Google Ads vs. Facebook Ads: Best for Business in 2025

You’ve built something great through organic growth and word of mouth, but now you’re ready to scale. Paid advertising can take your business to the next level—but where should you invest your budget?

Most ecommerce businesses face the same choice: Google Ads versus Facebook Ads. Both platforms can drive sales and grow your audience, but they work in completely different ways. The right choice depends on what you’re selling, who you’re targeting, and where your customers are in their buying journey.

This guide breaks down how both platforms work, what they cost, and when to use each one to grow your business.

Key takeaways: Google Ads vs. Facebook Ads

The bottom line: Choose Google Ads when customers are actively searching for what you sell. Choose Facebook Ads to create demand and catch people’s attention when they’re not actively shopping.

• Use Google Ads when people search for your products (“best email marketing software,” “wireless bluetooth headphones”). You’re capturing existing demand from high-intent shoppers.
• Use Facebook Ads to build interest in visual products, reach impulse buyers, or target people based on lifestyle, hobbies, or behaviors. You’re creating demand where it didn’t exist before.
• Budget considerations: Facebook Ads are often cheaper for building broad awareness but may need more touchpoints to convert. Google Ads costs more per click but often converts faster since people are already looking to buy.

Google Ads vs. Facebook Ads: key differences at a glance

The biggest difference between Google Ads and Facebook Ads comes down to when people see your ad and why they might click.

User intent: search vs. discovery

Google Ads catch people when they’re hunting for solutions. Someone types in “best vegan protein powder” or “freelance writer for ecommerce blog” because they want to find one right now. Your ad appears exactly when they’re ready to buy.

Facebook Ads interrupt people during their downtime. They’re scrolling through friend updates, watching videos, or browsing memes. Your ad needs to stop them mid-scroll, make them curious enough to click, and plant the seed for a future purchase.

Reach and audience size

Both platforms are massive, but they reach people differently. Google is the most visited website in the world, processing more than five trillion searches a year. Facebook boasts more than three billion monthly active users across its family of apps (Facebook, Instagram, WhatsApp, Messenger).

The key difference: Google reaches people when they have questions or needs. Facebook reaches people when they’re relaxed and browsing.

Targeting capabilities

Google Ads focus on keywords and context. You target searches like “running shoes for flat feet” or “small business accounting software.” You can also layer in location, device type, and time of day.

Facebook Ads taps into its user data to pinpoint your ideal customers. You can target new parents who like organic food, live in specific cities, and have household incomes over $75,000. Or create lookalike audiences based on your best customers.

Ad formats and creativity

Google’s most popular ads are text-only—headlines, descriptions, and extensions. Display ads on YouTube and other sites can include images and videos, but with less creative flexibility.

Facebook Ads are built for visual storytelling. You can include single images, videos, carousels, collections and interactive formats that feel native to social feeds.

Cost comparison and ROI potential

Google Ads: Higher cost per click, but stronger buying intent. You’ll pay more (especially in competitive industries like finance or software), but that often comes with stronger purchase intent (and a higher return on investment), meaning fewer wasted clicks and potentially more conversions.

Facebook Ads: Lower cost per click, but longer conversion timelines. You can reach more people for less money, but it might take longer (and more touchpoints) to convert a viewer into a customer. This makes Facebook ideal for building brand awareness and retargeting campaigns that nurture leads over time.

What are Google Ads?

Google Ads (formerly Google AdWords) are targeted pay-per-click (PPC) advertisements. You only pay when someone clicks your ad. These ads appear in Google search results, across the Google Display Network (a collection of more than two million websites), and on Google properties like Gmail and YouTube.

How do Google Ads work?

Google Ads offers several ad types. The most popular are search ads—text-only ads that appear on search engine results pages (SERPs) based on keyword relevance and your bid amount. Other formats include display ads (image-based banner ads across the Google Display Network) and Google shopping ads (product listings that show up directly in Google Search results).

You can target your ideal customers based on search intent using keywords they search for, plus demographic details like age, gender, location, family status, and household income.

Google Ads formats for ecommerce

Running a store? Google Ads gives you several ways to put your products in front of shoppers when they’re ready to buy:

Shopping ads

Google Shopping Ads are the product listings at the top of search results, complete with image, price, brand name, and sometimes review ratings.

• Where they appear: Google Search, Shopping tab, YouTube, and Google’s Display Network
• Best for: Capturing high-intent shoppers searching for specific products (“white linen duvet cover”)

Search ads

Text ads that appear above or below organic search results.

