Google Ads vs Facebook Ads: Which Delivers Better ROI in 2025?

Facebook and Google are two of the most popular platforms on the internet today. Facebook has more than 3 billion active users per day, whereas Google receives over 14 billion searches every day. Additionally, each provides advertising services.

Google Ads and Facebook Ads are the leading competitors in paid advertising. Many businesses use both, but some focus on a single platform to improve targeting and increase return on investment.

Despite their similarities, the primary differences between Google Ads and Facebook Ads can help you decide which one best suits your business’s requirements. Keep in mind that the most effective campaigns offered by top AdWords management companies optimize return on investment. This requires selecting the most appropriate advertising platform and making sure the plan aligns with your business’s requirements.

A Quick Summary: Google Ads vs. Facebook Ads

Here’s a table that you can review quickly to understand the differences between Google Ads and Facebook ads:

What is Google Ads?

Google, which is the most popular search engine in the world, offers a pay-per-click (PPC) advertising network called Google Ads. One of the most widely used Google Ads strategies is keyword targeting, particularly when using the Google Search Network. Selecting the appropriate keywords is essential if you want your advertisement to show up in relevant search results, as per the best SEO company. Your keywords decide where your advertising appears in search results.

You will perform keyword research to identify relevant keywords. You may find appropriate keywords for your campaign with the use of keyword research. The best leads for your campaign will come from long-tail keywords, which are combinations of three or more words.

Advertisers will bid on keywords to have their ads show in relevant search results. Your maximum bid, or the amount you are willing to spend each time someone clicks, is the bid you set. Another name for it is your cost-per-click, or CPC.

You can use Google Ads Performance Planner to target people who are actively looking for your products or services. Additionally, you have a variety of ad formats, such as banner, video, shopping, display, and search ads. You can choose from a variety of pricing structures based on your marketing goals:

• Cost-per-click (CPC): You only have to pay when a user clicks on your advertisement.
• Cost-per-thousand impressions (CPM): You pay for each 1,000 screen views of your advertisement.
• Cost-per-action (CPA): You only have to pay when a user takes a particular action, such as making a purchase or signing up.
• Cost-per-view (CPV): You pay when a user views your video ad.

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Advantages and Disadvantages of Google Ads

Before investing, it is important to consider both sides. Although Google Ads targeting can produce quick results and create high-intent traffic, it also requires competitive bidding, strategic management, and ongoing optimization to be effective. Let us examine the pros and cons to see if it is good for your business.

Pros of Google Ads:

• Increase your business’s lead generation: Google is a major advertiser and processes billions of search queries every day, which gives you the chance to connect with dozens of new customers.
• Make use of several forms of advertising: Both search network and display network advertising are available on Google. This implies that you have the option to create ads that show up on other websites or those that show up in search results. You have several options for trying to reach fresh leads.
• Bid on millions of keywords: You can use Google to get your ads to rank for dozens of keywords. It allows you to meet new people and increase your visibility. Even better, you have access to targeting options beyond just words and phrases.
• Earn positions based on relevancy: Money will not get you top advertising space, but relevance will. This implies that your ad has a chance to compete with leading brands for pertinent queries, regardless of your budget size.

Cons of Google Ads

• Increased Cost per Click (CPC): The CPCs of competitive businesses, including finance and legal, are much higher.
• Complex Setup & Management: Requires ongoing bid modifications, A/B testing, and optimization.
• Steep Learning Curve: Compared to Facebook Ads, more technical expertise is required.
• Limited Visual Appeal: The majority of search advertising is text-based, which limits creative possibilities.
• Click Fraud and Bot Traffic: Certain industries face invalid clicks that do not result in conversions.
• Requires a Strong Keyword Strategy: Poor keyword selection may result in wasted ad spend.

An example of Google Ad in Action

Verve Coffee Roasters, a coffee brand based in Northern California, maximizes the effectiveness of its Google search ad copy and landing sites by providing its target demographic with a range of compelling click-through actions.

