Google Ads vs Facebook Ads: The Honest Truth After Managing $12M in Ad Spend

In 2019, a client handed me $50,000 and asked: "Should we put this in Google Ads or Facebook Ads?" I gave them the standard agency answer—"It depends on your goals"—and split the budget 50/50. That was a $25,000 mistake.

The Google Ads campaigns generated $127,000 in revenue. The Facebook campaigns generated $18,000. Same product, same landing page, same offer. The difference wasn't our execution—it was fundamental to how these platforms work and who uses them.

That experience taught me something the platform guides won't tell you: Google and Facebook aren't competitors. They're completely different tools solving different problems. Using the wrong one is like bringing a hammer to a screw.

After six years and $12 million in managed ad spend across 150+ campaigns, I've developed strong opinions about when each platform works—and when it's a waste of money. This guide shares what I've learned.

The Fundamental Difference (And Why It Matters More Than Anything)

Let me give you the clearest explanation I've found:

This distinction matters because it affects everything: who you reach, what messaging works, how long it takes to convert, and what kind of ROI you can expect.

When someone types "emergency plumber near me" into Google at 2 AM, they have a flooded basement and a credit card ready. When someone scrolls past your plumber ad on Facebook, they're looking at vacation photos. These are fundamentally different situations.

I've watched businesses fail because they used Facebook Ads for a product that only sells when people are actively looking. I've watched others waste money on Google Ads for a product nobody knows to search for. Understanding this distinction is the difference between success and failure.

When Google Ads Wins (And the Numbers to Prove It)

Google Ads dominates when there's existing search demand—when people are already looking for what you sell. Here's where I've seen it consistently outperform Facebook:

High-Intent Service Businesses

My highest-performing Google Ads campaigns are for services people search for when they have an immediate problem:

• Emergency services: Plumbers, electricians, locksmiths, HVAC repair. A locksmith client spends $1,400/month and generates $23,000 in calls—16x ROAS. Facebook couldn't touch this because nobody browses Instagram thinking "I should find a locksmith for later."
• Legal services: Personal injury, DUI defense, family law. High CPCs ($50-150) but incredibly high-intent traffic. One criminal defense attorney converts 1 in 8 clicks into consultations worth $5,000+ each.
• Medical procedures: Cosmetic dentistry, LASIK, dermatology. When someone searches "invisalign cost [city]," they're comparing options. A dental client gets a 9:1 return because every click is a potential $5,000 case.

The common thread: these are considered purchases with high lifetime value, and people actively search when they need them.

B2B Lead Generation

Facebook has never worked well for my B2B clients, with rare exceptions. Google Ads crushes it because:

• Decision-makers search when they're in buying mode
• Search intent signals where they are in the buyer's journey
• The audience is smaller but infinitely more qualified

A software client selling to mid-market companies tried both platforms for 6 months. Google Ads: $45 cost per lead, 12% close rate, $3,750 CAC. Facebook Ads: $18 cost per lead, 1.2% close rate, $15,000 CAC. The cheap Facebook leads weren't actually leads—they were people who clicked out of curiosity and never responded to follow-ups.

E-commerce (When People Know What They Want)

Google Shopping campaigns are unbeatable when someone searches for a specific product:

• "Nike Air Max 90 women's size 8" = They know exactly what they want
• "Best budget espresso machine under $200" = They're researching, but close to buying
• "Buy [competitor product]" = They're ready to buy, just need to find the right seller

An outdoor gear client runs both platforms. For their flagship products that people search for specifically, Google Shopping delivers 5.2x ROAS. Facebook gets 2.1x on the same products. The difference: Google captures people already looking to buy; Facebook has to convince them to consider buying.

When Facebook Ads Wins (And Why Most Businesses Get This Wrong)

Facebook Ads (and by extension, Instagram) excel in situations where there's no existing search demand—or where the product sells best through visual storytelling and impulse.

