Facebook Ads vs. Google Ads: Which Brings Better Traffic?

In 2025, online ads are everywhere! When businesses want to get more visitors to their websites, they often choose between two big players: Facebook Ads and Google Ads. Both can help bring people to your website, but they work in different ways. I’ve spent years helping businesses decide which platform works best for them, and today I’ll share what I’ve learned.

If you’re trying to figure out whether to put your money into Facebook Ads or Google Ads, you’re in the right place. This choice matters a lot because it affects how many people see your products, how much money you make, and how much you spend on advertising.

In this post, I’ll break down everything about Facebook Ads and Google Ads in simple terms. You’ll learn how each platform works, what makes them different, and which one might work better for your needs.

I’ll also share some real examples that show when Facebook Ads beat Google Ads and when Google Ads come out on top. By the end, you’ll know exactly which platform can bring better traffic to your website.

Here’s what we’ll cover:

What Facebook Ads and Google Ads are and how they work
The main differences between these two ad platforms
When to use Facebook Ads for better results
When Google Ads might be your better choice
How to pick the right one for your specific needs

Let’s dive in and solve this Facebook Ads vs. Google Ads puzzle once and for all!

What Are Facebook Ads?

Facebook Ads are online ads that show up while you’re scrolling through Facebook, Instagram, Messenger, and other apps owned by Meta. These ads look a lot like regular posts in your feed, but they have a small “Sponsored” label on them.

When I first started using Facebook Ads back in 2022, they were pretty simple. Now in 2025, they’ve become super powerful with lots of cool features. Facebook’s ad platform lets businesses show their products to very specific groups of people.

How Facebook Ads Work

Facebook Ads work by reaching people based on who they are, what they like, and how they behave online. Here’s a simple breakdown:

You create an ad with pictures, videos, or text
You choose who you want to see your ad
Facebook shows your ad to those people
People see your ad while scrolling through their feeds
If they’re interested, they click on your ad and visit your website

The cool thing about Facebook Ads is that they can reach people even if those people aren’t actively looking for your product. This is called “interruption marketing” because it interrupts what people are doing (scrolling through social media) to show them something new.

Types of Facebook Ads

Facebook offers many different types of ads in 2025:

Image ads – Simple ads with one image and some text
Video ads – Ads that play videos to catch attention
Carousel ads – Ads with multiple images you can swipe through
Collection ads – Showcase multiple products people can buy
Story ads – Full-screen ads that appear in Facebook and Instagram Stories
Messenger ads – Ads that appear in the Messenger app
3D Experience ads – The newest type that lets people interact with products in 3D (added in late 2024)

Each type works better for different goals. For example, if you want to show how a product works, video ads might be your best choice.

Facebook Ad Costs

The cost of Facebook Ads can vary a lot. It depends on:

Who you’re trying to reach
How many other businesses want to reach the same people
What time of year it is
How good your ads are

In 2025, most businesses spend anywhere from $0.50 to $3.00 per click on Facebook Ads. This means if 100 people click on your ad, you might pay between $50 and $300.

Facebook lets you control your budget, so you can start with as little as $5 per day and increase it when you see good results.

Facebook Ad Targeting

This is where Facebook really shines! You can target people based on:

Age, gender, and location
Interests and hobbies
Relationship status
Job titles and education
Behaviors (like recent purchases)
Connections to your page or events
Custom audiences (people who’ve already visited your website)
Lookalike audiences (people similar to your current customers)

The targeting options on Facebook are super detailed. For example, you could target 25-34 year old women who live in Chicago, like hiking, recently got engaged, and have visited sports stores in the last month.

What Are Google Ads?

Google Ads (formerly known as Google AdWords) are ads that appear on Google’s search results, YouTube, Gmail, and millions of other websites that partner with Google. The most common type shows up when you search for something on Google.

I’ve been using Google Ads since 2020, and I’ve watched them evolve into the powerful platform they are in 2025.

How Google Ads Work

Google Ads work differently than Facebook Ads. Instead of interrupting people while they browse, they show up when people are actively searching for information. Here’s how they work:

You choose keywords related to your business
You create ads that will show when people search for those keywords
You bid on how much you’re willing to pay when someone clicks your ad
When someone searches for your keywords, Google runs an instant auction
Your ad shows up if you win the auction (based on your bid and ad quality)
You pay only when someone clicks on your ad

This system is called “pay-per-click” or PPC. It’s great because you only pay when someone actually clicks through to your website.

