress off your plate and help you grow faster.

Contact us today to start building an ad strategy that works for your business.