Google Ads vs Facebook Ads: Which Is Better?

When it comes to digital advertising, two platforms dominate the conversation: Google Ads and Facebook Ads. Each offers powerful tools to reach your target audience, but they work in fundamentally different ways. Choosing the right one—or knowing how to combine them—can make or break your paid media strategy.

At Salt Agency, we help Brisbane businesses cut through the noise with customised, end-to-end paid advertising solutions. But before you commit budget to either platform, let’s break down what each does best and how to decide which is better for your business.

Top view of e-commerce data charts with a magnifying glass on a wooden table.

Understanding the Fundamentals: Google Ads vs Facebook Ads

The core difference between Google Ads and Facebook Ads comes down to intent versus interest. One captures people actively searching; the other puts your brand in front of people based on who they are and what they like.

Google Ads: Intent-Driven Search

Google Ads is a search-based platform. Users type a query—like “digital marketing agency Brisbane” or “buy running shoes online”—and you bid to have your ad appear above the organic results. This means you’re reaching people who already have a specific need or problem. They’re further down the funnel and closer to converting.

Key strengths:

• High purchase intent
• Keyword targeting (exact match, phrase, broad)
• Local search capabilities (Google Maps, local service ads)
• Fast, measurable results (PPC model)

Facebook Ads: Interest-Driven Social

Facebook Ads (including Instagram) relies on demographic, behavioural, and interest-based targeting. Instead of waiting for users to search, you push your message to people who match your ideal customer profile—even if they weren’t actively looking for your product.

Key strengths:

• Rich audience targeting (age, location, interests, behaviours)
• Visual storytelling (video, carousel, immersive ads)
• Powerful retargeting and lookalike audiences
• Great for brand awareness and top-of-funnel campaigns

When to Choose Google Ads

Google Ads shines when you need to capture demand that already exists. If your goal is to generate leads or sales from people actively looking for what you offer, this is your platform.

High Purchase Intent

If someone searches “best Italian restaurant Brisbane” or “plumber near me”, they’re ready to take action. Google Ads puts you directly in front of that high-intent traffic. For industries like legal, medical, trades, and e-commerce, this often delivers the highest return on ad spend (ROAS).

Local Services & B2B

For local businesses in Brisbane—cafés, clinics, mechanics—Google’s Local Service Ads and map listings are golden. B2B companies also benefit because decision-makers search for solutions on Google before committing to a vendor.

Immediate Results

Once your campaign is live, clicks can start arriving within hours. Google Ads is ideal for time-sensitive promotions or testing new offers quickly.

When to Choose Facebook Ads

Facebook Ads excel when you need to build brand awareness, nurture cold audiences, or create demand for something new.

Brand Awareness & Visual Storytelling

If your product or service relies on imagery and emotion—think fashion, travel, hospitality, or creative agencies—Facebook’s visual canvas is unmatched. You can showcase your brand’s personality through video, carousel ads, and Stories.

Retargeting & Lookalike Audiences

One of Facebook’s superpowers is retargeting. Someone visits your website but doesn’t buy? Show them an ad on Facebook. You can also upload your customer list and build lookalike audiences to find new people who behave like your best customers.

E-Commerce & Impulse Buys

Facebook’s algorithm is designed to find people most likely to engage and convert. For low-ticket, visually appealing products, Facebook Ads can drive strong ROAS by interrupting users during their scroll with something they didn’t know they wanted.

Close-up of a vibrant e-commerce market analysis pie chart showcasing product performance.

The Verdict: Which Is Better for Your Business?

The honest answer? It depends on your goals, budget, and sales cycle. Here’s a quick cheat sheet:

Consider Your Funnel Stage

• Top of funnel (awareness) → Facebook Ads
• Middle of funnel (consideration) → Both (Google Display + Facebook retargeting)
• Bottom of funnel (conversion) → Google Search Ads

Integrating Both for Maximum Impact

Many of our clients at Salt Agency see the best results when they run both platforms in tandem. For example, you might use Facebook Ads to introduce your brand to a cold audience, then retarget those users with Google Search Ads when they search for your product category. This integrated strategy “all under one roof” ensures consistency across creative, messaging, and tracking.

How Salt Agency Can Help You Master Paid Ads

Choosing between Google and Facebook isn’t a one-size-fits-all decision. That’s where we come in. At Salt Agency, we don’t believe in templates or shortcuts. We build custom, data-driven paid ad strategies tailored to your business goals—whether that’s scaling an existing account or launching your first campaign.

Our team handles everything from strategy and creative (including in-house video and photo production) to ongoing optimisation and reporting. We integrate your paid ads with your website and organic marketing so your brand speaks with one voice across every channel.

FAQ: Google Ads vs Facebook Ads

1. Which platform is cheaper: Google Ads or Facebook Ads?

Cost per click (CPC) varies by industry, but generally Facebook Ads can be cheaper for broad awareness campaigns. However, Google Ads often delivers higher conversion rates for intent-driven searches, so the effective cost per acquisition (CPA) may be lower on Google for high-intent keywords.

2. Can I run both Google Ads and Facebook Ads at the same time?

Absolutely. In fact, a combined approach is often the most effective. Just make sure you have proper tracking in place (like UTM parameters and conversion tracking) to attribute results correctly and avoid audience overlap.

3. Do I need a big budget to start with paid ads?

Not necessarily. Both platforms allow you to set daily budgets as low as $10–$20. However, to gather statistically significant data and optimise campaigns, we recommend at least $500–$1,000 per month per platform, depending on your industry.

4. Which platform is better for B2B advertising?

For B2B with a longer sales cycle, Google Ads often provides better leads because you’re capturing intent. Facebook Ads can still work for B2B if you target job titles, industries, and interests, but the conversion path may take longer.

References

• WordStream, “Google Ads vs Facebook Ads: Which is Right for Your Business?” (2024)
• Statista, “Digital advertising spending in Australia” (2024)
• HubSpot, “The Ultimate Guide to PPC Advertising” (2023)

Disclaimer: Advertising performance can vary. Always test and analyse results specific to your business and market conditions.