Discover the key differences between Google Ads and Facebook Ads in this concise guide. Uncover the unique settings of each platform, from ad formats to targeting options, and make informed decisions for your online advertising campaigns. Learn which platform aligns best with your goals and audience to maximise your advertising reach and effectiveness.

Best platform for advertising: Google Ads or Facebook Ads

Both Google Ads and Facebook Ads are powerful online advertising platforms that offer various features to reach your target audience effectively. 

However, they serve different purposes and have unique settings tailored to their respective strengths. In this guide, we’ll compare the two platforms and explore their key settings to help you make informed decisions for your advertising campaigns.

1. Purpose: 

  • Google Ads: Google Ads primarily focuses on search intent. It allows advertisers to display ads when users search for specific keywords or phrases on Google’s search engine, making it ideal for capturing users actively looking for products or services.
  • Facebook Ads: Facebook Ads is centred around social targeting. It enables advertisers to reach users based on demographics, interests, behaviours, and connections, allowing for highly targeted campaigns to engage potential customers.

2. Ad Formats: 

  • Google Ads: Offers various ad formats, including Text Ads (shown on search results pages), Display Ads (banners on websites), Video Ads (YouTube), Shopping Ads (product listings), and App Promotion Ads.
  • Facebook Ads: Provides a range of ad formats, such as Image Ads, Video Ads, Carousel Ads (multiple images or videos in a swipeable format), Slideshow Ads, and Collection Ads (a mix of video and images for product display).

3. Targeting Options:

  • Google Ads: Relies heavily on keywords for targeting. Advertisers bid on relevant keywords, and their ads appear when users search for those keywords. There are also options for location-based, device-specific, and audience targeting.
  • Facebook Ads: Offers extensive targeting options beyond keywords, including demographics (age, gender, education, etc.), interests, behaviours, and connections. It allows you to reach audiences with specific interests or those similar to your existing customer base.

4. Budget and Bidding:

  • Google Ads: Operates on a pay-per-click (PPC) model, where you set a maximum bid for your keywords. You’re charged when someone clicks on your ad. Budgets can be set daily or for the entire campaign duration.
  • Facebook Ads: Provides different bidding options, including cost-per-click (CPC), cost-per-thousand-impressions (CPM), and cost-per-engagement (CPE). You set the maximum bid you’re willing to pay for your chosen action (click, impression, etc.), and budgets can be set for daily or lifetime spend.

5. Ad Performance and Metrics:

  • Google Ads: Offers detailed data on keyword performance, click-through rates (CTRs), conversion tracking, and more. It emphasises search terms that lead to conversions and provides insights into user intent.
  • Facebook Ads: Provides comprehensive analytics on ad performance, including engagement metrics (likes, shares, comments), click-through rates, conversion tracking, and audience insights based on demographics and behaviour.

6. Remarketing:

  • Google Ads: Allows for remarketing efforts to target users who previously visited your website but didn’t convert. You can show tailored ads to bring them back and encourage conversion.
  • Facebook Ads: Offers powerful remarketing capabilities, enabling you to retarget users who engaged with your page, app, or website. You can create custom audiences and run ads specifically tailored to re-engage potential customers.


In summary, both Google Ads and Facebook Ads have unique strengths and settings. If your goal is to target users actively searching for products or services, 

Google Ads can be highly effective. 

On the other hand, if you want to reach specific demographics and interests with visually engaging content, Facebook Ads can be an excellent choice. 

Ultimately, the best strategy may involve using both platforms in tandem, leveraging their respective strengths to maximise your advertising reach and effectiveness.

By Published On: July 30th, 2023Categories: Facebook Ads, Google AdsComments Off on A Short Guide to Comparing Google Ads with Facebook Ads: Understanding Different SettingsTags: ,

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