Two platforms, two jobs
Google Ads and Facebook Ads are viewed as the same by many advertisers, but differences make each unique. Both provide great growth opportunities to their customers.
The big difference is intent
Search intent is the biggest difference. Google searchers look specifically for something, whereas Facebook users see ads matched to their interests. Facebook is about brand awareness; Google uses pull marketing.
Experienced advertisers match the landing page to the ad and the query. Beginners simply use product terms in their ads — the most common mistake. On intent, Google has the upper hand.
Strength: reach
For any advertiser the biggest weapon is reach, and both platforms have it. Facebook counts more than two billion users, while Google handles more than 3.5 billion searches a day from people actively looking for goods and services. Treat them as complementary, not adversarial.
Cost per click
Google is considerably more expensive than Facebook per unit of reach. Lower rates make Facebook attractive, but if your customer lifetime value is high, Google's intent is usually worth the premium.
People searching on Google often intend to buy; buyers coming from social ads convert less directly. Facebook's popularity keeps rising thanks to low rates and rich targeting, but for direct purchase intent Google still leads.
