Google x Facebook Ads: Which One Should I Invest?

Understand which ad platform can be more effective for your business

Which should I invest in for my business?

Paid ads are one of the most relevant digital marketing strategies, and a frequent question of those who start investing in ads is precisely where to start. Usually, attention divides between two tech giants: Google Ads and Facebook Ads (now Meta Ads). Which one should you use for your business?

First, let's understand more about ads and the main platforms.

Facebook Ads

When browsing the Instagram feed or stories, you must have seen numerous posts with the "Sponsored" subtitles right below the profile name. That is an ad, which a business paid to promote their products or services on the Facebook ad platform.

Facebook Ads allows you to target ads in various ways, crossing location, interests, ages, and genders, among other data. Thus, the tool offers different formats and segmentations, focused on different business objectives: getting likes on the page, generating leads, receiving messages, driving traffic to a website, confirming presence at events, filling out a form, and several more.

Google Ads

Google Ads is the ads platform and the principal source of revenue for Google. Companies can pay to stand out on search results pages and other Google-provided channels. One of the benefits is doing this in a segmented way, which helps attract a qualified audience related to your company.

In Google Ads, the advertiser develops his ads and determines where he wants to show them. They can appear when users are looking for something on Google search, browsing websites, or watching videos on YouTube. It will depend on the campaign goal you choose.

Google Ads or Facebook Ads: Which should I invest in for my business?

Now that you know the basics of Google Ads and Facebook Ads, let's take a little deeper into their differences and when to use them.


Before thinking about which platform is the best, the first step is to understand your audience.

Try to learn in-depth about the person who is going to buy from you, raising their consumption habits, age, social class, and hobbies, among other characteristics that may be relevant. Advance about their interests, pains, doubts, and needs. Find out what causes their anguish and, from there, how to make your offer.

Customer's Journey

Another point of attention is the client's purchase journey. Before closing a deal, do your clients usually search for your services on Google? Or do they take a passive position there and get interested in an ad he eventually saw on his Instagram feed?

Understand, within the context of your segment, the path taken from the moment the customer has their attention for the first time until they make the purchase.


When choosing between the two platforms to invest in ads, know they have very different audiences. It has to do with the stage of the purchase journey that each one is.

When searching on Google, you usually have something in mind, right? The great advantage of Google Ads is that users effectively search for subjects. It guarantees a higher response rate and attracts users most likely to purchase through Search campaigns.

On the other hand, users who still don’t know they have a problem will not search for the topic. So it might not be worth advertising a new brand only on search networks. It’s where the magic of Facebook Ads comes in.

One of the advantages of Facebook Ads is attracting potential customers who are still in the very early stages of a purchase. The ad is present without users seeking or demonstrating a direct interest in the subject. You're there looking at friends' pictures, and suddenly, an ad appears based on the algorithm's cross-analysis of your interest.

These complementary characteristics make it almost mandatory to use both platforms within the same strategy. After all, they allow you to impact potential customers at different stages of your company's sales funnel.

But this is not a rule! For example, with the Facebook pixel installed, you can start thinking about campaigns that take consumer behavior in a personalized way.

The Facebook pixel is a feature that allows you to monitor the social network users' behavior on other websites. Through it, you can create retargeting campaigns. This strategy permits advertising on Facebook a product that people have already viewed on the brand's website and convinces them to complete the purchase. If you re-offer, this time with a discount coupon, chances are high that the user will click on the ad and reconsider the purchase.

On the other hand, through Google's Video and Display campaigns, you can reach a broad audience and build awareness for your brand, encouraging people to explore your products or services.

The truth is that both platforms provide tools and campaign goals that allow you to explore different audiences at different stages of the client’s journey. You just need to understand the best way to reach them.


In short, if your goal is to reach people already more advanced in their buying journey, Google Ads makes the most sense. If you're more focused on the top of the funnel, start with Facebook Ads.

Remember that each tool has a specialty. Using both, you extract the best from each one and manage to optimize your campaign, bringing better results for your brand on the internet.

The most important thing is to be present in the digital environment. After all, investing consistently in paid media is the best way to reach your audience.`