Are you looking to grow your business with advertising but need to know which platform to use? We are regularly asked: “Should I use Google Ads or FB Ads?”Google and Facebook are indeed the Mount Rushmore of Digital marketing alongside SEO (Which is our #1 Recommended long-term marketing strategy for most businesses). However, since SEO takes time to see results, most companies need leads now and default to FB or Google Ads. To determine which is best for your business, you need to identify your target audience, marketing budget, Campaign objectives, competition, etc. Let’s break down the use cases and their pros and cons.
When To Consider Facebook Ads
There are several reasons for running Facebook ads for your business. The #1 use case for FB ads is for building brand awareness. We all know that most people’s eyeballs are on social media feeds/reels. Putting your business brand in front of people on social media is a quick way for your name to be known. Studies show there are over 3 billion active users on Facebook as of JAN 2024.
If you want to get quick leads, Facebook ads can also be great, especially if you have a limited budget and the CPC on Google is too high in your industry. If you are super creative with visual ads and have great offers, You can really scale a product or service with Facebook ads when done right.
The Good and the Bad of Facebook Ads
When it comes to running Facebook ads, many people make the mistake of thinking they will hit a grand slam. We tend to see people underestimate how much effort it takes to make an ad on Facebook work. The days of throwing up a before and after picture and telling people to call you are over. If you just want to build brand awareness, Facebook ads are awesome! But if you want to get leads, be prepared to throw stuff at a wall over and over to see what sticks.
To be clear, we are not saying don’t run Facebook ads when trying to get leads. If you make an amazing ad that works, it can basically print you money until the ad fatigues. Also, keep lead quality in mind. People do not go to Facebook to search for what you offer. They are on Facebook to scroll the feed and watch cat videos during commercials (you know you have done it). You first have to make them stop scrolling and then make them want what you have.
Most of the ads we see people run fail to achieve the first step. When you do get someone interested, you better have a dialed-in sales process, or they will forget about you in 10 minutes and not be as interested anymore. If you are creative, have a dialed-in sales process, put a lot of effort into your ad creation, and have a great offer, you have what it takes to make Facebook ads work!
When To Consider Google Ads
If you offer a product or service that has a lot of search volume on Google and that people need, you should consider running Google Ads. It is no secret that Google is by far the most used search engine in the world. Studies show Google owns around 92% of the global search engine market. Being able to showcase what your business has to offer at the top of Google search results is a very effective marketing strategy.
When people want or need something, they are more than likely going to google search to find it. Google Ads allows you the opportunity to be the first thing people see after they search. In short, if you have a healthy marketing budget and offer what people search for, Google Ads are 100% worth a try.
The Good and the Bad of Google Ads
When it comes to trying to build brand awareness, Google is not as reliable as Facebook and other social media platforms. However, when it comes to getting leads, Google tends to be a better option if you have a good budget and the product or service you offer has a high search volume. The lead quality also tends to be way better on Google because people are actively looking for what you do. The big thing to look out for with Google Ads is CPC (cost per click).
If you are in a competitive industry, CPC can get really pricey to the point you might need to try Facebook ads if you do not have a good budget. Also, keep in mind that when people click your ad, that does not mean they automatically become a lead. Making sure you have a well-put-together website or landing page will help increase your conversion rates.
What Should I do for my Business?
If you are still unsure about which ad platform you should use, contact us at Zellus, and we can learn more about your current situation and give you our recommended plan of attack for your marketing budget. Trying both is always recommended. Who knows, you might find out that you are super effective at making profitable Facebook ads even though Google Ads originally made more sense for your business.
It is also good to consider other options like Hulu Ads or investing in SEO. The truth is that the cost of advertising only goes up year after year on platforms like FB and Google. Studies show Google CPCs have increased around 19% year on year in the final quarter of 2023. Having your website rank organically at the top of search results is basically a free source of leads outside of investing in the work to get you there. Working with a Huntsville Marketing Agency like Zellus can save you the headache of figuring out what to do with your marketing dollars in this ever-changing marketing world.