Types of Google Ads

Google offers several types of ads:

Search ads – Text ads that appear in Google search results
Display ads – Visual ads that appear on websites in Google’s network
Video ads – Ads that play before or during YouTube videos
Shopping ads – Product listings with images that appear in search results
App ads – Ads that promote mobile apps across Google’s properties
Local ads – Ads that help people find nearby businesses
Smart ads – Automated ads that use AI to optimize performance (a big focus in 2025)

Search ads are the most popular because they reach people exactly when they’re looking for something specific.

Google Ad Costs

Like Facebook, Google Ad costs vary widely. In 2025, the average cost per click ranges from $1 to $5, but it can be much higher for competitive keywords.

For example, clicks for insurance or legal keywords can cost over $50 each! But most small businesses target less competitive keywords that cost much less.

Google lets you set daily budgets, and you can start with as little as $10 per day to test the waters.

Google Ad Targeting

Google Ads targeting works differently than Facebook. You can target based on:

Keywords people search for
Location of the searcher
Time of day and day of week
Device type (mobile, desktop, tablet)
Demographics (age, gender, parental status)
Interests and habits (though less detailed than Facebook)
Remarketing to previous visitors

The biggest difference is that Google focuses on search intent – what people are actively looking for – rather than just who they are.

Key Differences Between Facebook Ads and Google Ads

Now that we understand both platforms, let’s look at what makes them different from each other.

Intent vs. Discovery

The biggest difference between these platforms is how people interact with the ads:

Google Ads reach people with high intent – they’re actively searching for solutions, products, or information. It’s like being there when someone is looking for your product in a store.
Facebook Ads reach people in discovery mode – they’re not specifically looking for your product, but they might be interested based on who they are. It’s like placing an eye-catching display in a mall where shoppers notice it while walking by.

This fundamental difference affects everything else about how these platforms work and when you should use them.

Audience Targeting Approaches

Both platforms let you target specific audiences, but they do it differently:

Facebook’s targeting is based on:

Who people are (demographics)
What they like (interests)
How they behave (behaviors)
Their connections and social relationships

Google’s targeting is based on:

What people are actively searching for
Where they are located
When they’re searching
What websites they’ve visited before

In 2025, both platforms use advanced AI to help find the right audience, but they still approach it from these different angles.

Visual Elements

The ads themselves look very different:

Facebook Ads are highly visual with images, videos, and interactive elements. They blend into the social feed and often tell a story.
Google Search Ads are mostly text-based (though Shopping ads include images). They focus on directly answering what the person is searching for.

This means Facebook Ads often work better for products that need to be seen to be understood, while Google Ads can work well for services or products that solve a specific problem.

Ad Formats and Creativity

Facebook gives you more creative freedom with your ads:

You can use eye-catching images
You can tell stories with video
You can create interactive experiences
You can build brand awareness through visuals

Google Search Ads are more straightforward:

Limited characters for headlines and descriptions
Focus on clearly stating your offer
Less room for storytelling
More direct response focused

Both platforms continue to add new formats in 2025, but Facebook still offers more creative possibilities.

Budget Considerations

In 2025, both platforms can work with small budgets, but they perform differently:

Facebook Ads often have a lower cost per click (averaging $0.50-$3.00)
Google Ads typically have a higher cost per click (averaging $1-$5+)

However, Google clicks often convert better because the person is actively searching for what you offer. Facebook clicks might be cheaper, but you might need more of them to get a sale.

When Facebook Ads Work Better

Facebook Ads often perform better in these situations:

New Products or Services

If you’re launching something new that people aren’t searching for yet, Facebook Ads shine. Since people can’t search for something they don’t know exists, Facebook helps you introduce new ideas to the right audience.

I worked with a client who launched a new type of eco-friendly water bottle in 2024. Nobody was searching for this specific product on Google, but by targeting environmentally-conscious consumers on Facebook, they got over 10,000 website visitors in the first month!

Visual Products

Products that need to be seen to be understood work great on Facebook. Fashion, home decor, art, jewelry, and beauty products often perform really well.

Fashion brands especially benefit from Facebook’s visual formats. They can show their clothes being worn by different people and create desire through lifestyle imagery.

