• Black Rock Media

Facebook Ads vs Google Ads

Facebook Ads and Google Ads are by far the most popular advertising platforms out there. And if you’re lucky enough to have the budget, both can be used together to maximise your reach. But, thanks to a little pandemic, time and money are two things that many businesses simply don’t have much of to spare at the moment.

Although money is tight, it’s vital that you continue to allocate budget to your marketing efforts (read our blog about this here). So which should you choose – Google or Facebook? Let’s take a look at which platform may be best suited to you…

What’s your goal?

Firstly, you will need to think about your campaign goals. If you’re looking for quick sales, Google ads is better suited to this. If you’re looking to increase brand awareness and reach a wider audience, Facebook Ads is where it’s at.

B2B or B2C?

To B2B or not to B2B? (Sorry, but there’s a pun in there somewhere...). You need to take your industry into consideration. Whilst both B2B and B2C use Google Ads successfully, Facebook leans itself more towards the B2C markets. Businesses selling less expensive items work particularly well with Facebook, as these are often impulsively bought when a consumer has been exposed to them a few times.

ToFu or BoFu?

It’s also really important to consider what stage in the sales funnel the audience you are trying to target are currently at. Google ads are great for bottom of funnel activity, whereas Facebook is better suited to attracting new customers at the top of the funnel.


Think seriously about how much you can realistically afford to put into your ad spend. Whilst cost can vary massively across industries, Google on average has a much higher CPC than Facebook. Lower CPC can make Facebook appear like the more attractive option, but you must leverage this against our previous point – people clicking on a Google Ad may be further down the sales funnel and could be more likely to make a purchase.

Whatever you decide, it is imperative that you track your campaigns performance to ensure it is the best platform for you. There are lots of things to consider but we are just a phone call away!

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