If you only had a tenner to spend on online advertising, where should you spend it? Is the ultimate question we’re going to ask in this blog.
The thing is, it’s not a one-size-fits-all answer because every business is different, from the services or products you provide, to your target audience and most importantly, your goals.
If we look at it on a very basic level, you’d see that Facebook Ads can get hundreds of thousands of views and a lot of clicks for very cheap, but will those users convert?
We’ll now take a deep dive into advertising on both platforms to try and find an answer.
The key difference: interest vs. intent
The main difference between Facebook Ads and Google Ads is about user readiness.
For example, Google is where users go when they’re actively searching for a product or service there and then. This is called intent. Think of it like the old school yellow pages. The demand is there, and your ultimate goal is to be the first ad a user sees, ahead of your competitors.
Advertising on Facebook, on the other hand, is quite different. Instead of targeting users by keywords they’re searching for, you’re targeting new users based on their interests or age, in other words, their demographics..
It’s more like advertising on a bus stop billboard, just more targeted, where your goal is to get in front of as many people as possible and to do one of two things:
- Convince someone to buy something they weren’t particularly looking to buy at that specific time (interest)
- Remind the user of a product that they’ve been considering buying, but didn’t the first time (intent)
An industry-based choice
A key thing to consider when looking at Google Ads over Facebook ads is the industry you’re in; it’s the main reason intent comes into play.
What is Facebook Ads best for?
Facebook or Instagram ads are generally best for shopping, rather than service-based ads, because not many users are scrolling through their social media feed looking for a plumber or a solicitor.
Some of the key considerations when deciding whether to choose Facebook ads are:
Does your product look good in photos?
Think beauty products, fashion and lower-end homeware like dinnerware. With professional photography, you can really draw in users from Facebook ads and make sales.
Entertainment & media
Anything that can be classed as entertainment generally does well on Facebook and Instagram Ads. They can capture users who are fans of a particular band or entertainer, who didn’t know they’re touring, and sell more theatre tickets or convince people to sign up to a streaming service.
Gifts & Impulse buys
Where Meta Ads can really excel is in capturing users who are just browsing and see something that looks kind of cool. Think cheap technology, lower-end clothing or anything that might be giftable (particularly around Christmas).
Food & Drink
Whether you’re running a restaurant and wanting to advertise bookings, or you’re selling wine or chocolate online, Facebook Ads work great for businesses in the food or drink industry.
This isn’t to say that Facebook Ads can’t ever work for service-based businesses or higher-ticket products; it’s just that it takes a lot more work and monitoring to make it work, with users possibly not converting on first glance.
What industries is Google Ads best for?
Google Ads is a good all-rounder for nearly any industry, but the service industry is where Google Ads really excels.
Urgent service-based businesses
Anything that users might need immediately works incredibly well, as you’ll be targeting specific keywords like “24/7 locksmith” or “emergency plumber in London”. You’ll be at the top of Google, which is a far cry from the days when your customers had to flip through the Yellow Pages!
Professional services
Google Ads is great for in-demand professional services that users need, but might not need on demand. If you’re a conveyancer, accountant or building company, you can target keywords specific to what users need, in the area you operate, to capture leads via a form or phone call.
B2B services
Users who are looking for B2B services are highly unlikely to be scrolling through Facebook, so Google Ads works extremely well for anything a business might need. This includes a Google Ads agency like us, a software company, or a company selling industrial refrigeration.
Considered purchases
Users generally aren’t likely to buy a higher-ticket product like a new laptop or a new sofa on Facebook; instead, they’re actively searching for those products on Google at the time they’re ready to buy.
Niche products
Items that are more niche, like specific parts for a car or woodworking machines, are often searched for by name, which is where Google Ads excels, as you are able to allocate your ad spend to specific keywords to get ahead of organic competitors.
Google Ads does work incredibly well for regular shopping campaigns, as well as hitting multiple touch-points with PMAX, too.
Facebook vs. Google – a cost comparison
If your focus is on a cheap cost-per-click, there’s no doubt that in most cases, Facebook will be the better option, but it’s not about cheap clicks; it’s about getting users to convert.
Facebook ads = cheap volume
Facebook can be great for brand awareness as you’re casting a wide net to catch users who are passively scrolling through endless reels or memes. The problem is that users aren’t looking for your product at that point, so it may take longer to get a sale. It can be incredibly cheap, though, with clicks costing between 50p and £2 on average.
Google Ads – when users know what they want
Yes, Google Ads can be more expensive than Facebook ads, but essentially what you’re paying for is:
– Precise targeting by keyword & location
– User intent – they’re looking to buy or speak to you right now
– More control and ability to micro-optimise campaigns
– A higher conversion rate
Effectively, the average cost per click across all industries is around £2 to £5.50, although it can be more in professional industries like legal firms and accountancy, as there’s a lot of competition.
So which is cheaper? Google Ads or Facebook?
Whilst on the face of it, advertising on Facebook is cheaper than Google Ads but that doesn’t necessarily mean it’s good value.
Whilst sales, calls and form completions are never guaranteed on any platform, the traffic you’re getting from Google Ads is generally more qualified as we know for a fact that users are searching for what you offer.
Facebook Ads can be a great asset if you have a product that users need to see before they buy, you want to raise brand awareness or have more affordable products that users are likely to buy on impulse.
Should I choose Facebook Ads or Google Ads?
Depending on your business, you could go for a hybrid approach where you split your ad budgets across both platforms: Facebook for a more visually appealing approach and brand awareness, with Google getting more qualified traffic and (almost) guaranteed leads.
At The PPC People, whilst we primarily focus on Google Ads, our team are also experts on Facebook ads, so we can help you decide. Book a call with one of our PPC experts to find out more.