Facebook Ads vs. Google Ads: Which Is Right for Your Business?

Breaking down the pros, cons, and best uses for each ad platform.

You’ve probably heard a lot about both Facebook Ads and Google Ads. They’re both super popular, but which one’s right for your business? Let’s break down the differences so you can decide which platform will give you the best bang for your buck.

Facebook Ads

• Great for: Brand awareness, engagement, and targeting specific interests.
• Best for: Building a community and getting your product in front of new audiences.
• Targeting: Facebook Ads are great for detailed audience targeting. You can narrow down by age, interests, location, behaviors—pretty much anything.
• Ad Formats: Facebook lets you get creative. You can run video ads, carousels, stories, and more. This is perfect if you want to tell a story or showcase multiple products.
• Cost: Generally cheaper than Google Ads, but the goal is to engage, not always convert right away.

Google Ads

• Great for: Direct conversions and capturing people with purchase intent.
• Best for: Catching people when they’re actively searching for what you sell.
• Targeting: Google Ads lets you target based on what people are searching for. If someone Googles "buy solar panels," your ad can appear right at the top.
• Ad Formats: Mostly text-based ads that show up on search result pages, though there are also options for display ads across websites.
• Cost: Google Ads can be pricier, but they often bring in more ready-to-buy customers.

Which Should You Choose? If you’re looking to build brand awareness and grow your audience, Facebook Ads are a great place to start. But if you want to capture people who are already looking to buy, Google Ads can be more direct.