Google Ads vs. Facebook Ads

Which One is Better for Ecommerce in 2025?

When it comes to ecommerce marketing, paid ads are a game changer. But the big question remains: Google Ads or Facebook Ads — which one is better for your ecommerce business?

Both platforms are powerful, but they serve different purposes. Google Ads is driven by search intent, while Facebook Ads excels at audience targeting and brand discovery.

In this blog, we’ll break down the key differences, benefits, drawbacks, and use cases of both platforms — so you can make an informed decision and maximize ROI. We’ll also look at how combining both platforms can fuel long-term ecommerce success in 2025.

What Are Google Ads?

Google Ads (formerly Google AdWords) is a pay-per-click (PPC) platform that allows businesses to show their ads on Google’s search results, shopping listings, YouTube, and across millions of websites in the Google Display Network.

Best For: Capturing high-intent shoppers who are actively searching for products or solutions.

Pros of Google Ads for Ecommerce

• High purchase intent: Reach users ready to buy.
• Massive reach: Google processes over 8.5 billion searches per day.
• Product listing ads (Google Shopping): Showcase images, prices, and reviews.
• Granular targeting: Target by keywords, location, device, time of day, and more.
• Trackable ROI: You can clearly see cost-per-click, conversion rates, and ROAS (Return on Ad Spend).

Cons of Google Ads

• Higher cost-per-click (CPC): Especially in competitive niches.
• Requires strong keyword research: You need to be strategic and data-driven.
• Visual limitations: Search ads are mostly text-based unless you run Display or Shopping campaigns.

Also Read - How to Use Pinterest for Ecommerce: A Hidden Goldmine for Sales

What Are Facebook Ads?

Facebook Ads (including Instagram Ads) allow businesses to serve ads to users based on demographics, interests, behaviors, and browsing history. Unlike Google Ads, Facebook targets users who are not actively searching but are likely to be interested in your product.

Best For: Creating brand awareness, showcasing visual products, and retargeting warm audiences.

Pros of Facebook Ads for Ecommerce

• Advanced targeting: Use Lookalike Audiences, interest-based targeting, and behavioral data.
• Visually rich ad formats: Carousel ads, video ads, stories, and collection ads.
• Ideal for storytelling and branding.
• Lower CPC in many ecommerce niches compared to Google Ads.
• Great for impulse purchases: Social browsing can trigger spontaneous buying decisions.

Cons of Facebook Ads

• Lower buying intent: Users are not actively searching for your product.
• Shorter attention spans: Need eye-catching creatives to stop the scroll.
• Constant creative refresh: Ad fatigue can set in fast if creatives aren’t rotated.
• Changes in tracking (e.g., iOS privacy updates) have impacted ad attribution and retargeting.

Key Differences at a Glance

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How to Decide Which Platform is Better for Your Ecommerce Business

The decision between Google Ads and Facebook Ads often depends on your goals, budget, product type, and customer journey stage.

Choose Google Ads If:

• Your customers are actively searching for your products.
• You want fast results from high-intent traffic.
• Your product solves a specific problem (e.g., “buy ergonomic office chair”).
• You sell products with clear demand and known keywords.
• You want to use Google Shopping campaigns to dominate SERPs visually.

Choose Facebook Ads If:

• You’re launching a new brand or product.
• Your product is visually appealing or aspirational.
• You want to generate awareness or build a community.
• You’re running promotions, seasonal campaigns, or storytelling-driven ads.
• You want to retarget warm leads with personalized offers.

Combining Google Ads & Facebook Ads for Maximum Impact

In reality, the best ecommerce marketing strategies use both platforms together in a funnel-based approach.

Full-Funnel Example:

1. Top of Funnel (TOFU): Use Facebook/Instagram Ads to introduce your product to a cold audience.
2. Middle of Funnel (MOFU): Retarget visitors using dynamic product ads on Facebook and Google Display.
3. Bottom of Funnel (BOFU): Capture intent with Google Search Ads or Shopping Ads for users ready to purchase.

This holistic strategy improves conversions by nurturing leads at every stage of the buying journey.

Real-Life Case Study: Fashion Brand Example

A fast-growing D2C (Direct-to-Consumer) fashion ecommerce brand launched its much-anticipated summer collection. To maximize reach and conversions, they implemented a multi-channel ad strategy using both Facebook Ads and Google Ads.

