Google Ads vs Facebook Ads: Which Performs Better in 2025?

Google Ads and Facebook Ads are two of the most popular advertising platforms in 2025, each with distinct strengths. Choosing the right one depends on your business goals, budget, and audience behavior. Here’s a quick breakdown:

• Google Ads: Best for targeting users with high purchase intent (e.g., searching for “best plumber near me”). It offers higher conversion rates (4.2% for search ads) but comes with a higher average cost-per-click (CPC) of $4.22. Ideal for B2B services and high-value sales.
• Facebook Ads: Focuses on demographic and interest-based targeting, making it perfect for building brand awareness and engaging users. It has a lower CPC of $0.77 and is budget-friendly for small businesses or B2C brands relying on visually appealing content.

Quick Comparison

Feature	Google Ads	Facebook Ads
Targeting	Search intent, keywords	Demographics, interests
Average CPC	$4.22	$0.77
Conversion Rate	2.85% (search), 0.55% (display)	Better for long-term engagement
Best For	High-intent purchases, B2B	Brand awareness, B2C
Ad Formats	Text, display	Image, video, carousel

Pro Tip: Combining both platforms can maximise results—use Facebook Ads to build awareness and Google Ads to convert high-intent users. Keep reading to learn how to choose the right platform for your goals.

Overview of Google Ads and Facebook Ads

Google Ads Explained

Google Ads is a platform designed to connect businesses with users who are actively searching for specific products or services. By focusing on keyword targeting, it helps businesses reach people who are ready to take action.

This platform is particularly effective for driving leads and achieving quick conversions. For example, the average conversion rate for Google search ads is 2.85%, with text-based search ads performing at 4.2% and display ads at 0.55% .

Facebook Ads Explained

Facebook Ads leverages its extensive social media network to deliver ads tailored to user interests, demographics, and behaviors. It’s a go-to platform for campaigns aimed at boosting brand awareness and encouraging user interaction.

With a cost per action averaging $18.68, Facebook Ads is a cost-effective option for businesses looking to expand their reach and engage with their audience, especially those working with tighter budgets.

Differences Between Google Ads and Facebook Ads

Feature	Google Ads	Facebook Ads
Key Strength	Search intent & fast conversions	Social engagement & brand awareness
Average CPC	$4.22	$0.77
Best Used For	B2B marketing, high-value sales	B2C marketing, visual campaigns
Targeting Method	Keyword-focused	Interest and behaviour-focused
Ad Formats	Text ads, display ads	Image, video, and carousel ads

The main difference lies in how they target users. Google Ads focuses on people who are actively searching for solutions, making it perfect for businesses seeking immediate results. On the other hand, Facebook Ads is better suited for building connections and engaging users based on their interests.

B2B companies and businesses with high-ticket products often see stronger outcomes with Google Ads. Meanwhile, B2C brands that rely on visually appealing content tend to find Facebook Ads more effective.

Understanding these distinctions helps businesses choose the right platform to meet their advertising goals as they plan their strategies for 2025. Next, we’ll dive into how these platforms stack up in terms of buyer intent, conversion rates, and ROI.

Performance Metrics: Comparing Results

Buyer Intent: Search vs. Interest-Based Targeting

Google Ads and Facebook Ads approach user intent differently. Google Ads focuses on users with active purchase intent—like someone searching “best plumber near me.” On the other hand, Facebook Ads relies on demographic and behavioural data to target users based on their interests. This makes Facebook Ads ideal for products users aren’t actively searching for but might be curious to explore.

Conversion Rates: Immediate vs. Long-Term Engagement

Google Ads often sees higher conversion rates, with search ads performing at an average rate of 4.2%. Facebook Ads, while typically yielding fewer immediate conversions, shine in building long-term customer relationships. With an average CPA of $18.68, it’s a strong choice for driving awareness and fostering ongoing engagement.

ROI Across Platforms

Metric	Google Ads	Facebook Ads
Average CPC	$4.22	$0.77
Best ROI Use Case	High-value products, B2B services	Brand awareness, B2C products

Google Ads is a go-to for high-value products and B2B services, offering strong ROI through its conversion-driven approach, even with higher CPCs. Meanwhile, Facebook Ads thrives in brand awareness efforts, offering a budget-friendly option for B2C businesses. Its lower CPC is especially useful for companies with longer sales cycles that need consistent engagement.

