Facebook Ads vs Google Ads for Startups: Which Is Better for Your Business?

Paolo Casula
May 8
6 min read

When you're running a startup, paid advertising is often a necessary strategy to grow quickly and acquire customers. But with so many options available, it can be difficult to know where to allocate your advertising budget. Two of the most powerful platforms for driving online traffic and conversions are Facebook Ads and Google Ads.

Both platforms are highly effective for driving traffic, but they operate very differently. In this post, we’ll break down the key differences between Facebook Ads and Google Ads, compare their benefits and drawbacks, and help you decide which platform is right for your startup.

Facebook Ads vs Google Ads: Understanding the Basics

Before diving into the comparison, it's important to understand the basic differences between Facebook Ads and Google Ads:

Facebook Ads:

Platform: Facebook Ads run across Facebook, Instagram, Messenger, and the Audience Network.
Ad Formats: Carousel ads, video ads, image ads, lead ads, etc.
Targeting: Facebook allows you to target users based on their demographics, interests, behaviors, and custom audience lists.
Ad Objective: Primarily used for brand awareness, engagement, and retargeting ads, but also effective for direct conversions through lead forms and website traffic.

Google Ads:

Platform: Google Ads primarily run on the Google Search Network (the search engine itself) and the Google Display Network (partner websites).
Ad Formats: Search ads, display ads, video ads (on YouTube), shopping ads, etc.
Targeting: Google Ads allows you to target based on keywords, location, and user behavior (retargeting via display ads).
Ad Objective: Ideal for capturing users who are actively searching for solutions or products related to your business. Great for direct sales and lead generation.

Key Differences Between Facebook Ads and Google Ads

Now that we’ve covered the basics, let’s explore the main differences between Facebook Ads and Google Ads, focusing on what matters most for a startup: targeting, ad format, cost, and user intent.

1. Targeting Capabilities

Facebook Ads: Interest and Behavior-Based Targeting

Facebook’s targeting capabilities are extensive and allow you to focus on users based on demographics, interests, and behaviors. This is particularly powerful for startups trying to generate awareness, as Facebook allows you to reach audiences that may not yet be actively searching for your product but are likely to be interested in it.

Targeting Options in Facebook Ads:

Demographics: Age, gender, job title, education level, etc.
Interests: Pages they follow, hobbies, music preferences, etc.
Behaviors: Purchase history, online activity, device usage, etc.
Custom Audiences: Upload your customer email lists or retarget website visitors.
Lookalike Audiences: Find new users who resemble your existing customers.

Use Case:If you’re launching a new product and want to get the word out to a relevant audience who might be interested but haven’t searched for it, Facebook Ads is a powerful platform to build awareness and interest.

Google Ads: Intent-Based Targeting

Google Ads, on the other hand, is primarily intent-driven. Ads are shown to users who are actively searching for specific products or services on Google Search or browsing related content on the Google Display Network. Because of this, Google Ads can be highly effective for targeting customers with high purchase intent.

Targeting Options in Google Ads:

Keywords: Target users based on their search queries.
Location: Show ads to users in specific geographic areas.
Device Targeting: Choose whether to target users on desktop, mobile, or tablet.
Remarketing: Retarget users who have already visited your website or interacted with your content.

Use Case:If you're running a product-based business and users are actively searching for solutions (e.g., "best project management tool for remote teams"), Google Ads allows you to reach them right at the moment of their search.

2. User Intent: Facebook Ads vs Google Ads

Facebook Ads: Interruptive Marketing

Facebook Ads are primarily interruptive. You’re showing your ads to people who may not be actively looking for your product. This means that Facebook Ads excel at discovery and awareness but are less effective at driving immediate, high-intent conversions.

Pros: Great for reaching a broad audience and generating awareness.
Cons: Users may not be in a buying mindset when they see your ad.

Use Case:If your startup has a new product or is trying to introduce a novel solution to the market, Facebook Ads can create curiosity and encourage users to learn more.

Google Ads: Demand Capture

In contrast, Google Ads are based on demand capture. When someone searches for a specific keyword, they often have a strong intent to buy or engage. Google Search Ads allow you to capture this demand and place your product or service directly in front of the user when they are actively looking for it.

Pros: Perfect for targeting high-intent users ready to make a purchase.
Cons: Google Ads require you to bid on specific keywords, and cost-per-click (CPC) can get high in competitive industries.

Use Case:If your startup is targeting people who are actively searching for solutions like yours, Google Ads can generate highly qualified leads at a potentially lower cost per conversion than Facebook Ads.

3. Ad Formats and Creatives: Which is More Engaging?

Facebook Ads: Visual and Interactive

Facebook Ads offer a variety of ad formats that allow for creative freedom. These formats include carousel ads, video ads, image ads, and lead ads. The visual nature of Facebook Ads makes them ideal for showcasing your brand’s personality and creating engaging campaigns.

Pros: Highly engaging ad formats (videos, carousel) that allow for interactive content and storytelling.
Cons: Ads are more interruptive, requiring creative to grab attention and spark interest.

Example:If you’re running a SaaS startup, Facebook Ads could showcase a video tutorial or a carousel ad that demonstrates the key benefits of your software in a way that engages users.

Google Ads: Text-Based and Display Options

Google Ads, especially Search Ads, are generally text-based, focusing on capturing high-intent searches. However, Google’s Display Network offers a variety of visual ad formats for banner ads, which can be shown on partner websites across the web.

Pros: Highly effective for search-based targeting and can drive conversions from users actively searching for solutions.
Cons: Display Ads are less engaging than Facebook’s interactive formats.

Example:For a startup offering digital marketing services, Google Search Ads would likely be more effective than Facebook Ads, as users searching for terms like “best digital marketing agency” are actively looking for your services.

4. Cost: Facebook Ads vs Google Ads for Startups

Facebook Ads: Generally Lower CPC

On average, Facebook Ads tend to have a lower cost per click (CPC) compared to Google Ads, particularly when you're targeting broad interest-based audiences. This is beneficial for startups with limited budgets, as it allows you to generate more impressions and clicks for your investment.

Cost Range: CPC can vary widely depending on your industry, but generally falls between $0.50 and $3.00 per click.

Google Ads: Higher CPC but Higher Intent

Since Google Ads target users based on their search intent, the CPC can be higher, especially for competitive keywords. However, since users are searching for specific products or services, Google Ads often result in higher conversion rates.

Cost Range: The average CPC can range from $1.00 to $5.00, but can exceed $50 or more for high-competition industries like law or finance.

Use Case:If you’re a local business with a tight budget and want to reach people in your area, Facebook Ads may be more cost-effective. However, if you’re targeting high-intent keywords for a high-conversion product, Google Ads might justify the higher CPC.

5. Performance Tracking and Analytics

Both Facebook Ads and Google Ads offer in-depth analytics and tracking features to measure the effectiveness of your campaigns.

Facebook Ads: Offers detailed reports on audience insights, engagement metrics (likes, shares, comments), and conversions. It also integrates with Facebook Pixel for tracking website activity and optimizing campaigns.
Google Ads: Provides robust reporting on click-through rates (CTR), conversions, cost per acquisition (CPA), and keyword performance. It integrates with Google Analytics for deeper insights.

Example Tools:

Facebook Ads Manager – Tool to create, manage, and track Facebook Ads.
Google Ads Dashboard – Platform for creating and managing Google Ads campaigns.