Google Ads vs Facebook Ads: Which Works Better?

June 2, 2025 | Categorised in: Blog

Short Summary: Choosing between Google Ads and Facebook Ads depends on your business goals, audience, and budget. This guide breaks down the key differences, advantages, and use cases for each platform to help Australian businesses make smarter digital advertising decisions.

Understanding the Core Difference

The key distinction is intent vs. interest:

Google Ads target users actively searching for a product or service.
Facebook Ads target users based on interests, behaviours, and demographics.

Google is great for capturing demand. Facebook is ideal for generating demand.

When to Choose Google Ads

1. High-Intent Searches

If people are actively Googling for what you sell (e.g. “emergency plumber Sydney”), Google Ads will likely yield faster conversions.

2. Local or Service-Based Businesses

Google’s location targeting and map listings work well for businesses looking to reach local customers.

3. Performance-Based Campaigns

With tools like Smart Bidding and conversion tracking, Google Ads lets you optimise for clicks, leads, or sales in real time.

Explore our Google Ads strategies to learn how we help businesses get found.

When to Choose Facebook Ads

1. Brand Awareness & Engagement

Facebook (and Instagram) are visual-first platforms, ideal for storytelling, product demos, and growing brand recognition.

2. Detailed Audience Targeting

Facebook allows layering of interests, behaviours, job roles, life events and more. Great for niche targeting.

3. Retargeting & Funnel Nurturing

Facebook excels at showing personalised content to users who’ve visited your site but didn’t convert.

Discover our social media marketing services that leverage Facebook Ads to build trust and engagement.

Costs: Google Ads vs Facebook Ads

Google Ads often have a higher cost-per-click (CPC), especially in competitive industries.
Facebook Ads typically offer cheaper clicks but may require more nurturing to convert.

Your industry, audience and goals will influence which platform offers better return on ad spend (ROAS).

Can You Use Both?

Absolutely. Many of our clients run:

Google Ads to capture high-intent traffic
Facebook Ads to educate, retarget, and build long-term engagement

Together, these platforms offer a full-funnel advertising strategy.

Final Thoughts: Which One is Right for You?

Choose Google Ads if you:

Need quick leads or sales
Operate in a high-intent niche
Have budget for competitive CPCs

Choose Facebook Ads if you:

Want to build a brand presence
Sell visually appealing products
Have time to nurture leads

Still unsure? Let us help. We’ll review your goals, market, and offer a custom plan.

Get in touch with Amire for expert advice on building a performance-driven ad strategy.

Client Testimonials

Telstra Media Group

AMIRE has been providing Telstra Media with SEO Services since the beginning of October 2013 and whilst still relatively new they have provided exceptional service and insight for the business thus far.

Telstra Media replaced our previous SEO agency (whom we had worked with for over 6 years) with AMIRE, which I believe is a clear indication of their SEO expertise and experience. Telstra Media is looking forward to a strong relationship with AMIRE and have no hesitation in recommending them to any company considering their services.

Grant Hilton | Search Producer
Digital Media and Content Services
Telstra Media Group

AAMI

I have known Sean and Amye from the days when ‘search’ was in its infancy in Australia. At the time my team and I were intent on establishing the online business for AAMI. We recognised early on how important search would be to help position AAMI on customer shopping lists for their insurance needs and as a cost effective marketing tool. Seam and Amye continue to impress me with the depth and breadth of knowledge they have with the search industry. Their technical knowledge is extensive and that helps remove the guesswork and makes decisions easier and more precise.

They listened and understood the AAMI business and what the key business drivers were. This helped us design and develop websites that balanced optimal search requirements with user experience and customer centric design.

It was principally through Sean and Amye’s knowledge and results driven attitude that positioned AAMI in a prominent position for all of AAMI’s key terms, a position it has held for many years.

David Jones
Former E-Business Manager
AAMI

Suncorp Group

Amye consulted on Suncorp Commercial Insurance for a number of years in optimising our business for search. In that period, Suncorp’s dominance in search helped the business receive an unprecedented number of lead opportunities, driving further investment and support of the online channel.

Amye’s professionalism and attention to detail served us well. Amye was always free and willing to assist with any queries we had about the complexities of SEO as well as providing us with up-to-the-minute news on trends and changes in search. We were always well prepared to stay ahead of the game.

Darren Abood
Senior Leader – Websites
Digital Distribution | Commercial Insurance
Suncorp Group

General Pants

As our consulting SEO Director, Amye showed an unwavering dedication to delivering the best search results within a sometimes challenging technical infrastructure. Her depth of knowledge and awareness of industry advances were exemplary, and always considered within the context of our search brief.

Amye’s friendly and relaxed professional approach ensures team members of every level have a good understanding of search objectives; this ultimately creates both a commercially successful and enjoyable partnership.

Michael Laxton
Head of Online & CRM
General Pants

Virgin Money

During my spell at Virgin Money Australia, Sean was the SEO expert from 24/7 Real Media, and proved to be deeply knowledgeable and of great service. I would recommend Sean as an SEO specialist for being extremely approachable, cheerful, professional and provided invaluable advice on improving the company site in natural search, combined with other paid search activity.

Peter Davis
Web Experience Manager
Virgin Money

Bigpond

The principals of Amire, Sean and Amye are well known within the search optimisation industry. I have worked directly with them for several years and they have always followed ethical practices in delivering great results. The quality of their work and trust worthiness is first rate. I always felt like my business was important and the best people were working on my account.

Dale Cohen
General Manager
BigPond Network | Telstra Digital Media & IPTV – Pay TV

More testimonials

Google Ads vs. Facebook Ads: Which One Should You Choose?