Google Ads vs. Facebook Ads: Which One is Better for E-commerce? | Enhencer

Introduction

E-commerce has seen remarkable growth in recent years. In 2025, global e-commerce sales are projected to reach $6.56 trillion, highlighting the need for effective digital marketing strategies.

Two of the most popular platforms for online advertising are Google Ads and Facebook Ads.

Each has unique strengths that can help businesses reach their target audience.

This blog aims to compare both platforms, allowing e-commerce businesses to determine which one is the best option for them.

1. Google Ads for E-commerce

How Google Ads Works: Keyword Targeting and Search Intent

Google Ads primarily relies on keyword targeting.

Businesses bid on specific keywords related to their products. When users search these keywords, Google shows relevant ads at the top of search results. This placement ensures that advertisers reach users who express intent to buy. Google dominates the search market, holding %90.01 share.

For example, a sports equipment store launched a Google Ads campaign targeting the keyword "buy tennis rackets online." The campaign generated a significant increase in website visits and sales.

Google Ads helps businesses target these “ready-to-buy” customers with:

• Search Ads: Text ads that show up at the top of search results. These are great for businesses targeting specific keywords.
• Display Ads: Visual ads shown across Google’s partner websites. Perfect for creating brand awareness.
• Shopping Ads: Highly effective for online stores. These ads show product images, prices, and more directly in search results.

With Google, you tap into billions of daily searches, making it ideal for targeting high-intent shoppers.

Google Shopping Campaigns

Google Shopping campaigns allow e-commerce brands to showcase their products visually.

These ads appear when users search for specific items, displaying product images, prices, and store names. Statistics reveal that advertisers see an average conversion rate of 1.9% with Google Shopping campaigns, significantly higher than traditional text ads.

Measuring ROI with Google Ads: Key Metrics and Analytics

To assess your Google Ads performance, track key performance indicators (KPIs) like:

• Click-Through Rate (CTR)
• Cost Per Acquisition (CPA)
• Return on Ad Spend (ROAS)

Using these metrics helps identify which campaigns resonate with your audience. Regularly analyzing this data can uncover trends and opportunities for optimization.

2. Facebook Ads for E-commerce

Compared to Google, Facebook Ads work differently. The platform excels at social engagement and discovery. Think like that: people don’t open Facebook to search. Instead, ads are served based on interests, demographics, and behavior.

Types of Facebook Ads

• Photo and Video Ads. Appearing in users’ Feeds, Stories, and more. Visually engaging content works best here.
• Carousel Ads. Let users swipe through multiple images or videos in one ad. Great for showcasing a product range.
• Lead Ads. Designed to collect user info, great for email lists or sign-ups.

Facebook has a robust ecosystem that includes Instagram, Messenger, and Audience Network, giving businesses access to diverse ad placements.

Reaching Your Target Audience: Demographics and Interests

Facebook Ads offer extensive targeting options based on user demographics, interests, and behaviors. With over 2.9 billion active users, businesses can reach diverse audiences. For instance, an organic skincare brand could target users interested in natural beauty products and environmentally friendly lifestyles.

A successful Facebook campaign may involve specific targeting, leading to a significant increase in brand awareness and sales.

Retargeting Strategies: Reconnecting with Potential Customers

Retargeting on Facebook allows businesses to reconnect with users who previously interacted with their brand. This feature can result in conversion rates as high as 10%.

To create effective retargeting campaigns:

1. Install the Facebook Pixel on your website.
2. Define your target audience based on past website visitors.
3. Create personalized ad content to encourage return visits and purchases.
4. Use AI-Powered Retargeting.

Utilizing Facebook's Dynamic Product Ads

Dynamic Product Ads (DPA) display relevant products to users based on their browsing behavior. When users visit your site but don’t buy, DPA can re-engage them with targeted ads.

For example, a home decor store might retarget visitors who viewed specific items but left the site. To optimize DPA campaigns:

• Set up a product catalog in Facebook Ads Manager.
• Link your catalog to your website.
• Create engaging ad templates.
• Use AI Ad Creatives for smarter results.

