Something that we get asked a lot by clients of Excite Media is which is better in the battle of the paid ads — Google or Facebook (or, as it’s now called, Meta, which covers Facebook and Instagram)?
While I’d love to be able to give you instant answers, it’s not quite that simple. The answer is: it depends. But don’t worry — I’ll cover exactly what that means in this article. And the answer looks different to how it did even a couple of years ago. AI now does much of the targeting on both platforms, Google is putting ads inside AI-generated answers, and Australia’s under-16 social media ban has changed who you can reach on Meta.
- Google Ads captures demand, Meta Ads builds it. Google gets you in front of people already searching for what you offer, while Meta helps introduce your business to new customers
- Meta Ads is great for awareness and smaller budgets. Eye-catching visuals and often lower costs make it a great way to get your business noticed.
- Google Ads is often the winner for quick leads and sales. When someone's already searching for a product or service, they're usually much closer to making a decision.
- AI is changing the game on both platforms. There's less manual targeting and more automation, so great ad creative and accurate tracking matter more than ever.
- Why choose one when you can use both? Google can bring in customers ready to buy, while Meta keeps your business front of mind. The right mix comes down to your goals, audience and budget.
“But what if I already know what type of ads I want?” 🎯
Often when clients come to Excite Media for digital marketing services, they already have an idea in their mind of what ad platform they would like to focus their efforts on. But Meta Ads and Google Ads are not created equal.
There are some big differences between Google Ads and Facebook Ads, and there’s a reason for that. Facebook Ads are great. Google Ads are great. But depending on your business, your audience, the type of product/service you sell, how much of an investment is, the customer journey timeline and a lot of other factors, one is always going to work better than the other for your goals.
(For the record, your goals themselves also impact which advertising channel is best).
We’ll cover what ads are usually best for each situation within this article, as a general rule of thumb (it’s always good to get an expert opinion, with all your specifics considered).
Before we delve into which ads are best for which scenarios, let’s look at the differences between them.
Same or different? 🤔
“But they’re all pretty much the same, aren’t they?”
Calling Google Ads and Facebook Ads the same to digital marketing strategists is like calling Holden and Ford the same to car enthusiasts; something that might rope you into a long conversation to hear about all the differences. But, we’ll keep it short & sweet for the ads comparisons.
Here’s what you need to know:
| Facebook Ads | Google Ads | |
|---|---|---|
| Advertising focus | Social-based, interrupts people while they scroll | Search-based, targets user intent. |
| Ad formats | Image, video, carousel, reels and stories, lead form, and product catalogue ads. | Text (search), display, video (YouTube), shopping ads, Demand Gen, Performance Max, and ads inside AI Overviews and AI Mode |
| Targeting capabilities | Broad AI targeting (Advantage+), guided by your creative, customer lists and website visitors. Interests are now "suggestions" | Keywords/search queries (increasingly AI-matched through AI Max). Audiences and topic-based placements (Display, YouTube, Demand Gen) |
| User intent | More browsing/engagement oriented. | Higher purchase intent. |
| Cost | Often lower cost per click, varies by audience and by ad campaign type/goal. | Generally higher, varies by keyword (search). Or for Google Display, can be very cheap. |
| What drives results | Your creative (images, video, hooks) and conversion data | Your keywords, offer, landing page and conversion data |
Google Ads vs Facebook Ads 📈
Facebook Ads (Meta Ads) benefits
AI-powered audience targeting
Meta used to be famous for letting you hand-pick audiences by interest, behaviour and demographic. That’s changed. Meta removed detailed-targeting exclusions in March 2025 and began merging interests into broader groups from June 2025. For most conversion-focused campaigns, the interests you choose are now treated as suggestions, and Meta will show your ads beyond them if it predicts better results.
The upside: Meta’s AI is very good at finding buyers you wouldn’t have thought to target. You guide it with strong creative, your customer lists and your website visitors. Precise targeting still exists for retargeting people who already know you, which remains one of Meta’s strongest uses.
Visual appeal
Meta Ads tend to be more visually engaging, with options for images, videos, and creative formats like carousels, Reels and Stories. This can be more effective for brand awareness and engagement. And because creative now drives who sees your ad, investing in good images and video pays off twice.
