Google Ads vs Facebook Ads: Which is Better for Your Business?

Google Ads vs Facebook Ads: Which Should You Choose?

One of the most common questions we hear from Estonian businesses is whether they should invest in Google Ads or Facebook Ads (now Meta Ads). The short answer is: it depends on your goals. The longer answer requires understanding what each platform does best.

What is the main difference between Google Ads and Facebook Ads?

The fundamental difference is intent. Google Ads captures existing demand - people are actively searching for solutions. When someone searches "dentist in Tallinn" or "buy running shoes online," they have clear purchase intent. Facebook Ads creates demand - you are interrupting people who are scrolling their feed, not actively looking to buy.

This means Google Ads typically works better for products and services people know they need, while Facebook Ads excels at introducing new products or building brand awareness.

When should I use Google Ads?

Google Ads is ideal when people are actively searching for what you offer. This includes service businesses like plumbers, lawyers, and doctors; local businesses where location-based searches matter; e-commerce stores selling products people search for by name; and B2B services where buyers research solutions before purchasing.

Google Ads also works well for retargeting - showing ads to people who have already visited your website, keeping your brand top of mind as they continue their research.

When should I use Facebook Ads?

Facebook and Instagram Ads shine when you need to build awareness or reach people based on interests and demographics rather than search intent. They are perfect for visually appealing products that benefit from imagery; new products or services people do not know to search for; lifestyle brands and fashion; event promotion; and building email lists with lead magnets.

Meta's targeting options are incredibly detailed - you can reach people based on interests, behaviors, life events, and lookalike audiences based on your existing customers.

Which platform is cheaper?

Cost per click (CPC) is generally lower on Facebook than Google, but this comparison can be misleading. What matters is cost per acquisition (CPA) - how much you pay for each customer or lead. Google clicks are more expensive but often convert better because of higher intent. The best platform is the one that delivers the lowest CPA for your specific business.

Can I use both platforms together?

Absolutely - and this is often the best strategy. Use Facebook Ads to build awareness and drive initial interest, then use Google Ads to capture people when they start searching for solutions. You can also use Facebook to retarget people who searched on Google but did not convert. This full-funnel approach maximizes your chances of converting prospects into customers.

Need help deciding?

At Maison Mint, we help Estonian businesses choose the right advertising mix for their goals and budget. Contact us for a free consultation and we will analyze which platform combination would work best for your specific situation.