Google Ads vs. Facebook Ads: A Direct Comparison

Google vs Facebook Ad Revenue Comparison

In terms of revenue, both platforms perform astronomically well.

Google’s ad revenue is higher, given its dominance in search. According to recent reports, Google generated over $273.37 billion in ad revenue in 2024.

Facebook, though smaller, is no slouch. Its ad revenue touched roughly $100 billion in 2024, driven by engagement across Facebook and Instagram. For businesses weighing revenue generation, Google captures transactional intent, while Facebook thrives on creating demand.

Facebook Ads and Google Ads Conversion Rates

Conversion rates depend on various factors, like industry and customer intent:

• Google Ads generally have higher conversion rates for search ads, often around 6.96%.
• Facebook’s conversion rates can average 1.3% for cold audiences but improve with retargeting.

Google wins for direct conversion, while Facebook excels at nurturing users through awareness to purchase.

Cost-Effectiveness: Comparing CPC and CPM

Google Ads typically operate on a Cost Per Click (CPC) model, while Facebook Ads often use Cost Per Thousand Impressions (CPM). Costs vary based on competition and industry.

For instance, tech-related keywords may drive higher CPCs compared to fashion ads.

We recently noted that Facebook Ads can offer lower CPM, especially for brand awareness campaigns.

Target Audience and Reach

The success of any ad boils down to reaching the right audience. Here’s how each platform tackles targeting.

It is possible to optimize targeting on both Google and Facebook and enhance your ROAS through the implementation of artificial intelligence. AI Ads can accomplish this by utilizing a comprehensive audience data pool.

You can integrate with both platforms using the Launcher feature. For more information, explore Enhencer products.

Targeting Options in Google Ads

Google's targeting revolves around user intent:

• Keywords. Ads show based on the specific words users type in Google searches.
• Geographic Targeting. Perfect for local and international businesses targeting specific locations.
• Audience Segments. Based on browsing history, buying behavior, and past interactions with your site.

With Google Ads, you’re targeting someone actively looking for what you sell. It’s direct and often leads to faster conversions.

Targeting Options in Facebook Ads

Facebook’s strength lies in understanding its users’ interests and habits:

• Interest-Based Targeting. Target people based on hobbies, lifestyle, and pages they engage with.
• Custom Audiences. Advertise to previous customers or website visitors using Facebook Pixel data.
• Lookalike Audiences. Reach new people who closely resemble your existing customers.

Facebook helps you build awareness and demand, even if users weren’t thinking about your product before seeing your ad.

Choosing the Right Platform for Your E-commerce Business

Factors to Consider: Budget, Goals, and Product Type

When deciding between Google and Facebook Ads, consider factors like:

• Budget: Google might be costly for very competitive keywords, while Facebook allows flexible spending.
• Goals: Identify whether your focus is immediate sales or brand awareness.
• Product Type: Some products may fit better on one platform than the other, depending on audience behavior.

For instance, seasonal products may perform better on Facebook for visibility, whereas niche electronics might fare well on Google.

Combining Google and Facebook Ads: A Synergistic Approach

Using both platforms can enhance overall marketing efforts. Google demonstrates high intent, while Facebook builds awareness and interest.

To integrate both effectively:

1. Align messaging across platforms.
2. Use each platform’s strengths to cover various stages of the customer journey.
3. Track performance to adjust strategies accordingly.

Conclusion: Which Is Better for E-Commerce?

Google Ads and Facebook Ads each offer unique advantages for e-commerce businesses. Evaluating factors such as budget, specific goals, and product type will help you select the right platform. Experimenting with both can lead to greater insights and results. Strive for continuous optimization to find what works best for your brand. Adjust your strategies based on performance data, and optimize for long-term success.

The choice between Google Ads and Facebook Ads depends on your goals.

• If you want instant sales from people searching for your product, start with Google Ads.
• If your target is building awareness and growing an audience, Facebook’s targeting tools shine.

For e-commerce, mixing both platforms often works best: Google drives high-intent traffic, while Facebook nurtures ongoing relationships. Testing and optimizing across both is the smartest move for long-term growth.