Facebook Ads vs Google AdWords

There are a lot of pay-per-click advertising (PPC) systems out there, and it’s hard to decide which one to use when you’re starting your first campaign.

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Google and Facebook have two of the biggest PPC systems in the world. With their huge user bases, they can help you reach thousands (or millions) of people from the comfort of your desk chair.

But which is going to help you the most — Facebook ads or Google AdWords?

With the right facts and a list of goals for your business, you can determine whether Facebook or Google is right for you.

Call 888-601-5359 to speak with a strategist about online advertising services from WebFX, or keep reading to learn more about these two major platforms.

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The basics on Facebook ads and Google AdWords

Before we talk directly about which PPC system is the best, we should go over a few basics.

Facebook ads are paid endorsements that you place in the Facebook News Feed or Audience Network.

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These ads include images, videos, and text to compel people to share them, like them, or click through to a specific page inside or outside of Facebook (depending on your goal). Facebook’s targeting functions by targeting people based on who they are and their behaviors. You decide who sees your ads based on demographic and interest data that Facebook supplies.

Facebook can charge your account on a monthly basis or when you reach a certain amount of spend, depending on how you structure your campaigns.

Google AdWords are a bit different.

Google ads display after someone searches a keyword on Google. The ad either shows up above organic search results or next to them in the sidebar.

The ads include a title and a descriptive sentence or two. Unfortunately, Google doesn’t allow any graphics in their ads.

After clicking on a Google AdWords advertisement, a user goes to a page on your site so you can convince them to become a customer.

You only pay for the ads that people click when you use Google. If someone types in a keyword that triggers your ad, but they click something else, you don’t pay a dime.

Bonus reading: Why We Think Simon Cowell Cracked the Code to facebook marketing

Is Google AdWords or Facebook ads better?

Unfortunately, there is no real “better” or “worse” when it comes to Facebook ads and Google AdWords.

However, there is definitely a “better for your needs”. Check out the following differences between Facebook ads and Google AdWords so you can determine for yourself which is the right fit.

Demographics vs. keywords

As noted above, Facebook ads do not use keywords to attract prospects. Instead, they use demographic data of Facebook users. Facebook ads target people based on who they are, whereas Google AdWords reaches people based on what they search.

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Facebook ads can be helpful if you are trying to get a very specific type of person to learn about your brand and, hopefully, become a customer.

For instance, you may want only men in their late 20s who are interested in finance and entrepreneurship, reflecting that they’re key decision-makers in finance firms. In this case, Facebook ads can help your business greatly.

On the other hand, if you want people to buy your lawnmowers around Nashville, Tennessee, Google AdWords will give you more value for your dollar.

You can create ads set to trigger only when people search “lawnmower Nashville” or something similar. That way, you can appeal to people who are specifically looking for the products that you offer in your area.



Your budget will play a huge role in any kind of advertising campaign, including PPC ads. That’s why it’s essential to consider the prices associated with Facebook ads versus Google AdWords.

As we stated above, Facebook charges you on a monthly basis or when you reached a certain amount of spend so that you only have to worry about one outgoing charge.

Google, however, operates differently. Google charges you once you get a click on your ad, so you only ever pay the exact amount of money you bid for a certain keyword. Over time, those charges may add up to something similar to what Facebook charges, but you have complete control over how much you’re charged every time someone clicks.

The better pricing model depends on your needs and finances, but both systems are easy to manage once you know when to expect them.

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WebFX can help. We have years of experience creating effective, results-driven campaigns for our clients, and we can do the same for you.

Direct sales

A final consideration is what you want your PPC ads to do for your business right now.

Are you looking to build brand awareness or increase consideration of your business, services, or products? If so, Facebook might be the better option.

Are you looking to move product and generate new leads? In that case, Google could be the better choice for you.

As we’ve discussed earlier in this page, it all depends on your business’s circumstances.

Which is better: Facebook or Google?

Obviously, the winner between Facebook ads and Google AdWords is the one that works best for your needs!

If you haven’t tried either, take some time to test out both. Then, you’ll get analytics data from both advertising outlets that show you how successful you are.

With that data in mind, you can decide whether you want to move forward with Facebook or Google.

WebFX knows Facebook and Google advertising

If you’re torn between which PPC system to use, WebFX is here to help! Our talented team of PPC specialists knows how to use both Facebook ads and Google AdWords to make your business grow. They have experience with areas like Facebook insights that can help you better understand your campaign, knowledge, and innovation that they need to get great results for your company day after day.

Contact us today to set up a PPC strategy that’ll work for you!