Google Ads vs. Facebook Ads: Which One is Right for Your Business?

When it comes to digital marketing, many Malaysian businesses ask: Google Ads vs Facebook Ads – which is better? Both platforms are powerful, but they serve different purposes.

Google Ads helps businesses reach customers actively searching for products or services, while Facebook Ads focus on audience targeting and engagement.

Choosing the right platform depends on your business goals, target audience, and budget. In this guide, we’ll compare their differences, strengths, costs in Malaysia, and how to allocate your budget effectively.

Key Takeaways

• Google Ads target users actively searching for products/services, while Facebook Ads focus on audience engagement and brand awareness.
• Ideal for high-intent searches, strong conversion rates, and effective lead generation through search and display ads.
• Best for audience-based targeting, visually engaging ads, and cost-effective brand awareness campaigns.
• To determine which platform suits your needs, consider your business goals, target audience, industry type, and budget.
• Google Ads generally have a higher CPC (RM1–RM10+), while Facebook Ads offer a lower CPC (RM0.50–RM2.00) with a more affordable reach.
• Start with a test budget, split funds based on campaign objectives, invest in retargeting, and adjust based on performance for maximum ROI.

The Differences Between Google Ads and Facebook Ads and How They Work

Although both are top PPC ad platforms, Google Ads and Facebook Ads serve different purposes.

Facebook Ads (Meta Advertising) are ideal for promoting products that interest users but aren’t actively searched for, like the latest smartphone. In contrast, Google Ads work best for businesses offering services or products people actively search for, such as electricians or repair specialists.

Aspect	Google Ads	Facebook Ads
Advertising Model	Pay-per-click (PPC), where advertisers bid on keywords to appear in search results.	Audience-based advertising, where ads are shown based on user interests, demographics, and behaviors.
User Intent	Targets users actively searching for a product or service.	Targets users based on their online activity and interests, even if they’re not actively looking for a product.
Ad Placement	Google Search, Google Display Network (websites & apps), YouTube, and Google Shopping.	Facebook Newsfeed, Stories, Marketplace, Messenger, Instagram, and Audience Network.
Targeting Options	Keyword-based targeting, location, device, language, and remarketing.	Detailed audience targeting based on age, interests, behaviors, location, and past interactions.
Ad Formats	Search ads (text), Display ads (banners), Video ads (YouTube), Shopping ads (product listings).	Image ads, Video ads, Carousel ads, Collection ads, and Interactive ads (polls, lead forms).
Best For	Businesses that want immediate sales or leads from people actively searching. Ideal for high-ticket items, services, and B2B.	Businesses looking to build brand awareness, engage audiences, and promote visually appealing products (e.g., e-commerce, lifestyle brands).
Cost Structure	Charged per click (CPC) or per impression (CPM). Costs vary by industry and competition.	Charged per click (CPC), per impression (CPM), or per action (CPA). Generally lower CPC than Google Ads.

What are the Strengths & Advantages of Google Ads

Google Ads is a powerful platform for businesses targeting high-intent customers actively searching for products or services. Here are its key strengths:

1. Higher Intent-Based Targeting

Google Ads allows businesses to target users actively searching for specific products or services. This means your ad reaches people who are already interested, increasing the likelihood of conversions.

2. Strong Conversion Rates

Since users who click on Google Ads are already searching for a solution, they are more likely to take action, such as making a purchase, booking an appointment, or filling out a contact form. This results in a higher return on investment (ROI) compared to other ad platforms.

3. Large Reach via Google Display Network (GDN)

With access to over 2 million websites, YouTube, and apps, Google Display Ads help businesses increase brand awareness by displaying banners and video ads to potential customers even when they’re not actively searching.

4. Multiple Ad Types for Different Goals

Google Ads offers various ad formats to suit different business needs:

• Search Ads: Appear at the top of Google search results, ideal for capturing high-intent customers.
• Display Ads: Banner ads shown on websites and apps to boost brand awareness.
• Video Ads: Play before or during YouTube videos, great for storytelling and engagement.
• Shopping Ads: Feature product images, prices, and store names in search results, ideal for e-commerce.

