Google Ads vs. Facebook Ads (The Agency Playbook for 2025)

In 2024, global digital ad spending reached $740 billon. Google and Facebook gobbled up huge amounts, together taking $373.5 billion (over 50%) of the whole pie. For marketing leaders, this isn’t exactly news: Google and Facebook are the heavyweights you can’t afford to ignore. If you’re deciding where to put your ad dollars, these two platforms still enjoy the market’s vote of confidence. 

But Which is Better? Google or Facebook?

Google Ads and Facebook Ads aren’t rivals; they’re complementary tools that solve different parts of the same puzzle. Google captures high-intent users actively searching for your client’s offer. Facebook lets you follow up: retarget visitors, nurture interest, and stay visible. The strongest initial strategy?

Start by capturing high-intent traffic with Google Ads, people already searching for your client’s solution, then retarget them on Facebook to stay top of mind and drive conversions. This two-step approach shortens the sales cycle and boosts ROI early.

Most effective campaigns use both: Google to bring in quality leads, Facebook to close the loop.

Let performance data shape the budget split, but begin with this intent-meets-retargeting strategy to maximise early results.

What You Should Know

When talking with clients, you probably hear the same question: Where should they spend their ad money, Facebook Ads or Google Ads, to get the biggest ROI?

Don’t just guess. Make smart choices based on facts.

This guide shows you how to choose between Google Ads and Facebook Ads for your clients. We break down cost, audience reach, usability, and returns. You’ll learn how to split budgets wisely, drive stronger results, and explain the value in simple, client-friendly terms.

Whether you’re running ads for online stores that want quick sales or business services trying to build their reputation, you need clear answers about which platform to choose. Let’s look at the real differences that matter to you and your clients.

Get To Know Google Ads

Google Ads shows your clients’ ads to people who are actively searching for products or services. This means your ads appear right when someone is looking to solve a problem or buy something.

Google Ads find people the very moment they want something, in other words, when they’re “hot.” Google searchers usually know what they want and are closer to buying than someone who only spots your ad while browsing Facebook.

Different Types of Google Ads

Google offers various types of ads for different goals:

• Search ads show up as text when people search for specific words. Use these when clients want quick sales or leads.
• Display ads appear as visuals on websites across Google’s network. Use these when clients want to spread awareness about their brand.
• Shopping ads show products with images and prices directly in search results. Great for online stores selling products.
• Video ads play on YouTube or across the web. Use these to show how products work or build emotional connections.
• App ads promote mobile apps across Google Search, YouTube, and other apps. Use these to drive installs or in-app actions.
• Smart ads run automatically across Google’s networks. Use these when clients want a simple, hands-off campaign setup.
• Discovery ads appear on YouTube, Gmail, and the Discover feed. Use these to reach new audiences while they browse.
• Local ads show when people search nearby. Use these to drive calls, visits, or in-store sales.

This guide will focus on the core Google ad types (Search, Display, Shopping, and Local) because these are the most widely used and effective options for businesses of all sizes looking to drive real results.

Google search ad for a travel agency

How Google’s Ad System Works

You choose the keywords you want your ad to show up for, then set the max you’re willing to pay per click, that’s your bid. When someone types a search into Google, your ad goes into a lightning-fast auction. Google considers your bid but also rewards clear, useful, and click-worthy ads. The smarter your targeting and the sharper your ad, the better your shot at landing a top spot in the search results without overpaying.

Remember that all is not lost if someone bids higher than you, quality and relevance also matter. Google gives each ad a Quality Score based on:

• How often people click on your ads
• How relevant your ad is to what people are searching for
• How good the experience is on your landing page

A higher Quality Score can actually lower your cost per click while improving your ad position. Larry Kim, founder of WordStream, found that ads with high Quality Scores got discounts of up to 50% on cost per click. Improving your Quality Score often involves actively avoiding common Google ads mistakes that can inflate costs and hinder ad performance.

