Navigating the Advertising Landscape: Choosing Between Google Ads or Facebook Ads for Optimal PPC Results

Are you ready to take your business to the next level by harnessing the power of online advertising? If so, then buckle up because we’re about to dive headfirst into one of the most important decisions you’ll make in your digital marketing journey.

Alex Tkacovs

When it comes to PPC (pay-per-click) advertising, there are two heavyweights that dominate the arena: Google Ads and Facebook Ads. With their vast reach and incredible targeting capabilities, these platforms offer an unprecedented opportunity for businesses to connect with their target audience. But which one should you choose? In this blog post, we’ll be your guide through the ever-evolving landscape of online advertising as we help you navigate between Google Ads and Facebook Ads – all in pursuit of optimal PPC results. So grab a cup of coffee and get ready for some serious insights that will have a profound impact on your business’s success!

Introduction to PPC Advertising

PPC advertising is a form of online marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

Google Ads and Facebook Ads are the two most popular PPC platforms. Both offer opportunities to reach a large audience with your message, but they differ in some key ways.

Google Ads is the largest PPC platform in the world, and allows you to place ads on and millions of other websites that are part of the Google Display Network. Facebook Ads is the second-largest PPC platform, and lets you place ads on and

So, which platform should you use for your business? The answer depends on your goals and objectives. If you’re looking to reach a large audience with your message quickly, Google Ads may be the better option. If you’re looking to build relationships with potential customers and create a more targeted campaign, Facebook Ads may be the better option.

What is Google Ads?

Google Ads is an online advertising platform that allows businesses to place ads on Google Search and other Google-affiliated properties. Google Ads uses a pay-per-click (PPC) model, in which businesses bid on keywords and pay for each click on their ad. Google Ads allows businesses to target potential customers based on location, interests, and other factors.

What are Facebook Ads?

Facebook Ads is a platform where businesses can create ads that are targeted at Facebook users. The targeting options available on Facebook Ads are unparalleled when compared to other advertising platforms, making it an attractive option for businesses looking to reach a specific audience. However, Facebook Ads is not without its flaws, and businesses should be aware of the potential drawbacks before investing in this form of advertising.

Comparing the Pros and Cons of Both Platforms

When it comes to Google Ads or Facebook Ads, there are pros and cons to each platform. Here’s a detailed look at the advantages and disadvantages of both:

Google Ads Pros:

– More traffic: Google is the world’s largest search engine with over 3.5 billion searches per day. This gives your ads more exposure and puts them in front of more potential customers.

– Greater targeting options: Google Ads offers more targeting options than Facebook Ads, which allows you to better customise your campaigns to reach your target audience.

– More flexibility: With Google Ads, you have more control over your budget, bids, and ad placements. This allows you to experiment and find what works best for your business.

Google Ads Cons:

– More expensive: Due to the increased traffic and competition on Google, ads can be more expensive than on other platforms.

– Requires ongoing optimization: To get the most out of Google Ads, you need to continuously optimise your campaigns. This can be time-consuming and requires ongoing effort.

Facebook Ads Pros:

– Cheaper cost per click: On average, Facebook ads are cheaper than Google ads. This is due to less competition on the platform and lower costs associated with running ads on social media.

– Easier to set up: Facebook ads are relatively easy to set up and don’t require as much ongoing optimization as Google Ads.

– Greater engagement: People are more likely  to engage with ads on Facebook than other platforms, making it a great place for strong return on investment.

Facebook Ads Cons:

– Less traffic: Facebook has a smaller user base than Google, which means fewer potential customers will see your ads.

– Limited targeting options: Facebook Ads offers fewer targeting options than Google Ads, so you may not be able to reach your desired audience as effectively.

Exploring Different Strategies for Each Platform

When devising strategies for Google Ads and Facebook Ads, it’s crucial to leverage their respective strengths. For Google Ads, focus on targeted keyword selection, optimising ad copy, and utilising bidding strategies to maximise conversions. Conduct thorough keyword research, create well-structured ad groups, and continuously monitor and refine campaigns for better performance. 

On the other hand, with Facebook Ads, take advantage of its diverse targeting options and visually compelling ad formats. Utilise demographic, interest-based, and behavioural targeting to reach your desired audience, while crafting captivating ad creatives. Implement remarketing tactics and regularly track and analyse performance on both platforms to optimise your strategies and achieve advertising success.

Determining a Budget for Each Platform

When it comes to PPC advertising, choosing the right platform is crucial. Google Ads and Facebook Ads are popular options, each with its own pros and cons. Setting a budget is a key factor, with Google Ads offering daily budgets and flexible bidding options, while Facebook Ads requires lifetime budgets and provide targeting options based on location, interests, and demographics. Determining bid amounts for individual ads is important, as is allocating funds for testing different strategies. By carefully considering these factors, businesses can optimise their PPC campaigns and maximise their results.

Tracking Performance Across Both Platforms

Tracking performance across Google Ads and Facebook Ads is crucial for assessing the success of your advertising efforts. In Google Ads, you can monitor metrics like clicks, impressions, CTR, conversion rate, and cost per conversion. Google offers detailed reporting and conversion tracking tools to analyse campaign and ad group performance. 

For Facebook Ads, you can track metrics such as reach, engagement, clicks, and conversions. Facebook provides its own ad reporting dashboard and the Facebook Pixel for tracking conversions and retargeting users. By regularly monitoring and analysing these metrics on both platforms, you can make data-driven optimizations to improve the performance of your ads and achieve your advertising goals.


Choosing the right platform for your PPC campaigns can be daunting, but with an understanding of the strengths and weaknesses of each option, you should now have a clearer picture on which platform is right for you. Ultimately it depends on your goals, budget, targeting preferences, and other factors unique to your business. With Google Ads or Facebook Ads (or both!), there is no one-size-fits-all approach – so take some time to experiment and figure out what works best for you!