Cost-Effectiveness and Budget

Pricing Models and Costs

In 2025, the pricing models for Google Ads and Facebook Ads differ quite a bit. Google Ads primarily relies on a cost-per-click (CPC) model, where businesses are charged only when users click their ads. The average CPC on Google Ads typically falls between $1 and $2, depending on keyword competition.

Facebook Ads, on the other hand, offers both CPC and CPM (cost-per-thousand impressions) models. Its average CPC is $1.72, while the CPM averages around $10, making it a budget-friendly option for many businesses.

Cost Metric	Google Ads	Facebook Ads
Average CPC	$1-$2	$1.72
Average CPM	Varies by industry	$10
Best Use Case and Budget	High-intent purchases, $5-10 daily minimum	Brand awareness, $1-5 daily minimum

Cost-Effectiveness for Small Businesses

For small businesses with limited budgets, Facebook Ads can be a great option thanks to their low entry costs and precise audience targeting. However, Google Ads often delivers better returns in certain cases, especially for service-based businesses aiming to capture high-intent customers ready to make a purchase. This is largely due to higher conversion rates

To get the most out of your ad spend on either platform:

• Start with a small budget and use automated bidding to optimise performance.
• Narrow your audience targeting to minimise wasted ad spend.

The choice between these platforms often depends on your industry. For instance, e-commerce brands might thrive with Facebook Ads due to their lower CPCs and effectiveness in product discovery. Meanwhile, local service providers could see better results with Google Ads, as it targets users actively searching for specific services, even if the costs are slightly higher

Understanding these cost structures helps businesses make smarter, data-backed decisions in 2025. Each platform offers clear advantages depending on your goals and audience.

Choosing the Right Platform

Matching Platforms to Business Goals

The platform you choose should align with what your business wants to achieve. For example, Google Ads is great for reaching users ready to take action, making it perfect for direct sales. On the other hand, Facebook Ads is better for building awareness and engagement, often at a lower cost.

Business Goal	Recommended Platform	Key Advantage
Immediate Sales	Google Ads	Higher conversion rate (4.2%)
Brand Awareness	Facebook Ads	Lower cost per click ($0.77)
Lead Generation	Google Ads	Targets high-intent users
Community Building	Facebook Ads	Advanced demographic targeting

Platform Recommendations by Industry

Different industries benefit from different platforms based on how users behave and make purchasing decisions.

• E-commerce and Retail: If your products have clear search intent, Google Ads can deliver excellent results. For visually appealing brands, like fashion, Facebook Ads is a strong choice due to its image-driven format.
• Service-Based Businesses: Companies offering services, such as legal or healthcare, often see better results with Google Ads since it targets users actively searching for those services.
• B2C Brands: Lifestyle products thrive on Facebook Ads, thanks to its precise audience targeting options and visual ad formats.

Your best approach will depend on factors like:

• Industry benchmarks
• Audience habits
• Specific campaign objectives

In many cases, combining both platforms can lead to better outcomes. The benefits of using them together are covered in the next section.

Combining Google Ads and Facebook Ads

How Search and Social Ads Work Together

Blending Google Ads with Facebook Ads can give your marketing strategy a powerful boost in 2025. Google Ads excels at targeting people actively searching for specific solutions, while Facebook Ads focuses on building awareness and reaching new audiences. Together, they create a smooth journey from discovery to purchase.

Here’s how you can make the most of both platforms:

• Start with Facebook Ads to introduce your brand and attract potential customers.
• Use Google Ads to target people who are ready to take action.
• Leverage tools like pixel tracking to retarget users across platforms.
• Keep your messaging consistent across both platforms to strengthen your brand.

This combined approach can be structured as follows:

Stage	Platform	Goal
Awareness	Facebook Ads	Introduce your brand
Decision	Google Ads	Convert high-intent users
Retention	Facebook Ads	Build loyalty and repeat sales

Measuring and Improving Performance

To get the best results from this dual-platform strategy, focus on these key areas:

1. Track User Journeys: Understand how users interact with both platforms before converting.
2. Analyse Platform-Specific Results: Evaluate metrics like:
   • Conversion rates
   • Return on ad spend (ROAS)
   • Costs per conversion
3. Assess Combined Impact: Look at how the platforms work together to:
   • Increase brand awareness
   • Drive sales
   • Retain customers

Google Ads vs. Facebook Ads (Which Is Better?)

