Google Adwords vs Social Ads

An increasing debate in the world of digital marketing is where to advertise your company, which platform is most suitable for advertising your business. Google Adwords, Facebook Ads, LinkedIn Ads, Twitter Ads, Instagram Ads or Bing Ads? This is why we have created this comparison: Google Ads vs. Social ads.

While we may identify some similarities, each one has its own advantages that we must consider in accordance with our type of business, available budget, target and strategic objective. For example, Google Adwords reaches 90% of all internet users around the world, while Facebook reaches 51%, but Facebook achieves a trillion page views every month while Google Adwords achieves 180 million impressions. 

It seems that there is a new battle to win on the online advertising market, but it is highly beneficial for companies. We can use the most appropriate platform within our online marketing strategy, or even better, we can use various platforms to advertise and achieve better visibility.

But if we could only choose one, which would we choose? The answer is very simple: the one that helps us to achieve our goals.

Advantages and disadvantages of each online advertising platform:


Google Adwords is Google's advertising platform. It is certainly the most popular and best-known tool within the Marketing world.


  • Wide potential audience.
  • Immediate influx of traffic.
  • Generates contacts or leads instantly or within a short timeframe.
  • There is no mandatory minimum investment.
  • Complete control over the daily budget and maximum cost per click.
  • We can use various keywords to control when we want our adverts to appear, or we can create dynamic adverts to advertise our products without having to worry about keywords (special attention must be paid because the budget can be used up in just one day).
  • We can set our adverts to be displayed at certain times of the day.
  • Option to advertise on specific websites.
  • Option to modify adverts and adjust the budget when we want to.
  • Option to segment according to location, device, country, etc.
  • Make the most of Remarketing: You can make every visit to your website profitable by making a banner to follow the user that visited you.
  • The option of using advertising extensions, website links, etc. You can activate more than one website link. Users can directly visit the most popular sections of your website.


  • Knowledge required to create campaigns: if we do not configure each campaign correctly it can turn out to be very expensive.
  • Configuration and administration can be slow.
  • Difficulty to position the advert on the first page of Google's search results.
  • Too much competition.
  • The advertising text for the search network is relatively limited.
  • Depending on the sector in which we operate, the CPC can be relatively high.
  • Depending on our target market, our potential audience may be irrelevant.
  • If you are experiencing problems with the configuration of your adverts, please don't hesitate to contact us. 


Facebook Ads is Facebook's advertising platform, which allows us to promote our business page, online store, events, products, and applications, paying only for the clicks received. Resulting from the change in Facebook's algorithm, it appears that companies must invest heavily in paid advertising if they want to be more visible and to achieve their target audience.


  • It is simple to monitor the campaigns.
  • Immediate traffic influx.
  • Social network with a high number of users.
  • Control over the daily budget and maximum cost per click.
  • A wide variety of targeting options (towns, regions, age, interests, etc.).
  • Easier to implement than Google Ads.
  • Option to use images and videos to capture the attention of our target market.
  • The CPC is relatively low depending on the sector.
  • Possibility to use remarketing campaigns.
  • More text is permitted in the adverts than in Google Ads.


  • If we do not correctly create and segment it, the advert can turn out to be expensive, although less so than Google Ads.
  • There is no option to set our adverts to be displayed at a certain time of day.
  • Only appropriate for those operating in the B2C market.
  • Does not allow you to select the exact keywords that you want, but only allows you to select keywords out of the interests, behaviours and categories available.


Instagram Ads is an advertising service that allows companies to reach their audience.


  • Users of this social network are more likely to participate with brand messages.
  • The targeting options are similar to those of Facebook.
  • A wide variety of targeting options (towns, regions, age, interests, etc.).
  • Improves brand identity.
  • Wide reach.
  • High engagement.
  • Visually pleasing.
  • A good option to reach millennials.
  • Enables the ad to appear on Instagram Stories.
  • Call-to-Actions work very well.
  • The Instagram target audience is relatively young (depending on the products and services offered this can be an advantage or a disadvantage).


  • You need to have a Facebook page.
  • There is an increasing amount of competition.
  • The Instagram target audience is relatively young (this can be an advantage or a disadvantage depending on the products and services offered).


Twitter Ads is Twitter's advertising tool that allows companies and/or users to promote their tweets, personal accounts and topics to achieve greater traffic, followers and interactions to try and achieve higher sales.


  • Option to create different types of campaigns, to increase followers, achieve more clicks on our website, achieve interactions, etc.
  • Payment for the objective achieved.
  • Possibility to use remarketing campaigns.
  • Users can interact with the adverts.
  • Option to apply different types of segmentation.
  • Suitable for B2B companies.
  • The adverts do not appear intrusive.


  • The CPC of Twitter Ads is relatively high.
  • Few interactions on the part of users.
  • Go relatively unnoticed.
  • Difficult to identify ROI.
  • The statistics are not as extensive as they may be for Google Analytics or Facebook Ads.   


LinkedIn Ads is LinkedIn's advertising tool that can be used to improve brand engagement and recognition.


  • Ideal for B2B.
  • Significant segmentation and targeting options.
  • There is an increasing number of users.
  • It allows you to perform remarketing 


  • The CPC is high in comparison with other platforms.
  • Conversions are usually low.


Bing Ads is the equivalent of Google Adwords but for the Microsoft web browser, in this case, Bing. Bing replaced Yahoo! Search. 


  • Allows you to import the campaigns that you have already created in Google Ads.
  • The ads will appear on Bing and Yahoo.
  • Bing displays adverts both in the top section and on the right side of the page.
  • There is much less competition than on Google Ads.
  • Lower CPC.
  • You can reach markets that use this browser more than Google Adwords (reach new territories).


  • It only allows you to add a full sentence or exact word negative keywords, it is not possible to add broad matching negative keywords. 

After seeing all of the advantages and disadvantages of creating ads on different social networks, we can see how the most closely fought battle is between Google Adwords and Facebook Ads, followed by Instagram Ads. These 3 platforms also have the best conversion rates.

What advertising platform should I use for my company?

Google Adwords, Facebook and Instagram Ads are powerful advertising campaigns that adapt to practically any type of business. Having analysed and viewed the strengths of each of them, we can confirm that each one complements the other and, therefore, each one will help us to achieve a specific objective.

For example, Google Adwords is better to achieve immediate sales, while Instagram and Facebook Ads will help to achieve better brand recognition and lead generation.

In the following image, we observe how Google Adwords is the most searched advertising platform, with a significant difference in respect to the other online advertising platforms (Social ads).

However, we have to emphasize that what is best for one company, might not be best for another. The best way of ascertaining if our adverts work and if we are achieving the objectives we have set is to launch small test campaigns with a low budget, to experiment, adjust and increase the investment in the advertising campaigns that are working best.

Each platform has something unique to offer and that can be decisive in achieving our objectives.

Don't forget something very important, creating adverts on any of these platforms is just one of the points that must be included within your Digital Marketing strategy.