Choosing between Google AdWords and Facebook Ads

If you are new to ‘paid advertising’ then you may get a little overwhelmed when knowing which platform to use for your business. You may not have the budget to run both Google Ads and Facebook Ads at the same time, so which should you choose? Well, it all comes down to your business model and current website traffic. If you already get good traffic to your website, then using re-targeted ads can produce amazing result which we will cover in a future post. However, we find with most of our clients, you are looking to increase traffic and awareness for your brand or services.

Where do you start?

Most business models fall into 2 categories (in most cases), either you’re offering something exciting or a professional service. Now I’m not saying these don’t cross over or that your professional service isn’t exciting, but as a general rule in our experience it can be split this way. It is also depending on how creative you are, I’ve seen some organic posts that blow my ruling out the water, but for that you need good energy and engaging organic social posts which require a lot of your time. For this purpose, we are looking at an overall rule to help you choose the right package.

Ideal for Facebook Ads

Exciting products / services:

  • Technology 
  • Food  
  • Fitness
  • Beauty 
  • Clothing 
  • Transformations 
  • Events 
  • Bargains 
  • Grand Designs

When your Ads are eye catching and you serve something that caters for the majority of people that like food or fashion, you are more likely to get some engagement from a visual experience from a platform you check every day. It also has a chain reaction, if you like a jumper and are thinking of buying, you are more likely to share it so that others will see the Ad, gaining more exposure with the extra value of a trusted referral. Google offer similar types of Ads called ‘Display Ads’ but from experience Facebook Ads work out cheaper and have a broader reach on social platforms. Remember, you spend more time on your phone looking at social media than on Google. 

Ideal for Google AdWords

Professional services such as.

  • Finance Services 
  • Legal Services 
  • Health and Safety  
  • Waste Management 
  • Transport 
  • Risk Assessment 
  • Construction services 
  • Security 

The list is long, but the general consensus is a service requirement which doesn’t quite get you smiling from ear to ear.  

How is Google Ads different from Facebook Ads?

Let’s say, for example, you are looking for a plumber. You need to reach out for this service and more often than not you would turn to your Google search and type something like ‘Plumbers near me’ or ‘Plumbers Altrincham’. This is an ideal situation for Google Ads because you can specify targeted areas for that keyword to reach people that are looking for the service you offer. Facebook however works in different ways by intelligently connecting you as a ‘looking for plumbers’ type audience by your search and communication history. If you have been talking about looking for a plumber with people or on a Facebook post, Facebook will know this and create you as a potential audience for the service. That’s why when you have been looking at holidays, your Facebook news feed starts advertising Jet2 and such other holiday companies.    So, which is more cost effective in this situation?  The chances are you are more likely to get results from Google AdWords over Facebook Ads as you are being connected directly to an enquirer. However, if you have the budget, you could have a re-targeted campaign on Facebook to attempt to capture lost leads. There will be more on this topic in an upcoming post ‘how to do Re-targeting ads’ 

What to avoid with Facebook Ads.

Looking for a service that’s uncomfortable to talk about will be a difficult sell on Facebook Ads. Services like a divorce lawyer or debt management. Although it can work, you will receive better results on Google Ads. We wouldn’t recommend using a re-targeted campaign either, as it reminds the potential client of their situation and produces low results.  

In summary

This information is to get you thinking, whereas not all businesses fall into specific categories, it should give you some general direction if you are a first-time advertiser.   

Think about these key elements before starting any paid Ads campaign.
  • Put yourself in the eye of your customer, and think what would you do when looking for a product or service?
  • What are your competitors doing?
  • Is your branding consistent?
  • Do you have the right ‘call to action’ on your website?
  • How much should a lead cost to give you your return of investment?
  • Is my product or service exciting to others?
  • Have you set up Google Tag Manager to track your results?
If you are unsure or need help getting your key elements in place, then get in touch for a free consult.

More To Explore

Who are PCE Social?

Steve, Jo and Tom here – hope you have been keeping well! We’re back; bigger and better! We’ve been working hard behind the scenes on

We’re certified to do Google ads.

Did you know you have to be certified to do Google Ads on behalf of a company!⁣ Especially if you fall into the finance and