Confused about whether to invest in Google Ads or Facebook Ads? You’re not alone. For small businesses, every marketing dollar counts, so picking the right platform can feel overwhelming. In this post we’ll break down the strengths and challenges of each, so you can confidently choose the one that aligns with your goals. You’ll also learn why depending solely on social media marketing might leave you falling short of your goals.
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Difference Between Google Ads vs Facebook Ads
Paid ads on Google and Meta may seem like two sides of the same coin. They both shine, but in very different ways.
Before deciding on the best choice for your small business marketing goals, let’s get a handle on what sets them apart.
Social Media Ads (Facebook & Instagram): Great for Building Brand Awareness
You’ve come across them on your social media feeds – Facebook, Instagram, TikTok – those ads that suddenly appear out of nowhere. Marketers call that “interruption marketing,” and they have a way of grabbing your attention, even if you weren’t actively looking for that particular product or service.
According to Hubspot, of those consumers who use social media, 43% of them prefer to discover new products via social media
For example, I came across an Instagram ad for Olive & June’s home manicure kits. I wasn’t looking for this solution, but the ad’s visuals and messaging created a demand I didn’t even know I had.
That’s the power of social media ads. They can introduce your product to people who weren’t even searching for it, creating opportunities you might not find elsewhere.
So what’s the catch? Social media ads are paid by impressions, which is just a fancy way of saying the number of people who SEE the add in their feed. So, even if your targeted audience doesn’t engage with the ad, Meta still gets paid. It can be a costly game, with minimal return on ad spend at least on the front end.
Google Ads: When Intent Meets Opportunity
Google handles 8.5 billion daily searches. Simply put, when people need something, they turn to Google.
Here are 3 reasons why Google Ads might be your secret weapon:
1) High Intent Traffic
People searching on Google are on a mission. They have a specific need or problem, and they’re actively seeking a solution.
Wouldn’t it be nice to show up front & center when they’re actively searching for a solution you offer?
2) Page One Advantage
Ads show up at the top of search results, where most eyes land. Most people rarely look past the first page of the SERPs (Search Engine Results Page) results.
In fact, a recent marketing study determined only 0.63% of people click on the second page of Google search results (Backlinko, 2022).
So that coveted first page of the SERPs, where do 99.9% of eyes land first???
Paid search ads are prioritized at the top of the page, above organic results. Plain and simple.
If you’re asking ‘well what about SEO?’ I covered the SEO vs. Google Ads showdown in a previous post. The TL/DR version is paid ads produce measurable results faster and sit above organic search positions.
3) Measurable ROI
The undisputed champ of crystal-clear data is Google. You can track clicks, conversions, and measure your ROI down to the penny. It’s like having a crystal ball for your advertising efforts. Assuming your ads are set up correctly.
99% of accounts I audit are not set up correctly which can lead to major wasted spend. You can learn more about the 6 common mistakes I find auditing accounts and the eye watering $$$ “so-what” to it all.
Are Facebook Ads or Google Ads Better?
When deciding between the two marketing giants you need to consider your company’s audience, industry and your business goals. Different platforms have their own unique strengths.
Generally speaking, Google Ads are better for making sales (or booking leads), while Facebook Ads do a bangin’ job of building brand awareness. It’s important to leverage them smartly when deciding on your marketing strategy.
When to Choose Google Ads
Google Ads provide an unbeatable way to get in front of a high-intent audience. People on Google are on a mission!
When to Opt for Social Media Ads
Social media ads do a great job of boosting brand awareness and creating an online buzz.
The Knockout Punch
If you’ve got the budget, a dual approach with Google Ads and social media ads is the ultimate combo. Google Ads capture the high-intent audience, while social media ads build brand awareness and social engagement.
If you need to prioritize, in most cases I recommend starting with Google Ads to drive revenue from those already interested. Then, scale into social media once you have a solid foundation.
Keep in mind, it’s not about choosing sides. It’s about choosing an approach that aligns and supports your business goals. There are plenty of marketers that will stand on a soapbox proclaiming one is better than the other but that’s just not the case.
There’s rarely a one size fits all to this stuff so if you’re having trouble deciding let’s talk it out. I’m here to help you weigh your options and decide which strategy would fit your needs best.
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