Raise or lower your keyword bids in Google Ads to influence how often your ads show for high-value searches.

Know What To Expect

Ballpark pricing and results for Google Ads:

• Average click rates of 3.17% for search and 0.46% for display
• Cost-per-click ranging from $1-3 for most industries (though legal and insurance can reach $50+)
• Conversion rates averaging 4.4% across industries

These numbers vary a lot depending on the industry, competition for keywords, and how well your campaigns are set up. Track your specific results, paying close attention to key Google ads metrics, to know what’s normal for your clients

Get To Know Facebook Ads

Facebook Ads are great at finding the right people even when they aren’t actively searching for anything. Facebook uses its huge amount of user data to reach specific groups based on who they are, what they like, and how they behave. Success on the platform relies heavily on a well-defined Facebook ads strategy that leverages its unique targeting capabilities

“Facebook’s power lies in its unmatched ability to target very specific audiences based on detailed demographic and psychographic data that users willingly provide.”
~ Mari Smith, leading Facebook marketing expert 

Different Types of Meta Ads

Meta (formerly Facebook) runs a big, blended ad machine across Facebook, Instagram, Messenger, and more — all controlled through Meta Ads Manager. It’s one dashboard, many placements, and a lot of flexibility.

• Facebook ads appear in feeds, Stories, videos, and sidebars. Great for driving traffic, leads, or conversions with detailed targeting and format variety.
• Instagram ads blend into feeds, Stories, Reels, and Explore. Ideal for visual brands and younger audiences.
• Messenger ads pop up in chat lists or as sponsored messages. Good for re-engaging users more directly.
• Audience Network ads place your creatives in other apps and websites. It’s Meta’s way of helping your ads “travel” outside its own platforms to reach even more people.

In this guide, we’re focusing specifically on Facebook ads, the anchor of Meta’s ad platform and still the one most used in agencies.

Facebook Ad Types

Facebook offers several types of ads for different goals:

• Feed ads appear in the news feed. Use these for visibility, traffic, or conversions.
• Story ads are full-screen vertical ads. Use these for quick attention and mobile-friendly content.
• Video ads play in the feed or during videos. Use these to demo products or tell a short story.
• Carousel ads let people swipe through multiple images or videos. Use these to highlight features or products.
  Collection ads open a full-screen shopping experience. Use these for browsing and quick purchases.
• Right column ads appear on desktop sidebars. Use these for low-cost remarketing.
• Messenger ads appear in inboxes. Use these to re-engage leads or offer promos.
• Lead ads include a form in the ad. Use these to collect contact info without a website.

Facebook video ad for a footwear retailer: Source: Facebook Ad Library

Powerful Targeting

Facebook’s targeting options are incredibly detailed:

• Target based on age, location, gender, life events, relationship status, and job details.
• Use interest targeting to find users based on pages they like, topics they follow, and activities they enjoy.
• Use behavior targeting to reach people based on their buying habits, device usage, and travel patterns.

These targeting options help you find ideal customers even when they don’t know they need your client’s product yet.

Create Custom Audience Groups

Take targeting even further with specially created groups:

• Website visitors – Show ads to people who visit specific pages on your client’s website.
• Customer lists – Upload existing customer emails to find and directly target them or find similar people.
• Engagement audiences – Show ads to users who interact with your client’s page or content.

“Custom Audiences are the most powerful feature of Facebook ads because they allow you to target people who already know about you — making them far more likely to take action on your ads.”
~ Jon Loomer, Facebook ads expert 

Facebook Custom Audience Setup helps you find people who’ve already visited your website, store, or Instagram account so you can retarget warm leads and nudge them closer to a purchase.

Create Ads That Grab Attention

Facebook is all about scrolling through feeds, so Knowing how to effectively create Facebook ad campaigns that grab attention with compelling visuals is essential on this platform.. Facebook offers:

• Single image ads
• Carousel ads (multiple images in one ad)
• Video ads (including short-form Reels)
• Collection ads for showing multiple products
• Instant Experience for immersive mobile ads

Video ads on Facebook usually pull in 30–40% more clicks and sales than plain image ads because moving pictures grab people’s attention as they scroll.

