Google Ads vs Facebook Ads: what to choose?
Use Google for intent, Facebook/Meta for discovery. Many businesses benefit from running both with coordinated messaging.
Intent vs. discovery
- Google captures active search intent.
- Facebook introduces your offer to targeted audiences.
- Start where your demand exists; expand for reach and remarketing.
Cost and timelines
- Expect higher CPA during initial learning; optimize creatives and landing pages.
- Google often stabilizes faster due to intent; Meta needs creative testing cycles.
When to run both
- Use Google for BOFU queries and Meta for retargeting/lookalikes.
- Align offers, headlines, and proof across channels.
- Track conversions with GA4 + pixels; share learnings between platforms.