If you’re planning to run ads online, you’ve probably wondered: Facebook Ads or Google Ads, which should I choose?
Both platforms help businesses grow. Both reach people in different ways. But each works best for different goals, budgets, and audiences. Picking the right one can save money and boost results.
In this guide, we’ll explain social media advertising, PPC services and compare both platforms side by side. By the end, you’ll know which ad platform fits your brand best.
What’s the Difference Between Paid Social and Paid Search?
When people talk about Facebook Ads and Google Ads, they’re really talking about paid social and paid search.
- Paid social means ads that show up inside social media feeds (like Facebook and Instagram).
- Paid search means ads that appear on Google when people search for something.
Both use PPC advertising strategy, you pay when someone clicks the ad. But they work differently.
What Are Facebook Ads?
Facebook Ads let you run ads across Facebook, Instagram, Messenger, and other apps. You can promote posts, websites, products, or even events.
Some key things about Facebook Ads:
- You can target by age, interests, behavior, and location.
- Ads include images, videos, carousels, and stories.
- They help you build awareness and reach new audiences.
- They work well when people don’t know your brand yet.
Social media advertising with Facebook Ads focuses on showing up where people are already spending time online
What Are Google Ads?
Google Ads show your ads on Google search results, YouTube, and other websites that work with Google.
Some key things about Google Ads:
- You target people based on what they’re searching for.
- Ads include text, shopping ads, and YouTube videos.
- They help you reach people who are actively looking to buy.
- They work well for businesses that solve urgent problems.
Google Ads are a big part of PPC services because they let you capture people who are ready to take action.
Facebook Ads vs Google Ads: Key Differences
Here’s a simple ad platform comparison to see how they differ:
Factor | Facebook Ads | Google Ads |
Targeting | Interests, behaviors, audience details | Keywords, search intent |
Ad Formats | Images, videos, stories, carousels | Text, shopping ads, YouTube videos |
When They Work | Awareness, discovery, engagement | Intent, purchase, direct search |
Cost | Lower for broad audiences | Higher for popular keywords |
In a smart PPC advertising strategy, Facebook Ads are great for building interest, while Google Ads are better for catching buyers at the moment they search.
Pros and Cons of Each Platform
Pros of Facebook Ads:
- Reach people based on interests and lifestyle.
- Use eye-catching visuals and video.
- Lower average cost per click for broad audiences.
- Good for growing awareness and followers.
Cons of Facebook Ads:
- People may not be ready to buy right away.
- Ads can get ignored if shown too often.
- Some tracking limits due to privacy rules.
Pros of Google Ads:
- Reach people when they search for what you offer.
- Higher intent leads who want answers now.
- Easy to measure clicks, calls, and form fills.
- Works well for competitive industries.
Cons of Google Ads:
- Higher cost for competitive keywords.
- Needs keyword research and testing.
- Fewer creative ad options (mostly text).
When Should You Use Facebook Ads or Google Ads?
Here’s when to pick Google Ads or Facebook Ads:
- Use Facebook Ads if you want to build awareness, grow your community, or promote a product people haven’t heard of yet.
- Use Google Ads if you want leads, direct sales, or to appear when someone searches for your service.
Many brands use both. A good digital marketing agency will recommend using both platforms at different stages of the buyer journey.
Case Study 1: Google Ads Success for Real Estate – Kings Digital
Client: Dubai real estate agency selling premium apartments and off-plan properties.
The Challenge:
The client needed more qualified buyer leads for a new off-plan project. Organic efforts weren’t converting. They wanted direct, high-intent traffic with a lean ad budget.
Our Approach:
Kings Digital launched a Google Ads campaign targeting keywords like “buy apartment in Dubai” and “off-plan property Dubai.”
We built a landing page with a simple form, ran focused search ads, and set up retargeting for visitors who didn’t convert. Daily optimization kept costs in check.
The Results:
- 74 qualified leads in 30 days
- 27% lower cost per lead than industry average
- 18 confirmed property viewings booked
Kings Digital used Google Ads to turn search intent into real estate leads, delivering measurable growth.
Kings Digital turned Meta Ads into a reliable booking engine, not just a branding tool.
Google Ads are best for:
Reaching people actively searching for a product or service, getting high-intent leads ready to take action now, driving local calls or form fills, competing in search-heavy industries, capturing traffic from people already in the decision phase.
Case Study 2: Meta Ads Win for Massage Therapy Clinic
Client: Wellness clinic offering massage therapy in Mississauga.
The Challenge:
The clinic wanted more weekday bookings. Boosted posts weren’t delivering. They needed ads that converted local interest into actual appointments.
Our Approach:
Kings Digital ran Meta Ads on Facebook and Instagram, targeting people within 10 km, aged 25–55, interested in wellness and self-care. We used video ads, carousels, and a direct “Book Now” button linking to their scheduler. Retargeting ads followed visitors who didn’t book.
The Results:
- 45% increase in bookings in 4 weeks
- 34% lower cost per booking than boosted posts
- 200+ organic Instagram followers gained
How Should You Budget?
The budget depends on your goals.
If you need fast leads and have a small budget, Google Ads might bring better results, but may cost more per click.
If you want to reach more people for less and focus on awareness, Facebook Ads let you spread your budget wider.
A strong PPC advertising strategy often splits the budget. You might spend more on Google Ads to get sales, while using Facebook Ads to warm up your audience.
Final Recommendation: Which Platform Fits You?
Both Facebook Ads and Google Ads work, but they work differently. If your audience scrolls Instagram and buys based on visuals or storytelling, social media advertising with Facebook Ads is a better fit.
If your audience searches for solutions and needs answers now, PPC services with Google Ads will likely perform stronger. Not sure which one to choose? Or wondering if you should run both?
Kings Digital is a results-focused digital marketing agency that helps brands build the right PPC advertising strategy for their goals, budget, and audience.
Book a free strategy call with Kings Digital today. Let’s figure out the smartest way to grow your business.
