Google vs Facebook: What Is Best for Advertising Goods?

There aren’t any bigger marketing platforms than Google and Facebook for goods advertisement. Indeed, these sites have the largest and most loyal audiences. Yet, the ways they operate are rather different, and both are not so cheap, either. So, often, young businesses have to choose which platform they should prefer over the other. It’s not just a matter of budget but also efficiency.

Depending on the business’s specifics and the final purposes, the choice of a platform can be crucial. So let’s see what platform is best for advertising and why it’s so.

The ads’ purpose

Let’s start by outlining the purposes you want to achieve here. To choose the right platform, you should define the final goal and know the specifics of each platform. First, there can be various marketing goals such as brand awareness building, sales, leads, etc. You should know your goals to make the best platform choice. For example, Google is, obviously, more direct in its advertisement. It responds to the requests users put into the search. Hence, if someone is looking for, let’s say, a thermos, Google uses the keywords in your ads to offer the given product. Thus, it works on the principle of demand and supply, leading users to your product. However, the rest is up to you. You have to convince this user that they need a thermos and purchase it from you.

Facebook ads work slightly differently. People are not opening Facebook to buy something. Yet, the platform knows its users better than any other site. It’s capable of offering users exactly what they want. Hence, here users have already decided on making a purchase but don’t know where yet. So they just need the final push. There is the need to choose a brand. Hence, such ads can boost your brand awareness, yet may not lead to sales as much as Google ads can do. So, recognizing what you want from the advertisement will help you pick the best platform for it. A Google ads agency can help you with this task and ensure you achieve your digital marketing goals.


Of course, budget plays a huge role in choosing the platform for advertisements. Each site has its own pricing policy. Most young businesses have limited budgets, so choosing the one site with the best ad return is their only chance to succeed. Both platforms use the cost-per-click (CPC) principle. If you want to reach a larger audience while also having a limited budget, Facebook is probably the best way to go.

As we’ve mentioned, Google ads are based on keywords. Hence, businesses should calculate the cost of each keyword they want to run for the ad. It’s not a precise science, but one can use software like Keyword Planner to make a better budget prediction. Keep in mind that each click on the keyword is going to cost you. However, it is pretty much a one-person one-click situation, and it is not cheap. On Facebook, the lesser budget can give you a wider explosion.

Launching and usage

Two platforms offer quite different experiences when it comes to launching ads for new products. For example, Google makes it extremely easy for new users to launch an advertising campaign. It has an easy system in place, where you basically just need to set your budget and keywords before starting. Of course, there is a more advanced version for those who want to have more control over the process. However, this version requires some additional research. Still, once launching the campaign will already work to bring more people in.

Facebook, on the other hand, takes about two or three weeks before the ads start to work. In the meantime, you have to take good care of your Facebook page, create posts, generate feedback and communication, and so on. The site has to acknowledge you as a proper business page, or else you will be flagged as spam.

Ensure your business page has complete and accurate information, including a detailed “About” section, contact information, and a profile picture/logo. Use consistent branding across your page, including profile pictures, cover photos, and posts, to establish a recognizable and professional image. Post regularly with content relevant to your business or industry to engage your audience and demonstrate the authenticity of your page. Avoid using misleading headlines, thumbnails, or content designed to lure users into clicking, as Facebook’s algorithms can detect clickbait. 

Actively engage with your target audience by communicating to messages and comments promptly to show that there is a real person behind the page and build trust. Implement security measures for your Facebook account, such as using strong passwords and activating two-factor authentication. Regularly monitor account activity to ensure its security. Familiarize yourself with Facebook’s Community Standards and adhere to them to avoid violations that could result in penalties or restrictions on your page. 

Review the Insights section of your page regularly to understand your audience and the performance of your content, adjusting your strategy based on the data to improve engagement and reach. If you notice any unusual activity on your page or suspect issues, report them to Facebook promptly and proactively address any violations or concerns.

Why mixing is better

As you have just learned, both platforms have their obvious advantages and disadvantages over one another. So, it’s always best not to choose between the two sites but combine them in your marketing strategy. You may also go to to learn more about the science behind marketing strategies. Though, of course, it takes a good understanding of both sites to know how to have the best chance at the two of them together.

As it is evident by now, the two platforms aim at users on different buyer stages. Hence, with a larger budget, you can spread awareness on Facebook and finish off the deal with Google. Moreover, the latter can give more sales, while the former generates more leads, which will also benefit you in the Google search in the long run.

Overall, both platforms are great for advertising goods and services. However, young businesses should research all their options and set the right goals to achieve the best results on smaller budgets.