Google Ads and Facebook Ads are the two dominant digital advertising platforms, but they serve fundamentally different purposes. Understanding when to use each—and how to combine them—is key to maximizing your advertising ROI.
Google Ads: Capture Existing Demand
Google Ads targets people actively searching for what you offer. When someone types “plumber near me” or “best CRM software,” they have high purchase intent. Google Ads captures this demand at the moment of need.
Best for:
- Emergency and urgent services (HVAC, plumbing, legal)
- High-intent product searches
- Local service businesses
- B2B with specific solution searches
Facebook Ads: Create New Demand
Facebook (and Instagram) Ads target people based on demographics, interests, and behaviors—even before they’re actively searching. They’re powerful for building awareness and creating demand for products people didn’t know they needed.
Best for:
- Ecommerce and consumer products
- Brand awareness campaigns
- Visually compelling products/services
- Retargeting website visitors
- Lead generation with content offers
The Smart Approach: Use Both
The most effective strategy combines both platforms: Facebook Ads builds awareness and generates initial interest, Google Ads captures people when they search after seeing your brand. Retargeting on both platforms keeps you top-of-mind throughout the buyer journey.
Budget Allocation Guidelines
- Service businesses: 70% Google / 30% Facebook
- Ecommerce: 40% Google / 60% Facebook
- B2B: 60% Google / 40% LinkedIn+Facebook
- Brand launches: 30% Google / 70% Facebook
Need help deciding? Brandastic creates custom advertising strategies that maximize your budget across all platforms.
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