Online paid advertising is a sales force for a company. Today, having an online presence is a must, and controlling that presence is even more so. But being online also allows you to sell and convert prospects into customers, in addition to making yourself more visible. 


Search engines such as Google and social networks such as Facebook offer platforms for advertising to a wide audience. Discover the differences between the two and what you can learn from them:


Facebook Ads vs. Google Ads: What are the differences between the two ad networks?



The two platforms have clear differences, but also similarities. Facebook Ads is more visual, while Google Ads is more text-based. Here are the differences between the two in detail:

Objectives and campaigns 


The marketing objectives of the two platforms are quite different, and consequently so are the advertising campaigns created. Google Ads is used to serve ads on search engines. Facebook Ads allows you to create ads on social networks. The two therefore do not meet the same objectives. These two ad delivery platforms are very different in their final consumption.


Audience and targeting 


One of the main similarities between the two platforms is that you can reach a large audience on each. Google is the leading search engine in the UK and worldwide, while Facebook is the leading social network today. 


Both also offer great possibilities to segment your targets to reach a specific audience. For Google, targeting is done by intention. For Facebook, targeting is mainly by interest. 


Both platforms also collect a lot of information about their users. Their algorithms are familiar with the habits of each audience. Facebook Ads and Google Ads therefore offer you powerful levers to segment and then reach the right targets to develop your business.


Supply and demand 


One of the fundamental differences between the two advertising networks is the principle of supply and demand. The system is reversed between Google Ads and Facebook Ads


With the former, the user makes a precise search with the aim of meeting a precise need. The advertiser will therefore offer a response to this need. He will try to position himself on several queries or keywords related to his products, services or brand.


With the second, Facebook Ads, advertisers seek, on the contrary, to create demand by provoking the need for a product or service. Obviously, there is also a search for the answer to a need. Because your products and services can also be a solution. But unlike Google Ads, the user will not perform a specific search action to find your company.


The advantage of Facebook Ads is that by viewing your ad, the user can be convinced that your product or service is the solution to one of their problems or needs. The social media platform knows the habits and can recognise through interactions which users are most likely to interact and be interested in your Facebook pages.


Social Ads: Social networks as platforms for paid advertising: 


All the major social media platforms currently have platforms for delivering paid ads. These platforms are more similar to Facebook Ads than Google Ads. But they also have their differences. Here is a brief comparison of all these Social Ads platforms with Facebook Ads:


Differences between Instagram Ads and Facebook Ads 


Instagram is owned by the same company as Facebook Ads. It is often possible to run the same advertising campaigns on both of these social media platforms. However, both platforms have their differences.


First of all, Instagram Ads is much more visual than Facebook. The social media platform focuses on audiovisual content: videos, images and photographs. Text has less of a place on this platform. Users are also younger. 


Facebook Ads, unlike Instagram Ads, can reach a wider range of users: young people, seniors, teenagers, etc. The advertising possibilities are much greater than on Instagram Ads. The possibilities for advertising are much more numerous, due to the diversity of publications and formats. For highly visual ads, you can choose to run your ads on either platform.


Differences between Linkedin Ads and Facebook Ads 


There are two main differences between LinkedIn Ads and Facebook Ads. The first is obviously in the use. LinkedIn is a professional social network, whereas Facebook is more heterogeneous. The former also has a much smaller user base than the latter. 


LinkedIn Ads is therefore very useful for creating advertisements in a B2B, Business to Business context. In particular, you can send sponsored messages directly to potential customers, partners or future recruits via LinkedIn Ads. However, this does not mean that Facebook Ads should be abandoned for professional paid advertising.

Differences between Pinterest Ads and Facebook Ads 


Like Instagram, Pinterest is above all a very visual social network. However, Pinterest is not only a social media, it also acts as a search engine. The Pinterest Ads platform is often overlooked, but can offer excellent results especially in converting users into potential customers. Users of all ages interact with Pinterest every day.


It is therefore recommended for creating a highly visual advertising campaign with particular audiences. However, you will have less choice for ad formats than on Facebook Ads. The potential audiences are also smaller.


Differences between Twitter Ads and Facebook Ads 


Twitter has a large user base. They are also younger on average than Facebook. However, the two social networks are not used in the same way. For brands and companies, users on both platforms are looking for interaction and exchange, news monitoring, after sales and discovery of new content. 


Twitter, however, has a more immediate and buzzing side than Facebook. The two thus have similarities in usage. Twitter Ads and Facebook Ads are therefore good ways to reach your audience with awareness campaigns. Facebook Ads however will be more effective in converting and selling to your target audience.


Differences between Tiktok Ads and Facebook Ads 


Tiktok is a social media platform that is very popular among young people. The main advantage of the platform is that you can promote your brand, products and services to this population. However, if you want to reach a wider audience, Facebook Ads is a better choice. For an advertising campaign aimed at younger people, you can advertise on both social networks.


Differences between Snapchat Ads and Facebook Ads 


Snapchat is a very visual social network like Instagram, Tiktok or Pinterest. The user base is smaller. As with Tiktok or Instagram, users are also much younger on average than on Facebook. As with Tiktok, there are also far fewer advertising formats. 


The Snapchat Ads platform can therefore be used to carry out visibility campaigns with a young target group. Facebook Ads, however, will offer you more possibilities in terms of ad formats and especially optimization.