Google Ads vs. Facebook Ads: Which Is Better in 2025?
When it comes to online advertising, two platforms dominate: Google Ads and Facebook Ads. But which one is better for your business in 2025? The answer depends on your goals, budget, and target audience.
This guide compares Google Ads vs. Facebook Ads in terms of cost, targeting, intent, and ROI—so you can decide which platform will generate the most leads and sales for your business.
Google Ads is designed to show your ad when people are actively searching for your product or service.
✔ Best for businesses that rely on high-intent traffic.
✔ Works well for local services, e-commerce, and B2B industries.
✔ You pay per click (PPC), so you only spend money when someone clicks your ad.
💡 Example: A person searching “emergency plumber near me” is ready to hire right now. If your ad appears at the top, you're likely to get the job.
Facebook Ads (including Instagram) works by showing ads based on user behaviour, interests, and demographics.
✔ Best for businesses that need to build brand awareness and demand.
✔ Works well for retail, e-commerce, and lead generation.
✔ You pay per impression (CPM) or per click (CPC).
💡 Example: Someone browsing Facebook may not be looking for an electrician, but if they see an ad for "10% off rewiring services," they might save it for later.
🔗 Need expert ad setup? Campaign Digital’s Digital Advertising Services can help.
Google Ads uses a pay-per-click (PPC) model, meaning you only pay when someone clicks your ad.
✔ Average CPC: $1 – $10 (varies by industry)
✔ Higher cost per click but higher purchase intent
✔ More competitive industries = higher costs (e.g., law, finance, healthcare)
Facebook Ads typically cost less per click, but require more ad impressions to drive conversions.
✔ Average CPC: $0.50 – $2
✔ Cheaper clicks but lower intent
✔ Works better for brand awareness and retargeting
💡 Verdict: Google Ads is more expensive but higher intent; Facebook Ads is cheaper but lower intent.
🔗 Need a cost-effective strategy? Campaign Digital’s Ad Management Services can optimise your ad budget.
✔ Keyword Targeting – Ads appear when people search specific phrases.
✔ Location Targeting – Show ads in specific suburbs, cities, or countries.
✔ Device Targeting – Optimise ads for desktop or mobile users.
✔ Demographics & Interests – Target people based on age, job, income, behaviour.
✔ Retargeting – Show ads to people who visited your website but didn’t convert.
✔ Lookalike Audiences – Find new customers similar to your existing ones.
💡 Verdict: Google is better for targeting high-intent searches; Facebook is better for building brand awareness and retargeting past visitors
✔ Higher conversion rates because users are searching with intent.
✔ Works well for lead generation, service businesses, and e-commerce.
✔ Can deliver immediate results for businesses that need quick leads.
✔ Works best for nurturing customers over time (e.g., retargeting).
✔ Conversion rates depend on audience interest.
✔ Often requires multiple touchpoints before a sale happens.
💡 Verdict: Google Ads wins for high-intent conversions; Facebook Ads wins for brand awareness and remarketing.
🔗 Want better conversions? Campaign Digital’s Digital Advertising Services can improve your ROI.
✔ You want immediate leads & sales.
✔ You offer services people actively search for (e.g., plumbers, dentists, lawyers).
✔ You have a higher budget and can afford competitive bids.
✔ You need to build brand awareness before selling.
✔ You have a visual product (e.g., fashion, food, home decor).
✔ You want to retarget past website visitors.
💡 Best Strategy: Many businesses use both platforms together—Google Ads for instant leads and Facebook Ads for long-term branding & retargeting.
🚀 Want expert help? Campaign Digital offers Google Ads & Facebook Ads management—so you get the best of both worlds!