5. Best for High-Ticket Products & Services

Industries such as B2B, finance, real estate, healthcare, and education benefit from Google Ads because potential customers are more likely to conduct detailed research before making a decision. Ads help these businesses stay visible at crucial decision-making moments.

6. Effective Remarketing & Retargeting

Google Ads allows businesses to reconnect with visitors who have previously interacted with their website but didn’t convert. Remarketing ads remind them about your business, increasing the chances of a future conversion.

Want to learn how to launch your first Google Ads campaign? Follow our step-by-step guide to set up your ads effectively.

When Should You Use Google Ads

Google Ads is ideal for businesses looking to generate leads, drive sales, and stay competitive in high-intent search markets seeking goods and services. 

These advertisements primarily target consumers in the purchase stage; thus, the most effective ad language will be succinct and straightforward, making it simple to contact or visit and emphasizing the apparent benefits of the brand’s product or service.

Wonder if Google Ads is right for your business? Check out these 12 key indicators to help you decide.

What are the Strengths & Advantages of Facebook Ads

Facebook Ads (Meta Advertising) is a powerful tool for businesses looking to build brand awareness, engage audiences, and drive conversions through highly targeted campaigns. Here’s why Facebook Ads can benefit your business:

1. Advanced Audience Targeting

Facebook’s data-driven targeting lets businesses reach users based on demographics, interests, behaviors, and past interactions. You can refine your audience by age, location, job title, hobbies, and online activities to ensure your ads reach the right people.

2. Advanced Audience Targeting

Facebook Ads allow businesses to showcase their products and services through high-quality images, videos, carousel ads, and interactive formats. These visually appealing ads help capture attention and drive engagement.

3. Advanced Audience Targeting

Facebook Ads generally have a lower cost-per-click (CPC) and cost-per-impression (CPM) than Google Ads, making them an affordable choice for businesses looking to increase visibility and attract potential customers.

4. Powerful Retargeting Capabilities

With Facebook’s Custom Audiences, businesses can retarget users who have visited their website, engaged with previous ads, or interacted with their brand on social media. This increases conversion chances by reminding interested users about your offerings.

5. Best for E-Commerce & B2C Brands

Facebook Ads work exceptionally well for e-commerce businesses, lifestyle brands, and B2C companies looking to showcase products to users who may not be actively searching but are likely to be interested based on their online behavior.

6. Seamless Integration with Instagram & Messenger

Facebook Ads extend beyond just the Facebook platform—they integrate with Instagram, Messenger, and Audience Network, allowing businesses to reach more potential customers across multiple platforms.

Curious about Instagram and Facebook Ads costs? Find out the estimated pricing, budget tips, and how to maximize your ad spend.

When Should You Use Facebook Ads

Facebook offers businesses a wide range of visually appealing and audience targeting options, enabling them to expose their products to the intended target population through text, images, and engaging video ads.

This approach helps to increase brand awareness, engage potential customers, and drive sales through visually appealing and highly targeted campaigns.

Not sure whether to choose Google Ads or Facebook Ads? Explore the pros and cons of each platform to find the best fit for your business!

Google Ads vs Facebook Ads: Which Ads Should You Use?

Choosing between Google Ads and Facebook Ads depends on your business goals, audience, and budget. Here are key factors to help you decide:

Factor	Consideration
Business Goals	Are you looking to drive immediate conversions, generate leads, or build long-term brand awareness?
Target Audience	Do your customers actively search for your product/service, or do they need to be introduced to it through engagement?
Industry Type	Is your business more suited for direct search-based advertising (e.g., services) or visual and interest-based targeting (e.g., retail and lifestyle)?
Budget & Cost Efficiency	What is your budget? Are you willing to invest in higher-cost, high-intent clicks, or do you prefer a lower-cost strategy for wider reach and engagement?
Ad Content & Format	Does your ad strategy rely on keywords and text-based search results, or do you require visual and interactive content to attract attention?
Sales Funnel Strategy	Do you need ads to target ready-to-buy customers, or is your goal to build awareness and nurture leads over time?