Brand Awareness Campaigns

When your main goal is to make more people aware of your brand, Facebook often gives you more bang for your buck. You can reach thousands of people for a relatively low cost.

A local coffee shop chain I worked with used Facebook Ads to increase brand awareness in their city. They reached over 50,000 local residents for just $500, which would have been impossible with Google Ads.

Products with Specific Target Audiences

If your product appeals to a very specific group of people that you can define by their interests or behaviors, Facebook’s detailed targeting is perfect.

For example, a client selling specialized fitness equipment for rock climbers used Facebook to target people who had rock climbing as an interest. This narrow focus would have been harder to achieve with Google.

E-commerce and Impulse Purchases

Products that people might buy on impulse work well on Facebook because the platform excels at creating desire for things people weren’t actively looking for.

Unique gifts and trending gadgets often perform exceptionally well on Facebook because the visual format can create immediate interest.

When Google Ads Work Better

Google Ads typically outperform Facebook in these scenarios:

High-Intent Services

Services that people search for when they have an immediate need work great with Google Ads. Examples include plumbers, locksmiths, emergency services, and lawyers.

When someone searches “emergency plumber near me,” they need help right now. Google Ads puts your business in front of them at exactly the right moment.

Solution-Based Products

Products that solve specific problems people search for online are perfect for Google Ads. If people know they have a problem and are actively looking for a solution, Google helps them find you.

A client selling anti-snoring devices saw much better results with Google Ads than Facebook because people were specifically searching for solutions to their snoring problems.

Local Businesses

Local businesses often see better results with Google Ads, especially with location-based searches like “near me” queries.

A local bakery I worked with used Google Ads to target people searching for “birthday cakes near me” and saw their in-store traffic increase by 35% in just two months.

B2B Products and Services

Business-to-business (B2B) offerings usually perform better on Google because businesses actively search for solutions to their problems.

A company selling accounting software for small businesses found that Google Ads brought in leads that were much more likely to convert than those from Facebook.

Higher-Priced Items

Products and services with higher price tags often do better on Google because people typically research expensive purchases more thoroughly.

When someone is ready to spend thousands of dollars on something like home renovation services, they usually turn to Google to research their options carefully.

How to Choose Between Facebook Ads and Google Ads

Now comes the big question: which one should you choose? Here’s a simple framework to help you decide.

Consider Your Business Goals

Start by thinking about what you’re trying to achieve:

If you want to build awareness for something new → Facebook Ads often work better
If you want to capture existing demand → Google Ads typically work better
If you want to build your brand → Facebook Ads might be your best bet
If you want to generate immediate sales → Google Ads could be more effective

Your primary business goal should heavily influence which platform you choose.

Evaluate Your Target Audience

Think about who you’re trying to reach:

If you can clearly define your ideal customer by their interests, demographics, and behaviors → Facebook Ads
If your customers are actively searching for what you offer → Google Ads
If you’re targeting younger audiences who spend lots of time on social media → Facebook Ads
If you’re targeting professionals or B2B customers → Google Ads

Understanding your audience’s online behavior will help you pick the right platform.

Look at Your Product or Service Type

The nature of what you’re selling matters a lot:

Visual products that benefit from being seen → Facebook Ads
Solutions to specific problems people search for → Google Ads
New or unique products people don’t know to search for → Facebook Ads
Emergency or urgent services → Google Ads

The product-platform fit is crucial for advertising success.

Consider Your Budget

Your available budget might influence your choice:

With a very small budget ($10-20/day), Facebook Ads might give you more visibility
With a medium budget ($50+/day), testing both platforms makes sense
With a larger budget ($100+/day), a mix of both platforms often works best

In 2025, many successful businesses use both platforms but allocate more budget to whichever performs better for their specific needs.

Try This Simple Decision Framework

Answer these questions with a simple yes or no:

Are people actively searching for what you offer? (If yes, lean toward Google)
Is your product visually appealing or need to be seen? (If yes, lean toward Facebook)
Do you know exactly who your ideal customer is? (If yes, lean toward Facebook)
Do you need immediate results for a specific offer? (If yes, lean toward Google)
Are you selling something people already know they need? (If yes, lean toward Google)

Count up your answers. If you have more “yes” answers for Google questions, start there. If you have more “yes” answers for Facebook questions, Facebook might be your better option.

