Google Ads, or formerly known as AdWords and Facebook ads are the top two platforms used today in terms of PPC Advertising.

Both can be helpful in the right way and right time. They can be significant drivers for your business and many companies use both to maximize their reach. But since money and time is limited, which is the most efficient?

The two ad platforms have a lot of common ground, but there a few significant differences that will determine which is the best fit for your business.

If you are new to pay-per-click advertising, it can be intimidating to get started. Both platforms pitch themselves as easy-to-use, but they offer robust targeting options and advanced features. In addition, it takes significant time and energy to truly become an expert on either platform.

What’s the difference between the two?

First of all, what exactly are Google Ads and Facebook Ads? You’ve certainly seen them before when you jump on Facebook or search in Google! But how do they work?

Both are advertising platforms that operate on a pay-per-click basis. When you create an ad on either platform, you enter an auction in which you place a bid for how much you want to pay for ad space. Then you’ll be charged a certain amount of money every time someone clicks one of your ads.

Audience Size

Both Google and Facebook have enormous reach—Google handles an estimated more than 5.8 billion searches every single day, while Facebook has an estimated 1.73 billion daily active users.

Likely, your target audience is on both of these platforms, so you can’t determine the right fit for your business on audience size alone.

Cost and Return of Investment

Cost is another important consideration. The average CPC on Google Ads is $2.69, but this varies wildly by industry.

Facebook ads tend to be slightly cheaper per click than Google Ads. A business in the apparel industry might pay as little as $0.45 per click on Facebook. Finance and insurance are the most expensive type of business to advertise on Facebook too, but the average CPC is still only $3.77.

Target Audience

Both Google and Facebook Ads give you options for targeting (and retargeting) specific audiences. On both platforms, you can target by age, gender, location, and income level, among other things.

However, Facebook is the hands-down winner for advanced targeting options.

Which Do I Choose?

Consider the campaign goals. Is being focused on making more sales as quickly as possible your target? If so, Google Ads may be the better choice. If they’re looking to expand brand recognition or reach a wider audience, on the other hand, Facebook Ads may be the better choice.

So, which is better for your business? Google Ads or Facebook Ads?