When preparing a paid advertising campaign, there’s one large question that arises: Should you opt for Google Ads or Facebook Ads? Both have immense power, are used globally, and can assist you in reaching your target audience. However, if you’re looking for the best Return on Investment (ROI), then which one do you go for? Let’s put the two side by side and assist you in making a decision as to which platform could be more suitable for your business objectives.

1. Knowing the Platforms

Google Ads is a platform that displays your ads to individuals who are actually looking for something on Google or its partner sites. These are text or image-based advertisements that pop up when someone enters a related keyword.

Facebook Ads (and Instagram too) display your ads to people according to their interests, behaviors, and demographics—not what they’re currently searching for.

In other words:

• Google Ads = Search intent (people are searching for something).
• Facebook Ads = Discovery (people see ads based on their profile).

2. Audience Targeting

Both of them have good targeting capabilities.

Facebook Ads excel in precise targeting of audiences. You can target users by interests, job description, location, age, etc. It’s perfect for generating brand awareness and discovering new consumers who are unfamiliar with your product so far.

Google Ads are targeted at people with instant intent. If somebody is searching for “best running shoes for flat feet,” it is likely they’re about to make a purchase. This has the potential for quicker conversions.

3. Cost and ROI

Cost and ROI vary by industry and goals.

Google Ads typically cost more per click (CPC), particularly in competitive sectors such as law or insurance. Yet the users tend to be further along in their purchase process, meaning higher-quality leads.

Facebook Ads tend to have a cheaper CPC and work well to expose many people to your brand. The individuals who are clicking are not necessarily in a buy-now frame of mind, so it could take more time for ROI to build.

If quick sales or leads are your desired end, Google Ads can provide improved ROI.

If building awareness of your brand or retargeting is your end, Facebook Ads could prove cheaper.

4. Ad Types and Creativity

Facebook Ads offer more creative flexibility—you can use videos, carousels, images, and interactive content. This makes it easier to engage users and tell your brand story.

Google Ads are more limited in creative formats (especially in search ads), but they’re very effective because they match exactly what people are looking for.

Final Thoughts

So, which one delivers better ROI? The answer depends on your goals.

• Use Google Ads if you wish to target users actively looking for products or services.
• Use Facebook Ads if you wish to increase your brand, target specific groups, or retarget previous visitors.

In most instances, the best approach is to use them together. They complement each other well—Google gets the intent, while Facebook creates awareness and trust.