Pay Per Click

Should Google Ads And Facebook Ads Be Used Together Or Singly In Digital Advertising Strategy?

facebook and google ads

Google Ads and Facebook Ads are long considered as rivals and it was assumed that online retailers have to make a choice between the two depending upon the customers they are to target and other business needs. But nothing could be farther from the truth now that businesses are making the most of the two platforms by advertising on them simultaneously, having allocated a fixed budget for both. They are getting the maximum visibility, pushing the number of leads and eventually sales and finding new customers as well.

Let’s see how the two, Google AdWords and Facebook Ads,are different, work and why both should be included digital marketing strategy.

Google V/s Facebook

Google Adwords

Paid Search (PPC)

When a user looks for something using Google and clicks on a text-based ad published above the organic search results, Google charges from the advertiser on a per-click basis. Pay-per-click advertising is based on keywords on which bidding takes place according to competition. The features of PPC have been enhanced to improve the traffic and conversion of potential customers for the websites using AdWords. And this has been the key contributor to the Google’s tremendous business growth.

Facebook Ads

Paid Social

Since FB users tend to offer personal information (including our hobbies, interests, likes and dislikes) in their profile, the social platform has a huge pool of demographic data available with it, a clear advantage over other advertising companies. To encash this opportunity, Facebook came up with Facebook Ads which is commonly referred as one of the form of “paid social”. Talk about similarities, it is promoting things on internet, but there is much more than that. Like advertisers can be really specific about their target audience based on their personality types, behaviour, content engagement and interests.

Why Google Adwords

Like many sales channels, effective use of Adwords, avoiding budgetary mistakes,can help you to make your business a lucrative one. Because Google knows very clearly what its users are looking for. Through its Search Network (targeting keywords and key phrases) and Display Network (that includes visual ads) Google helps advertisers to generate leads and increase brand awareness and visibility.


You can control every aspect of the ads through keywords and features such as shopping campaigns and Dynamic search ads. Customising ads and optimising ad campaigns and its budgets is very easy to do. Re-marketing and potential customer targeting is something every advertisers looks for. The platform also betters the opportunity for the advertisers whose organic ranking is also good.

Why Facebook Ads

Since Facebook knows its people well, it helps businesses reach the potential customer with a personality type that matches with their product. Thus the main area where the platform helps businesses, is branding, which is to increase brand awareness, brand promotion and brand loyalty. Users do not come to FB to buy but they may find stuff posted by your brand interesting and like it and share with friends and family who might not have known about the brand before this.


Advertisers can use text, images and videos in their ads, targeting people very specifically. Those users who have visited the advertiser’s website once can be easily retargeted. One-on-one interaction with both the current and potential customers is a unique attribute and this engagement also builds credibility that brands eye longingly. Ad creation for various ad campaigns and performing A/B testingsis also facilitated.

So, which one’s for you?

Both have some similarities, but Google Adwords and Facebook Ads have evolved to deliver different objectives. So a digital advertising strategy will remain incomplete while any one of the two is missing. To maximize brand awareness as well as ROI, both platforms require to be used.

Just make sure what kind of budgets you are comfortable with and allocate as per your need of the time.


Udit Khanna is a Digital Marketing Course professional at Expert Training Institute, an expert in Digital Marketing, Search Engine Optimization, Pay Per Click, Social Media, etc. who helps companies attract visitors, convert leads, and close customers. Previously, Udit worked as a marketing professional for various startups and tech companies. He graduated with B.Sc from IGNOU with a dual degree in Business Administration (Marketing & Finance).

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