Shaun Whynacht explains the difference: Facebook ads interrupt users browsing with demographic targeting, good for awareness. Google ads catch people actively searching for what you offer, bringing higher-quality leads. Use both together, Facebook for broad reach and retargeting, Google for direct sales.
Chapters
So I had a great question come in by email from one of my clients this morning that says, I'm entertaining the idea of running Google Ads to generate more traffic to my website, looking at landing new clients. Do you have any experience with this? Just curious if this is worth the investment, or perhaps are we better to run Facebook Ads? So the essential underlying question here is Google Ads versus Facebook Ads. And I want to explain the essential difference between the two. When we look at Facebook ads, we're looking at running ads to people in an interruptive manner, which means the ads are pushed in front of people while they're on the platform doing something else. They're scrolling through the feed, they're looking something up, and then the ads are injected in between that. Okay. Now, if you look at Google ads, you have the option to do intent-based ads or search-based ads, which means If somebody is on Google and they do a search for, let's say, your service or a similar service or a keyword or key phrase that we would determine when setting up the ads, then your listing for your website will come up. And, or if you were doing any kind of display ads, it'll show on the other sites that are in that display network. So the value of the lead seeing the ad in Google is higher. Than it would be in Facebook. So we think about that. We have to do an oversaturation on the Facebook side because most likely that person is not looking for that service at that point in time. When setting up the Facebook ads, we can determine geographic location, demographics, age, gender, um, or interests, things that they are interested in. While they may be interested in, let's say, home renovations, and if you are a construction company, you could say that person, you know, might be a potential client for you, but are they looking for a contractor at that point in time? Most likely no. However, flip over to Google, and if we are searching and setting up our ads for people looking for contractors near me or builders or renovators or anything like that, those different search phrases, we can say in a higher chance of accuracy that they are probably looking for your type of service. So think about that when you look at the two, they're not created equal. And to have a well-rounded ad campaign, you're probably going to want to do both. You want to do that intent-based ads, and then you could do your Facebook ads for that higher top of funnel stuff, which would be more so around an awareness campaign about who you are and things like that. Now you can go into a multi-level campaign with Facebook where we do those higher top of funnel ads, that are around awareness. And then if anybody likes or comments or watches the video, then you can do a retargeting ad that is more intent-based where you can get them in as a lead, either as a consult or to download something or to buy a product or service. So think about that when you're setting up or thinking about doing any type of ads for your business in that digital sense, that Google and Facebook are all different types of ad strategies.