How Facebook’s Ad System Works

As with Google Ads, when you launch a Facebook ad, you’re entering an auction but it’s not just about who pays the most. Facebook looks at three things to decide which ad to show:

1. Your bid — how much you’re willing to pay for a click, view, or conversion.
2. Ad quality — Facebook scores your ad based on how relevant and engaging it is to the audience.
3. User experience — Facebook favors ads people are likely to like or interact with, so annoying or bogus ads get pushed aside.

The winning ad isn’t always the highest bidder, it’s the one with the best balance of budget, quality, and relevance. That’s why sharp creatives and smart targeting can beat deep pockets.

Budget Expectations: What Should You Spend?

• No huge upfront costs — Facebook lets you start small. You can set a daily budget as low as $5–$10 and scale up once you see results.
• Start with test money — Most agencies suggest starting around $500–$1,500 per month to collect enough data and spot what’s working.
• Costs depend on your goals — The price per result (like clicks or sales) can vary. The more competitive your audience, the more you might pay.
• Video ads are budget-friendly — Since video tends to get more engagement, your cost per view can be as low as 1 to 4 cents.

How To Tell If Your Facebook Ad Is Working

Once your ad’s running, keep an eye on these essential Facebook ads metrics to make sure you’re getting your money’s worth

• Cost Per Result — Whether you want clicks, views, or sales, this shows how much you’re paying for each one. 
• Click-Through Rate (CTR) — This tells you how many people saw your ad and actually clicked on it. A higher CTR means your ad is catching the right eyes.
• Conversion Rate — This shows how many people followed through after clicking, like making a purchase or signing up. This is where the real value shows up.
• Engagement — Likes, shares, and comments let you know if your ad is sparking interest, even if people aren’t clicking yet.

Compare Platforms Head-To-Head

When clients ask, “Which platform is better? Google Ads or Facebook Ads?” there’s no one-size-fits-all answer. The smart move is matching the platform to your client’s business goals. Use this table to compare them side by side:Google Ads vs. Facebook Ads: Comprehensive Comparison

Nearly 50% of PPC professionals manage campaigns across multiple platforms at once according to the 2024 State of PPC Global Report. This highlights the growing trend of multi-platform campaign management.

Read the full PPC Report survey here.

TAKEAWAY: Most agencies don’t pick just one platform. Facebook helps you reach new audiences, while Google catches buyers when they’re ready to act. Use both together for the best results.

How Google Ads and Facebook Ads Target People

Choose the right platform based on whether your client needs to reach people already interested or create new interest.

• Google Ads are great at reaching people who are already looking for something.
• Facebook is better at finding specific types of people. 

This chart shows where each platform shines: Google Ads is strongest for reaching people actively searching, while Facebook Ads excels at finding people based on interests, behaviors, and retargeting.

Types of Ads for Different Goals

Google’s ads tend to be more straightforward, while Facebook’s are more visual and emotional:

• Google Search works best for getting immediate leads with text ads.
• Google Display offers visual options but gets less engagement than Facebook.
• Facebook Feed Ads combine pictures with text to tell a story.
• Facebook Stories/Reels create full-screen mobile experiences.

Pick the format that matches your client’s content and goals. A real estate agency might use Google Search for “homes for sale” searches but use Facebook’s visual formats to showcase property features.

What Results Can You Expect?

You’ve seen how Google Ads and Facebook Ads stack up in terms of audience targeting, creative formats, and budgets. But how do the numbers compare when it comes to actual costs and returns? 

Results vary widely by industry, but general patterns show up:

 Google Ads vs. Facebook Ads — Cost & Value Comparison

Facebook Ads are often cheaper (sometimes 30% to 50% less per customer) but don’t expect a flood of sales. Google Ads usually cost more, but those clicks come from people who are already hunting for what you sell. 

