industry10 min read
Facebook Ads vs Google Ads: Where Should You Invest in 2025?
A data-driven comparison of Meta and Google advertising platforms. Learn which platform is best for your business based on industry, goals, and budget.
Emily Watson
Marketing Director | January 3, 2025
The Eternal Question
"Should we focus on Facebook or Google?"
In 2025, with both platforms more sophisticated than ever, the answer depends on your specific situation.
Platform Comparison
Meta Ads (Facebook & Instagram)
Strengths:- 3.8 billion monthly active users
- Advanced AI-powered Advantage+ campaigns
- Best-in-class visual creative formats
- Strong for brand building
- iOS 14.5+ attribution challenges
- Higher CPMs in competitive niches
Google Ads
Strengths:- Captures high-intent search traffic
- More predictable, stable performance
- Better attribution and measurement
- High CPCs in competitive industries
- Limited creative flexibility
Data-Driven Comparison
| Industry | Meta ROAS | Google ROAS | Winner |
|---|---|---|---|
| E-commerce | 3.2x | 2.8x | Meta |
| SaaS B2B | 2.1x | 3.5x | |
| Mobile Apps | 2.8x | 2.4x | Meta |
| Local Services | 2.5x | 4.2x |
The Modern Approach
Use both platforms strategically:
- Top of Funnel: Meta for awareness
- Bottom of Funnel: Google for conversions
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