Our partners often ask us if Google Ads are better than Facebook Ads or vice versa. Small business owners should view these two advertising tools as complementary and not as competitors. We’ll briefly review what Google and Facebook Ads are and then discuss how the tools can be used together to maximise your paid media investments.

Overview of Google Ads.

Google Ads are run on Google’s search engine and partner websites via Google Search Partners or Display Network. Google Ads, also known as “paid search”, uses the pay-per-click pricing model. Advertisers pay for each prospect who clicks on their Ads.

Google works by targeting keywords through user search queries. Your Ad appears when someone searches for specific keywords. Google Ads will show your product or service to prospects and customers who are highly likely to purchase them. Google Ads can be viewed as outbound marketing. We are using the platform to find potential customers.

Overview of Facebook Ads.

Facebook Ads can be placed on many websites, part of the Facebook Audience Network and Instagram. Facebook’s auditioning system differs from Google’s, where advertisers work with pay-to-play models. Targeting is not based on keywords or search queries but interest and behaviour. Another difference with Google is that Facebook advertising works as a discovery channel. This means that potential customers can learn about the brand, product, or service based on their behaviour and interest. Engage Facebook Ad management companies to learn more about your business goals and create a campaign to target your ideal customer.

Combining Facebook and Google Ads.

It is best to run both Facebook Ads and Google Ads in tandem. Due to the high intent nature of Google and the brand awareness nature of Facebook, you will likely want to allocate more of your combined budget to Google. The allocation will depend on industry, competition and location.

Facebook Ads increase brand searches on Google.

Paid media tandems can work together by increasing prospect searches for your brand. A prospect may need your services but be unfamiliar with your brand. Many prospects will then conduct a Google search for your brand.

Google and Facebook Ad copy and targeting inspiration.

One way is to determine which keywords or Ads convert the most in Google and then test these keywords and Ad copy in the headline of a Facebook Ad.

A lookalike audience is another option to generate conversions from Google Ads audiences. This is more complicated. This tactic can only be executed effectively if you have consistent UTM parameters. You also need at least 500 to 1,000 conversions from your Google Ads audience.

You can attract audiences and increase conversion rates with strategic and affordable SEO services.

Our Google Ads Management Services will help you increase traffic, increase revenue, and reach your business goals.

Facebook and Google Ads Increase ROI and Customer Data

You don’t need to choose between Facebook Ads and Google Ads, but you should use both in conjunction as part of your marketing mix. This will help you get better customer data and a higher ROI over the long term.