What is the difference between Google Ads and Facebook Ads? Who has higher ROI?



Many people may have such a question when advertising, Google Ads, or Facebook Ads, which is more effective? But the general answer is, it depends! Both have their own advantages, but depending on the industry, there are still differences in advantages and disadvantages.

So today our article will discuss this issue.

Google Ads, Facebook Ads, Google Vs Facebook Ads

First, let's look at the difference between the two.

What is Google Ads?

With the continuous development of technology, the way of finding, receiving, and conveying information has been greatly changed, and marketers have been given more choices. Similarly, huge changes have taken place in the way of consumption. Since its founding in 1998, Google has innovated and led numerous changes. 70% of users make search queries on Google.

For every search, thousands of relevant results including suggestions, videos, and local business-related information will be displayed in less than a second. Today, Google can perform 40,000 search results per second, 3 billion searches per day, and the annual search volume can reach one trillion times. This shows that Google's influence on the advertising industry.

Google Ads, Facebook Ads, Google Vs Facebook Ads

The picture above shows a Google search result. You can see that many search results are labeled "ad" or "sponsored". Google will not only give relevant advertisements based on search results, but also search results based on specific locations.

What is Facebook Ads?

If Google is a paid search, then Facebook is a paid social. Changes in consumer behavior and patterns have allowed consumers to interact with friends, topics of interest, and companies on social platforms. This has led to the rapid development and evolution of social platforms.

Facebook collected a lot of information far beyond imagination. Posts users have liked, topics they have participated in, Moments of Friends, birthdays, current location information, etc. Just imagine what role this information can play?

As long as it can accurately locate the consumer groups corresponding to the company and advertise to users who are prone to purchase, Facebook will have a market in many small businesses. These are points that many advertising platforms cannot do.

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How Google Ads and Facebook Ads work

Advertising and its products based on paid search allow business owners to locate users based on search queries they enter on Google, also known as keywords. These ads are mainly based on text and aim to show users some search results related to the problem to help users further search.

From the user's point of view, when searching for a specific keyword, the search results will be displayed in less than a second. However, at the beginning of each search result interface, the answer that is ranked first (as shown in the figure below, marked with "ad") is usually the result of paid clicks.

From the perspective of advertisers, the Google advertising platform allows them to enter the corresponding advertising marketing when users search for keywords and are aimed at areas within their business scope, which avoids waste caused by invalid clicks.

Once these ad delivery settings are completed, the ads will bid with advertisers who use similar keywords. Finally, Google will show ads with the highest bids and the most relevant content. At the same time, Google provides a large number of tools that can set up these ads.

Facebook Ads locates user groups based on users' behavior patterns on the platform. He is based on user characteristics, so that advertising is based on user behavior habits, preferences, etc. to target customer groups.

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What is ROI ? How to define

Traditional print advertisements rely on local newspapers to spread among the masses, and the advertising information is spread through this form. It is difficult to determine whether the advertisement is effective. However, in the digital information age, advertising is more accurate.

Computer scientific data analysis can track the advertising conversion rate. The advertising platform marks people who visit the website through advertisements. This kind of mark will follow the user until they make a purchase. These are very valuable to advertisers.

In addition, you can also collect website visitors by placing code and scripts on the website. Then, create remarketing advertising strategies on Google Ads and Facebook Ads for users who have visited the landing page of the website before. Retarget users who have visited the site before.

Test between the two

The biggest concern of enterprises is nothing more than profit. We conducted a test on the local gym business. We set up two campaigns and ran them for 30 days to evaluate the market for the products. The following two tables are the achievements of our campaign at the end of this test period.

Google Ads

Google Ads, Facebook Ads, Google Vs Facebook Ads

Facebook Ads

Google Ads, Facebook Ads, Google Vs Facebook Ads

Facebook’s advertising was very successful and far exceeded expectations. 103 people have purchased members, and the scope of influence involves 150,000. The cost per conversion is $11.

As for Google Ads, the actual advertising cost is lower than the initial advertising budget. And at the cost of converting $4 per item, it has brought more than 200 member purchases. And get some data that will help the next ad delivery.

The difference between the two

1. If the criterion of judgment is the return on the actual investment, Google is undoubtedly the biggest winner.

For new companies that have just been established and need to get a lot of business immediately, Google’s investment will bring you a better return on investment.

Although Google Ads usually requires a larger advertising budget, they also pay more attention to user experience. The biggest goal of Google is to provide users with better search answers. Therefore, the quality of the advertising content is much more important than the amount of advertising funding.

Therefore, if you are a small business that is not short of money, Google Ads will be your better choice.

2. Facebook marketing should undoubtedly become the core of a company's marketing strategy. Especially when considering paid social strategies. It not only allows you to observe user behavior on a deeper level but also develops a social group around the company itself. As we all know, an important factor in business development is word of mouth. Facebook has a huge role in helping to build corporate communities and fan experiences.

The return from investing in Facebook is far beyond what money can measure.


To clarify which of Google Ads or Facebook Ads marketing is more appropriate requires constant testing of many different variables. It depends on the business objectives, the type of business, and the characteristics of the customer base. Therefore, it is difficult to clearly say which one is more valuable to the company. I can only suggest that companies should not only focus on the rate of return on investment but rather consider the value goals that the company ultimately pursues.

Google Ads helps companies find new customers in a short period of time and bring instant marketing investment returns. And Facebook Ads will help new customers discover and understand the business. In the long run, this approach can bring you a better return on investment.

Social media advertising is one of the most affordable and accessible ways for small businesses to expose their brand and attract new customers. By learning more about the costs associated with social media marketing and how to achieve your goals, you’re one step closer to creating the business you envision.

Stiddle – aims to bring you inspiration from leading respected marketing experts.

Looking to learn more about ROI? See how to increase ROI in the SaaS industry!

Checkout Stiddle's Blog Article: How to Increase ROI in the SaaS Industry

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