Visual/Impulse Products

Some products sell better when you interrupt someone's scroll than when they're actively searching:

• Fashion and accessories: Nobody searches "unique handmade leather bag" but show them a beautiful one in their feed and they'll stop scrolling. A handbag client gets 4.8x ROAS on Facebook, 2.1x on Google. The product sells on aesthetics, not specifications.
• Unique gift items: "I didn't know I needed this" products thrive on Facebook. A client selling custom pet portraits does $40K/month on Facebook with zero Google presence—nobody searches for custom pet portraits, but show them the option and they buy immediately.
• Food and beverage: A specialty sauce company went from unknown to $800K/year entirely through Facebook. Recipe videos featuring their product drove trials that turned into repeat customers.

Brand Building and New Product Categories

When you're creating a new category or your product is genuinely novel, Facebook is often the only option:

A client launched a new type of yoga block with a unique design. Nobody was searching for it because it didn't exist. Facebook allowed us to:

• Show the product in use (video)
• Target people interested in yoga
• Build awareness from zero
• Create demand where none existed

After 8 months of Facebook investment, Google search volume for their brand increased 400%. Now Google Ads works—but only because Facebook built the awareness first.

Retargeting at Scale

This is Facebook's killer app. Dynamic retargeting on Facebook consistently outperforms Google Display for e-commerce clients:

• Average Facebook retargeting ROAS: 8.4x
• Average Google Display retargeting ROAS: 4.2x

The difference: Facebook retargeting appears in the feed, where people actually pay attention. Google Display retargeting appears on random websites, often with banner blindness.

Audience Building and Lookalikes

Facebook's lookalike audience technology is still unmatched. If you upload your customer list and create a 1% lookalike, Facebook finds people eerily similar to your best buyers.

A subscription box company's entire acquisition strategy is:

• 1% lookalike of customers who stayed 6+ months (their best LTV cohort)
• Targeting only that audience with new creative tests
• Scaling winning creative while refreshing weekly

They've scaled to $2M/year with consistently positive unit economics. Google couldn't replicate this—the targeting isn't as precise.

Real Campaign Data: 5 Industries, Head-to-Head

Here's actual performance data from clients I've managed across both platforms. Same landing pages, same offers, same budgets. Only the platform changed.

Case Study 1: E-commerce (Premium Kitchenware)

Budget: $8,000/month split evenly

Google Ads Results:

• CPC: $1.47
• Conversion rate: 3.2%
• ROAS: 4.8x
• Best campaigns: Shopping (branded + competitor terms)

Facebook Ads Results:

• CPC: $0.89
• Conversion rate: 1.1%
• ROAS: 2.3x
• Best campaigns: Retargeting and video (product demos)

Verdict: Google won overall, but Facebook retargeting was crucial for recovering abandoned carts. Final allocation: 65% Google, 35% Facebook (retargeting only).

Case Study 2: Local Home Services (Roofing)

Budget: $5,000/month split evenly

Google Ads Results:

• CPC: $28.40
• Cost per lead: $156
• Lead-to-job rate: 22%
• Cost per job: $709
• Average job value: $8,400

Facebook Ads Results:

• CPC: $2.10
• Cost per lead: $34
• Lead-to-job rate: 3%
• Cost per job: $1,133
• Average job value: $7,200

Verdict: Google leads were expensive but qualified. Facebook leads were cheap but mostly tire-kickers. We moved 90% of budget to Google and only use Facebook for seasonal awareness campaigns (spring cleanup reminders, storm damage education).

Case Study 3: DTC Product Launch (Skincare Brand)

Budget: $15,000/month split evenly

Google Ads Results:

• CPC: $2.34
• ROAS: 1.8x
• Best campaigns: Branded search (limited scale)
• Problem: Nobody was searching for this product (new brand)

Facebook Ads Results:

• CPC: $0.72
• ROAS: 3.4x
• Best campaigns: UGC video, influencer whitelisting
• Strength: Visual product, impulse purchase, demographic targeting

Verdict: Facebook dominated because the product sold on visuals and there was no search demand. After 6 months of Facebook growth, branded search volume increased and Google became viable. Current allocation: 75% Facebook, 25% Google.

