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Maximizing Your Advertising: Google Ads vs. Facebook Ads

Published on: November 17 2023 by Rasmus Gutfelt

Maximizing Your Advertising: Google Ads vs. Facebook Ads

Table of Contents

  1. Introduction
  2. The Differences Between Facebook and Google
  3. Pull Marketing vs Push Marketing
  4. Creative Options on Facebook and Google
  5. Google Ads: A Multitude of Ad Products
  6. The Power of Performance Max Campaigns
  7. Loss of Control on Google Ads
  8. Facebook Ads: Issues and Effectiveness
  9. Facebook Attribution: Over or Under Attributing?
  10. Leveraging Instagram for Ads
  11. Choosing the Best Platform for Your Business
  12. Parameters to Consider
    • Content
    • Product Type
    • Social Following
    • Performance Stability
  13. Conclusion

Best Platform for Business Growth: Facebook Ads or Google Ads?

In today's digital age, businesses have numerous advertising platforms to choose from. However, two of the most popular options commonly debated are Facebook Ads and Google Ads. Many business owners often wonder which platform is the best for growing their business in 2023. In this article, we will explore the differences between Facebook and Google Ads, analyze their strengths and weaknesses, and provide insights to help you make an informed decision about which platform aligns best with your business goals.

The Differences Between Facebook and Google Ads

Before diving into the intricacies of each platform, it is essential to understand the fundamental differences between Facebook and Google Ads. These differences primarily revolve around the marketing approach and the nature of the content displayed.

Pull Marketing vs Push Marketing

On Facebook, the marketing approach can be described as "push marketing." This means that businesses actively push their products or services to users who may not have heard of their brand before. Facebook allows you to target specific audiences and use retargeting techniques, but the primary goal is to reach new potential customers and generate interest in your offering.

Conversely, Google Ads follows a "pull marketing" approach. Instead of pushing out your products, on Google, you bid on specific keywords to capture users based on their search intent. By capitalizing on users' immediate needs, Google Ads aims to pull in potential customers who are actively searching for products or services like yours. This pull marketing strategy allows businesses to leverage users' intent and promote their offerings at a critical decision-making moment.

Creative Options on Facebook and Google

Another significant difference between Facebook and Google Ads lies in the type of content that dominates each platform. Facebook is a creative-first platform, similar to TikTok. It offers various ways for businesses to showcase their products or services using engaging and visually appealing creatives. This makes Facebook an ideal platform for businesses that can produce or leverage high-quality content, such as images, videos, or influencer collaborations.

On the other hand, Google Ads focuses more on text-based advertisements. Although Google offers display network ads that include visuals, search ads primarily rely on text to capture users' attention. This makes Google Ads an attractive platform for businesses that do not possess the resources to create visually captivating content.

Google Ads: A Multitude of Ad Products

Over the years, Google has expanded its ad products, providing businesses with a broad range of options to reach potential customers. From Google search campaigns and shopping campaigns to performance Max campaigns and display networks, Google offers marketers ample opportunities to serve ads and capture their target audience.

One notable ad product on Google is the Performance Max campaigns. While initially receiving backlash upon their release, these campaigns are gaining recognition as a valuable tool for scaling businesses. Backed by advanced AI and automation, Performance Max campaigns handle keyword bidding and audience targeting, optimizing campaigns for better conversions. As AI continues to improve and adapt, Google Ads provides businesses with a viable solution to drive profitable results and grow their ventures.

However, it is important to note that as AI becomes smarter, businesses may experience a reduction in control over their campaigns' outcomes. Google's progressive approach involves gradually rolling back autonomy and control, empowering AI algorithms to make decisions based on objectives and user behavior. This shift may limit marketers' ability to fine-tune results compared to the past. Yet, Google's ability to consistently deliver desired outcomes and drive positive ROAS suggests trusting their AI-driven systems.

Facebook Ads: Issues and Effectiveness

Facebook has faced its fair share of issues recently, including declining stock prices and concerns over ad account bans and tracking challenges. However, these issues do not negate the platform's effectiveness. It is crucial to examine your specific business goals, product, and previous experiences to determine whether Facebook Ads is a suitable option for you.

Contrary to popular belief, Facebook attribution is often deemed inaccurate by some marketers. However, through extensive testing and validation using UTM tracking and third-party software, it has been observed that Facebook Ads tend to overattribute purchases rather than underattribute them. Many "Gurus" believe that Facebook's reported revenue is lower than the actual figures. To truly understand the accuracy of Facebook attribution, it is recommended to validate the data by utilizing platforms like Triple Whale, which provide insights into true attribution.

Moreover, Facebook's subsidiary platform, Instagram, remains immensely popular, especially with the recent introduction of Instagram Reels, which competes with TikTok. Leveraging Instagram for ads can be highly effective, as it attracts a large user base engaged in scrolling through various content. By specifically targeting Instagram Reels as a placement for your ads, businesses have the opportunity to capitalize on user behavior from this increasingly popular feature.

Choosing the Best Platform for Your Business

Determining the best advertising platform for your business involves considering several key parameters. While there is no one-size-fits-all answer, the following factors can guide your decision-making process:

1. Content

If you possess the ability to produce captivating content or have access to content creators and influencers, Facebook Ads should be a primary focus. With Facebook's emphasis on creativity, businesses can leverage engaging content in multiple ways, including social media posts, ads, and TikTok-based promotions. Expanding your reach through creative output is beneficial for building a large social following, driving organic sales, and capitalizing on various platforms.

If content production is challenging or limited, Google Ads can be more suitable, as it primarily relies on text-based search ads. While it is possible to utilize visual aspects in Google Ads, the platform places more emphasis on leveraging search terms and user intent.

2. Product Type

Consider the nature of your products or services. If you offer high-priced or niche products, Google Ads is often more effective. Users actively searching for specific items are more likely to convert through search-based ads.

For more impulse-driven or low-priced products, Facebook Ads may provide better results. Facebook's push marketing approach interrupts users' browsing experiences, capturing their attention and enticing them to make spontaneous purchases.

3. Social Following

Building a substantial social following can have long-term benefits for your business. If growing an organic social following is a priority, Facebook Ads should be integrated into your advertising strategy. Facebook's emphasis on engagement and sharing can rapidly expand your following and lead to increased organic sales over time.

4. Performance Stability

For businesses looking for more stable and predictable performance, Google Ads may be preferable. Google's search-based advertising allows for targeting specific keywords and reaching users actively looking for products or services, resulting in more consistent purchase behavior. While Facebook Ads can yield profitable results, they often require constant creative output and can be more volatile.

Ultimately, the best platform for your business depends on a combination of these factors, as well as your specific industry, goals, and target audience. It is essential to analyze your unique circumstances to make an informed decision about which platform aligns best with your objectives.


In conclusion, both Facebook Ads and Google Ads offer valuable marketing opportunities for businesses. While Facebook may face some trust and stock-related issues, it remains instrumental in driving profitable results when executed correctly. Google, on the other hand, continues to expand its ad products, providing marketers with advanced AI-driven campaigns.

When determining the best platform for your business, consider factors such as content capabilities, product type, social following objectives, and performance stability. By combining these parameters with a comprehensive understanding of your business goals and target audience, you can make an informed decision and create an effective advertising strategy to grow your business in 2023.

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