Google Ads vs Facebook Ads

Pros

• +Captures high-intent traffic from users actively searching for your product or service
• +Extensive keyword targeting allows precise control over when your ads appear
• +Shopping ads provide direct product visibility with pricing and images
• +Broad reach across Search, Display, YouTube, and Discovery placements
• +Strong attribution for bottom-of-funnel conversions

Cons

• −CPCs can be extremely high in competitive verticals
• −Limited creative formats compared to social platforms
• −Requires ongoing keyword management and negative keyword refinement
• −Display network can waste budget without careful placement exclusions

Pros

• +Advanced audience targeting based on demographics, interests, and behaviors
• +Rich creative formats including video, carousel, and collection ads
• +Lookalike audiences enable efficient prospecting at scale
• +Lower CPMs for awareness and consideration campaigns
• +Strong retargeting capabilities across Facebook and Instagram

Cons

• −iOS 14+ privacy changes have reduced targeting accuracy and attribution
• −Lower purchase intent compared to search advertising
• −Creative fatigue requires constant ad refresh and testing
• −Algorithm changes can disrupt campaign performance unpredictably