Google Ads vs Facebook Ads: Which is Better for Lead Generation?

You already know that investing in paid media is crucial for a marketing strategy and can boost results in less time. 

However, doubts often arise about the best online channel for investment.

Google Ads vs Facebook Ads: If this online media question has crossed your mind, this article will help you.

This is an ongoing debate among marketing professionals and brand managers.

Playful references aside, is there a clear winner in this battle?

Keep reading to learn the details that can make a difference in your strategy.

Google Ads

Before comparing these two online media platforms, let’s revisit some basic concepts of each.

Google Ads is Google’s paid media platform, leveraging the reach of its various channels like YouTube, Google itself, and its network of partner sites, allowing brands to create and broadcast ads to a user audience.

In this article, we’ll focus more on the search platform (Google Search), leaving aside display options and YouTube, which operates almost as a separate channel.

How It Works

The platform allows the creation of online ads in various formats through the search network, display network, YouTube, Google Shopping, and apps.

Campaigns are segmented and configured according to each brand’s objectives and strategies.

Billing is also done based on campaign configurations, providing a high level of control for those investing.

Advantages

Some advantages of investing in Google Ads include:

• It’s the largest online ad platform in the world, with a partner network reaching 90% of internet users globally;
• It allows targeting users in various stages of the sales funnel, particularly mid and bottom stages;
• Easy monitoring of metrics and results;
• Flexible investment, determined by the brand, and can be adjusted as campaigns progress.

Disadvantages

Some disadvantages of the platform are:

• A higher level of technical knowledge is required to use campaign investments effectively;
• Since the system is search-based, it may be harder to reach users at the early stages of the sales funnel, who are not yet actively searching for a solution;
• In recent months, Google Ads has become more expensive due to high competition.

When to Use

Google Ads is especially useful for reaching users who already have some buying intent.

Another factor that attracts many advertisers is that the platform is great for industries with high-volume search keywords or highly specific searches.

For example, if your brand produces and sells expanded metal sheets, this term has a high search volume, which can boost your ad results, bringing in more qualified leads.

Another tip, considering more specific searches, is to target long-tail keywords to avoid heavy competition. 

For instance, your ads could use the term “perforated expanded metal sheet in Curitiba.”

Facebook Ads (Meta Ads)

Facebook Ads is Facebook’s advertising platform, now Meta.

It allows you to create paid media campaigns for Facebook, Instagram, Audience Network, and Messenger, as all these social networks are part of the same group.

You can also explore a wide variety of ad formats, targeting, and different campaign configurations for high-impact online campaigns.

How It Works

Ads are shown within social networks, reaching users who are part of each network.

Once the channels, budget, targeted audiences, and campaign goals are selected, the ads are created, typically with a more visual appeal, in line with the dynamics of the group’s networks.

Advantages

Some advantages of investing in Facebook Ads include:

• Facebook is the largest social network in the world, with over 2 million active users (as of 2021), providing a large audience for brands;
• Highly specific targeting options for campaigns;
• Reaches users in different stages of the sales funnel, including early stages;
• Easy monitoring of metrics and results;
• Flexible investment, determined by the brand, and can be adjusted as campaigns progress.

Disadvantages

On the other hand, some disadvantages include:

• A technical understanding is also needed to use campaign investments effectively;
• Click-through and conversion rates for Facebook Ads tend to be lower, often attracting “curious” users who are not yet ready to make a purchase.

When to Use

Facebook Ads can be particularly effective for products with low search volume on Google, visually appealing products that can take advantage of social networks’ characteristics, and for reaching a broader potential customer base.

Another consideration is that Facebook Ads can work well for industries with longer buying cycles, such as real estate, construction, and education companies.

What’s the Difference Between Google Ads and Facebook Ads?

The main difference in the Google Ads vs Facebook Ads debate is that they represent platforms for high purchase intent vs low purchase intent.

A search platform like Google Ads generally attracts users with high purchase intent, who are actively looking for a product, service, or solution to a problem.

A platform offering display, video, or social ads, like Facebook Ads, impacts users who may not have been looking for that product when they saw the ad.

Other notable differences include:

• Available ad channels (Instagram, YouTube, Facebook, Google, websites, etc.);
• How audience targeting is done (based on searches or interests);
• The type and format of the ads;
• Ad placement;
• The most attractive offers for the user;
  

More Attractive Offers for Users with Low vs High Purchase Intent.

