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Adwords v's GoogleAds

Adwords v's GoogleAds

21 February 2019

Facebook & Google are 2 giants with massive reach when it comes to online advertising. Both have very similar game plans, but are very different in their approach. Google has about 77% of the global search volume, and Facebook has over 1.6 billion users.

So let’s look at their similarities first.


  • Both networks use geographic targeting
  • Both networks use CPC (cost-per-click) or PPC (pay-per-click)
  • Both use an auction structure that encourages higher quality ads
  • Higher competition, increases the cost of an engagement, as more advertisers bid for ad position



The biggest difference between Facebook Ads & Google Ads is query intent. Google Adwords targets user intent when they type into the Google search bar. Facebook Ads match with the user’s interests.

This difference in the users intent can make a big difference to which platform works best for your business. The differences can work against you, or they can work for you as well. This is where you would want to do a little homework & strategizing to examine what might work best for you. So expect to do a little AB (user) testing. It’s essential to constantly test whether the campaign’s objectives are being met, this includes the campaign’s approach and landing pages.

The differences:

  • Facebook Ads build brand awareness.
  • Google AdWords put the product or service you offer in front of the user when they look for it.
  • Google users are on a mission, they know what they are looking for.
  • Facebook users are browsing, so they can serve advertisements to customer or client profiles.
  • Google AdWords use the person’s search term to create relevant advertisements that the person will likely click on
  • Facebook Ads are testing the waters for potential interest.
  • Google AdWords ads are specific to the user’s search term.
  • Facebook Ads are not based on a keyword bid, target audiences are created by the advertiser during the setting up of the ad. Based on these audiences, advertisers set a maximum bid on how much a users action is worth.
  • Facebook looks for ads that score as being the most relevant to users and best-received by users, therefore they don’t just consider the max bid, but the overall ad quality.
  • Facebook doesn’t have a tool to generate cost estimates (like the Google Ad Keyword Planner).
  • Facebook ad costs aren’t based on keywords, instead they are calculated on a number of factors that make up an advertiser’s chosen audience.


Geo-Location & Demographics

Facebook Ads have an incredible amount of demographic data that will match your target audience to a tee. Facebook’s demographic targeting using age, sex, income, interests, etc, exceeds Google’s.

CPC (cost-per-click)

There is a lower CPC with Facebook Ads than with Google Adwords. Facebook is one of the lowest cost pay-per-click advertising platforms.

Facebook Ads CPCs range from as little as $0.45 for “apparel” to $3.77 for “finance” and “insurance”. The average CPC on Google Ads is $2.69, with many CPCs over $5. The terms “insurance”, “loans” and “mortgage” are the three most expensive keywords on Google, each costing about $50 per click.

Google AdWords capitalizes on intent and its costs per click are generally higher. However, it’s important to take into account the sales that are actually being generated, to determine whether it’s cheaper or more expensive than Facebook Ads.

Facebook Ads are better for generating awareness and increasing your audience size so more people will be searching for you, and your Google AdWords would be there. It’s a ‘win win’.

Google Adwords + Facebook Ads

Some of the most profitable campaigns have used these two networks successfully in tandem. Google AdWords & Facebook Ads offer businesses great opportunities for reaching customers.

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