If you’re a business owner or marketer, you’ve probably wondered not just which platform to use, but whether you actually need to be on both Google Ads and Facebook Ads. The truth is that these platforms serve very different roles in the marketing funnel. Understanding how they complement each other, and when to use each one can help you build a smarter, more effective campaign strategy. Let’s break down how they work, their strengths, and how to use them together to drive better results.
TLDR
Google Ads and Facebook Ads aren’t an either/or decision, they’re better together. Google helps you capture people who are actively searching for your product or service, while Facebook and Instagram are ideal for building awareness, reaching new audiences, and telling your brand story. Use Meta to spark interest and Google to convert that interest into action. Managing both can get messy, but that’s where ASK BOSCO® makes life easier tracking performance, planning budgets, and helping you make smarter, data-led decisions across both platforms.
What are Google Ads?
Google Ads is Google’s advertising platform where businesses can show their ads on Google Search, YouTube, Gmail, and across millions of websites in the Display Network.
How it works
Google Ads is built on search intent. When someone types “best running shoes” into Google, they’re actively looking for that product. Advertisers bid on keywords like “running shoes,” and if your ad is relevant and your bid is strong, Advertisers target keywords like ‘running shoes,’ and if your ad is relevant and your bidding strategy is competitive, your ad is more likely to show. you could show up at the top of the results. It’s a pay-per-click (PPC) model, meaning you only pay when someone clicks your ad.
Types of Google Ads
- Search Ads: Appear in Google’s search results, these are great for capturing intent.
- Shopping Ads: Feature images, prices, and product details at the top of search results.
- Display Ads: Are banner-style ads (images or videos) shown across websites, good for brand awareness or retargeting.
- YouTube Ads: Are video ads shown before or during YouTube videos (these can be powerful but need more budget).
Strengths of Google Ads
The magic of Google Ads is its ability to reach people who already want something. They’re further down the funnel, actively searching. This makes Google super effective for demand capture, especially for products with high search volumes.
Weaknesses of Google Ads
Google Ads can get expensive, fast. Competitive industries often see high cost-per-click (CPC) rates, which can eat into your margins if you’re not careful. You also need to constantly monitor and optimize your campaigns. If your targeting is off or your landing page doesn’t convert, you can spend a lot without seeing much return. For businesses with lower budgets or niche audiences, it might not be the most cost-effective channel.
What are Facebook Ads?
Meta Ads (which covers Facebook, Instagram, Messenger, and now even WhatsApp placements) is Meta’s ad platform focused on reaching people based on interests and behaviours, rather than active search.
How it works
Instead of targeting someone searching for “summer dresses,” Meta lets you target people who are interested in fashion, shopping, or even your competitor’s audience. It’s about audience building, not catching someone mid-search.
Types of Facebook Ads
- News Feed Ads: These appear in users’ feeds, they can be very effective if well designed and eye-catching.
- Stories & Reels: Great for full-screen, immersive experiences (but format and dimensions matter with these ads!).
- Messenger & Instagram Ads: Seamlessly integrated into conversations and scrolling, for more subtle advertising for an audience that doesn’t want obvious ads.
Strengths
Facebook & Instagram ads excel at brand awareness and storytelling. The platform’s visual nature means you can use video, carousels, and UGC-style content (this does really well on the platform) to really sell the vibe of your brand and not just the product.
Weaknesses
Meta Ads rely heavily on creative. If your images, videos, or copy don’t stop the scroll, your ads won’t perform, no matter how good your targeting is. Attribution can also be tricky, especially with iOS privacy updates that limit tracking. And unlike search ads, you’re interrupting people, not answering a need so it might take more touchpoints to convert someone.
Key differences: Google Ads vs Facebook Ads
Let’s break this down by category:
Targeting: Intent vs interest
- Google: Reaches people who are actively searching, ideal for conversions.
- Facebook & Instagram: Targets based on interests, demographics, and behaviours. Facebook & Instagram Ads are ideal for discovery and brand growth as well as driving traffic
Ad formats: Text-based vs visual-rich
- Google: Primarily text and product feed-based (though Shopping, Display and YouTube are more visual).
- Facebook & Instagram: Highly visual with stories, reels, and feed posts that dominate the space.
Audience behaviour and platform use
- Google: People go there to Search for something.
- Facebook & Instagram: People go there to scroll, connect, and be entertained, ads need to fit in (this is where UGC content comes in useful).
Cost structure & ROAS comparisons
- Google: PPC can be competitive, especially in high-demand industries, but ROAS is often easier to track.
- Facebook & Instagram : CPM-based (cost per thousand impressions), and while platform data looks strong, attribution can be tricky.
Learning curve and campaign management
- Both platforms offer robust targeting tools and analytics but managing them together can be complex. That’s where platforms like ASK BOSCO® can help.
When to use Google Ads
- When people are already searching for your product/service
- If you’re offering high-intent or local services (e.g., “emergency plumber near me”)
- When you want faster, bottom-of-the-funnel conversions
When to use Facebook Ads
- When you’re building a brand or launching a new product
- If your product is visually appealing and suits social content
- For retargeting (e.g., reaching people who visited your website but didn’t convert)
- To grow audiences and push traffic to your site
How to use Google Ads and Facebook Ads together
Here’s the sweet spot: Use Meta Ads to generate awareness and interest, then use Google Ads to capture that demand when users start searching.
Example:
Let’s say you’re launching a mid-season sale. Use Social Ads to build excitement with “something exciting is coming – register for early access” or “Up to 50% off!” messaging then capture search traffic when people Google your brand during the sale.
This dual approach also works great for seasonal moments (depending on your sector, like weddings, ski trips, or Black Friday), where building anticipation early on social can amplify your results when people are ready to buy via search.
Integrate Google Ads and Facebook Ads with ASK BOSCO®
Managing both Google and Meta ads separately can be a headache, especially when it comes to budget planning, attribution, and campaign performance. Building reports that compare ROAS can turn into a full day task and data can be skewed as you are pulling metrics from Facebook, but those same metrics have already been counted in GA4, by them your report is showing numbers that don’t add up.
That’s where ASK BOSCO® steps in. It helps you:
- Compare performance across platforms in one dashboard
- Make smart budget decisions
- Avoid double-counting conversions
- Customize reports with actual business data
In short? It makes your life easier and your ads more effective. Need help figuring out the right split between Google and Facebook Ads? ASK BOSCO® has your back. For more insights and tailored strategies for your Google and Facebook Ads and reporting, please get in contact with our team, at ASK BOSCO®, or you can email us at, team@askbosco.com.
