Facebook Ads vs Google Ads: Which Should You Use?

Two of the biggest advertising platforms, two very different approaches. Google Ads captures people actively searching for what you offer. Facebook (Meta) Ads puts your business in front of people based on their interests, demographics, and behaviours. Understanding when to use each — or both — is key to spending your budget wisely.

How Google Ads Works

Google Ads is intent-based advertising. Someone types 'plumber near me' or 'best CRM software' — they are actively looking for a solution. Your ad appears at exactly the moment they need you. This makes Google Ads exceptionally effective for capturing demand that already exists. You pay per click, and costs vary by industry and competition. The key to success is Quality Score optimisation, tight keyword targeting, and strong landing pages that convert visitors into leads.

How Facebook Ads Works

Facebook and Instagram Ads are interruption-based advertising. Users are not searching for your product — they are scrolling through their feed. Your ad needs to catch their attention and create interest. This makes Facebook Ads better for building awareness, generating demand, and reaching people who do not know they need you yet. The targeting is remarkably precise. You can reach people by age, location, interests, job title, life events, and behaviours. Lookalike audiences — people similar to your existing customers — are particularly powerful.

Cost Comparison

Facebook Ads typically have a lower cost per click than Google Ads — often £0.30 to £1.50 compared to £1 to £4 or more on Google. However, Google Ads often have a higher conversion rate because the user is already searching with intent. The true comparison should be cost per acquisition, not cost per click.

When to Use Google Ads

Choose Google Ads when your product or service has established search demand, you are targeting people ready to buy or enquire, you have a clear conversion action (form fill, phone call, purchase), or you are in a local service business where people search for providers.

When to Use Facebook Ads

Choose Facebook Ads when you are building brand awareness for a new product, your target audience can be defined by demographics or interests rather than search behaviour, you have compelling visual content or video, or you are running e-commerce and want to showcase products.

Using Both Together

The most effective approach often combines both platforms. Use Google Ads to capture people actively searching, and Facebook Ads to build awareness and retarget people who visited your website but did not convert. This multi-channel approach covers the full customer journey. A specialist social media advertising agency can help you build an integrated strategy that makes the most of both platforms. You might also enjoy our article on SEO vs PPC.