Meta Ads V/S Google Ads

If you are here, you must be exploring different avenues to scale your business. Online ads could be a way — you might wonder. But which kind of ads though? Meta or Google? This might be the question you’re struggling with.

Because one is the largest social media platform (with almost 7 million active users monthly) Meta(Facebook and Instagram) and the other is the largest search engine (with 91.54% market share): Google.

However, these platforms differ significantly in terms of user behaviour. People visit Google with specific intent, searching for particular information, products, or services. In contrast, social media users are there for different reasons, such as entertainment or social interaction.

So, it’s best to analyse and understand both platforms to make the most out of your online ads.

Let’s start by first understanding Meta ads and Google ads and then compare them to see which might be the best fit for your business.

Table of Contents

1. What are Meta Ads?
2. What are Google Ads?
   • Understanding the Google Ads Auction Process
3. What to Choose: Google Ads vs. Meta Ads
   • Target Audience
   • Industry
   • Goal of Marketing
   • Budget
4. In Conclusion
5. Frequently Asked Questions

What are Meta Ads?

Meta ads (earlier known as Facebook Ads), are those ads which you see every now and then on Instagram and Facebook. You are probably seeing these ads because your interests are similar to the target audience of that brand. Hence, you will potentially love their product/service.

So what happens is that Meta collects data about you from which posts you are sharing, what you like, what are your interests, what your age is, where you live etc.

Using this information, it shows you specific ads tailored to your preferences. Now imagine running Meta Ads campaigns for your business.

Only those users will see your ads who are interested in your product. This makes your ads super-targeted and increases your chances of acquiring new customers using Meta platforms.

You just have to set up your business manager account in Meta Suite, define your audience (based on demographics, interests & behaviour) and run your ads.

However, make sure the Meta Ads placement is correct. Because there can be multiple ways or multiple places within the platforms where you can show your ads.

We usually prefer following these placements to run Meta Ads for our clients at our digital marketing agency in New Jersey:

• Instagram Feed
• Instagram Stories
• Facebook Feed
• Facebook Marketplace

What are Google Ads?

Google Ads are the advertisements you often see while reading a blog or using a specific website. However, it’s not the only kind of Google Ad.

There’s also a sponsored section on Google that you will see when you search for something. That’s also an ad. They appear because businesses bid on keywords relevant to your search. For a better understanding, refer to the image below.

Then, there are also video ads specifically, the ones you see between YouTube videos. Because Youtube is also a search engine and it is also a part of Google’s advertising network.

To run ads on Google, you participate in an auction for keywords. Think of it like a bidding war, but instead of items, you’re bidding on words and phrases. The highest bidder gets their ad shown to users searching for those terms. Let’s understand it in detail.

1. Understanding the Google Ads Auction Process

When someone searches on Google or visits a site within the Google Display Network, an automatic auction happens in the background based on your preset settings.

For this, you need a Google Ads account (an online advertising platform by Google) and set the maximum amount you’re willing to pay per click.

Google then evaluates all bids in the same category and ranks them. If your bid achieves the highest rank, you win the auction, and your ad gets displayed.

How to Choose: Google Ads vs. Meta Ads

By now we hope that you have an understanding of what are Google Ads and Meta Ads and how they work.

But, you must be still wondering which one you should opt for. As a digital marketing agency, we get this question a lot. And our answer to this question is that it largely depends on your marketing goals and target audience.

Because it’s not one-size-fits-all when it comes to online advertisement.

However, there are three possibilities here. First Meta Ads can work for you but Google Ads don’t.

Second, Google Ads work but Meta Ads don’t. And Third, it’s possible that both platforms are a good fit for you and you can incorporate a strategy that leverages both platforms effectively.

But, how do you figure that out? Consider these 4 key factors whenever you’re confused in Meta Ads vs. Google Ads

1. Target Audience

Try to learn about your target audience. Try to find out which platforms are they using the most. Are they searching for your products online? If yes, Google Ads might be a great option.

However, if the competition for a specific keyword that they are using is high, Meta Ads might be a better option.

For example, MakeMyTrip effectively uses Google Ads to reach its target audience. Since most of their customers search for travel options online, especially on Google, this platform is perfect for their marketing strategy. When you type “Goa packages” into Google, MakeMyTrip often appears at the top of the search results. This visibility is crucial for attracting potential travellers.

