As a digital marketing strategist in Calicut, Kerala, one of the most common questions I hear is: “Should I spend in Google Ads or Facebook Ads? I should say both, both of them have unique features and strength. The ideal option depends on your business goal, target audience and the stage of the marketing funnel. Let’s dig into it.
Google Ads: Capturing intent
Google Ad is all about purpose. When someone query about something in google, it will provide the result based on the search whether it is a product, service or solution.
Pros:
- High Intent Traffic: Your products or services will reach targeted users.
- High Reach: Beyond search, google ads also includes YouTube and Display Network.
- Great for Conversions: Perfect for generating leads, conversions and sales
- Advanced targeting: Keywords, custom audiences, in-market segments
Cons:
- Higher CPCs: CPCs can be very high in competitive fields.
- Limited Creative: Search ads are mostly text based.
- Learning Curve: Managing campaigns can be technical.
Facebook Ads: Building awareness and engagement
Facebooks Ads which includes Instagram, Messenger and Audience Network targets users based on behaviors and interests for brand awareness and engagement.
Pros:
- Powerful Visual Storytelling: Great for branding with images or videos.
- Powerful Targeting: Interests, behaviors, demographic, lookalikes.
- Cost Effective: Cheaper than google ads.
- Ideal for E-Commerce: Especially with carousel and catalog ads.
Cons:
- Lower intent: Users are not actively looking for you.
- Ad fatigue: Creative need to be refreshed often.
- Privacy limitations: iOS changes reduced tracking capability.
So where should you spend?
For that you have to check which one will be suitable for your wants / needs. Let’s examine it first and choose the proper one.
| Goal | Best platform |
| Build brand awareness | Facebook and Instagram Ads |
| Run video ads | YouTube (Google Ads) |
| Drive conversions from search | Google Ads |
| Driving e-commerce sales visually | Facebook or Instagram Ads |
| Retarget website visitors | Both |
| Local services/ Urgent needs | Google Local/Maps Ads |
Pro Tip: Combine Both!
- Use Google search to get high intent users.
- Use the Facebook/Instagram Ads to generate interests, build relationships, and re-engage with potential cutomers.
A mixed approach usually provides the best ROI when aligned with the funnel.