Strategy Breakdown:

Facebook & Instagram Ads: The brand created a visually stunning series of lifestyle videos and partnered with fashion influencers to showcase the new collection in real-world settings. These videos were promoted as in-feed and Stories ads across Facebook and Instagram to build brand awareness and attract cold audiences.

Retargeting on Facebook: They retargeted users who had visited their website or interacted with the videos, using dynamic product carousel ads that showed the exact products users had viewed or added to their cart. This significantly improved conversions by reminding potential buyers of their interest.

Google Shopping Ads: Simultaneously, the brand ran highly optimized Google Shopping Ads for their top-selling products. They used specific keywords, clean product feeds, and competitive pricing to capture high-intent search traffic. These ads helped convert customers who were actively searching for similar items online.

Results After 6 Weeks:

• Facebook Ads ROAS: 3.4x
• Google Ads ROAS: 2.7x
• Total Revenue Increase: 41%

This case highlights the power of combining both platforms strategically. While Google Ads captured bottom-funnel buyers actively searching for products, Facebook Ads drove strong top-of-funnel awareness and effective retargeting that closed more sales.

Also Read - Boost Ecommerce Organic Traffic Without Spending on Ads

Common Mistakes to Avoid

While both Google Ads and Facebook Ads can deliver excellent results, many ecommerce businesses fail to unlock their full potential due to avoidable mistakes. Here are some of the most common pitfalls — and how to fix them:

1. Not Installing Facebook Pixel or Google Tag Manager Properly

Without proper tracking, you can’t measure performance accurately or optimize effectively. Ensure Facebook Pixel and Google Tag Manager (GTM) are installed correctly on all relevant pages, including product, cart, and thank-you pages. Use tools like Facebook Pixel Helper and Tag Assistant to verify installation.

2. Using the Same Creative on All Platforms

Each platform has different user behaviors and ad formats. What works on Facebook may flop on Google. Customize your creatives for each platform. Use short, engaging videos or carousels on Facebook/Instagram and clean, product-focused images for Google Shopping.

3. Ignoring Mobile Optimization

Over 70% of ecommerce traffic comes from mobile devices. A poor mobile experience means lost sales. Ensure your website and landing pages load fast and display correctly on all screen sizes. Test regularly using Google’s Mobile-Friendly Test.

4. Setting the Wrong Campaign Objectives

Choosing the wrong goal — like brand awareness when you want conversions — can waste your budget. Align your campaign objective with your actual goal: conversions, traffic, catalog sales, or lead generation. This helps the ad platform optimize better.

5. Not Segmenting Audiences by Funnel Stages

Treating all audiences the same reduces engagement and conversion rates. Segment audiences based on where they are in the customer journey:

• Top of Funnel: New visitors, interest-based audiences.
• Middle of Funnel: Engaged users, video viewers, add-to-cart visitors.
• Bottom of Funnel: Cart abandoners, past purchasers, email subscribers.

Use tailored messaging and offers for each stage to improve conversion efficiency.

Also Read - Why Ecommerce Business Need YouTube Marketing

Conclusion

There’s no one-size-fits-all answer in the Google Ads vs. Facebook Ads debate. The right platform depends on your ecommerce niche, budget, and customer behavior. That said, a blended, funnel-based approach often drives the best results.

Use Google Ads to capture existing demand and Facebook Ads to create new demand. When combined strategically, they can skyrocket your ecommerce sales and build long-term customer loyalty.

Need expert help creating a cross-platform ad strategy for your ecommerce brand? Contact DigiSuggest today and start scaling smarter!

FAQs on Choosing Between Google Ads and Facebook Ads

Q1. Are Google Ads more expensive than Facebook Ads?

Yes, in many cases. Google Ads often have higher CPCs, especially for competitive keywords. But the high intent can yield better conversions.

Q2. Can I use both Google Ads and Facebook Ads at the same time?

Absolutely. Combining both helps cover more touchpoints and improve ROI across the customer journey.

Q3. Which is better for new ecommerce stores?

Facebook Ads may be better initially for awareness and traffic, while Google Ads work better once search demand and brand recognition grow.

Q4. Which platform gives faster results?

Google Search Ads typically provide quicker conversions due to high intent, but Facebook can offer faster reach and engagement.

Q5. How do I know which platform performs better for me?

Track key metrics like ROAS, CPA, CTR, and conversion rate through platforms like Google Analytics, Meta Ads Manager, and heatmaps.