One of the main differences between Facebook Ads and Google Ads is probably buyer intent.

When we search on Google, we want to solve a specific issue or fulfill a specific need we have.

For example, if you are looking for running shoes, the first thing you will search for is likely different running shoe models offered by brands. Once you find them, you will look at different stores that sell them.

When it comes to Google, user behavior is closer to purchase.

On social media networks, we’re not actively searching for anything, we’re just passing the time.

Whether it’s to check up on friends and family, to see what influencers are doing, or just to consume content.

In short, Facebook and Instagram are often said to be better for brand exposure, although having a well-defined strategy can be applied at any stage of the sales process.

Google Ads, on the other hand, plays better when there is a clearer intent.

Keep in mind that Google is focused on showing ads to people searching for specific keywords, while Facebook and Instagram are based on interests and behaviors.