For most eCommerce brands, paid ads are the lifeline. They get your store in front of actual shoppers instead of leaving you stranded in search results on page five. And when it comes to PPC (pay-per-click) advertising, the two heavyweights — Google Ads and Facebook Ads, always dominate the conversation.
But here’s the thing: they’re not the same. One captures shoppers already looking to buy. The other persuades people who weren’t even shopping in the first place. Which one is right for your business? Let’s dig into the differences, the costs, and some real-world advice without the jargon.
First Principles: How they Work
Think of Google as the world’s busiest marketplace. People walk in shouting their shopping lists: “Buy dog food online!” or “Best price for running shoes!”. Your ad appears if you’ve set it up right. That’s intent-driven. They’re already looking — you just need to convince them to click.
Now think of Facebook (and Instagram). It’s more like a crowded café. People are scrolling, chatting, sharing memes. They weren’t planning to buy dog food, but an ad shows them a slick video of a healthy, happy pup with your brand’s kibble. Curiosity sparks. That’s discovery-driven.
Neither method is “better.” They’re just different ways of meeting the same goal: getting attention and driving sales. Marketers often frame this as Google Ads vs. Facebook Ads, but the truth is both play important, complementary roles in eCommerce PPC.
Why Google Ads Still Packs a Punch
Google has a reach that’s almost impossible to overstate. Billions of searches every single day. And many of those are buyers signaling what they want, in real time.
For eCommerce, two formats stand out:
- Shopping Ads (with product images, reviews, and prices right in search results).
- Search Ads (text-based but triggered by those golden keywords).
Imagine someone typing “best wireless earbuds under $100.” They’re not browsing — they’re shopping. If your ad appears, you’re catching them mid-intent. That’s where conversion rates climb.
But don’t be fooled. Popular keywords can burn through budgets quickly. If you’re in a competitive niche like tech gadgets, you’ll be bidding against giants. That’s why Google Ads works best when campaigns are carefully managed, not set and forgotten. It’s also why the Google Ads v. Facebook Ads debate is less about “better” and more about which stage of the funnel you’re targeting.
Why Facebook Ads Keep Growing
Facebook (and Instagram, since they share the same system) plays a very different game. People aren’t searching — they’re scrolling. That makes your ad job harder but also more creative.
The beauty of Facebook Ads is targeting. You can pinpoint based on demographics, hobbies, behaviors, or even create “lookalike audiences” from your best customers. Ever wondered why you see ads for a gadget you only talked about with friends? That’s Facebook’s data at work.
Formats like carousel ads let you show multiple products at once. Video ads capture attention mid-scroll. And dynamic product ads are the unsung heroes: they stalk users with products they viewed but didn’t buy (yes, those shoes that keep following you around, thank Facebook’s retargeting tools).
Where Facebook shines is impulse buys and brand building. A customer might not be looking for a candle set at 11 pm, but the right video ad can turn a scroll into a sale. This is where the Facebook v. Google PPC for eCommerce conversation gets interesting, because Facebook wins on discovery, while Google dominates intent.
Who Sees Your Ads (Targeting Differences)
On Google, targeting is about keywords. Shoppers tell you exactly what they want, and you bid to appear at that moment. You can narrow down with location, age, and remarketing lists, but keywords drive the machine.
On Facebook, targeting is about interests and behaviors. You can go broad or laser-focused — new parents, fitness lovers, gamers, travelers. You can even tell Facebook to find people who “look like” your best customers.
The contrast is simple: Google lets you intercept ready-to-buy shoppers, while Facebook lets you spark curiosity where it didn’t exist. That’s why marketers often analyze Facebook v. Google PPC for eCommerce not as a rivalry but as two tools designed for different customer mindsets.
Let’s Talk About Cost
Money matters, right? But here’s the thing: ad spend isn’t just about the price tag on a click. It’s about what you get back in return. A “cheap” click that never converts is more expensive than a pricier one that drives real sales. Context matters just as much as cost.
Google Ads
Average cost per click (CPC) ranges from $0.50 to $2.00 in most eCommerce categories. Some industries go way higher. The upside? Conversion rates are often stronger because you’re catching people in buying mode.
Facebook Ads
CPC usually falls between $0.40 and $1.00, with CPM (cost per thousand impressions) hovering around $8–$12. On paper, that looks cheaper. The catch? Creative costs. You’ll need fresh graphics, videos, or lifestyle photos constantly to keep engagement up.
Google Ads vs. Facebook Ads
So, which is cheaper overall? Honestly, it depends. Google charges more per click but usually delivers warmer leads. Facebook brings cheaper clicks but requires effort in nurturing those leads to a sale.
Formats that Actually Work
Google Shopping Ads: Perfect for showcasing product photos, prices, and reviews. Direct and conversion-focused.