• Where they appear: Google Search and search partner sites
• Best for: Targeting high-intent keywords like your brand name, product categories, or competitor terms (“sustainable swimwear UK”)

YouTube video ads

Video ads that let you showcase products in action—perfect for visual brands.

• Where they appear: Before, during, or after YouTube videos, or as standalone promoted videos
• Best for: Building awareness, launching new collections, or demonstrating how products work

Display ads

Image-based ads across millions of websites in Google’s Display Network.

• Where they appear: Blogs, apps, and news sites your audience visits
• Best for: Retargeting website visitors, recovering abandoned carts, or building brand awareness

Advantages of using Google Ads

Google offers various targeting options and ad formats, but two advantages make it especially powerful:

Extensive reach

You can reach almost any audience with Google Ads. Google processes more than 40,000 search queries every second and captures nearly 90% of all search activity. Google display ads reach more than 90% of internet users worldwide, turning casual browsers into potential customers.

High purchase intent

Google Ads connect you with people actively searching for what you sell. When someone clicks a Google search ad, they often intend to learn more or buy immediately. For example, when a parent realizes their child has outgrown last year’s winter coat, they might search “winter coats for kids,” click your ad, and purchase on the spot.

3 examples of successful Google Ads campaigns

Google Ads give ecommerce companies multiple ways to reach their target audience. Here’s how three brands use different ad types, landing pages, and competitor keywords and search terms to create effective Google Ads campaigns.

Warby Parker 

This eyeglasses brand runs targeted Google Ads for different search terms and customer intentions. This example offers searchers a discount and free shipping to encourage clicks:

Allbirds

The shoe brand directs searchers to its shoe care page with this ad. It also includes additional options like women’s shoes and men’s tree runners for shoppers who want to browse other products.

Gymshark

Gymshark targets the keyword “women’s running shorts” with this ad that speaks directly to searchers’ motivations—helping them achieve their personal best.

What are Facebook Ads?

Facebook Ads are targeted social ads that appear across Meta properties, including Facebook and Instagram. These Facebook Ads can include images, carousels (swipeable image series), and videos that show up in main feeds, Stories, or Reels.

The ads look like regular posts but include “Sponsored” below the profile name. 

Facebook’s targeting goes beyond basic demographics like age, gender, and location. You can target people based on their interests, behaviors, pages they follow, and even life events like getting married or buying a home. Facebook offers both pay-per-click (PPC) campaigns and pay-per-impression (PPM) campaigns, where you’re charged per 1,000 impressions.

Facebook Ads formats for ecommerce

Facebook ads offer versatile, visually engaging ad formats designed to grow brand awareness and drive sales:

Carousel ads

Swipeable ads that showcase multiple images or videos in one unit—each with its own link.

• Best for: Highlighting collections, telling stories (like before/after transformations), or showing product variants
• Why it works: High engagement rates and perfect for curious browsers who want to explore multiple products

Single image or video ads

Simple ads featuring one image or video with a strong headline and call-to-action.

• Best for: Promotions, product launches, or retargeting specific items to previous visitors
• Why it works: Grabs attention in busy feeds, especially with bold, scroll-stopping creative

Collection ads

These open into an Instant Experience—a full-screen shopping experience within Facebook or Instagram where users can browse without leaving the app.

• Best for: Converting mobile browsers into buyers, top-of-funnel discovery, and impulse purchases
• Why it works: Create a smooth, mobile-optimized shopping experience tailored for ecommerce

Dynamic product ads (DPAs)

Automatically promote relevant products to people based on their past behavior, like viewing products or adding items to cart.

• Best for: Retargeting campaigns and abandoned cart recovery
• Why it works: Feels personal and relevant to each shopper’s interests

Advantages of using Facebook Ads

Facebook’s vast audience lends a competitive edge over Google Ads in three key areas:

Advanced targeting options

Facebook lets you target customers with precision other platforms can’t match. Beyond standard demographics like age, gender, and location, you can target people based on life events (new job, recent move), interests, pages they follow, and detailed buyer profiles.

Brand building with memorable ads

Facebook excels at creating visually appealing, memorable ads. Since the platform is built for sharing eye-catching multimedia content and optimized for mobile, you have endless creative opportunities. Use images, videos, and interactive formats to build your brand and meet customers where they spend their time.

Remarketing capabilities

Facebook’s remarketing is incredibly powerful. Install a Facebook pixel on your Shopify store to retarget people who’ve browsed your products, abandoned their cart, or viewed specific pages.