Comparison Table: Google Ads vs Facebook Ads

Here’s a quick guide to the main differences between Google Ads and Facebook Ads in 2025, building on their performance metrics and cost considerations.

Feature	Google Ads	Facebook Ads
Primary Targeting	Search intent and keywords	Demographics, interests, behaviours
Average Cost	$4.22 per click	$0.77 per click
Conversion Rate	2.85% (search ads), 0.55% (display ads)	Better for long-term awareness and nurturing
Ad Formats	Mostly text-based ads	Visual formats like images, videos, carousels, and interactive ads
Best For	Quick sales High-intent purchases Service businesses	Building brand awareness Community engagement Promoting visual products
Audience Reach	Users actively searching for solutions	Passive audience based on interests and behaviors
Budget Control	Higher CPC with better conversion rates	Lower CPC, ideal for mass exposure
Performance Metrics	Conversion rates, cost per action, search visibility	Engagement rates, video views
Campaign Goals	Lead generation Direct sales Immediate responses	Brand awareness Community building Nurturing leads

Google Ads works well for targeting users with clear intent, while Facebook Ads excels in demographic targeting and creating visually engaging campaigns. Choosing the right platform depends on your business goals and how your audience behaves.

Using both platforms together can be a smart move. Facebook Ads’ lower costs make it great for broad campaigns, while Google Ads’ higher conversion rates can maximise returns for high-intent strategies. Each serves a unique purpose, so the choice should align with what your business needs most.

Conclusion: Choosing Wisely in 2025

Deciding between Google Ads and Facebook Ads in 2025 comes down to matching each platform’s strengths with your business goals. Our analysis highlights that both platforms have clear advantages, depending on what you’re aiming to achieve.

Google Ads is a powerhouse for driving quick, measurable results. With a 2.85% conversion rate for search ads, it’s perfect for businesses targeting users with high purchase intent. On the other hand, Facebook Ads stands out with a much lower average CPC of $0.77 compared to Google Ads’ $4.22, making it an excellent choice for reaching wide audiences and building brand awareness. Its advanced targeting tools are particularly effective for fostering long-term customer engagement through visually compelling content.

For many businesses, combining the two platforms delivers the best of both worlds. Facebook Ads can create awareness and attract attention cost-effectively, while Google Ads capture those ready-to-buy customers searching for specific products or services. This strategy creates a natural flow from discovery to purchase, maximising the impact of your campaigns.

To succeed, focus on data-driven decisions. Monitor key performance indicators, refine your campaigns based on results, and stay in tune with shifting trends. Whether you choose one platform or use both, your strategy should align with:

• Your business goals
• Budget constraints
• Audience behaviour
• Industry-specific needs

Google Ads thrives in high-intent scenarios, while Facebook Ads shine in creating broad awareness. By understanding these strengths and regularly updating your approach, you can stay ahead in the fast-changing digital advertising world of 2025.

FAQs

Here, we’ll tackle some common questions about these platforms, focusing on their differences and costs based on earlier insights.

What are the main differences between Google Ads and Facebook Ads?

Google Ads works by targeting users actively searching for specific keywords, making it great for driving immediate conversions. On the other hand, Facebook Ads uses demographic and interest-based targeting to reach users who aren’t necessarily searching but are likely to engage This difference is why choosing the right platform depends heavily on your campaign goals.

Are Facebook Ads more expensive than Google Ads?

Facebook Ads typically cost less, with an average CPC of $0.77, compared to Google Ads’ $4.22 Here’s a quick comparison:

Platform	Average CPC	Best For	ROI Focus
Facebook Ads	$0.77	Brand awareness, lead generation	Long-term engagement
Google Ads	$4.22	Immediate conversions	Higher conversion rates

While Facebook Ads are a budget-friendly choice for building brand awareness, Google Ads often provide better results for high-intent purchases due to their higher conversion rates. The best choice depends on balancing costs with how each platform aligns with your goals.If you are looking for help with your brand, reach out to E-Wbe Marketing.we would love to help you.