Facebook Ads vs. Google Ads: Pros and Cons

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Facebook Ads vs. Google Ads – what are the advantages and disadvantages of each advertising platform, and which is better suited for my e-commerce business? Many advertisers ask themselves this question. In this article, we'll clarify the differences and demonstrate them in a practical way. By the end, you'll understand which advertising channel will help you achieve your goals and whether a decision even makes sense.

The difference between Facebook Ads and Google Ads
How do push and pull channels differ?
When looking at the distinction between Facebook Ads and Google Ads, it's hard to ignore the distinction between push and pull channels. While Google Ads is a pull channel, Facebook Ads is a push channel. But what does that mean?

A pull channel taps into an existing need. Consumers have a problem and are actively seeking a solution in the form of a product. This existing demand can then be tapped into through an advertisement and led to a purchase. A simple example illustrates this:

Lisa loves trying Indian dishes, but is always annoyed that her rice burns in the pot and just doesn't cook up nicely. So she searches Google for a rice cooker as a problem-solver. There's an active intrinsic purchasing interest that can sri lanka phone number data now be captured by various Google Ads. Various online shops have placed Google Ads on the keyword "rice cooker" to attract users with purchasing interest to their website. There are both text ads and shopping ads. Google Ads suggest various rice cookers to Lisa—the search ads contain exactly what Lisa was looking for. Since Lisa is already far down the AIDA marketing funnel and a "desire" already exists, a purchase is just a few clicks away. Lisa clicks on one of the search ads, takes a closer look at the rice cooker on the landing page, and purchases it.

Google Ads vs. Facebook Ads: Google Ads act as a pull channel and tap into existing demand.
The purpose of a push channel is to awaken a need that doesn't yet exist. The product is pushed into the market. You suggest your product to your previously defined target audience via advertisements such as Facebook Ads. Push channels are therefore positioned further up the marketing funnel. Their task is to capture the attention of the target audience and spark an interest that didn't exist before. This isn't easy, as users aren't on push platforms with the goal of searching for products. Instead, they're on Facebook, Instagram, and other social media platforms to connect with friends or be entertained. Let's look at another example here:

Philipp is sitting on the sofa in the evening. He's holding his phone and scrolling rapidly through his Facebook feed. The first scene of a video ad, showing a boiling pot, acts as a scroll stopper and captures Thomas's attention. The next scene shows burnt rice at the bottom of the pot, and a sticker reads, "Burned rice is now a thing of the past." This statement triggers an internal nod in Thomas's mind – he can clearly identify with the problem described. He's had rice burnt or boiled over in his pot several times before. However, the problem isn't acute – it's been a while since Thomas cooked rice, and he wasn't planning to do so in the next few days. Nevertheless, he's curious and wonders what solution the video will suggest. The Facebook ad shows a rice cooker as a problem solver – it cooks rice perfectly at the touch of a button. Thomas's interest is piqued, and he clicks on the ad's CTA button. On the landing page, he takes a closer look at the rice cooker and its benefits. A cool product. But at this moment, he doesn't need it. He clicks back into his Facebook feed and keeps scrolling. A few days later, another Facebook ad appears in his feed—this time with the exact rice cooker model he had viewed on the website. He even gets a 15% discount. Thomas recognizes the appliance and stops by the ad. It would actually be handy to have a rice cooker like that. And the offer is tempting. He clicks back on the landing page and buys.