Dynamic product ads take this further by automatically showing each shopper the exact items they viewed (or similar products) in their feed, Stories, or across Instagram. 

3 examples of successful Facebook Ads campaigns

Here’s how three ecommerce companies use Facebook Ads’ visual storytelling to connect with potential customers and drive sales:

Rothy’s

This eco-friendly footwear company has built a strong social media presence with more than 300,000 followers on Instagram and Facebook. In this video ad, the brand partners with a fashion influencer to showcase its latest clog collection in action.

Kirrin Finch

This apparel company creates menswear-inspired pieces designed for female and non-binary bodies. It frequently shares photos of happy customers wearing Kirrin Finch clothes at weddings. This carousel ad showcases smiling couples on their wedding days and encourages viewers to “say yes to the suit.”

Beardbrand

This men’s grooming company combines compelling product imagery with social proof, featuring customer testimonials alongside enticing offers like “free shipping” and highlighting “31,000+ store reviews.”

When to use Google Ads vs. Facebook Ads

Choosing between Facebook Ads and Google Ads depends on your audience, industry, and business goals. Generally, Google Ads work better for driving sales, while Facebook Ads excel at building brand awareness and connecting with customers.

Business goals and platform selection

The right advertising platform for your store depends on what you’re trying to achieve. Start by asking: Do I want to capture existing demand or create it?

• Choose Google Ads when your main goal is driving sales from people already looking for products like yours. These shoppers are actively searching, comparing options, and ready to buy—making Google ideal for high-intent conversions.
• Choose Facebook Ads when you want to build brand awareness, connect with a community, or introduce new products. Facebook lets you get creative, tell your brand story, and reach customers where they’re already spending time, even when they’re not actively shopping.

Industry-specific considerations

Your industry can influence which platform delivers better results:

• Practical, needs-based products: If you sell utilitarian items like space heaters or home security systems, prioritize reaching customers who need your product right now. Google Ads typically work better for these immediate-need purchases.
• Lifestyle and visual brands: If you run a trendy fashion company or sell products tied to identity and style, invest in strengthening your brand and connecting with your audience. Facebook Ads help you cultivate a loyal customer base over time, even if conversions don’t happen immediately.

Both platforms have a place in most marketing strategies. The key is understanding how your product fits into your customer’s journey and using the right channel at the right moment.

How to use Google Ads and Facebook Ads together

Google Ads and Facebook Ads are powerful on their own, but together they create a full-funnel marketing strategy that meets customers wherever they are in their buying journey.

Instead of choosing one platform, smart brands use both to play to each platform’s strengths and create one seamless system.

Creating a complementary strategy

Facebook introduces your brand, sparks interest, and keeps you top of mind. Google closes the deal when someone’s actively searching for what you offer.

Here’s how to structure a simple funnel:

• Top of funnel: Run Facebook video or carousel ads to showcase products and tell your brand story
• Mid-funnel: Retarget engaged viewers on Facebook and use Google Display or YouTube ads to stay visible as they browse
• Bottom of funnel: Use Google Search and Shopping Ads to catch high-intent buyers ready to convert

Tools like Triple Whale, Northbeam, or Google Analytics 4 (GA4) can help you track cross-channel performance, so you know which campaigns are working and where to invest more.

💡Pro Tip: If you’re running a Shopify store, Shopify Audiences can improve ad performance by creating high-intent audience lists that integrate directly with Facebook and Google, helping you target shoppers more likely to convert.

Budget allocation across platforms

How you split your ad spend depends on your business stage, goals, and platform performance.

• New store or brand launch: Put 60% to 70% of your budget into Facebook to build awareness and generate traffic. Use the remaining 30% to 40% on Google for branded keyword coverage and retargeting.
• Established store with steady traffic: Flip that ratio—put more budget into Google Search and Shopping ads to capture purchase-ready clicks, while keeping a portion on Facebook for retargeting and retention.

For context, the median monthly spend for Google Ads campaigns is $1,057, which gives you a solid starting point when planning budgets.

As your campaigns run, watch for audience overlap and attribution issues. You’ll often reach the same people across both platforms. That’s not necessarily bad, but be mindful of how often you’re showing up and whether you’re repeating the same message. 

Both Facebook and Google will try to claim credit for conversions. Consider using a tool that shows blended attribution so you can make more balanced decisions.

Don’t set your budget split and forget it. Use real performance data like ROAS, conversion rates, and customer acquisition cost to rebalance your spend every few weeks.