Facebook Ads vs Google Ads: Which is Better for Ecommerce in 2024?
This is the question every ecommerce business owner asks: Should I invest in Facebook Ads or Google Ads?
After managing ā¹15L+ across both platforms for 50+ ecommerce businesses, I'll give you the definitive answer.
The short answer: You need both, but start with Google Ads if you can only choose one.
Here's why, and how to decide what's right for your business.
The Fundamental Difference
Google Ads = Demand Capture
People search for what they want to buy. You capture existing demand.
Facebook Ads = Demand Creation
You show products to people who might be interested. You create new demand.
When to Choose Google Ads
ā Choose Google Ads if:
Google Ads Advantages:
Higher Purchase Intent
When someone searches "buy leather wallet online," they're ready to purchase.
Faster Results
You can get sales within 24-48 hours of launching campaigns.
Easier to Scale
More budget = more traffic (if campaigns are optimized).
Better for High-Ticket Items
People research expensive purchases on Google.
Google Ads Disadvantages:
Higher Competition
Popular keywords are expensive (ā¹50-200+ per click).
Limited Audience Growth
You're restricted to people already searching.
Requires SEO Knowledge
Keyword research and optimization skills needed.
When to Choose Facebook Ads
ā Choose Facebook Ads if:
Facebook Ads Advantages:
Advanced Targeting
Target by interests, behaviors, demographics, and custom audiences.
Visual Storytelling
Perfect for products that look good in photos/videos.
Viral Potential
Good ads get shared, increasing organic reach.
Lower Cost Per Click
Generally cheaper clicks than Google Ads.
Retargeting Power
Excellent for following up with website visitors.
Facebook Ads Disadvantages:
Lower Purchase Intent
People aren't actively looking to buy.
Platform Dependency
Algorithm changes can kill your campaigns overnight.
Creative Fatigue
Ads stop working after 3-7 days, need constant refresh.
iOS 14.5 Impact
Tracking became less accurate, affecting optimization.
Platform Comparison by Industry
Fashion & Apparel
Winner: Facebook Ads
Electronics & Gadgets
Winner: Google Ads
Home & Garden
Winner: Both
Beauty & Skincare
Winner: Facebook Ads
B2B Products
Winner: Google Ads
Cost Comparison (Indian Market)
Google Ads Average Costs:
Facebook Ads Average Costs:
Note: These are averages. Your results will vary based on targeting, creative, and optimization.
Real Case Studies
Case Study 1: Mumbai Jewelry Store
Google Ads Results (3 months):
Facebook Ads Results (3 months):
Winner: Google Ads (higher intent for jewelry purchases)
Case Study 2: Delhi Fashion Brand
Google Ads Results (3 months):
Facebook Ads Results (3 months):
Winner: Facebook Ads (visual products, younger audience)
The Winning Strategy: Use Both
The Full-Funnel Approach:
Facebook Ads (Top of Funnel)
Google Ads (Bottom of Funnel)
Budget Allocation:
Adjust based on what works better for your business.
Platform-Specific Best Practices
Google Ads Optimization:
Campaign Structure:
Ad Copy:
Landing Pages:
Facebook Ads Optimization:
Creative Strategy:
Targeting:
Campaign Types:
Tracking and Attribution
Google Ads Tracking:
Facebook Ads Tracking:
Common Mistakes to Avoid
Google Ads Mistakes:
1. Using only broad match keywords
2. Not adding negative keywords
3. Ignoring Quality Score
4. Poor landing page experience
5. Not testing ad copy
Facebook Ads Mistakes:
1. Targeting too narrow audiences
2. Not refreshing creative regularly
3. Ignoring ad frequency
4. Poor creative quality
5. Not setting up proper tracking
Making Your Decision
Start with Google Ads if:
Start with Facebook Ads if:
Use Both if:
Your Action Plan
Month 1: Foundation
Month 2: Optimization
Month 3: Scaling
Need Help Choosing the Right Platform?
Confused about which platform to prioritize? I offer free strategy sessions where we'll analyze your business and create a custom advertising plan.
What you'll get:
[Book your free strategy session] - Limited spots available.
