Adwords vs Facebook, Which PPC platform give the better ROI?

It is a mistake to think of Google Ads vs. Facebook Ads. This is an idea that has spread as a result of the natural rivalry of technology companies like Facebook and Google. Then it was thought that advertisers had to make a complex decision: which advertising platform to use? Facebook or Google? Especially these questions are asked by those who want to grow their businesses and know little about digital marketing.

Using them within your strategy to achieve maximum visibility, increase leads and sales, and reach new customers. We could say that it is a matter of alignment and return on investment (ROI).

At Google, people are already looking for an answer. To their questions or a solution to their problem when they see the ad in the search results. In other words, they are already advanced in their purchase journey.

Meanwhile, on Facebook, users are browsing their photos, news, replying to comments, or chatting with their contacts. They’re not proactively searching for something, like Google. This is crucial in the dynamic between the advertiser and the audience.

On Facebook, most of the time, ads and campaigns are directed at people who don’t even know that the product and/or service exists. For what it helps to create brand recognition and positioning, we can say that it is branding. Without a doubt, it is a great way to position your brand and make more people in your market know everything you offer.

In Google AdWords, the focus is much more on attracting people who have already made a journey in their purchase research; they have even decided. But they have not finalized the purchase of the product or service.

Facebook offers a lot of types of ads that we can create. With its platform, you can advertise your website, specific capture pages, fan pages, increase engagement on your page or in your app, promote downloads of your app, reach people near any business (physical location), capture leads within FB, increase video views and other actions.

Being such a broad and flexible platform, we can find several promotion options with types of ads that are according to what your business seeks to achieve. Personally, I really like that it is integrated into the inbound philosophy.

In Google, there is also variety. Different ad formats (such as universal app campaigns) have been introduced. Even so, the essence remains the same and the one that works best: drive web traffic to a website, preferably a capture page —or landing page— where there may be an offer with a clear call to action.

Marketing professionals at who use Facebook ads are impressed by the granularity of their targeting options. However, one of the elements of Facebook ads that takes newbies by surprise is the possible return on investment offered by Facebook Ads. And to what extent can you stretch a limited advertising budget on the platform.

This competitive price makes Facebook Ads a very attractive option for small and medium-sized businesses with limited resources. Not just big brands with big marketing budgets. Combined with the remarkable potential returns offered by the platform, Facebook Ads is one of the best-value online advertising solutions available today.