- Google Search Ads: Less visual but still effective for urgency-driven searches.
- Facebook Carousel Ads: Great for fashion, lifestyle, or product bundles.
- Facebook Video Ads: Essential for storytelling, unboxing, or tutorials.
If your products are highly visual (jewelry, clothing, home décor), Facebook often wins hearts. If they’re more practical or technical (tools, appliances), Google tends to close the sale faster.
A Quick Example
Let’s imagine you run an online shoe store.
On Google Ads, a shopper types “buy women’s trail running shoes.” Your ad pops up with price, review stars, and shipping info. They click, compare, and often buy because they are ready.
On Facebook Ads, a different shopper scrolls Instagram stories. She sees your carousel of trail shoes styled with mountain photos. She wasn’t shopping, but now she’s curious. She clicks, browses, and maybe buys — or at least remembers your brand.
See the difference? Google is the customer walking into your store with a wallet in hand. Facebook is someone walking past, and your window display is so good they stop to peek in.
Strengths and Weaknesses in Plain Words
Both Google and Facebook offer strong advantages but also clear drawbacks. Choosing between them comes down to how well their strengths align with your goals, budget, and audience.
Google Pros
- Buyers with clear intent.
- Strong data reporting.
- Shopping ads drive conversions.
Google Cons
- Costs can skyrocket in competitive niches.
- Limited visual creativity.
Facebook Pros
- Powerful audience segmentation.
- Highly visual formats.
- Excellent for brand discovery and retargeting.
Facebook Cons
- Ads wear out fast — constant refreshing is needed.
- Tracking took a hit after privacy changes.
When Should You Pick One Over the Other?
Here’s the short version:
- Need fast sales now? Google Ads usually delivers.
- Want to build awareness? Facebook Ads can do wonders.
- Want retargeting power? Both platforms shine.
The smart money isn’t in choosing one forever — it’s in knowing how to use both strategically.
How They Work Together
Picture this:
- Google Shopping Ads catch people actively searching and drive direct conversions.
- Facebook Retargeting Ads remind those who visited but didn’t buy.
- Lookalike audiences on Facebook expand your reach based on Google converters.
- Branded Google Search Ads protect your name after Facebook builds awareness.
That’s synergy. One platform sparks the relationship, the other seals the deal.
How to Get the Most Out of eCommerce PPC
Don’t put all your budget in one bucket. Balance discovery (Facebook) with intent (Google), this approach helps prevent the common pitfalls of PPC and answers the big question: why PPC campaigns fail?
4 Practical Tips
To make the most of each platform, it helps to keep a few best practices in mind. Here are some tips you can apply right away.
#Tip 1:
On Facebook, refresh visuals often to avoid fatigue.
#Tip 2:
On Google, refine keywords constantly to avoid wasted clicks.
#Tip 3:
Track actual revenue, not just impressions or likes.
#Tip 4:
Test small, scale what works, kill what doesn’t.
Final Thoughts
Google Ads and Facebook Ads are not enemies; they’re teammates. Google waits for the customer to raise their hand. Facebook nudges people to raise it in the first place.
If you’re launching a new brand, Facebook is often the cheaper way to build visibility and social proof. If you’re selling something people already search for, Google is a direct path to conversions. And if you want serious growth? Use both. Catch attention on Facebook, close on Google, then retarget on both.
At the end of the day, the question isn’t “Which is better?”. The real question is: Where are my customers right now, and how do I meet them there? Answer that, and you’ll know exactly how to split your PPC dollars.
Not sure how to split your budget or set up the right campaigns? My team and I are here to help you cut through the noise, build a strategy that fits your business, and manage the details so you get real results. Let’s talk about how we can turn your ad spend into growth.
FAQs
1: Are Google Ads or Facebook Ads better for a new eCommerce business?
For new stores, Facebook Ads often help build awareness faster, while Google Ads work better when people already search for your products. Many businesses combine both.
2: Which platform is more cost-effective for small budgets?
Facebook Ads generally bring cheaper clicks, but Google Ads deliver higher purchase intent. Cost-effectiveness depends on your product type, niche competition, and how well your campaigns are managed.
3: Can I run both Google and Facebook Ads together?
Yes. Many eCommerce brands run Google Shopping Ads for active shoppers, while using Facebook Ads for discovery, storytelling, and retargeting. Combining both maximizes exposure across the funnel.
4: Do Facebook Ads still work after privacy changes like iOS updates?
Yes, but tracking is less precise. Using Facebook’s Conversions API, retargeting audiences, and creative refreshes helps businesses adapt and still achieve strong results despite privacy updates.
5: How do I decide where to spend more on PPC?
Track conversions, not just clicks. If Google delivers stronger sales, shift the budget there. If Facebook drives cheaper acquisition or awareness, invest more. Always test, compare, and adjust.
