Google Ads vs Meta Ads: Which Platform Should You Advertise On?

Google Ads vs Meta Ads

Are you in a predicament about which advertising platform to choose: Meta or Google?
Today businesses face the challenge of selecting the right platform to maximize their advertising efforts. With Meta and Google being two of the most prominent players in the advertising landscape, it’s essential to understand their strengths, weaknesses, and suitability for your specific marketing goals.
Is your priority reaching a vast audience through social media, or is your focus to target users actively searching for your products or services?
In this article, we have explained the difference between the two and the key considerations for each platform across various industries.

What are Google Ads?

Google Ads is an online advertising tool by Google, which enables businesses to display ads across various Google properties, including search results pages, partner websites, and mobile apps. With Google Ads, businesses can reach potential customers by targeting specific keywords or search queries based on user intent. This platform offers robust features such as keyword targeting, diverse ad formats, audience targeting options, flexible budget control, and comprehensive performance tracking tools.

There are different campaign types on Google Ads such as:

  1. Search Ads: Text-based ads displayed on Google search engine results pages (SERPs) when users search for specific keywords related to the advertiser’s business.
     
  2. Display Ads: Visual ads displayed across millions of websites on Google’s Display Network, allowing advertisers to reach a broad audience with engaging creatives.
      
  3. Shopping Ads: Showcase product listings directly on Google search results, ideal for e-commerce retailers looking to drive sales.
      
  4. Performance Max Ads: Run ads across multiple Google networks, including Search, Display, YouTube, and more, to achieve campaign goals effectively.
      
  5. Video Ads: Create impactful video campaigns using various video ad formats on YouTube and other video partner platforms. Available video ad formats are – Skippable in-stream ads, non-skippable in-stream ads, In-feed video ads, Bumper ads, Masthead ads, Outstream ads and Accompanying Content.
      
  6. App Ads: App campaigns enable you to effectively market your app by reaching a wider audience interested in similar apps across Google Search, YouTube, Google Play, and other platforms.
     
  7. Smart Ads: Smart campaigns have AI-powered features to help you manage your ads with minimal effort. You need to set up your budget, select your location preferences, and add a few keyword themes. Based on these choices, Google Ads will show your ad to people.
      
  8. Demand Gen Ads: It is an AI-powered campaign designed to captivate new audiences and generate interest in products or services before they actively search for a brand. It utilizes Google’s visual and entertainment platforms like YouTube, Discovery feed, and Gmail to display ads within a single campaign. 

What are Meta Ads?

Meta Ads operates within the Meta platform, which includes Facebook, Instagram, Messenger, and Audience Network. Meta Ads provide businesses with a unique opportunity to target specific audiences based on their interests, behaviors, and demographics within the Meta ecosystem. Advertisers have access to a variety of ad formats, including image ads, video ads, carousel ads, and lead ads, to engage with their target audience effectively.  

There are different campaign types on Meta Ads such as: 

  1. Brand Awareness Ads: It targets audiences likely interested in your brand, boosting awareness effectively.
     
  2. Reach Campaigns: It aims to show your ad to a wide range of unique viewers, maximizing exposure during your campaign.
      
  3. Traffic Ads: It drives visitors to your website, crucial for tracking website traffic, especially for e-commerce businesses.
      
  4. Engagement Campaigns: It encourages audience interaction, whether through post engagement, page likes, or event responses. 
      
  5. App Promotion Ads: It promotes mobile app installations, tracking installs, registrations, and logins. .
      
  6. Lead Ads: It collects email addresses directly on Facebook, often with coupon code incentives.
      
  7. Sales Ads: It allows direct product sales through Facebook, perfect for ecommerce businesses.

Relevance Across Industries

Industry
Meta Ads
Google Ads
Healthcare
Meta Ads
  • Raise awareness about services.
  • Promote health campaigns.
  • Engage with patients through informative content.
Google Ads
  • Capture high-intent searches.
  • Appear at the top of search results.
  • Reach users actively seeking medical services.
Education
Meta Ads
  • Target prospective students based on demographics, interests, and behaviours.
  • Showcase campus life, academic programs, and student testimonials.
Google Ads
  • Appear prominently in educational searches.
  • Drive website traffic,
  • Increase enrolment through targeted keywords and compelling ad copies.
Real Estate 
Meta Ads
  • Showcase property listings.
  • Conduct virtual tours.
  • Engage with potential buyers or renters.
  • Reach the right audience with visually appealing ad formats and precise targeting options.
Google Ads
  • Capture users actively searching for properties.
  • Increase visibility and generate inquiries through relevant keywords and optimized landing pages
E-commerce
Meta Ads
  • Promote products and drive website traffic.
  • Retarget users based on interactions.
  • Enhance shopping experience with dynamic product ads and personalized recommendations
Google Ads
  • Appear in search results, shopping listings, and display networks.
  • Capture purchase-ready consumers
  • Drive conversions through high-intent keywords and optimized product feeds
Food
Meta Ads
  • Showcase menu offerings and special promotions.
  • Drive foot traffic to physical locations.
  • Attract local customers with engaging visuals and targeted campaigns.
Google Ads
  • Appear in search results, maps, and relevant websites.
  • Capture hungry consumers searching for dining options or food delivery services.
  • Drive orders through ad extensions and local targeting.

Which are better Meta Ads or Google Ads?

Meta Ads and Google Ads has its own unique advantages depending on your specific business goals and target audience. Meta Ads are better suited for businesses focused on brand awareness, engagement, and community building, especially those targeting a broad audience or specific demographics within social media platforms.  

On the other hand, Google Ads are ideal for businesses aiming to capture leads, drive website traffic, or increase online sales by targeting users actively searching for products or services with high-intent keywords. Ultimately, the choice between Meta Ads and Google Ads depends on factors such as your campaign objectives, target audience preferences, and budget allocation. 

To better optimize and maximize your ROI with Meta and Google Ads, you need a professional who is well-versed with these platforms. At Technoid, we have over 8 years of experience in digital advertising. Contact us today to elevate your advertising strategy and achieve your business goals!