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Google Ads vs. Facebook Ads: Which Should You Invest In?

Choosing the Right Platform for the Right Purpose?

If you’ve ever searched “Google Ads vs Facebook Ads,” you’re not alone. It’s one of the most common questions small and midsize businesses ask when trying to grow online. And with good reason—these two advertising giants dominate the digital space, each offering powerful tools that can help you connect with your audience.

But which one is right for your business?

At Riverworks, we help clients make these decisions every day. The truth is, there’s no one-size-fits-all answer. Success depends on your goals, budget, audience behavior, and how each platform fits into your customer’s decision-making journey.

This guide is designed to help you understand the real differences between Google Ads and Facebook Ads, how they work, and when it makes sense to use one (or both) as part of your digital strategy.

What’s the Difference Between Google Ads and Facebook Ads?

Let’s start with the basics. Google Ads and Facebook Ads are both paid digital advertising platforms—but they operate in very different ways.

Google Ads: Intent-Based Search Advertising

Google Ads (formerly known as Google AdWords) is the largest search advertising platform in the world. It displays ads to people who are actively searching for something—whether that’s “best local bakery,” “HVAC repair,” or “how to file a small business tax return.”

When you run a Google Search campaign, you’re targeting keywords—words or phrases your ideal customer is typing into Google. Your ads appear above or beside organic search results, and you pay only when someone clicks your ad (this is called pay-per-click, or PPC).

Google Ads also includes Display ads (graphic ads shown across Google’s network of websites), YouTube ads, Shopping ads (for e-commerce), and more—but Search is the most widely used format for small businesses.

Facebook Ads: Interest- and Behavior-Based Social Advertising

Facebook Ads, now called Meta Ads (which includes Instagram by default), put your content in front of people who match your target audience—even if they’re not searching for your product or service yet.

Rather than relying on keywords, Facebook Ads uses audience targeting based on location, demographics, interests, past behavior, and more. These ads show up in users’ feeds, Stories, Reels, or in the sidebar—blended seamlessly into their social experience.

This makes Facebook ideal for discovery—introducing your brand to new audiences, building awareness, and nurturing engagement over time.

Google Ads vs. Facebook Ads: Cost and ROI

Here’s where things get tricky. Many business owners want to know which platform is cheaper—but the answer isn’t that simple.

  • Facebook Ads typically have a lower cost-per-click (CPC), especially for top-of-funnel awareness campaigns. However, the people clicking may not be ready to buy.
  • Google Ads often have a higher CPC, especially for competitive keywords, but clicks tend to come from people who are further down the buying path.

So what matters most isn’t cost per click—it’s cost per acquisition and return on ad spend (ROAS). In other words, how much are you spending to get a lead or sale, and what are you getting in return?
For example:

  • A Facebook ad might cost $1 per click, but if only 1 in 100 people convert, your cost per acquisition is $100.
  • A Google ad might cost $5 per click, but if 1 in 10 people convert, your cost per acquisition is $50.

Bottom line: focus on results, not just rates.

To learn how Google determines the cost-per-click for different search terms, check out our blog, “How Much Do Google Ads Cost?”.

Personalized Search: One Query, Multiple Results

AI tailors search results based on location, search history, and user behavior, meaning two people searching for the same phrase may see completely different results. As AI continues personalizing the search experience, businesses must ensure their content remains visible across various search scenarios.

Choosing Google Ads vs Facebook Ads Based on Business Goals

To choose the right platform, you need to consider your objective. Are you trying to generate leads? Sell products? Raise awareness? Educate an audience?

Use Google Ads when:

  • You’re offering a product or service people are already searching for
  • You need fast results (e.g., service calls, last-minute bookings)
  • You have a highly optimized landing page and sales funnel
  • You want to reach people in a specific location searching with high intent

Use Facebook Ads when:

  • You’re launching a new product or brand
  • You want to build awareness and reach a broad audience
  • Your offer is highly visual (e.g., food, fashion, lifestyle)
  • You have strong creative assets (photos, video, motion graphics)

Use Both when:

  • You want to create full-funnel campaigns
  • You need to introduce your brand and later capture purchase intent
  • You’re retargeting site visitors or email subscribers across platforms

At Riverworks, we often build cross-platform strategies that use Facebook Ads to generate awareness and interest, and Google Ads to close the deal once someone is ready to take action.

Real-World Examples: Matching Platform to Purpose

Let’s look at how this plays out for different types of businesses:

Example 1: A Local HVAC Company

  • People search “air conditioner repair near me”
  • We run Google Search ads targeting those keywords
  • Later, we retarget people who clicked or visited the site using Facebook Ads with seasonal reminders or promotions

Example 2: A Boutique Retailer

  • We launch Facebook Ads showcasing product visuals and lifestyle branding
  • As site traffic grows, we use Google Shopping and branded Search ads to capture ready-to-buy customers

Example 3: A B2B Consulting Firm

  • Facebook Ads build trust with thought leadership content (articles, videos, testimonials)
  • Google Ads target specific service-related keywords to drive demo sign-ups or consultations

This kind of strategic pairing ensures you’re meeting your audience at every stage of their journey—from first impression to final click.

What About The Learning Curve and Management?

Another factor to consider is the learning curve.

Google Ads requires an understanding of keyword strategy, bidding, ad extensions, match types, and quality scores. It’s powerful but complex.

Facebook Ads is more visual and creative-driven, with emphasis on audience testing, ad creative, and performance tracking. It’s often easier to launch quickly but requires ongoing testing and refinement.

In both cases, having expert guidance can shorten the learning curve and boost performance. (That’s where we come in.)

Final Thoughts: So, Google Ads or Facebook Ads?

If you’ve read this far, you probably realize the answer is: it depends—on your audience, your budget, your goals, and how ready your business is to support either platform.

But here’s the good news: you don’t have to choose blindly. Whether you want to run your first campaign or overhaul what’s already in place, Riverworks can help you:

  • Define clear goals
  • Build a platform-appropriate strategy
  • Launch and manage campaigns
  • Track performance and optimize for better results

We’ll meet you where you are—and help you reach the people who matter most.

Ready to harness the potential of paid advertising for your brand?

Let’s talk. Get in touch with the Riverworks team today to see the difference that strategic, creative, and highly personalized digital ad campaigns can make.
Call Us: 423.710.3866
Email Us: [email protected]