Bottom line? Facebook is great for sparking interest. Google’s where the wallets are open.

See Google Ads and Facebook Ads benchmarks for your industry. 

How to Choose the Right Platform 

Don’t just pick a platform out of habit, make informed recommendations for each client.

Look At What Your Client Needs To Achieve

Match the platform to what your client actually wants to accomplish:

Choose Google Ads when clients need to:

• Get sales or leads right away
• Reach people already looking for their product/service 
• Find people actively searching for solutions
• Connect with customers ready to buy

Choose Facebook Ads when clients need to:

• Build brand awareness
• Reach people based on interests/demographics before they search
• Create visual product discovery experiences
• Show ads to website visitors or existing customers

Think About Your Client’s Industry

Some businesses naturally do better on certain platforms:

Google Ads is all about catching people right when they’re looking. Scenarios like “I need a plumber fast!” or “Where’s the best tax accountant?” are perfect for services and solutions people are actively searching for.

Google Ads often works better for:

• Professional services (legal, financial, healthcare)
• Emergency services (plumbers, locksmiths)
• Business software and solutions
• Local service businesses

Facebook Ads is more like window shopping. Folks aren’t looking, but a cool outfit, beauty find, or fun subscription pops up, and just like that, you’ve got their attention.

Facebook Ads often works better for:

• Clothing and fashion
• Beauty and personal care
• Entertainment and experiences
• Subscription services
• Anything with a strong visual aspect

This isn’t absolute, test both platforms regardless of industry trends.

Meet Your Client’s Customers Where They Are 

If you want to match your ads to your client’s customer journey, check the ‘Compare Platforms Head-to-Head’ section for a full breakdown.

“Don’t just focus on the bottom of the funnel. The most successful digital strategies address the entire customer journey from initial awareness all the way through loyalty and advocacy.”
~ Avinash Kaushik, Digital Marketing Evangelist at Google

Think About Budget Limitations

Budget plays a big role in platform choice. For advice on how to split ad dollars wisely, check the ‘Divide Up Budgets Wisely’ section, it shows how to avoid spreading budgets too thin.

Use Data to Guide Platform Choice

Once campaigns are live, early results help answer the big question: stay the course, or shift to plan B? Tracking performance helps you decide which platform deserves more of the budget and which one isn’t pulling its weight.

Start with a Split, Then Let Performance Decide

Begin with a 70/30 split between platforms. Run campaigns for 2–4 weeks to gather data.
Then ask:

• Which platform delivers lower cost per result?
• Which brings in higher-quality leads or sales?

Shift budget based on results, not guesses.

Compare Apples to Apples

Use the same metrics on both platforms:

• Cost per acquisition (CPA)
• Click-through rate (CTR)
• Conversion rate
• ROAS (return on ad spend)

This lets you make clear, confident budget moves. When comparing performance, it’s vital to understand the specific financial implications behind metrics, clarifying the difference between concepts like ROAS vs ROI is fundamental

Track the Full Customer Journey

Someone might see a Facebook ad, then convert after a Google search. Without proper PPC tracking, you could give the wrong platform all the credit.

Set up:

• Meta Pixel and Google Tag
• UTMs for clean traffic data
• GA4 for cross-channel attribution

This shows which platform actually drives results and which supports the sale. GA4 for cross-channel attribution helps you apply various attribution models to better understand which touchpoints truly drive results.

Know When to Shift Budget

Move spend toward the platform that:

• Brings in cheaper conversions
• Attracts more engaged or ready-to-buy users
• Works better for your client’s specific product or audience

Don’t just chase the cheapest clicks, follow the real value.

Track key events in Google Analytics 4 (like purchases, sign-ups, or any other important action) so you can measure which ads get the best results.

Google Ads and Facebook Ads Success Stories

Learn from businesses that have used these platforms successfully.