User engagement
Since Facebook and Instagram are social platforms, ads can encourage social interactions such as likes, comments, and shares, which can boost the visibility of the ad.
Cost-effectiveness
Generally, Facebook Ads can be more cost-effective, especially for small businesses or those with a limited budget. The cost per click or impression can be lower compared to Google Ads.
(This is with the exception of Google Display ads, which offer a very low daily spend option to get you good awareness. However, the Google Display ads are much broader in their reach. For targeted ads that reach your intended audiences reliably, Facebook Ads are the most cost-effective).
Facebook Ads weaknesses
- Less intent-based – can be equivalent to cold-calling.
- You’re competing with a bunch of other posts vying for attention.
- Shorter attention spans of users can make engagement harder.
- Usually takes longer to convert and needs a longer concerted effort (but is great to keep your sales funnel full in the long term).
- Less manual control. You can no longer tightly restrict who sees your ads by interest, so very niche audiences are harder to isolate.
- Needs a steady supply of fresh creative. Ads fatigue quickly, and the AI needs variety to work with.
Google Ads benefits
It’s important to note that when we talk about Google Ads, we’re mostly talking about ‘Google Search’ ads. They’re the ads that show up at the top of search results in Google.
While Google Ads encompass Display, Search, Shopping, Demand Gen, Performance Max and Video ads, Search is the most popular for marketers, due to the intent of those searching on Google.
Intent-driven
Google Search Ads are displayed based on user search queries, meaning they are reaching people actively searching for specific products, services, or information. This can lead to higher conversion rates.
Wide reach
Google’s massive search network and Display Network have a vast reach, giving ads the potential to be seen by a large and diverse audience. Search lets you reach anyone searching relevant search queries. Display offers a very wide audience reach. YouTube adds video reach on top, and unlike Meta, Google Search ads can still reach Australians under 16.
Variety of ad formats
Google Ads offers several formats across different placements, including Search ads in search results, Shopping ads in product listings, Display ads across websites and Video ads on YouTube. Meta Ads focuses on formats like images, videos and carousels across Facebook and Instagram. Google’s Demand Gen ads are the closest match to Meta Ads, appearing in social-style placements like YouTube Shorts, Discover and Gmail.
Measurable performance
Google Ads provides comprehensive tools for tracking and measuring ad performance, including clicks, conversions, and ROI, allowing for data-driven decisions. Google Analytics and Google Ads connect to each other, making reporting easier and much deeper. To keep tracking accurate as privacy rules tighten, set up Consent Mode and Enhanced Conversions.
Meta’s measurement has come a long way too, especially with the Conversions API sending data straight from your website or CRM. It just takes a bit more setup to get right. If you’re running Meta Ads, our guide to understanding Meta Analytics and how to make decisions with them is a good place to start.
Speed of visibility
Google Ads can provide immediate visibility and traffic, as ads can appear at the top of search results almost as soon as they are live. If you invest the right budget, they’ll show up for the relevant keywords you’re targeting for the searchers in the location you’re targeting.
Google Ads weaknesses
- Google Search targets what people search for, not who they are. You can layer on audiences (like your customer list), but you can't build demand among people who aren't searching yet.
- Google Search usually costs more in advertising spend than Facebook.
- Needs a lot of expertise to do right (that’s where we come in though).
- Google Search doesn't always work great for niche audiences or low search volume keywords. (Niche services people actively search for are the exception.)
What platform should you advertise on? 🤷
Overall, a combined approach is best if you can manage it. To ensure you’re reaching all stages of the customer journey, spreading your marketing efforts across both Meta and Google, both paid ads and organic (social media and SEO) is a good idea.
When it comes to digital marketing, having a comprehensive strategy is a good secret for success. So having eggs in multiple baskets is a good move — and the best way to keep the customer pipeline full and the sales flowing in the long run.
Not sure how to split your budget? As a rough starting point, many of our clients begin with Google Ads to capture people ready to buy now, plus a smaller Meta budget for retargeting and awareness. Of course, this depends on your industry, audience, goals and budget. Some businesses will see better results from Meta, while others benefit from a mix of both. The key is to start with what makes sense for your business, track the results and adjust from there.
