Google Ads or Facebook Ads: Where to invest in Pay per Click advertising?


Google Ads or Facebook Ads? This is the dilemma of the moment! How to choose the best pay-per-click advertising platform? If you want to boost sales of your business or improve the online presence of your brand, it is convenient to invest in PPC; this article will help you choose between these two giants in the PPC market.

In this corner: the largest search engine on the planet, Google. And in the other corner: the social platform with the most active users in the world, Facebook. Who wins the fight? Yes, when it comes to pay-per-click (PPC) advertising, it seems that Google Ads and Facebook Ads are entering a fight.

These two champions of paid advertising (PPC) can leave a return on investment (ROI) more than attractive to your company, if you know how to squeeze all its potential and, for this, you must first choose the one that best suits your audience target and your short-term goals.

Now the question is how to choose between Google Ads and Facebook Ads? Statistics reveal that Google is the king of daily internet searches, but also that Facebook is the world’s leading social network.

Both platforms have advantages and disadvantages and here we will tell you how they differ, how each one works and for which objectives and types of marketing strategy one or the other is more convenient.

In this article, we are going to explain to you, in great detail, about internet advertising campaigns, when we assess whether to advertise on Google or Facebook. In many cases, when making an investment as important as this, it is important to have specialized advice from web consultants, otherwise, we can see how our available budget disappears without obtaining the expected results!

What are Facebook Ads?

Facebook Ads is a pay-per-click (PPC) advertising service that the social platform manages through its business network. In this way, the advertiser can achieve more visibility, to a certain target audience according to their profile and interests. Facebook generates profits by showing these ads from third-party companies.

Facebook Ads is a very effective paid advertising service to conquer the audience according to their demographic profile, location, interests, and behavior.

This paid advertising service or PPC is very effective in reaching the audience and showing them our company ads, as long as we are very clear about the profile of our potential client. In that case, we can achieve fantastic accuracy and come up with our ad right in front of this potential consumer.

How does Facebook Ads service work?

Facebook created an ad manager, called Facebook Ad Manager. This has the purpose of making the process of creating the ads really easy that the platform offers. For your ads to appear on this social network, you have to have a business account or create a page within Facebook.

Then, in the ‘Create’ option you can start designing your ads, which Facebook will associate with the type of user profile that you detail (sex, age, preferences, behavior, location, etc.) and will ‘suggest’ them to this specific audience that you think may be interested in the type of service or product that you offer.

What are Google Ads?

Google Ads, formerly Google AdWords, is a pay-per-click advertising (PPC) network managed by Google, which allows companies or advertisers to create ads based on keywords or phrases, to later be displayed on Google versus searches associated with these keywords or phrases.

Google Ads have the possibility of reaching a very large volume of searches and users since Google is the most used search engine in the world; that’s why they are so efficient!

How do Google Ads work?

Google Ads are targeted by keywords and/or key phrases. They are text ads that are created in Google Ad Manager. When creating them, certain specific words or phrases that drag a high volume of search are highlighted because, in this way, the ads are more likely to appear in more searches, out of the millions that Google processes daily.

This is why it is crucial to search for the best keywords according to our objectives and company profile. Google Ads can be created individually, by a campaign, or as a set of ads, and usually have a description and a title.

When do these ads appear? When a person searches for a term, word or phrase, the ads appear at the top of the SERP (Google results page) and have the same format that typical (organic) searches usually have.

The format is similar to that of organic searches and allows ads to camouflage themselves and be more familiar to users, because people detest those insistent and empty ads that try to get through their eyes, and are irrelevant to the search intent of the user.



Google Ads or Facebook Ads, which one to choose?

Both paid advertising platforms are fantastic, so almost any digital marketing plan should consider investing in one of them, of this, there is no doubt! However, the difference between the two is abysmal, which one to choose? It’s not that we are walking in circles to decide for Google or Facebook, it’s just that the answer is not simple.

The choice will depend on the business objectives you want to achieve in the short term. Whenever people talk about PPC campaigns, they talk about ‘in the short term’, because until now they have not seen a company spend their money on advertising perpetually in this type of campaign, not even those renowned brands that have the capital for it.

Because they are ‘already renowned’ they do not need much to reinforce their brand or make themselves known through the PPC.

But summarizing: Experts recommend Facebook Ads to improve your online presence and make yourself known, and Google Ads to sell and improve your conversion rate.

From these first two statements you can deduce that Facebook points to the orientation (knowledge) of the audience, while Google points to the intention (to buy) of the audience.

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