By utilising Google Ads, MakeMyTrip can ensure their offers, holiday packages, and travel deals are seen by people actively searching for them. This is an efficient way to capture the interest of those already planning their trips. Google Ads also allows MakeMyTrip to target specific keywords and demographics, ensuring their ads are shown to the right audience

Zomato on the other hand is running Meta Ads as their target audience is typically Genz and Millenials who are highly active on Instagram. Additionally, they also employ meme marketing to engage their customers on social media.

So if we see, along with Meta Ads campaigns, they are incorporating a mix of strategies within their digital marketing strategy. If we specifically look at their Meta Ads strategy, they are all about boosting for brand awareness and engaging their audience. They also use a lot of humour to connect to them.

For example, their recent ‘Match ho toh Zomato’ campaign for the T20 Cricket World Cup featured funny, food-themed ads based on Indian cricket players. This campaign gathered a lot of public attention and further boosted their brand visibility.

2. Industry

Your industry is also a big deciding factor in choosing the right kind of paid ads. For instance, if you are an e-commerce brand, you might want to use Google Ads to drive immediate traffic to your website and boost your sales.

Let’s take Flipkart for example.

Whenever you search for a product like “wooden chair” on Google, Flipkart’s listings often appear at the top. This strategic placement ensures that they dominate the search results.

Additionally, their website is easy to browse. You can make a quick purchase which also affects your buying decision. So, no matter which platform you choose, ensure everything else is in place with the help of a web development company.

On the flip side, Meta Ads can be powerful for industries like fashion, food, or lifestyle, where visual appeal and storytelling matter the most. Meta’s visual and interactive format can showcase your products or services more vibrantly and engagingly, capturing the attention of potential customers as they browse.

For example, brands like Nykaa focus more on Meta Ads because their industry is beauty, which thrives on visual appeal and storytelling. Nykaa’s Instagram ads, for instance, are designed to tell a story and present their products in a stylish, attractive way, helping the audience perceive them as fashionable and high-quality.

3. Goal of Marketing

Next, think about your marketing goal. If your aim is to drive direct sales and promotions, Google Ads can be highly effective due to its intent-based nature as it targets people who are already looking to make a purchase. It’s great for capitalising on those ready-to-buy moments and bringing immediate traffic to your site.

For example, consider Maybelline, a renowned cosmetics brand. They might be aiming to increase online sales and brand awareness. As a result, they are leveraging Google search ads to appear in top search results.

For instance, if someone searches for ‘waterproof eyeliner’ — Maybelline appears at the top of the search results. This drives more traffic to their website and significantly boosts their sales. By targeting the right keywords, Maybelline ensures that its products are seen by potential customers who are actively looking for them, making Google Ads an essential part of its marketing strategy in India.

On the other hand, if you aim to increase visibility and brand awareness, Meta Ads might be more effective due to their rich, visual content.

Because Meta Ads can create buzz and foster a community around your brand. Additionally, it can help you build a loyal following by interacting with users through likes, shares, and comments.

For instance, take Netflix. Their primary goal is to spread awareness about upcoming shows and news on their platform. To achieve that goal, they do Meta ad campaigns.

4. Budget

Meta Ads costs vary depending upon location, your target audience, your industry, campaign goal, ad format and many more factors. For example, the cost-per-click of a single Facebook ad is $0.25 in the U.S. whereas it’s $0.38 in the U.K. So, it’s very difficult to derive the exact cost. But here’s an overview of the average cost-per-click of a Meta Ad by country.

Google Ads costs also differs based on various factors like location, search intent, ad type, seasons, ad schedule etc. For example, ads on keywords like “restaurant near me” would be costlier than something like “cost of italian food”. However, data suggests average cost-per-click for Google ads is $2.6 on the search network and $0.63 on the display network.

From our experience working with different brands, We have gathered that Google Ads usually require more budget as compared to Meta Ads to work effectively.

However, we can craft a strategy that suits your budget.

Connect with us to know the exact cost of running ads on Google and Meta for your brand.

We will also help you select the best digital ads platform.

In Conclusion

Meta Ads and Google Ads both are very effective when it comes to online advertisements. However, without the right strategy — your advertising efforts might fail.

If you still cannot figure it out, partner with a digital marketing company like ours as we’ve achieved wonderful results for our clients.

Reach out to us at hello@florafountain.com. We’re here to help you create a marketing strategy that works best for you and keeps up with the latest trends.

Frequently Asked Questions

Shefali Pandey

The founder and partner of Flora Fountain, Shefali leads the Content and Technology divisions. A one-time engineer who started her career writing front-end code, she took a detour sometime during her 9 years in New York, studied journalism and started writing prose, poetry and sometimes jokes. She now has 15...