Check out the infographic below for all the details and differences between the platforms.

How Much Do Google Ads and Facebook Ads Cost?

As mentioned earlier, budgets and investments in both platforms are quite flexible, allowing businesses of all sizes to run campaigns.

For Google Ads, the minimum investment is R$5 per day.

On Facebook Ads, while there is no set minimum, the average cost per ad ranges between R$2 and R$12 per day.

Of course, the total campaign and ad costs need to be evaluated based on investment capacity, campaign configuration, the period of airing, and the defined objective.

How to Choose the Best Paid Media Channel

Some factors should be considered when choosing paid media channels and ad platforms:

Consider Your Ad’s Objective

What is your brand’s goal with the ad?

Do you want to increase brand awareness? Drive visitors to your website or landing page?

Do you want to increase the number of quotes? Or promote a time-sensitive offer?

Different objectives can be better suited to the characteristics we’ve mentioned for each platform.

Consider Your Target Audience’s Profile

Your target audience’s profile also plays a role in the choice.

After all, there’s no point in creating a great Facebook campaign if your audience isn’t on that social network.

Consider not only their brand consumption habits but also their information and entertainment consumption habits when targeting your campaign.

Test to Monitor Metrics

If you have never invested in these online media platforms, you may be unsure about what works best with your audience and what would bring more qualified leads.

If that’s your case, we recommend taking advantage of the platforms’ benefits: budget flexibility and highly trackable metrics.

Run tests comparing the costs (CPC Cost per Click, CPL Cost per Lead…) and also the ROI (Return on Investment) of each channel over time, so you can then allocate more of your budget to the one that delivered the best results.

Google Ads vs Facebook Ads: Which is Better for Lead Generation?

When it comes to lead generation, which platform is the best?

The answer is: it depends.

Invest in Google Ads when your goal is to attract qualified leads who already have a clear buying intent, and for retargeting campaigns.

Use Facebook Ads to invest in brand awareness and attract top-of-funnel leads.

Tips for Using Both Channels Together

For a more complete marketing and paid media strategy, it’s a good idea to combine ad platforms to impact leads at all stages of the sales funnel.

Strategy 1

The first strategy for using Google Ads and Facebook Ads together can follow this structure:

1. First, invest in Google to attract users who are searching for terms relevant to your brand;
2. Then, invest in Facebook Ads with remarketing campaigns to target those users who have already interacted with your brand. This boosts brand recall and provides selling points to those still undecided about purchasing.

Strategy 2

Another way to combine the platforms may follow a different structure:

1. Attract users through Google Ads;
2. Use Facebook Ads with “Lookalike” targeting, which uses a Custom Audience to build a list of users with interests similar to your leads or clients. This increases the number of people impacted and raises the chance of acquiring qualified new leads.

You might also be interested in: 50 Proven Ad Examples to Generate Leads in 2022

The Paid Media Landscape in Brazil and Worldwide

Even though new strategies are being developed and new ways to explore ad platforms are on the minds of marketers, the reality is that the paid media investment landscape is changing.

According to an article published in **Valor Econômico** in February 2022, in December 2021, the cost per click on Google was 80% higher than in January of the same year, reaching 100% higher during competitive periods like Black Friday and Christmas.

So, how can we reverse this situation and capture user attention?

The landscape is favorable for investments in CRO (Conversion Rate Optimization) and Conversational Marketing as ways to convert those who visit your site through channels other than paid media.

Learn more: Why You Should Create a Marketing Strategy That Combines Paid Media and Conversational Marketing

Investing in Conversion Optimization (CRO)

Companies must then maximize the attention they earn, whether through paid or organic traffic, by converting more visitors into leads.

And this equation only balances with a key factor: an increase in conversion rates.

The solutions gaining traction in this scenario are conversion optimization, using resources and strategies like Conversational Marketing.

CRO (Conversion Rate Optimization) focuses on using the existing structure, enhancing it, and adjusting it to improve conversion rates, boost results, and consequently increase sales.

Conversational Marketing is one of the most powerful strategies for increasing conversions, as well as assisting in sales processes, customer service, and support.

Using tools such as virtual assistants and chatbots, it engages visitors in interactive conversations, capturing data, qualifying leads, and generating engagement, satisfaction, and improved consumer experience.

Want to learn more about this type of strategy as an alternative to high paid media investments?

Discover more about the possibilities we offer here at Leadster. Check out our 14 day trial today! No credit card required.