Each of the four links in the Verve ad, which shows up at the top of its relevant SERP, takes the user to a separate landing page: “Best Selling Subscription” advertises its signature product, “Save 15% With 5 lbs Bags” indicates a sale and an interactive quiz helps you “Find Your Coffee Match.”

This complex strategy encourages several types of new customers to visit the parts of the Verve website that most appeal to them.

What is Facebook Ads?

Facebook Ads, as part of the larger Meta Ads ecosystem, enable businesses to reach users on Facebook, Instagram, Messenger, as well as the Meta Audience Network. Facebook ad targeting creates demand by exposing your business to individuals who may not have been actively searching but are probably interested based on their actions and behavior.

Facebook ads are sponsored social media advertisements that show up in users’ newsfeeds. The term “sponsored” is applied to them to indicate sponsored content. You can run a variety of ad forms on Facebook, such as Images, Videos, Slideshows, Carousels, and Collections.

These ads encourage visitors to follow your page or visit your website, but they do not always drive conversions. Because these ads help people become familiar with your business, it is an excellent way to generate more leads for it. You can choose between pay-per-click (PPC) and pay-per-impression (PPM) based on whether you value interaction or visibility.

Advantages and Disadvantages of Facebook Ads

Facebook is a popular platform because of its visual appeal and precise targeting, but it also has drawbacks that might affect the performance of campaigns. Let us look at the benefits and drawbacks to determine whether it fits with your goals.

Pros of Facebook Ads

• Access to high-quality data: On Facebook, users exchange plenty of personal information. They have similar thoughts, interests, hobbies, and life events. You may use this information to target individuals when you advertise on Facebook, which can help your business get more relevant leads.
• Build lookalike audiences: You can upload data from your database about people who are most likely to be interested in your business to Facebook. Once the data is added to your advertising campaign, you can use it to target quality Facebook users.
• Make use of Facebook’s visual components: Your audience will find your ads more captivating and engaging because they are all visual. You may use carousel, image, and video ads to entice your target customer and stimulate their interest in your offering.
• Obtain a high rate of conversion: A vital aspect of your advertising strategy is conversions. You will not get the leads, followers, sales, or sign-ups you desire if you do not get conversions. However, Facebook ads have a remarkable nearly 10% conversion rate.

Cons of Facebook Ads

• Reduced Buyer Intent: Conversions are more difficult on Facebook because users are not always looking to buy.
• Ad Fatigue: If advertisements are displayed too frequently, users may ignore them, requiring fresh creatives.
• Privacy & Tracking Issues: It is harder to measure conversions due to cookie limits and iOS updates.
• Algorithm Dependent: Facebook’s algorithm modifications cause performance variations.
  Restricted to the Meta Ecosystem: Facebook Ads are exclusively displayed on properties owned by Meta, compared to Google Ads.

An example of a Facebook Ad in action

Facebook Ads are used by Slack, a service for workplace communication, to bring in users and creatively connect with professionals. One of its most notable advertisements shows a woman with a unicorn and rainbow next to the words, “What it feels like to sit in 25% fewer meetings.”

Which is Better for Your Business: Facebook or Google Ads?

In the competition between Facebook ads and Google ads, there is no clear winner. This is due to the fact that both platforms are valuable. Whether your company is in the business-to-business (B2B) or business-to-consumer (B2C) space, you can use Facebook and Google to raise online sales, build brand awareness, and even drive phone calls and in-store visits.

Your advertising strategy and campaign objectives will determine which platform is appropriate for your business.

Bottom line,

The ideal ad platform ultimately depends on your unique marketing objectives. Google Ads is your best option if you are looking for quick results and want to reach customers who are already looking for your products. However, if you want to raise visibility, promote engagement, or build relationships, Facebook Ads will be your best option.

Both Google and Facebook ads help you reach new customers who are interested in your business and build brand awareness. Your business will generate more leads and conversions if you run these sponsored advertisements. Our team at Icecube Digital has years of experience in social media advertising services and PPC advertising campaigns.

We are a full-service digital marketing agency with a focus on sponsored advertising. Our team of highly skilled professionals will contribute their expertise and knowledge to your campaign. We will work with you to develop a campaign that is specific to your business.