Facebook Ads vs Google Ads: Which is Better for Ecommerce in 2024?

# 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 ₹15L+ 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

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✅ Choose Google Ads if:

- You sell products people actively search for
- You have a limited budget (₹20,000-50,000/month)
- You need immediate results
- Your products have good search volume
- You want predictable, scalable results

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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.

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Google Ads Disadvantages:

Higher Competition
Popular keywords are expensive (₹50-200+ 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

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✅ Choose Facebook Ads if:

- You sell impulse-buy products
- You have great visual content (photos/videos)
- Your target audience is active on social media
- You want to build brand awareness
- You have a bigger budget (₹50,000+ monthly)

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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.

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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

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Fashion & Apparel
Winner: Facebook Ads
- Visual products perform well
- Impulse purchases common
- Lifestyle targeting works great

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Electronics & Gadgets
Winner: Google Ads
- People research before buying
- High search volume for product names
- Comparison shopping is common

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Home & Garden
Winner: Both
- Google for specific items ("buy garden hose")
- Facebook for inspiration and lifestyle content

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Beauty & Skincare
Winner: Facebook Ads
- Visual before/after content works well
- Influencer partnerships common
- Strong community aspect

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B2B Products
Winner: Google Ads
- Decision makers search for solutions
- Longer sales cycles benefit from search
- Professional targeting on LinkedIn (not Facebook)

Cost Comparison (Indian Market)

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Google Ads Average Costs:
- CPC: ₹15-150 (varies by industry)
- Conversion Rate: 2-5%
- Cost Per Sale: ₹300-1,500

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Facebook Ads Average Costs:
- CPC: ₹5-50
- Conversion Rate: 1-3%
- Cost Per Sale: ₹200-800

*Note: These are averages. Your results will vary based on targeting, creative, and optimization.*

Real Case Studies

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Case Study 1: Mumbai Jewelry Store

Google Ads Results (3 months):
- Spend: ₹1.5L
- Revenue: ₹6.2L
- ROAS: 4.1x
- Avg Order Value: ₹3,200

Facebook Ads Results (3 months):
- Spend: ₹1.5L
- Revenue: ₹4.8L
- ROAS: 3.2x
- Avg Order Value: ₹2,400

Winner: Google Ads (higher intent for jewelry purchases)

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Case Study 2: Delhi Fashion Brand

Google Ads Results (3 months):
- Spend: ₹2L
- Revenue: ₹5.4L
- ROAS: 2.7x
- Avg Order Value: ₹1,200

Facebook Ads Results (3 months):
- Spend: ₹2L
- Revenue: ₹8.1L
- ROAS: 4.05x
- Avg Order Value: ₹950

Winner: Facebook Ads (visual products, younger audience)

The Winning Strategy: Use Both

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The Full-Funnel Approach:

Facebook Ads (Top of Funnel)
- Build awareness with video ads
- Target broad interests
- Collect email addresses
- Retarget website visitors

Google Ads (Bottom of Funnel)
- Capture high-intent searches
- Target your brand name
- Retarget Facebook traffic
- Focus on conversion campaigns

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Budget Allocation:
- 60% Google Ads (immediate ROI)
- 40% Facebook Ads (long-term growth)

*Adjust based on what works better for your business.*

Platform-Specific Best Practices

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Google Ads Optimization:

Campaign Structure:
- Separate campaigns by product category
- Single keyword ad groups (SKAG)
- Use all match types strategically

Ad Copy:
- Include prices in headlines
- Highlight unique selling points
- Strong call-to-actions
- Use ad extensions

Landing Pages:
- Match ad copy to page content
- Fast loading speed
- Clear purchase path
- Mobile optimized

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Facebook Ads Optimization:

Creative Strategy:
- Test video vs image ads
- User-generated content performs well
- Keep text under 20% of image
- Refresh creative every 3-5 days

Targeting:
- Start broad, let Facebook optimize
- Use lookalike audiences
- Retarget website visitors
- Exclude existing customers from acquisition campaigns

Campaign Types:
- Traffic campaigns for awareness
- Conversion campaigns for sales
- Catalog campaigns for retargeting

Tracking and Attribution

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Google Ads Tracking:
- Google Analytics 4
- Google Ads conversion tracking
- Enhanced ecommerce tracking
- Call tracking for phone orders

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Facebook Ads Tracking:
- Facebook Pixel (limited post-iOS 14.5)
- Conversions API for server-side tracking
- UTM parameters for attribution
- First-party data collection

Common Mistakes to Avoid

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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

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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

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Start with Google Ads if:
- Monthly budget under ₹50,000
- Need immediate results
- Sell products people search for
- Limited time for creative production
- Want predictable scaling

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Start with Facebook Ads if:
- Monthly budget over ₹50,000
- Have great visual content
- Sell impulse-buy products
- Want to build brand awareness
- Have time for creative testing

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Use Both if:
- Monthly budget over ₹1,00,000
- Want maximum market coverage
- Have resources for both platforms
- Serious about long-term growth

Your Action Plan

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Month 1: Foundation
- Set up proper tracking on both platforms
- Create 3-5 Google Ads campaigns
- Launch 2-3 Facebook Ads campaigns
- Allocate 70% budget to Google, 30% to Facebook

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Month 2: Optimization
- Analyze performance data
- Pause underperforming campaigns
- Scale winning campaigns
- Adjust budget allocation based on results

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Month 3: Scaling
- Expand successful campaigns
- Test new audiences/keywords
- Implement full-funnel strategy
- Plan for long-term growth

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:
- Platform recommendation based on your business
- Budget allocation strategy
- Campaign setup plan
- Expected ROI projections

[Book your free strategy session] - Limited spots available.