phone: 031 207 5320 | email:
Cannect Digital
By - cannect

Facebook Ads Vs Google Ads

Facebook Ads Vs Google Ads

The Battle For Better ROI


Are you bouncing between Google Ads and Facebook Ads? Wondering which one will give your business a better return on marketing investment?

There are many ways to investigate and measure where your online marketing budget should go.

One thing to remember is that there is no “better” option as Facebook and Google Ads operate very differently.

It’s imperative to understand the main difference between the two ad platforms.

Google AdWords: Paid Search

Google Ads is the world’s largest and most popular PPC advertising platform. It is also commonly referred to as “paid search.

Paid search relies on the targeting of certain keywords and the use of text-based advertisements. Advertisers using Google Ads start to bid on keywords – which are specific words and phrases included in peoples search queries entered by Google users. This results in their ads being displayed alongside search results for these queries. Every time a user clicks on an ad, the advertiser is charged a certain amount of money, hence the name “pay-per-click advertising.

Facebook Ads: Paid Social

Facebook Ads is a good illustration of what is known as “paid social”. Facebook has become a highly competitive and potentially lucrative element of many businesses wanting to advertise in the online space.

Although advertising on Facebook can be thought of as similar to Google Ads, in that advertisers using both platforms are essentially promoting their business in the online, Google Ads helps businesses find new customers via keywords while paid social helps users find businesses based on the things they’re interested in and their online behaviour patterns.

Remember this. Google Ads helps you find new customers, while Facebook helps new customers find you.

Essential questions to ask yourself are:

  • Which is a better match for my marketing budget?
  • Which one is a better fit for the industry that I’m in?
  • What stages of the buyer journey do I want to target?

Here are a few helpful guidelines to assist you in making the best decision for your business:

Define Your Budget and Acquisition Costs

Before you decide to spend any money, you need to have a good understanding of your numbers and spending limits.


Ask yourself what is the most you are able to spend on acquiring a lead. If you are not clear on this, you will find yourself spending a considerable amount of money on any platform with no direction or strategy.


If you can afford to spend R20 to acquire a customer, but you’re spending R10 to get someone to your website, that means you have to convert half your visits just to reach a breakeven point.


Know Your Industry & Your Competition


It’s important that you do your homework, or hire a digital agency like us who will do the work for you. You need to research your industry and determine your likely costs with Google Keyword Planner.


You will find there are industries which are extremely high from a cost-per-click perspective and ad budget. If you intend on doing searches in that area, it will cost you! If you don’t have a massive ad budget, you might want to avoid ranking for certain keywords.


If you have R500 a day in the budget, and your average CPC is R200. You will only have 2-3 clicks a day.

What Stage In The Buyer Journey Are You Targeting?


When you understand where the user is in terms of the buyer’s journey, this will help you decide which platform to leverage.


If you are wanting to capture users who are in the moment looking to purchase a product/service, then Google Ads would be the best fit.


On the other hand, if you are trying to create awareness to your brand or offering, then Facebook ads can help drive that objective helping you target those with an interest or need for your product or service.


Product/Service Maturity & Overall Search Volume


If you have a new product or service and there is very little or no search volume, chances are Google Ads will not give you a lot of volume. An alternative could be a series of keywords that describe what and how your product solves a problem.


Demographic-Sensitive Product or Service


If the product or service you are providing links to specific life-events or demographic, then Facebook Ads would be the better way to go.

Facebook has strong targeting capabilities, such as being able to target based on life-changing events.


While Google gives you the ability to target life events, you are still targeting people that are searching for those terms.


Harnessing the power of both paid search and paid social is a remarkably effective advertising strategy. However, it necessitates a dual advertising strategy that aligns with the strengths of each respective platform. It’s vital to understand how best to use each platform for maximum ROI and greater business growth.

To learn more about how to maximize the impact of your Google AdWords and Facebook Ads campaigns, contact at Cannect Digital for a FREE consult!