Which is better, Google Ads or Facebook Ads?

As I go down the path of setting up paid advertising, I was asked two questions. Correction: I was asked this one question - which is better?

First, It’s fantastic that Sam and Alex have tracking in place for both systems.

Side Note – most don’t realise that Alex used paid ads a lot for Gym launch So, let's break down the differences.

Google Ads: (google search ads)

I started in digital with SEO and realised that Google Ads can provide fantastic data if it's set up correctly. One thing about Google Ads is that it’s likely to be more expensive because many others are also advertising on it.

The key difference, though, is intent. Someone searching on Google for what you do or what your business offers has a stronger intent than someone scrolling through Facebook.

However, if not set up carefully, Google Ads can be too broad. For instance, if you're providing a service for "black cats" and don’t specify using quotation marks, your ads might appear for anything with "black" and "cats," well outside your target.

However if the ads are for [black cats] – exact match – then it should only show for this exact search term. Also, with Google Ads retargeting, you need to get 1,000 clicks on your campaign before you can even start retargeting.

Facebook Ads:

Facebook Ads are easier to start with, but they rely on pattern interruption. Your ad needs to catch someone's attention while they are doing something else. The great part about Facebook retargeting is that you can retarget as soon as someone views your ad or watches any part of a video.

But remember, intent is different here; they’re not specifically looking for what you offer, so you have to grab their attention quickly. Using video can help, but it needs to grab attention within the first three seconds; otherwise, it won't get much traction.

For both platforms, offering something for free as a way in is very effective. If you’re aiming for a direct sale, you’ll need social proof—reviews, testimonials—rather than just your claims.

Note: Even key Agency clients I’ve worked with missed this. They couldn’t get ads to convert because they lacked social proof and tried going straight to a sale, which is far more difficult.

With both systems, it’s crucial to have tracking set up well and to know your business model. What happens when someone enters your free group?

How are you moving them to paid? Do you have a plan for that? Are you scheduling calls or guiding them through a clear process?

(This is what I’m working on myself and why I haven’t set it up yet—I need a solid process to move people through.)

So, the final points: both are valid ways of advertising, but you need to have your process down pat, with a step-by-step guide for what happens next.

Watch carefully, too, as both platforms tend to pre-select settings to broaden your audience, which can lead to higher spending. Tracking it all is essential as the one managing the ads. Expect to start and then have to adjust, even if you are following some of excellent training on here – its part of the process.

I hope this helps someone!

PS: Having also listened to a lot of The Game Podcast – focus on one platform and master it before moving on to another :)

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