Tips for Success with Both Platforms

Whichever platform you choose (or if you decide to use both), these tips will help you get better results.

Start with Clear Goals

Before you spend a single dollar, know exactly what you want to achieve. Set specific goals like:

Generate 20 new leads per week
Achieve a 3x return on ad spend
Get 500 new website visitors per month

Having clear, measurable goals helps you know if your ads are working.

Use Strong Visuals

In 2025, visual elements matter more than ever before. Even on Google (with Display and YouTube ads), compelling visuals make a huge difference.

Invest in high-quality images and videos that grab attention and convey your message quickly. Avoid stock photos that look fake or generic.

Test, Test, Test

The most successful advertisers constantly test different versions of their ads. Try different:

Headlines and text
Images or videos
Audience targeting
Landing pages
Offers and calls to action

Most experts recommend running at least 3-5 variations of each ad to see what works best.

Focus on Mobile Experience

In 2025, over 70% of ad clicks come from mobile devices. Make sure your ads and landing pages look great and load quickly on smartphones.

The mobile experience can make or break your advertising results. Test your pages on different devices before running your ads.

Track and Measure Results

Use tracking tools to see exactly what happens after someone clicks your ad. Both Facebook and Google offer powerful analytics, but you can also use:

Google Analytics
Pixel tracking
Conversion tracking
Call tracking

Measuring your results lets you see what’s working and what’s not, so you can make smart decisions about where to put your money.

Optimize Your Landing Pages

The page people see after clicking your ad is super important. Make sure it:

Matches what your ad promised
Loads quickly (under 2 seconds)
Has a clear call to action
Works perfectly on mobile devices
Doesn’t have distractions that take people away from your offer

Well-designed landing pages can double or triple your conversion rates.

Facebook Ads vs. Google Ads: 2025 Trends to Watch

As we’re now in 2025, here are some of the newest developments on both platforms that might influence your decision:

AI-Powered Optimization

Both platforms now use advanced AI to optimize ad performance. Google’s Smart Bidding and Facebook’s Advantage+ campaigns can automatically adjust your targeting and bidding to get the best results.

These AI tools mean you don’t need to be an expert to get good results, but they work differently on each platform.

Privacy Changes

Since the major privacy updates of 2021-2023, both platforms have adapted how they track and target users. Facebook has been more affected by these changes, but their new privacy-centric targeting tools have improved a lot in the past year.

Google’s reliance on search intent rather than personal data has made it somewhat more stable in the new privacy landscape.

Video Dominance

Video ads now outperform static ads on both platforms. Facebook’s Reels Ads and Google’s YouTube Shorts Ads have become particularly effective for reaching younger audiences.

If you have video content, you can now use it effectively on both platforms.

Voice Search Optimization

With the rise of voice assistants, Google has introduced new Voice Search Ads that appear when people use voice commands to search. This isn’t available on Facebook yet.

If your customers might be using voice search, this gives Google an advantage.

Key Takeaways: Facebook Ads vs. Google Ads

Let’s wrap up what we’ve learned about Facebook Ads vs. Google Ads:

Facebook Ads work best for building awareness, reaching specific audiences, and promoting visual products even when people aren’t actively searching for them.
Google Ads excel at capturing existing demand, reaching people who are actively searching for solutions, and driving immediate sales for high-intent purchases.
Your business goals, target audience, and product type should guide your platform choice.
In many cases, using both platforms together creates the strongest marketing strategy, with Facebook building awareness and Google capturing high-intent searches.

Conclusion: Making Your Final Decision

After comparing Facebook Ads and Google Ads thoroughly, I’ve found that there’s no one-size-fits-all answer to which brings better traffic. The best choice depends entirely on your specific situation.

If you’re selling a visual product to a well-defined audience and want to create demand, Facebook Ads will likely bring you better traffic. If you’re offering a solution to a problem people actively search for, Google Ads will probably work better for you.

For many businesses, starting with the platform that aligns best with your goals and then expanding to the other once you see success is a smart approach. You can always test both platforms with small budgets to see which performs better for your specific needs.

Ready to boost your website traffic with online ads? Start by defining your goals, understanding your audience, and choosing the platform that aligns with both. Whether you pick Facebook Ads, Google Ads, or both, remember to test different approaches, measure your results, and adjust your strategy based on what the data tells you.

Which platform will you try first? Start your campaign today and see the traffic roll in!