In fact, one of the greatest dilemmas businesses face is whether to invest their advertisement budget in Google Ads or Meta ads (formerly known as Facebook Ads). Both can effectively drive traffic, sales, and brand awareness. But the right choice for one company might not be the same for another since it ultimately depends on the goals, target audience, and industry involved.

Thus, this article will provide all significant distinctions between Google Ads and Meta Ads, their strengths, and which of them is ideally suited for your business.

Understanding Google Ads and Meta Ads

What Are Google Ads?

Google Ads is a pay-per-click (PPC) advertising program that allows businesses to place ads on Google Search, YouTube, Google Display Network, and other partner sites. Advertisers place their bids for keywords, and their ads will appear as users search any relevant terms.

Google Ads has the following types of ads:

• Search Ads (text-based ads in Google search results)

• Display Ads (image-based ads you see on other websites and apps)

• YouTube Ads (video ads you see before, during, or after YouTube content)

• Shopping Ads (product listing ads typically for eCommerce)

• Local Ads (ads that target a local audience)

What Are Meta Ads?

Meta Ads (Facebook Ads for those keeping score) is a still-new social network advertising application that enables businesses to target ads for users to Facebook, Instagram, Messenger, and the Audience Network.

Types of Ads that can be run using Meta Ads include:

• Image and Video Ads (feeds, Stories, and Reels)

• Carousel (multiple images or videos combined into one ad)

• Collection (these are shoppable ads for eCommerce sites)

• Lead (these are used to capture customer details without leaving Facebook)

• Messenger ads (ads shown on Facebook Messenger)

Key Differences Between Google Ads vs. Meta Ads

Which is better for your business, Google Ads or Meta Ads?

When to Choose Google Ads

Google Ads is the best channel for this category of businesses that is targeting people really "intentful" - searching for a product or service themselves. You are an ideal candidate for Google Ads if:

• You're selling things or services for which people search online (like plumbing, legal consultations, online courses, etc.).

• Your business has a pretty high customer lifetime value (CLV) (like SaaS companies, real estate, and B2B businesses).

• You want to target potential customers really close to making a purchase.

• You want to see results and conversions in real time.

Example: This is an example where a law firm is bidding for the keyword "best divorce lawyer in London." That is highly likely to be someone searching for an attorney specialist in the legal subject.

When to Use Meta Ads

Meta Ads are for those businesses that need building brand awareness, customer engagement, and impulsive purchases. Go for Meta Ads if:

• The products you sell are visually appealing or you offer lifestyle services.

• Your target audience spends time on Facebook and Instagram.

• You want to retarget potential customers who engaged with your content but didn’t convert.

• This move is simply about lead generation as well as creating an email list.

Example: A fashion brand advertised its "50% Off Summer Collection" for a limited period on Instagram. It would most probably grab the attention of would-be buyers who were initially skeptical about getting clothes.

Cost Comparisons: Google Ads vs. Meta Ads

The price of ads on Google and Meta varies from one industry to another depending on competition, the targets set, and so on.

Google Ads: The general CPC falls between $1 and $10. Competitive industries such as law, insurance, and finance go beyond $50 for each click.

Meta Ads: The cost per click for these ads is $0.50-$3, thus being the cheaper alternative for those businesses that want people to engage more than they buy.

However, Google Ads generally bring in more traffic with a buying intention, whereas Meta Ads drive a cheap reach across the audience.

Which Platform Delivers a Higher ROI?

The ROI on Google Ads and Meta Ads depends on the business model:

Google Ads: Better conversion rates through high-intent searches would be with a higher cost per click.

Meta ads: Highly engaged and retargeting opportunities will need multiple touchpoints before conversion.

Ecommerce brands benefit from the combo of Google Shopping Ads and Meta Retargeting Ads.

Google Search Ads and Meta Lead Ads can bring foot traffic for appointment-seeking local businesses.

Can You Use Both Google Ads and Meta Ads?

Yes! Most businesses find success using both platforms with a complete digital marketing strategy.

• Use Google Ads to capture demand when people search for your product or service.

• Use Meta Ads to create demand by introducing your brand to new audiences.

• Use retargeting on Meta Ads to bring back users who visited your website through Google Ads but didn't convert.

Get Expert Help with Your Google and Meta Ads Strategy

Because of the right strategies, audience targeting, and budget management, successful ad campaigns are run. At the Skyrocket Marketers Agency, we offer Google Ads and Meta Ads campaign management services so that businesses maximize the returns on investments.

Whether Google Search outcomes need dominating or more people are to expand to Facebook and Instagram, we have your back.

Are you ready to grow your business with high-performing ads? Visit Skyrocket Marketers Agency to get started!