Choosing between Google Ads and Facebook Ads can be a difficult decision. Deciding which one is right for your business depends on various factors, from the expense you're willing to pay for a conversion to the time and staff you have to manage ad campaigns.

We'll discuss the distinctions between Google Ads and Facebook Ads in this piece, including the goals you can achieve on each platform, the aesthetic variations between the two, and the benefits of each for growing your business so that you can make an informed decision. On how to use various advertising channels to help you build your business.

What is Google Ads, and how does it work?

Google Adwords , formerly Google AdWords, is a pay-per-click (PPC) advertising platform that allows businesses to place ads for which they pay. These advertisements appear in search results on or other websites thanks to Google search partners or the Display Network.

The Search Network is at the heart of Google Ads, allowing advertisers to show their ads to users who are actively looking for their company's items or services.

Keywords are at the heart of your search campaign on the Search Network. You choose keywords relevant to your product or business, and when a user types in a query that includes your term, an ad will appear in the SERPs for the user to click on.

Every time a user clicks on an ad, the advertiser is charged a certain amount of money, earning the name of "pay per click" advertising. You will assign each keyword a "Max CPC", which tells Google how much you are willing to pay for someone to click on your ad.

The main goal of advertising on Google is to attract new (or existing) customers to your website who are actively searching for the product or service that you provide.

What are Facebook Ads?

Like Google, Facebook ads are paid ads that, you guessed it, appear on Facebook.

Facebook ads can appear in several different places, such as:

Facebook newsfeed

Instagram newsfeed

Facebook Marketplace

Video feeds

Right column

Messenger inbox

We'll concentrate on Facebook news source locations for this blog because news sources account for most of Facebook's advertising revenue.

With the most significant number of monthly active users of any social media network, Facebook has become a highly competitive environment for various businesses to advertise.

While Google advertisements appear to have active user intent, Facebook ads appear to have a more passive user intent. Instead of appearing in the users' newsfeed, Facebook advertising is shown to users who are not actively seeking a particular product or service.