So, you want to start advertising your business online. Traditionally, this meant going straight to Google Ads to get ranked at the top of the search results, but now there is the rise of social media and Meta Ads. So, what’s the difference and which is better for your business?
Overview
Overall, Google Ads is best for attracting high-intent users actively searching for solutions, whilst Meta Ads on Facebook and Instagram excel at building brand awareness by targeting specific demographics and interests, even when users aren’t actively looking for products.
Ideally, you should combine Google Ads and Meta Ads into a unified advertising strategy to help your business maximise reach, engagement, and conversions. By focusing on the strengths of both platforms, Google Ads for intent-based targeting and Meta Ads for awareness and engagement, you can create a seamless customer journey that drives results.
Campaign Objectives
Whichever you choose, when creating a new campaign, the first step is to select your campaign objective.
In Meta Ads Manager, the campaign objective is the campaign type. The campaign objective you choose will lead to a fundamentally different setup process and campaign capabilities.
In Google Ads, selecting a campaign objective is optional. This selection allows Google to narrow the options available to you later in the setup process. Once you do, or don’t, select a campaign type, the next step is to choose a campaign type. This includes options like Search, Display, Performance Max, and Discovery.
Platforms and Placements
Google Ads allows you to set up Search campaigns so that you can show ads to people based on what they’re searching for. Meta Ads does not have a Search equivalent across its platforms.
Google Ads can also run on Search partner sites (non-Google websites that use Google’s technology to power their on-site search). Video ads can also run on partner sites. Then there’s Google Display Network, a collection of millions of websites that monetise using Google AdSense.
Meta’s version of the Google Display Network is called the Meta Audience Network. In a Meta Ad Campaign, you can manually select your various platforms and networks or just let Meta optimise this for you. E.g., Facebook News Feed, Instagram Feed, Facebook Marketplace, Facebook Video Feeds, Instagram Explore, and Messenger Inbox.
Budgets
In a Meta Ad campaign, your budget is set at the ad level. You’re given the option to turn on ‘Advantage campaign budget’, which lets all ad sets within a campaign share a single budget. In a Meta Ad campaign, you can set daily budgets or lifetime budgets.
In a Google Ads campaign, your budget is set at the campaign level, and there is no option for ad group-level budgets. In a Google Ads campaign, you can only use daily budgets, except for video campaigns. The idea here is that Google Ads are ‘always on’.
Ad Creative
With Meta Ads, your ad creative consists of a headline, description, primary text, and images or video. Whilst you can have multiple headlines, descriptions, etc. within one ad, it’s more common to ad test by creating numerous standalone ads.
With Google Ads, you have what’s called responsive ads. A responsive ad contains a wide variety of assets that Google can piece together to create thousands of different combinations. A responsive search ad can have up to 15 different headlines and 4 different descriptions.
Targeting
With Meta Ads, you can target a ‘lookalike audience’. By adding this target to your campaign, you can reach new users who exhibit similar online behaviour to your existing users.
Google Ads used to have something similar, but removed it in August of 2023.
Both Google Ads and Meta Ads encourage automating your audience targeting. With Google Ads, this is called Optimised Targeting; with Meta Ads, this is called Advantage Detailed Targeting. Both are turned on by default and permit the platforms to show your ads to people beyond your audience selections who it thinks are likely to convert.
Transparency
When using Meta Ads, reporting is provided at the campaign, ad set, or ad level. This means that if you add multiple audiences to the same ad set, you will not know how each of those audiences performs, just how the ad set performs overall. Whilst you can create separate ad sets for each audience, this can cause other issues with budget, reach, and more.
With Google Ads, reporting is provided at a much more granular level. If you add multiple keywords, placements, and audiences to the same ad group, you will still get detailed reporting on how each piece of your targeting performs. This is so much better for optimisation.
Google Ads: Pros
• High Intent Audience: It reaches people who are actively searching for products or services.
• Extensive Reach: It shows ads on Google Search, YouTube, and websites in the Google Display Network.
• Variety of Ad Formats: It supports search ads, display ads, video ads, and more.
• Detailed Conversion Tracking: This tracks actions such as clicks, calls, and purchases.
Google Ads: Cons
• Higher Costs: It can be expensive due to competition for popular keywords.
• Complex Setup: It requires time and expertise to set up and manage effectively.
• Steep Learning Curve: Beginners may find it challenging to use efficiently. It is therefore recommended to seek help from professionals.
Meta Ads: Pros
• Advanced Audience Targeting: Meta ads can reach users based on interests, behaviours, and demographics.
• Visually Engaging Ad Formats: It supports images, videos, carousels, and more.
• Lower CPC on Average: They are often less expensive per click than Google Ads.
• Strong Brand Awareness: Meta Ads are great for increasing visibility and recognition.
Meta Ads: Cons
• Lower Buyer Intent: Users aren’t actively searching for products or services.
• Privacy Challenges: Changes to data privacy can impact targeting accuracy.
• Ad Fatigue Issues: Users may become tired of seeing the same ads repeatedly.
When to use Google Ads vs Meta Ads
Use Google Ads When…
Targeting High-Intent Users: Google Ads are ideal for businesses targeting users who are actively searching for specific products or services. This platform excels at capturing users with high purchase intent, making it perfect for driving immediate conversions and sales.
Promoting Urgent Offers: If you have limited-time promotions or urgent offers, Google Ads can help reach users who are actively looking for what you offer. This ensures that your ads appear at the right moment to maximise conversions.
B2B Marketing: Google Ads can be effective for B2B businesses, especially when targeting specific keywords related to industry solutions or services. The platform allows for refined targeting based on location, device, and previous interactions.
Use Meta Ads When…
Building Brand Awareness: Meta Ads are excellent for creating brand awareness and engaging users who may not yet know they need your product or service. The platform’s advanced demographic and interest-based targeting capabilities make it ideal for reaching niche audiences.
Customer Engagement and Retargeting: Meta Ads are great for nurturing customers through the sales funnel. They allow you to retarget users who have interacted with your brand or visited your website, helping build loyalty and drive conversions over time.
E-Commerce and Visual Products: Meta Ads’ visually engaging formats, such as carousels and video ads, are perfect for e-commerce businesses looking to showcase products appealingly. This can lead to impulse purchases and increase brand visibility.
Ultimately, there’s no one-size-fits-all answer to the Google Ads vs. Meta Ads debate. Both platforms have unique strengths, and the right choice depends on your goals, audience, and budget. At Dash Agency, we specialise in building digital marketing strategies that harness the power of both, ensuring your campaigns don’t just run, they perform. Whether you need intent-driven leads from Google or brand-building engagement through Meta, our team can craft a tailored approach that delivers measurable results and sustainable growth.
Get in touch with Dash Agency today to start scaling your ads.