Case Study 4: B2B SaaS (Project Management Tool)

Budget: $12,000/month split evenly

Google Ads Results:

• CPC: $8.90
• Cost per trial: $89
• Trial-to-paid rate: 18%
• CAC: $494
• LTV: $2,400

Facebook Ads Results:

• CPC: $1.40
• Cost per trial: $42
• Trial-to-paid rate: 2%
• CAC: $2,100
• LTV: $2,400

Verdict: Facebook trials were cheap but terrible quality. Decision-makers don't evaluate B2B software while scrolling Instagram. Moved 100% to Google. Facebook is now only used for retargeting website visitors.

Case Study 5: E-commerce Fashion (Boutique Women's Clothing)

Budget: $6,000/month split evenly

Google Ads Results:

• CPC: $1.20
• ROAS: 2.4x
• Best campaigns: Shopping (specific product searches)
• Limitation: Small search volume for boutique items

Facebook Ads Results:

• CPC: $0.58
• ROAS: 5.2x
• Best campaigns: Carousel of new arrivals, UGC, influencer content
• Strength: Fashion sells on visuals and inspiration

Verdict: Facebook crushed Google. Fashion sells through inspiration, not search. People don't search "boho maxi dress with floral print"—they scroll, see something beautiful, and buy. Current allocation: 80% Facebook, 20% Google (retargeting + branded search only).

The Integration Strategy: Using Both Platforms Together

The most sophisticated advertisers don't choose between Google and Facebook—they use them together strategically. Here's the framework I use:

The Full-Funnel Approach

Top of Funnel (Awareness): Facebook

• Video views campaigns for new audiences
• Broad interest targeting or lookalikes
• Goal: Build awareness, generate website traffic
• Metric: CPM, video view rate, landing page views

Middle of Funnel (Consideration): Both

• Facebook: Retargeting video viewers and website visitors with product-focused content
• Google: Capture brand searches generated by Facebook awareness
• Goal: Move prospects toward conversion
• Metric: Engagement rate, time on site, email signups

Bottom of Funnel (Conversion): Google + Facebook Retargeting

• Google: Search campaigns for high-intent keywords, Shopping for product searches
• Facebook: Dynamic product ads retargeting cart abandoners
• Goal: Close sales
• Metric: ROAS, cost per acquisition

Cross-Platform Attribution

Here's the dirty secret both platforms won't tell you: they both want to claim credit for every conversion. If someone sees a Facebook ad, then searches on Google and buys, both platforms report the sale.

To get accurate attribution, you need:

• UTM parameters on all ad links
• A third-party analytics tool (Triple Whale, Northbeam, or similar)
• Post-purchase surveys asking "How did you hear about us?"
• Incrementality testing (turn off channels and measure impact)

I've seen brands over-invest in Google because it showed the best ROAS—then turn off Facebook and watch Google performance collapse. Facebook was driving awareness that Google was capturing.

Budget Allocation Framework (Based on Real Data)

Here's how I typically allocate budgets based on business type:

Service Businesses (High-Intent)

• Google Ads: 80-90%
• Facebook Ads: 10-20% (retargeting only)
• Examples: Lawyers, doctors, contractors, consultants

E-commerce (Established Products with Search Volume)

• Google Ads: 60-70% (Shopping + Search)
• Facebook Ads: 30-40% (Retargeting + Prospecting)
• Examples: Consumer electronics, home goods, specialty products

E-commerce (Visual/Fashion/Lifestyle)

• Facebook Ads: 70-80%
• Google Ads: 20-30% (Branded + Shopping)
• Examples: Fashion, beauty, home decor, gifts

