Facebook Ads vs Google AdWords – Which one to Choose in 2021?

In this technology era, Businesses takes help from Digital Marketers, Bloggers, SEO Agencies to run cost-effective ads on popular platforms such as Google and Facebook, so today we are going to help business owners to understand which platform is helpful for them to grow their business, and understand the difference between Facebook Ads vs Google Adwords.

It is becoming easier to create and publish adverts for your business on the Internet. When there was a time when only larger companies advertised online, this was due primarily to the process being ultimately more complicated, but now small and large businesses alike can benefit from online resources.

Facebook Ads vs Google Adwords

Facebook Ads vs Google Adwords

Two of the largest companies to offer this service to businesses are Google and Facebook. I’m sure you have all seen the ads on these sites. Sometimes we see them so often we forget they are there. This being the case you need to make sure that your advert attracts the attention of the right audience, and is not merely shown to the uninterested masses.

Choosing which site to show your advert on can be confusing, especially as at first glance they all look very similar. But in truth, they both present your advert to potential customers in completely different ways. To make it easier we have compiled a comparison of the key factors you should consider when choosing between Facebook Ads vs Google Adwords.

Best Ad Platform for Target Audience

Google AdWords and Facebook ads use different methods in presenting your advert to potential customers.

Facebook uses information collected from the profiles of its social network users to offer filters, such as interest, demography, and geography. These will help you narrow down the demographics that see your advert. For instance, should you want males in London to see your ad, Facebook will use the information users have put on their profiles to pinpoint the individuals who fall under that demographic.

Alternatively, you could use keywords that will relate to Facebook users’ “likes”. So if your company sold a particular brand of trainers your ad would be seen by fans of those shoes.

Google, on the other hand, does not have this extensive body of personal information. Though what it does have is the information monopoly of being the most used search engine.

While talking about Facebook Ads vs Google Adwords, Google utilizes keywords to target adverts toward individuals who have used those words in a search.

As I’m sure you know, adverts that correspond with your Google search appear above or beside the list of search results.

This method is useful if you wish to target those searching for a specific service or item, whereas Facebook’s method would be more suited to those who wish to present their business to a demographic that would otherwise be unaware of it.

How Ads Are Viewed on Platforms?

When ads are clicked, both sites will take you to the advertised company’s landing page – but this is where the similarities end. Whilst Facebook does not monitor the type of company it advertises on the site, Google does.

Should a business have several offers on a single landing page it is likely that users will not remain on that site for more than a few seconds? This absconding is often called a bounce. Google records bounce rates and will proceed to lower the rank of the website should the bounce rate be too high.

By having such a protocol in place, Google is able to present the adverts that run alongside its searches as monitored and trustworthy, benefitting both Google and the businesses that pay for ads

Facebook has the added benefit of a type of friend recommendation. If a user fits the demographic of your advert, the ad will obviously appear on their page, but if a friend of theirs has previously liked your page, this statistic will appear at the bottom of the advert.

It is commonly known that we are more likely to trust a company, and therefore their advert if someone we know and trust has done so previously.

Facebook Ads Cost vs Google Ads Cost

Both Google and Facebook work on a CPC or Cost Per Click basis. This means that you pay only when a viewer clicks on your advert. The prices of these can vary depending on the ad you wish to produce. On average the cost of a Google advert is 3 times that of a Facebook ad, with Google averaging $2.50 and Facebook costing an average of only $0.80.

Although Google’s prices are admittedly higher, they do boast the fact that, on average, businesses will get a return of $2 in revenue for every $1 they spend on advertising.

Unlike Google AdWords, Facebook ads do offer alternative pricing systems. Businesses can either pay a fixed cost when their ad is viewed 1000 times, which is referred to as CMP, Cost Per Mille, or, by opting for the CPA or Cost Per Action method of payment, businesses can optimize how much they must spend to get a user to take an action – signing up to a newsletter, for example.

Finally, there is an option called CPL or Cost Per Like, which, as the name suggests, helps businesses track how much they must spend to get users to “like” their page after clicking on their advert.

Facebook Ads vs Google Adwords – Popular Among Digital Marketers?

Digital Marketers

I’m sure many of you will look at which advert supplier receives the most business. Both sites provide services that are free to regular users, so, as you may suspect, most of their income is provided by selling ad space on their sites.

Google AdWords holds the global market share of the business with 44%, far ahead of Facebook at just over 3%. Things change when we focus on America though as here Facebook edges ahead with 16.76% and Google just below at 16.5%.

The number of individuals that use each site daily increases each year. Ultimately, a decision between the two will come down to one thing: do you want to attract people that have heard of you or those who have not? If the answer is the former then Google AdWords is probably the better option, as it is more trusted and targets those actively looking for information.

Facebook, on the other hand, offers individuals information when they are focused on other tasks, which may result in them being less responsive to specific ads. Where this site comes into its own is if the advertising business is relatively unknown, and would therefore not come up during Google searches. In this respect, it is able to target those that may be interested in the business.

Tips for Advertisers

  • Whichever you choose to use, here are a few tips to help you optimize your advertising success.
  • Know your audience. In order to produce a successful campaign, you need to know who you are targeting and how to speak to them.
  • Be specific. Don’t just target men, think about specific ages and interests, even their geographical location.
  • Use a small budget to test your chosen ad supplier. There is an option on both sites to set a budget so utilize it and ensure your ad is going to be successful.


So, now you are aware of the difference between Facebook Ads vs Google Adwords and we hope you understand which platform will suit your advertising needs.

If you still have any queries, then you can drop your queries in the comment section below and we will get back to you in the comment section.

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