• Google ads targets based on search intent - users see your Ads when they search for a specific product or service - so it's great for capturing high-intent leads.

• Facebook Ads target demographics and behavior - reaching people by age, interests, online activity and location - even if they aren't actively searching.

• Google ads specializes in "right person, right time" targeting - matching Ads to users when they want to buy or act.

• Facebook Ads specializes in audience discovery and awareness - reaching and engaging potential customers before they start searching.

• The platform you choose depends on your goal - use Google Ads for quick conversions and Facebook Ads for brand awareness and long-term customer nurturing.

The differences and strengths between Google Ads and Facebook Ads are vital for local businesses seeking to expand and get new customers. Both are powerful tools in digital marketing and based on different principles have different functions and may serve different purposes to businesses depending on their objectives. Whereas Google Ads focuses on users the second they search for a product or service, Facebook Ads targets companies to generate awareness and engage users according to behaviors and interests.

This particular article compares Google Ads and Facebook Ads, their cons and pros, and will enable you to determine which is ideal for your local business. Whether you're a little local store, a service provider or a restaurant, knowing how these advertising options are able to work for you can significantly change your advertising strategy and your profits.

Table of Contents

Google Ads - What is it?

Google ads (formerly Google AdWords) is a paid advertising platform that allows businesses to place Ads on Google's search engine results pages (SERPs) and other Google properties (YouTube, Google display Network, along with Google Maps). Ads are usually triggered by keywords users search for, so Google Ads are driven by user intent. If someone searches for "plumber near me" or "best pizza in town," your business may appear at the top of the results or in the map pack, in which there's a high chance of immediate action.

What makes Google Ads unique is that it relies on search intent. Individuals who look for something on Google often have an immediate desire for it, and that boosts conversion rates. Google Ads is a good fit for local businesses looking to attract customers looking for something because the searcher is looking for an answer already.

What are Facebook Ads?

Facebook Ads is part of Facebook, Instagram, Messenger and its partner networks and allows businesses to create highly targeted advertisements targeting particular user demographics, interests, behaviors and more. Facebook Ads are visual Ads that aim to raise awareness, drive traffic and engage users.

Unlike Google Ads, which focuses on users based on search intent, Facebook Ads focus on users based upon different behavioral and demographic data. This includes interests (like a person's preference for a particular food), online behaviors (like frequent shopping), and location. Therefore, Facebook ads allow businesses to create more engaging and creative Ads that appeal to potential customers in a less transactional, more storytelling way.

The Biggest Differences Between Google Ads and Facebook Ads.

Paid Search Google Ads:

Google Ads is classified as "paid search" advertising. What this means is businesses are targeting people that are looking for something particular - a product, service, and info. In case a person enters a query which fits your keywords, your ad will appear in the top of the search engine results or in some other Google placements. You can leverage user intent to drive conversion with Google Ads.

Paid search advertising works well for businesses that provide a relevant product or service people are looking for and can perform well in local searches (people use search engines to find options nearby). The search intent behind the user query makes Google Ads a great way to get highly targeted leads and instant conversions.

Paid Social Facebook Ads:

By contrast, Facebook Ads are classified as "paid social" advertising. Facebook Ads target users based on interests, demographics, internet usage and social interactions. Rather than targeting users actively searching for a product or service, Facebook Ads show content to users who might not have considered your business yet but may be interested based on their behavior and preferences.

This makes Facebook Ads a more powerful tool for brand awareness, engagement and audience growth. It could be especially helpful for companies seeking to create long-term relationships with prospective customers or for engaging individuals that are not even acquainted with your brand.

Strengths and Advantages of Google Ads

1. A Massive Audience 

Google Ads provides companies exposure to one of the largest online audiences on the planet - billions of people use Google search every day. This opens up local businesses to potential customers searching for products or services in their industry. This huge audience allows businesses to scale their advertising, whether they're targeting small geographic areas or looking to expand regionally.

The potential for massive exposure is one of Google Ads' strengths, especially when local search terms are used. For local businesses, targeting users in your area turns into easy, reaching the right people at the right time.