DTC New Product Launch

• Facebook Ads: 80-90% (months 1-6)
• Google Ads: 10-20% (branded only)
• After establishing awareness, shift toward 60/40 or 50/50

B2B Lead Generation

• Google Ads: 85-95%
• Facebook Ads: 5-15% (retargeting only)
• Exceptions: B2B products with strong visual components

Platform-Specific Tactics That Actually Work

A few tactical recommendations based on what's working in 2026:

Google Ads Tactics

• Performance Max is real: I resisted it for years, but Performance Max campaigns now consistently outperform manually structured campaigns for e-commerce. The AI has gotten good enough.
• Broad match is back: With audience signals and smart bidding, broad match captures valuable long-tail queries you'd never think to target. Pair with negative keywords and monitor search terms.
• Don't neglect YouTube: YouTube ads through Google Ads work well for awareness when you have video content. CPVs are low and the audience targeting is excellent.
• RSAs beat ETAs: Responsive Search Ads with 10-15 headlines and 4 descriptions let Google optimize better than your hand-picked headlines. Test headlines, not ad structures.

Facebook Ads Tactics

• Advantage+ Shopping is the new standard: For e-commerce, Advantage+ Shopping campaigns are outperforming manual campaigns for most clients. Let the algorithm find buyers.
• Creative is everything: Ad creative is now the primary lever. Targeting is less important post-iOS14. Budget 50% of your effort on creative testing.
• UGC outperforms polished ads: User-generated content (or content that looks like UGC) consistently beats professional video. Authenticity wins.
• Broad targeting works now: Counterintuitively, broader audiences often outperform narrow interest targeting. Facebook's algorithm is sophisticated enough to find your buyers within broad audiences.

Mistakes I See Businesses Make (And How to Avoid Them)

Mistake #1: Using the Wrong Platform for Your Business

A B2B software company spending $15K/month on Facebook lead gen because "it's cheaper." Yes, leads are cheaper. But if none of them convert to paying customers, who cares?

Fix: Track all the way to revenue, not just leads. Calculate true CAC on each platform before scaling.

Mistake #2: Giving Up Too Soon (Or Doubling Down Too Fast)

You need enough data to make decisions. For most businesses, that means:

• At least 30 conversions before judging campaign performance
• At least 2-4 weeks of data (algorithm learning period)
• Multiple creative variations tested

Don't kill a campaign after $500 and 2 conversions. Don't scale to $10K/day after one good week.

Mistake #3: Ignoring the Landing Page

Both platforms drive traffic. What happens after the click is equally important. I've seen campaigns go from 1.5x ROAS to 4x ROAS with landing page changes alone.

The ad and landing page should feel like one experience. If your ad promises "50% off first order" and the landing page doesn't prominently display that offer, you've lost them.

Mistake #4: Using the Same Creative Approach on Both Platforms

Google Search ads are text. Keep them focused, benefit-driven, with clear CTAs.

Facebook ads are visual. Lead with arresting imagery or video. The first 3 seconds of video matter more than anything else.

What works on one platform won't necessarily work on the other. Test platform-specific creative.

The Bottom Line: Make a Decision

After managing over $12M in ad spend, here's my honest assessment:

Choose Google Ads if: People actively search for what you sell, you have a local business, you're in B2B, or you need leads who are ready to buy now.

Choose Facebook Ads if: Your product sells on visuals, you're launching something new, you need to build awareness, or your product is an impulse purchase.

Use both if: You have budget for a full-funnel approach, you want to build awareness and capture intent, or you're scaling an established business.

Don't split your budget 50/50 by default. Look at your business model, analyze where your customers are, and allocate accordingly. The businesses that win are the ones that concentrate resources where they get results—not the ones that hedge by spreading budget across everything.

Start with one platform, master it, then expand. Trying to learn both simultaneously with a small budget guarantees you'll fail at both.