Google Ads vs Facebook Ads: Which is Better for Your Business? -

Ad Format

Google Ads are primarily text-based in search results, but they also include Display Ads (banners on websites), Shopping Ads (product listings), and Video Ads (YouTube). These ad formats work best for businesses looking to capture high-intent users and drive direct conversions.

Facebook Ads, on the other hand, are much more visually immersive. They include Image Ads, Video Ads, Carousel Ads (multiple images/videos in one ad), Collection Ads (mobile-friendly shopping experience), and Story/Reels Ads (full-screen vertical videos). These formats blend seamlessly into the user’s social media experience and are excellent for brand storytelling and engagement.

Cost & Budgeting

As of 2025, the cost-per-click (CPC) on Google Ads in the UK varies between £0.09 and £0.40 for most industries, but in competitive sectors like law and finance, it can exceed £40 per click. Facebook Ads tend to be more affordable, with an average CPC of £0.20 to £0.24 and a cost per thousand impressions (CPM) between £0.80 and £2.40.

For budget allocation, if your goal is to capture high-intent users actively searching for a product/service, you should allocate 60-70% of your budget to Google Ads. However, if you’re focusing on brand awareness and engagement, then Facebook Ads should get 60-70% of your budget.

Best for Different Business Goals

Google Ads is the best choice for lead generation, especially for industries like law, real estate, and finance, where people actively search for services. Facebook Ads, on the other hand, excel in brand awareness and engagement, making them ideal for businesses in fashion, food, and lifestyle that rely on visually appealing content. For e-commerce and immediate sales, a combination of Google Shopping Ads and Facebook Retargeting works best—Google captures high-intent shoppers, while Facebook re-engages those who have interacted with your brand. If you’re promoting a local business, such as a cafe or gym, Facebook Ads are more effective due to their precise location-based targeting and community engagement features.

Conversion Speed & Buyer Journey

One crucial factor that many businesses overlook is the conversion speed associated with each advertising platform. Google Ads often lead to faster conversions because they target users who are actively searching for specific products or services. For instance, if someone in the UK searches for “best Indian restaurant in Harrogate,” they are likely looking for a place to dine and ready to make a decision. This high intent makes Google Ads particularly effective for businesses aiming for quick sales and high-intent leads.

In contrast, Facebook Ads are more suited for long-term brand building. They target users based on interests and demographics rather than explicit search intent, which means it may take multiple interactions before a user decides to purchase. Facebook Ads excel at introducing new products, retargeting past visitors, and building customer loyalty over time. Since users aren’t actively searching for a product when they see a Facebook Ad, repeated exposure is often necessary to drive conversions. This is where Facebook Retargeting Ads become highly effective—they remind users about products they’ve previously viewed or engaged with, thereby increasing the likelihood of conversion.