Strategy - 4 min read - Updated
Google Ads vs Facebook Ads for B2B
Google shows your ad to someone who searched; Meta, to someone scrolling. Which one fits depends on whether your buyers search for what you sell, and on what a customer costs you on each.
Intent against interruption.
- Google Ads
- Someone typed a search. They want a solution, and you answer with your offer.
- Meta
- Someone is scrolling. They were not looking for you, so the ad has to make them stop.
When Google wins for B2B.
- Demand that already exists. "Best CRM for SaaS" is a buyer already comparing.
- Long research by technical buyers. They search while they compare, and your ad can answer each search.
- Your own name. Competitors can bid on it. A brand campaign keeps those searches yours.
- A narrow offer. The search names the need, where an interest audience can only guess it.
- Sales on the phone. Call assets add your phone number to the ad, so a buyer can call you from the results.
When Meta wins for B2B.
- Demand that does not exist yet. Making people aware of a problem before they search for it.
- A product people get at a glance. A tool whose difference you can see.
- A list you already have. Your ads shown to the people of a customer list you upload.
- Several touches. Video and a sequence of ads across Facebook and Instagram, for the people who already visited.
- Lower-priced tools. Where an impulse and liking the brand still count.
Compare what a customer costs, not a lead.
- Cost per lead
- what you spent on the channel, divided by the leads it brought.
- Cost per customer
- what you spent, divided by the customers those leads became, from your CRM.
Leads from the two channels do not close the same way. Compare what a customer costs you on each, over the same months, with the sales your CRM records, not the leads each platform reports.
Your own numbers are in your account, not in a table. The free audit reads your real campaigns and shows what each one is wasting, with what it costs where your numbers measure it.
Mistakes when you run both.
- The same ad on both. Meta needs something that stops a scroll. Google needs words that answer the search.
- The same landing page. A Meta visitor needs to learn what you do. A Google visitor came to act.
- The same goal. Decide what each channel is for before you judge it.
- An even split by default. The split follows where your buyers search, and what a customer costs you on each.
Where demand already exists, start with Google, then use Meta to bring back the people who visited. And before "should I add Meta", ask "how much of my Google budget is already wasted".
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In their words.
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