Google helps people find what they’re actively looking for, Facebook helps them discover what they didn’t know they needed. Both advertising platforms have huge reach and advanced targeting capabilities, but which is the best fit for your business? In this article, we’ll compare Google Ads and Facebook Ads across campaign types, placements, targeting strategies, and overall strengths, so you can build a strategy that aligns with your goals and budget.
Since over 79% of desktop search traffic goes through Google, advertising on this platform is one the most effective ways to reach people right when they’re ready to take action.
Google Ads runs on a PPC model, which means you only pay when someone clicks on your ad, not just when it’s shown. This gives you greater control over your budget and makes it easier to measure what’s working in real time, based on real user actions.
With Google Ads, you can achieve a variety of goals, including instant visibility, driving website traffic, generating phone calls, increasing app installs, boosting online purchases, and more. The platform is highly scalable and delivers results for businesses of all sizes — from local service providers to global e-commerce stores.
Ad placements vary based on your targeting settings, audience, and the ad formats you choose.
Google Search and Related Sites
Your ads can appear on Google Search above or below organic search results when users actively look for the products or services you offer. They may also show up in the Shopping tab, on Google Play, Google Maps, and the Maps app.
In addition to Google’s main search engine, text ads can appear on a network of partner sites that display Google search results. This network includes hundreds of non-Google websites, as well as other Google properties. These partner sites help extend your reach beyond Google's core platform.
Across the Web on the Display Network
Google Ads also allows you to place ads on the Google Display Network — a massive ecosystem of over 2 million apps, websites, and videos that reaches more than 90% of internet users around the globe. This also includes popular Google services such as Gmail and YouTube.
A Video ad on YouTube
You can tailor your Google Ads campaigns using a variety of targeting options, including:
Not every audience is the right fit. Google Ads also lets you filter out certain demographics to make sure your message reaches the right people.
Pros
Cons
To sum up, Google Ads is one of the most effective ways to reach users with strong intent and turn their interest into real, trackable outcomes. However, to get the most out of it, you need a well-planned strategy, ongoing optimization, and careful budget management.
Facebook Ads is Meta’s paid advertising platform. Unlike Google Ads, which targets search intent, Facebook Ads focuses on interest-based and behavior-driven targeting to reach people as they scroll through their feeds, watch stories, or engage with content.
Facebook Ads supports a wide range of marketing objectives. You can build brand awareness, drive website traffic, generate leads, boost sales, promote app installs, and more. With strong visual formats and detailed targeting, the platform is particularly effective for storytelling and audience building.
Facebook Ads can show up in multiple places across Meta's platforms, including Facebook, Instagram, Threads, Messenger, and the Audience Network. Depending on your campaign objective and creative format, ads may be displayed in feeds, stories, reels, search results, or even within other mobile apps. You can choose automatic placements or manually select where your ads appear.
A Facebook ad in stories
Targeting on Facebook goes far beyond basic demographics. Interests, behaviors, and past interactions can all be used to fine-tune who sees your ads. With Custom Audiences, you can reconnect with people who’ve already interacted with your brand, like those who visited your website or engaged with your profile. Looking to expand your reach? Lookalike Audiences help you find new people who are similar to your existing customers. The result is smarter targeting, more relevant campaigns, and better use of your budget
Pros
Cons
With billions of active users and advanced targeting tools, Facebook Ads puts your message in front of the people who are most likely to take action. Use it to increase brand awareness, generate more leads, and drive sales efficiently and at scale.
Key Differences Between Google Ads and Facebook Ads
The decision to use Google Ads or Facebook Ads depends on your specific goals, budget, and industry. But in many cases, using both platforms together delivers the best results. Google Ads is ideal for capturing high-intent users who are actively searching for products or services similar to yours. Facebook Ads, on the other hand, helps you reach a broader, more passive audience through interest-based targeting and rich visual formats.
However, this balance can shift based on your organic visibility. For example, if your website already performs well in search rankings, it may be more effective to invest a larger portion of your ad budget into Facebook to reach new audiences and expand your brand’s reach. Ultimately, both platforms offer unique strengths, and the best approach is to test, track performance, and refine your strategy based on what delivers the strongest return.
At Magnetto, we evaluate each brand individually to identify which platform best aligns with its specific business goals, target audience, and budget. Let’s talk about what will drive real results for you — contact us to book your free strategy call today.