Many businesses find success by combining Google Ads and Facebook Ads—using Google Ads to capture high-intent buyers and Facebook Ads to build brand awareness and retarget potential customers.

Estimated Facebook and Google Ads Pricing in Malaysia

Understanding the costs of Google Ads and Facebook Ads is crucial for effective budget planning. Here’s a comparison of the estimated costs for both platforms in Malaysia:

Pricing Metric	Google Ads	Facebook Ads
Average Cost-Per-Click (CPC)	RM1 to RM5 for most industries; highly competitive industries may exceed RM10 or even RM20	RM0.50 to RM2.00 per click, depending on industry and competition.
Average Cost-Per-Thousand Impressions (CPM)	Varies widely	RM5 to RM20 per 1,000 impressions, depending on audience and ad placement.
Average Cost-Per-Action (CPA)	Global averages: $48.96 for search and $75.51 for display	Global average: $18.68
Daily Budget Recommendations	Starting from RM33 to RM200, adjustable based on campaign performance	Varies based on campaign objectives and audience size; typically lower than Google Ads.

7 Ways to Allocate Budget for Google Ads & Facebook Ads

A well-planned budget helps businesses maximize ROI from Google Ads and Facebook Ads. Follow these key strategies to distribute your ad spend effectively:

1. Define Your Goals – Focus on Google Ads for conversions and Facebook Ads for brand awareness and engagement.
2. Start with a Test Budget – Begin with RM1,000 – RM3,000/month, analyse performance, and adjust accordingly.
3. Split Budget Wisely – Allocate 70% for conversions (Google Ads) and 30% for brand awareness (Facebook Ads).
4. Monitor & Adjust – Track CPC, CPA, and ROI, shifting budget to the platform delivering better results.
5. Consider Industry Benchmarks – High-competition industries need higher Google Ads budgets, while Facebook Ads offer lower-cost reach.
6. Invest in Retargeting – Dedicate 10-20% of your budget to re-engage visitors and improve conversion rates.
7. Combine Both for Full Impact – Use Google Ads for high-intent searches and Facebook Ads for nurturing and brand recall.

Supercharge Your Business with Newnormz’s Expert Facebook & Google Ads Services

Newnormz helps businesses grow by expertly managing Facebook Ads and Google Ads (including Display Ads and Shopping Ads) campaigns. Whether you need high-converting search ads or engaging social media campaigns, our tailored strategies ensure maximum return on investment (ROI).

Service	What We Offer
Facebook Ads	Targeted campaigns to reach the right audience and boost engagement.
Engaging Visual Ads	Eye-catching image, video, and carousel ads to capture attention
Lead Generation & Retargeting	Capture leads and re-engage potential customers for higher conversions.
Google Search Ads	Appear at the top of search results when customers actively look for your products/services.
Google Display Ads	Visually appealing ads across millions of websites to increase brand visibility.
Google Shopping Ads	Showcase your products with images, prices, and reviews directly in Google Search.
Conversion-Driven Strategy	Optimize bids, keywords, and targeting to generate quality leads and sales.

With Newnormz, you get a strategic, results-driven approach to digital marketing. Here’s why businesses trust us:

• Customised Strategies – Tailored ad campaigns based on your business goals.
• Data-Driven Decisions – Continuous monitoring to maximise ROI.
• Full-Funnel Marketing – Seamlessly integrate Google & Facebook Ads for the best results.

Ready to boost your business with Facebook & Google Ads? Get a tailored strategy that delivers results.

Conclusion

Google Ads and Facebook Ads offer unique advantages, and the right choice depends on your business goals, audience, and budget. Google Ads is ideal for targeting high-intent users actively searching for your products or services, while Facebook Ads build brand awareness and engage potential customers.

For the best results, businesses can combine both platforms—using Google Ads for immediate conversions and Facebook Ads for retargeting and long-term engagement. Strategic budget allocation and continuous optimization are key to maximizing ROI.

At Newnormz, we specialize in crafting high-performing Facebook & Google Ads campaigns tailored to your business needs, including increasing traffic, generating leads, and driving sales.

Let’s take your business to the next level with a data-driven ad strategy! Contact us today and start seeing real results.