Google Ads vs. Facebook Ads: How To Decide On The Best Paid Advertising Strategy in 2022

Google Ads vs. Facebook Ads_ How To Decide On The Best Paid Advertising Strategy in 2022 (1)
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Written by Robb Fahrion

Robb Fahrion is a Co-Founder and Partner of Flying V Group. He is passionate about helping businesses grow using the power of the internet. Robb graduated from Chapman University in Orange, CA and currently resides in Costa Mesa, CA. Robb enjoys writing about digital marketing, helping his clients turn their dreams into reality, and he is a HUGE Mike Trout fan.

March 4, 2022

Google Ads vs. Facebook Ads: How To Decide On The Best Paid Advertising Strategy in 2022

Reading Time: 11 minutes

Have you been trying online advertising with no tangible results?

On average, paid ads have a 200 percent return on investment.

As a business owner or founder, one of the best ways to have a successful online advertising campaign is via paid ads. Paying for ads helps to increase brand awareness, get new leads, and boost returns on investment.

This comprehensive guide will cover all you need to know about Google vs. Facebook advertising.

Here’s a sneak-peek at what we will cover:

  • Why Pay for Ads?
  • Google vs. Facebook Advertising
    • How Do Google Ads Work?
    • How Do Facebook Ads Work?
    • Do Google Ads and Facebook Ads Have Anything in Common?
    • Critical Differences between Google and Facebook Advertising
  • The Best Way to Optimize Your Campaigns
  • Choosing A Platform That Suits Your Needs

Alright. Let’s dig in.

Why Pay for Ads Online?

Are ads worth paying for?

Formstack reveals that PPC ads make up one of the top three generators of on-page conversions.

One of the best tools to add to your digital arsenal for immediate results is paid ads. There is always a cost associated with pay-per-click (PPC) ads. You pay each time someone clicks on your advertisement. Some advertisers use an advertising network to place their ads and pay a fee based on how many times they appear.


(Source: Popup Smart)

This paid advertising strategy allows you to target specific sites and videos rather than having your ads appear everywhere. For example, if you want to advertise on YouTube, you might purchase video ads through Google’s advertising network.

But why pay for ads?

Here are five good reasons:

1. They Are Cost-Effective

Running paid ad campaigns is relatively cost-effective because you only spend based on the type of ad you choose to run and your objective. In addition, these ads are easy to create and may not cost you much if you have the right tools and system in place.

With paid social media advertising you can only pay for the ads when a user clicks on them. In addition, you can create an adjustable budget. You can increase or decrease your allocation to refine your targeting, invest, and get better results with time.

2. Increased Visibility

Paying for ads gives you a better positioning to get noticed by users on Google and other social media platforms. As a result, you will get a better reach and have better access to your online audience.

3. Competitive Advantage

Paid ads are an excellent way to reach your target audience faster than via organic traffic, and out-compete other businesses, mainly if your competitors rely solely on SEO rankings.

Of all paid ads, search ads offer the most competitive advantage because search ads take you to the top of SERPs when people search for your products or services.

Statista projects that search ad spending in the United States alone will reach US$95.2 billion in 2022. Also, being at the top of search results will make it easier to beat your competitors who solely rely on organic ranking.

4. Faster, Measurable Results

Do you want faster results from your digital marketing efforts?

Then you should consider paying for your ads. An effective paid advertising strategy guarantees super quick results, compared to organic methods that compound anywhere from 3 and up to 18 months, significantly.

More so, the results you get from paid ads are measurable. You know exactly how much you put in, and you can see where every dollar is going. Soon enough, you will see the results each paid ad yields and determine which ads need to be stopped and which ones have been more effective.

5. Reach a Vast Audience Across Several Channels

There is a superabundant range of channels available in the online space for small and medium business owners to broadcast their business across.

These channels range from Google Display Networks to social media platforms like Facebook, Twitter, Instagram, YouTube, TikTok, and Snapchat.

Facebook ads are very effective because they target specific groups of people. Twitter ads are also very effective because they allow you to target exact keywords.

Instagram ads are very targeted, but they aren’t as effective as Facebook or Twitter ads. Nevertheless, you can use these ads to target specific audiences and increase your sales and revenue.

Google vs. Facebook Advertising

Of all the diverse advertising channels available out there, we’ll be looking at Google Ads and Facebook Ads. These two leading PPC ad platforms, distinct in many ways, offer many benefits when used separately and together.

How Do Google Ads Work?

According to Corporate Eye, Google generates 97 percent of its revenue from Google Ads. As of 2021, this revenue amounted to $209.49 billion.

Google Ads, a type of paid search, is one of the largest PPC advertising platforms in the world. Formerly referred to as Google AdWords, this widely used platform uses an auction system that focuses on audience intent. Google allows businesses to advertise on the search engine using PPC ads such as Google Ads.


(Source: Brands Martini)

And signing up for a Google Ads account is super easy. Simply sign up, add a text-only ad copy, and include keyword targeting information.

It is easy for advertisers to build their text-based ads in the Google Ad Manager interface. To do this, create campaigns, ad sets, and separate ads, then add a headline and description. Advertisements for easy-to-use products and services are better suited for Google Ads than campaigns with more complicated products.

Google users often search for specific answers, products, or services by typing keywords and search terms. By providing the exact information they are searching for, you are more likely to get them to engage with your brand and subsequently buy what you are selling.

You will have to either pay for each click your ad gets (PPC) or pay for every 1000 views it gets (Cost per thousand impressions, CPM).


(Source: Altweb Media)

How Do Facebook Ads Work?

Facebook Ads is a paid social advertisement that deals with advertising on social networks. Facebook is a very lucrative and competitive networking platform with the most monthly active users worldwide – 2.8 billion. It offers business owners an opportunity to reach out to vast and diverse audiences by using PPC ads.

Social Media Today reports that up to 72% of marketers spend more of their marketing budget on social ads.

To create an ad on this social media platform, you must use the Facebook Ad Manager platform to choose your preferred budget, ad run time, and ad placement.

The Ad Manager is super easy to use for building your ads. On your account dashboard, click on “Create,” choose the ad format you prefer, select your audience, edit the ad settings, write your ad’s copy, then add a couple of graphics or videos. 

These platforms will display your ads to your targeted audience defined by demographics, interests, engagement patterns, and behavior.