Google Ads 

1. Royce’ Chocolate

Royce’, a high-end Japanese chocolate brand, wanted to boost their online sales. By using Google Shopping Ads, they achieved over $500,000 in sales.

Marketing Partner: LYFE Marketing

What they actually did:

• Ran Google Shopping Ads with high-quality product photos
• Used granular product segmentation to match the right product to the right customer
• Set up dynamic retargeting ads for users who browsed but didn’t buy
• Continuously tested keywords and ad formats to refine the strategy

Key takeaways:

This example stands out for its visual-first approach and granular product segmentation through Google Shopping.

Read the full case study.

2. HealthMatch

HealthMatch needed a Google Ads makeover, and Holini stepped in to optimize their approach. The result? A 119% boost in conversions and 50% less cost per lead.

Marketing Partner: Holini

What they actually did:

• Conducted a full audit of existing campaigns to find weaknesses
• Focused targeting on high-intent search terms only
• Rewrote ad copy to better align with actual search queries
  Improved landing pages to increase conversions
• Added negative keywords to save on budget and avoid irrelevant clicks

Key takeaways:

This is a pure campaign optimization example, fine-tuning existing campaigns and tightening targeting to improve efficiency, rather than launching something from scratch. Consistent effort in google ads optimization is key, whether fine-tuning existing campaigns like HealthMatch or building from scratch.

Read the full case study.

3. East Coast Hard Money Lender

A private lender offering real estate loans wanted more high-quality leads, fast. They teamed up with Boomcycle to overhaul their Google Ads. Within just 30 days, they brought in over $200,000 in closed deals, with conversions up 35% and cost per lead down 27%.

Marketing Partner: Boomcycle

What they actually did:

• Conducted in-depth keyword research to find the most profitable search terms
• Refined ad copy to make it more relevant and engaging
• Optimized the landing pages to match the user’s search intent
• A/B tested ads to see which ones got the best results

Key takeaways:

This story shows how small tweaks in Google Ads and landing page optimization can lead to huge sales in a short time.

Read the full case study.

Facebook Ads

1. Einsteinz Music 

Einsteinz Music, a small music school in Australia, ran a five-day Facebook ad campaign on their own, turning $240 into $1,023 in revenue, a 4X return on ad spend, with five new full-term students enrolled.

Marketing Partner: Self-Run (In-House)

What they actually did:

• Promoted a 2-for-1 trial class with no long-term commitment
• Used Facebook’s detailed interest and demographic targeting
• Targeted moms with babies and toddlers near their three locations
• Kept the message simple, clear, and low-pressure

Key takeaways:

This is a DIY, low-budget, hyper-local campaign. It’s a great example of how Facebook’s basic tools can still drive solid results without a big budget.

Read the full case study.

2. Seltzer Goods

Seltzer Goods, a home decor shop, needed a marketing boost during the pandemic. Partnering with Inflow, they ran targeted Facebook Ads that drove a 785% increase in monthly revenue and nearly 10X return on ad spend.

Marketing Partner: Inflow

What they actually did:

• Created segmented custom audiences based on shopping behavior
• Developed bold, playful ad creatives to match the shop’s artsy style
• A/B tested ad copy for maximum impact
• Used dynamic product ads to display the best-selling items with price and shipping info
• Focused on mobile-first creatives and fast-loading landing pages

Key takeaways:

This campaign was built on segmentation and creative A/B testing to drive impulse buys, setting it apart from others that focus on retargeting or more traditional methods.

Read the full case study.

3. Aurum Brothers

Luxury men’s wristwear brand Aurum Brothers doubled their monthly sales and pulled in a 13X return on ad spend, all by leaning hard into retargeting and smart ad segmentation.