2. High-Intent Targeting 

One of the biggest advantages of Google Ads is the high-intent Targeting. When users search on Google, they are indicating intent - to buy something, find a local service provider, or get more information. By targeting these users with Google Ads, businesses can position themselves to take advantage of demand when it is greatest.

Google Ads provides a direct path to conversion, because the person searching is often ready to act. This leads to better quality leads and a more direct way to drive sales and bookings for local businesses.

3. A Variety of Ad Formats 

Other than just text Ads in search results, Google ads provides many different Ad Formats. They include display ads on websites, YouTube ads, local service ads, and shopping ads. This variety allows local businesses to create different types of ads that best suit their marketing goals and target audience behavior.

For example, a local restaurant might do better with visually appealing display ads or YouTube ads, while a home service business might do better with text ads to generate leads. The variety of formats gives businesses the flexibility to use the right method for their results.

Differences Between Google Ads and Facebook Ads.

User Intent.

The difference between Google Ads and Facebook Ads is user intent. Google Ads focuses on users who are searching for something and are most likely seeking a product or a purchase. Facebook Ads instead target users based on their interests and behaviors, potentially leading to more passive engagement.

This distinction is important, as Google Ads perform best with users "buying," whereas Facebook Ads may work to create awareness and interest among users who aren't yet ready to buy.

Targeting.

Both platforms provide powerful targeting options, but the methods differ. Google ads uses keyword-based targeting to ensure users seeing your Ads are searching for something related to your business. Facebook Ads provide more detailed demographic, behavioral and interest-based targeting and are therefore an ideal platform for targeting businesses.

Ad Formats.

Google ads typically displays text-based Ads with the ability to add display Ads or video content. Facebook ads is more visually driven and supports various ad formats such as photo Ads, video Ads, carousel Ads and more. Depending on your business goals, ad format may be a major factor in platform selection.

Reach

Google Ads has huge reach, especially for businesses with high-traffic keywords. Facebook Ads, however, deliver reach based on user interest and behavior, which can help you grow an audience over time.

Cost

Cost can be quite different between the two platforms and depends entirely on your business objectives and bidding strategy. In general terms, Google Ads are usually more expensive due to the competition for popular keywords while Facebook Ads might be cheaper in case you're focusing on an extremely specific market.

When to Use Google Ads.

Google Ads is great for businesses that want to capture users at the point of intent. If your local business is targeting people who are searching for your product or service-like someone looking for a local plumber or restaurant - then Google Ads is your friend. Google Ads also works well for businesses that want to drive immediate conversions via direct and transactional advertising.

When to Use Facebook Ads.

Facebook Ads is best for businesses that would like to raise brand recognition, reach a particular target market or even develop long term relationships. In case you want to introduce your brand to new customers, encourage engagement or advertise for content and events, Facebook Ads will work for you. It's also a great platform if you have visually appealing products or services that can benefit from creative ads.

Why Google Ads Wins.

For local businesses, Google Ads wins when targeting users with high intent. For getting people looking for your services or products right now, Google Ads is the most immediate and direct method. Its ability to deliver ads to users based on specific search queries means your business appears right when potential customers are ready to act.

Where Facebook Ads Thrive.

Facebook Ads perform best when you wish to create awareness and engage with users that are not even acquainted with your company. Its precision targeting based on user interests and behaviors allows you to reach a highly targeted audience - ideal for nurturing leads, driving engagement and creating engaging ad experiences.

Google Ads vs Facebook Ads: Which Should You Use?

Finally, it boils down to your business goals to choose Google Ads or Facebook Ads. If you want to capture high-intent leads and instant conversions, Google Ads might be your best bet. In case you would like to increase awareness, reach a specific audience or merely show off your products visually, Facebook Ads may be a little more appropriate. Some local businesses use both platforms in tandem to target users at different points in the customer journey.

Conclusion

Both Google Ads and Facebook Ads provide local businesses with unique advantages. Google Ads focuses on capturing users at the moment of intent, while Facebook Ads focus on awareness and engagement with highly targeted audiences. The key lies in knowing your business objectives and selecting the best platform for your goals. Regardless of whether you decide on Google Ads or maybe Facebook Ads - or perhaps both - the right strategy will help your local business thrive in an electronic age of competition.

FAQ's