Are you debating between Facebook Ads and Google Ads as the best platform for your online advertising campaigns? Both Facebook and Google have robust advertising solutions that may aid companies in enhancing their online presence and bringing in more clients. We’ll examine in further detail the main characteristics and distinctions between Facebook Ads and Google Ads in this thorough comparison.
| Features | Facebook Ads | Google Ads |
| Ad Scheduling | Dayparting, Custom Scheduling | Dayparting, Custom Scheduling |
| Ad Relevance | Relevance Score, Ad Quality Diagnostics | Quality Score, Ad Relevance, Expected CTR, Landing Page Experience |
| Ad Approval Time | 24 hours or less | 1-3 business days |
| Ad Creation Tools | Ads Manager, Power Editor, Creative Hub | Google Ads Editor, Google Web Designer |
| Ad Delivery | Auction-based, Real-time Bidding | Auction-based, Real-time Bidding |
| Ad Optimization | Automatic and Manual Bid Adjustments | Automatic and Manual Bid Adjustments |
| Ad Frequency Capping | Yes | Yes |
| Ad Languages | Multiple Languages Supported | Multiple Languages Supported |
| Ad Formats (Mobile) | Mobile App Install Ads, Sponsored Messages | Mobile App Install Ads, App Promotion Ads |
| Ad Formats (Video) | In-Stream, Out-Stream, Live Video, Pre-Roll Ads | In-Stream, Out-Stream, Bumper Ads, TrueView Ads |
| Ad Formats (Display) | Banner Ads, Interactive Ads, Carousel Ads | Responsive Display Ads, Image Ads, Rich Media Ads |
| Ad Formats (Shopping) | Dynamic Ads, Collection Ads | Google Shopping Ads |
| Ad Formats (Local) | Local Awareness Ads, Store Visits Ads | Local Search Ads, Google Maps Ads |
| Ad Performance Benchmark | Facebook Ads Benchmarks | Google Ads Industry Benchmarks |
| Ad Attribution | Facebook Attribution, Facebook Pixel | Google Attribution, Google Analytics |
| Ad Reporting | Customizable Reports, Automated Insights | Customizable Reports, Automated Insights |
| Ad Budget Management | Facebook Ads Billing, Invoicing | Google Ads Billing, Invoicing |
| Ad Account Management | Business Manager, Ad Account Roles | Manager Accounts, User Access |
| Ad Support | Facebook Ads Support, Facebook Ads Community | Google Ads Support, Google Ads Community |
| Targeting Options | Custom Audiences, Lookalike Audiences, Interest Targeting, Behavioral Targeting, Demographic Targeting | Custom Intent Audiences, Affinity Audiences, In-Market Audiences, Demographic Targeting, Location Targeting |
| Ad Placement Options | Facebook, Instagram, Audience Network | Google Search, Google Display Network, YouTube, Gmail |
| Ad Campaign Goals | Awareness, Consideration, Conversion | Awareness, Consideration, Conversion |
| Ad Placement Customization | Placements, Device Types, Operating Systems | Placements, Device Types, Operating Systems |
| Ad Testing | A/B Testing, Split Testing | A/B Testing, Split Testing |
| Ad Transparency | Ad Library, Ad Archive Report | Political Advertising Transparency Report |
| Ad Budget Options | Daily Budget, Lifetime Budget | Daily Budget, Campaign Budget |
| Ad Bidding Strategies | Cost Per Click (CPC), Cost Per Impression (CPM), Cost Per Action (CPA) | Cost Per Click (CPC), Cost Per Impression (CPM), Cost Per View (CPV) |
| Ad Formats (Audio) | Audio Ads | Audio Ads, Music Discovery Ads |
| Ad Formats (Discovery) | Sponsored Discovery Ads | Discovery Ads |
| Ad Formats (Gaming) | Playable Ads, Rewarded Video Ads | Game Campaign Ads |
| Ad Formats (Augmented Reality) | AR Ads, Sponsored Filters | AR Beauty Try-On Ads, AR Interactive Ads |
| Ad Formats (Virtual Reality) | 360-degree Video Ads | VR Video Ads |
| Ad Formats (Lead Generation) | Lead Ads | Lead Form Extensions |
| Ad Formats (Messenger) | Messenger Ads, Sponsored Messages | Click-to-Messenger Ads, Messenger Home Placement |
| Ad Delivery Optimization | Ad Scheduling, Budget Optimization, Bid Cap Optimization, Target Cost Bidding | Ad Scheduling, Budget Optimization, Bid Strategies, Target ROAS Bidding |
| Ad Reporting | Ads Manager, Facebook Analytics | Google Ads Reporting, Google Analytics |
| Ad Retargeting | Website Custom Audiences, Dynamic Ads | Remarketing Lists for Search Ads (RLSAs), Dynamic Remarketing |
| Ad Attribution | Facebook Attribution, Ad Espresso | Google Attribution, Google Analytics |
| Ad Creative Tools | Canva, Animoto, Adobe Spark | Google Web Designer, Display & Video 360 |
| Ad Audience Insights | Facebook Audience Insights | Google Audience Insights, Google Trends |
| Ad Keyword Targeting | Not Available | Keyword Targeting |
| Ad Network Coverage | Limited to Facebook and Instagram | Covers a Wide Network including Google Search, YouTube, Google Display Network, Gmail and more |
| Ad Placement Tracking | Pixel Tracking, Offline Event Tracking | Conversion Tracking, Store Visits Tracking |
| Ad Location Targeting | Country, Region, City, Zip Code | Country, Region, City, Zip Code |
| Ad Language Targeting | User’s language setting, Language of Facebook Page | User’s language setting |
| Ad Budget Management | Capped Budgets, Automated Rules | Capped Budgets, Automated Rules |
| Ad Support | Dedicated Facebook Support, Online Resources | Dedicated Google Support, Online Resources |
| Ad Frequency Capping | Available | Available |
| Ad Placement Options | Facebook, Instagram, Audience Network, Messenger | Google Search Network, Google Display Network, YouTube, Google Discover, Gmail |
| Ad Targeting Options | Demographics, Interests, Behaviors, Lookalike Audiences, Custom Audiences, Retargeting | Keywords, Demographics, Interests, Affinity Audiences, In-Market Audiences, Custom Intent Audiences, Remarketing |
| Ad Cost Control | Cost per Impression (CPM), Cost per Click (CPC), Cost per Action (CPA), Cost per View (CPV) | Cost per Click (CPC), Cost per Impression (CPM), Cost per Acquisition (CPA), Target ROAS Bidding |
| Ad Customization | Customizable Ad Placements, Ad Formats, Ad Creative, Call to Actions | Customizable Ad Placements, Ad Formats, Ad Creative, Ad Extensions |
| Ad Performance Tracking | Pixel Tracking, Offline Event Tracking, Conversion Tracking, Custom Conversions | Conversion Tracking, Google Analytics, Store Visits Tracking, Phone Call Tracking |
| Ad Competitor Analysis | Facebook Page Insights, SocialPeta | Google Ads Auction Insights, SEMrush |
| Ad Approval Process | Manual Review Process | Manual Review Process |
| Ad Geographic Targeting | Country, Region, City, Zip Code | Country, Region, City, Zip Code |
| Ad Bid Management | Manual Bidding, Automated Bidding, Bid Cap Optimization | Manual Bidding, Automated Bidding, Bid Strategies |
| Ad A/B Testing | Available | Available |
| Ad Integration | Instagram, Messenger, WhatsApp, Oculus VR | Google Merchant Center, Google Analytics, Google Tag Manager |