Marketing Partner: Growth by Sabir

What they actually did:

• Created separate retargeting audiences for cart abandoners, product page viewers, and checkout initiators
• Ran tailored ads for each group, like lifestyle imagery for browsers and urgency-focused offers for cart abandoners
  Used dynamic product ads to show people the exact bracelets they’d viewed earlier
  Monitored ROAS daily and shifted budget to top-performing segments
• Scaled up winning ad sets quickly after testing showed strong returns

Key takeaways:

Centered entirely on retargeting, Aurum Brothers broke audiences down by behavior, tested creatives for each, and shifted budget based on performance, a methodical, data-led approach to scaling Facebook Ads profitably.

Read the full case study.

Facebook Ads And Google Ads Are Better Together

Google Ads and Facebook Ads are clearly powerful marketing tools by themselves. When companies use them in combination, they can cover more ground and enjoy the best overall results.

Here are some hypothetical examples of how the two platforms in combination can get impressive results. 

1. E-commerce Store (Clothing Retailer)

Goal: Drive sales and build a loyal customer base.

• Google Ads: They started by targeting people actively searching for things like “buy summer dresses” or “affordable jeans”, the kind of high-intent traffic that’s ready to shop. This brought in 30% of their new visitors, and conversions were solid, with an average CPC of $2.50.
  
• Facebook Ads: Then, they retargeted those exact people who clicked on their Google Ads but didn’t buy, showing them the same dresses they checked out, with a little extra push. That personalized approach lifted their conversion rate by 20%.
  
• Outcome: Google Ads brought in shoppers on a mission, and Facebook Ads helped seal the deal with custom, targeted offers. Together? A 45% sales boost and 15% drop in cost per conversion. 

2. Local Restaurant (Fine Dining)

Goal: Fill more tables and build a steady stream of loyal customers.

• Google Ads: They targeted keywords like “best restaurant in [city]” and “romantic dinner spots”, bringing in people actively looking for a great place to eat. That brought them 25 new reservations every month at a CPC of $3.
  
• Facebook Ads: On top of that, they ran local Facebook ads showing off their seasonal menu to people who had recently searched for restaurants nearby or engaged with restaurant content. It nudged those curious folks to click through and make a reservation.
  
• Outcome: Google Ads got diners in the door, and Facebook Ads turned those diners into return customers. End result? 30% more reservations and 20% more brand awareness.

3. SaaS Company (Productivity Tool)

Goal: Capture quality leads for their subscription service.

• Google Ads: They ran ads for high-intent searches like “best project management software” and “productivity tools,” which brought in a steady stream of interested leads. They kept it efficient with an average CPC of $10.
  
• Facebook Ads: After Google Ads brought in the leads, they used Facebook Ads to retarget those folks who clicked but didn’t sign up. They offered a free trial or an exclusive discount to get them back in the door. This boosted trial sign-ups by 25%.
  
• Outcome: Google Ads brought in solid leads, while Facebook Ads swooped in to re-engage them and convert them into sign-ups. Together, they boosted trial conversions by 50% and cut lead costs by 10%. 

Get a complete PPC audit checklist.

Key Insight: Strategy First, Platforms Second

The smartest agencies aren’t platform loyalists, they’re outcome loyal. Google Ads helps capture intent. Facebook Ads builds demand. Your job is to use both, not because they’re trendy, but because your client’s goals demand it.

In a fast-changing ad world, campaign success comes from a tightly focused approach: clear goals, platform-fit planning, and test-measure-improve cycles that speak the language of business outcomes, not just ad impressions.

Want to prove the value you deliver? Make your reports do more than count clicks, make them tell a story your clients instantly understand. Effective PPC reporting tools makes it easier to consolidate data, track performance across platforms, and communicate results efficiently. Swydo PPC reporting tool helps you do exactly that, with stunning visuals, seamless integrations, and reports your clients will actually read. Choosing the best client reporting software is crucial for agencies aiming to clearly demonstrate value and campaign success to their clients.

Furthermore, a comprehensive strategy often includes thorough ppc competitor analysis to understand the landscape and identify unique opportunities.