The Great Advertising Debate
It’s one of the most common questions businesses ask: should I advertise on Facebook or Google? The answer, like most things in marketing, is “it depends.” But understanding the fundamental differences between these platforms will help you make a smarter decision with your advertising budget.
Google Ads: Capture Existing Demand
Google Ads puts your business in front of people actively searching for what you offer. When someone types “emergency plumber Irvine” or “best CRM software,” they have high purchase intent. Google Ads captures this existing demand.
Best For:
- Services people actively search for (lawyers, doctors, contractors)
- Products with clear search demand
- Local businesses targeting nearby customers
- High-intent keywords with clear buying signals
- Businesses with proven conversion funnels
Key Advantages:
- High intent traffic — people are already looking for you
- Massive reach through the Google Search Network
- Precise keyword targeting
- Measurable ROI down to the keyword level
Facebook Ads: Create New Demand
Facebook (and Instagram) Ads work differently. Instead of capturing existing demand, they create demand by putting your message in front of people who match your ideal customer profile — even if they weren’t actively looking for you.
Best For:
- Products people don’t know they need yet
- Visual products that photograph well
- Building brand awareness and consideration
- Reaching specific demographic or interest-based audiences
- Retargeting website visitors and past customers
Key Advantages:
- Powerful audience targeting (demographics, interests, behaviors)
- Lower cost-per-click for many industries
- Visual storytelling through images and video
- Lookalike audiences to find people similar to your customers
When to Use Both Together
The most effective advertising strategies often combine both platforms. Use Google Ads to capture high-intent searches and Facebook Ads to build awareness and retarget. For example: Facebook generates awareness, Google captures the search that follows, and Facebook retargeting closes the deal.
Budget Allocation Guidelines
As a starting point, consider allocating 60-70% to Google Ads if you have strong search demand for your product or service. Shift more toward Facebook if you’re building a brand, launching a new product, or your product is visually driven.
Test both platforms with a meaningful budget (at least $1,000-2,000 per month per platform) for 60-90 days before making major allocation decisions.
The Bottom Line
Neither platform is universally “better.” The right choice depends on your business, audience, and goals. The smartest move? Test both, measure results, and let the data guide your budget allocation.
Need Help Managing Your Ad Spend?
Brandastic manages PPC campaigns across Google, Facebook, Instagram, LinkedIn, and more. We optimize your budget across platforms to maximize ROI. Get a free advertising consultation.