Which ads platform is best (if you can only choose one) 🧐
The choice between the two often depends on a campaign’s specific goals and target audience. Here’s the quick version, by goal:
The best ads platform for awareness & reach
Winner: Meta Ads. Strong visuals and low costs make it easy to get in front of lots of the right people. If you can do both, YouTube and Demand Gen are good awareness options on Google. Google Display is cheap, but tends to have the lowest click-through and conversion rates.
The best ads platform for a low budget
Winner: Meta Ads. You can start with a minimal spend and still reach a significant number of people. The exception is a niche service with low competition, where a small Google Search budget can work well.
The best ads platform for lead generation
It depends on your offer. For passive lead-gen (e.g. a competition, a lead magnet or a very enticing offer), Meta Ads are your winner. Just check lead quality, as instant forms are easy to fill in. For leads without a strong ‘offer’ (e.g. get a quote, book a chat), Google Ads are best due to the searcher’s intent, especially paired with a dedicated landing page.
The best ads platform for sales and eCommerce
Winner: Google Ads. Search, Shopping and Performance Max reach people who are ready to buy, right there and then. Meta still earns its place for retargeting people who’ve shown interest, and its catalogue ads work well for online stores. Whichever you choose, conversion rate optimisation will lift results on both.
The best ads platform for direct response (urgent sales)
Winner: Google Search ads. When customers search for something like ‘Dentist in Brisbane’ or ‘Pink running shoes’, they’re ready to purchase/sign up, right there and then.
Australian considerations
The under-16 social media ban
Since 10 December 2025, platforms including Facebook, Instagram, Threads, TikTok and YouTube have had to take reasonable steps to remove Australian users under 16, with fines of up to A$50 million for failing to comply.
For advertisers, that means you can’t reach under-16s on Meta in Australia. If your product appeals to teens (or you used to reach parents through their kids’ interests), you’ll need to target parents directly on Meta, or lean on Google Search, where people of any age can still find you.
Healthcare and regulated industries
Health practices have extra rules to follow on both platforms. See how to create compliant healthcare ads on Meta and Google and why ethical and effective marketing aren’t in conflict.
A piece of advice: keep your sales funnel full (for ongoing business, over fast wins) 🏃
It can be tempting for businesses to see they get more trackable conversions on Google Search Ads than on Facebook Ads (key word being trackable) to want to pull the pin on Facebook Ads. But it’s important to mention that for ongoing sales success, you need to keep your customer funnel full.
While Facebook Ads are often more of a slow burn and a slower path to conversion and Google Search Ads are more of an immediate result (targeting people when they’re ready to buy), keeping your Facebook Ads running will usually result in more sales over time — as you are keeping your sales pipeline constantly pull, bringing new eyes to your products, services and website and reaching people at all stages of the customer journey.
Audiences are key 🤝
It’s important to note that audiences are an important factor to consider when it comes to figuring out which advertising platform is best for you.
To make your decision, you’ll need to know:
- Who your audience is,
- How easy they are to reach
- Where they spend their time
- How you can identify them
- Vaguely how much of the local population they represent
- How long they usually take to decide to buy
Why do you need to know this?
- Some audiences might not use social media, ruling out Facebook.
- Some may frequent Facebook.
- Audiences that are too niche may not be the best fit for Google Ads (especially if search volume is low too).
- Facebook’s detailed targeting options & interest-based targeting makes it ideal for those trickier to reach audiences.
- Google is best for reaching users with high intent (actively searching for solutions now).
Getting expert advice 🤗
This brings us to our last point: if you’d like to know which is best for your business, Google or Facebook, getting expert advice from a digital marketing specialist is highly recommended.
So many variables come into play when determining which is best. Sometimes all platforms need to be tested against each other to determine a winner. Other times, you’ll get a pretty good idea based on your specific business, industry, audience size, and marketing goals.
Experienced digital marketing specialists can help you discover the key pieces of information you need to make an informed decision; like the average Cost Per Click and average monthly search volume of the keywords you would look to target in Google Ads, or the size of your target audience on Facebook.
When in doubt, ask the experts. This is where we come in.
We love helping businesses reach their marketing goals and boost their success. We’d love to give you advice and create a strategy that drives your business forward.
Get in touch with us today to have a chat about how we can help.
