Google or Facebook; where to advertise?

In the world of digital advertising, we often wonder which channel is more effective for our business – Google or Facebook? Which is better for you? Now, if you are reading this article, you have probably tried advertising in some way that didn’t work out, or you are always looking for improvements. In this article, we will compare advertising on Google and Facebook in detail and help you determine which platform is most suitable for your business and industry.

#1 Advertising Platform

Google is undoubtedly the most popular search engine with over 85% market share in search. So why hide from people who are already at your doorstep? On average, investment in Google Ads doubles (1 EUR in, 2 EUR out).

Google Ads in the search network already captures the demand of people who are searching for your service or product. People searching for something online usually already shows an interest in a specific product or solution. As a result, the conversion rate and the lead quality is usually higher on Google than on other channels.

The pay-per-click (PPC) model has revolutionized the way businesses approach online advertising. The advantage of PPC advertising is that advertisers only pay when someone actually clicks on their ad and visits the website.

In recent years, Google has also been developing advertising campaigns based on AI technology – Performance Max. The main problem for most advertisers is that they are looking for a way for AI to replace their work. However, Performance Max campaigns work best when we provide the computer with the correct inputs and signals. This way, the computer understands who our target audience is, and based on that, it can learn from itself.

The Largest in History

Facebook is the largest social media platform in history with 2.8 billion monthly users. Facebook allows for unparalleled reach – an advertising campaign with a minimal budget can reach over 10,000 people.

Each of us occasionally comes across an image, video, or even a song that simply sticks in our minds. Engaging graphics and videos respond exceptionally well and allow for a deeper connection with the target audience. Meta allows you to place ads in various formats across different channels. You can share your vision through interactive videos (Reels), stories (Stories), or as an image in the Feed.

Probably each of us has clicked on an ad at least once, and then it kept showing up. Meta, with its ability to target based on interests, location, and demographics, displays your ads to individuals that the algorithm has defined as interested.

Probably each of us has clicked on an ad at least once, and then it kept showing up. Meta, with its ability to target based on interests, location, and demographics, displays your ads to individuals that the algorithm has defined as interested.

Conclusion

When comparing the networks to each other, Google is much more analytical, predictable, and reliable. There are often fewer inquiries, but the conversion rate is significantly higher, as we capture people who are already searching for the service. If you want additional projects with minimal "filtering" and qualifying of potential clients, Google is a better choice for you.
Facebook, on the other hand, allows for unlimited creativity in design and formats and reaches a significantly larger audience. For this reason, there are often more inquiries, but they are less qualified. If you are a company with a large sales department and looking for volume in inquiries, this is definitely the right place for you.
If the budget allows, we recommend advertising on both channels, as we can also approach retargeting in the right way. You have probably seen an ad that then stopped showing for 3 weeks until you made a purchase. You have likely been a victim of retargeting!