Google Ads vs. Facebook Ads: Which Is Best in 2021?

Paid online advertising is one of the most effective ways to raise awareness of your business and drive more sales over a short period of time. Here’s a quick breakdown of Google Ads vs. Facebook ads to get you on the right track with your paid advertising campaigns. 

Google Ads vs. Facebook Ads: How Are They Different?

Both Google Ads and Facebook ads help you advertise your business online to specific audiences that are likely to purchase your products or services. Google Ads are featured on Google Search as well as on a large network of sites in the Google Display Network. On the other hand, Facebook ads can only be displayed within the Facebook and Instagram social media platforms. 

Google Ads Pros and Cons

Google’s strength in PPC advertising lies in its vast potential audience. However, Google Ads may not yield the same benefits for every type of business. 

  • Pros
    • Extensive search and display ad network
    • Proprietary Rankbrain AI software matches ads to people who are most likely to interact with them
    • Favors high-quality ad design over high ad spend
    • High ROI potential for Personal Services, Real Estate, Travel, Automotive, and Mobile Apps industries
  • Cons
    • Cost and ROI can vary dramatically based on industry
      • Legal, B2B, Education, and E-commerce businesses see the lowest conversion rates with the highest potential costs
    • Lower overall conversion rate than Facebook ads

Facebook Ads Pros and Cons 

As the largest and most popular social media platform in the world, Facebook offers a lot of potential visibility for small businesses. Yet, there are still a few drawbacks to consider. 

  • Pros
    • Average conversion rate of 9.21% (compared to Google’s 2.17%) 
    • Detailed demographic targeting tools for optimized target audience selection
    • High ROI potential for Legal, Apparel, Beauty, Fitness, Retail, Education, B2B, and Healthcare industries
  • Cons
    • Custom audience targeting may exclude audiences who are still potentially interested in your product
    • Intensive setup process may not be accessible for small business owners
    • Limited reach for younger demographics

For most small businesses, both Facebook ads and Google Ads will offer distinctive benefits. As a result, it’s best to invest in both if possible. Leverage Marketing can help you determine where your ad spend will be most effective, so you can see the best ROI for your business. Schedule a strategy call with us to get started!