Facebook Ads vs. Google Ads: Key Stats Compared

Introduction

In the ever-evolving world of digital marketing, choosing the right advertising platform can make or break your campaign. **Facebook Ads** and **Google Ads** have emerged as titans of the industry, each flaunting their unique strengths and capabilities. As of **2024**, Meta Platforms, Inc., which owns Facebook, reported an astonishing **USD 160.63 billion in advertising revenue**, a whopping **96%** of its total income. This allows Facebook to connect with around **2.28 billion users**, making up **35.3%** of the global population aged 13 and older.

In the other corner, we have **Google Ads**, a product of Alphabet Inc., claiming a far larger slice of the global digital advertising pie at **28%** compared to Facebook’s **23%**. This dominance springs from its extensive reach through robust search and video ad platforms, catering to a diverse array of industries and markets.

When it comes to costs, Facebook Ads clocks in an average cost per click (CPC) at **USD 1.88**, while Google Ads demands a steeper **USD 4.66**. Interestingly, the average cost per lead (CPL) for Facebook Ads hovers around **USD 21.98**. On the ROI front, Google’s prowess shines through with advertisers reaping approximately **USD 8 for every USD 1** invested, compared to Facebook Ads’ ROI ranging from **3:1** to **4:1**.

These statistics illustrate the unique benefits of each platform: while Facebook Ads accumulate intricate audience segmentation and encourage social interactions—ideal for brand awareness—Google Ads harness active search intent, yielding higher ROI for businesses eager to reach users primed for purchasing decisions.

Editor’s Choice

• According to AgencyAnalytics, the median CPC for Facebook Ads rests at **$0.29**, in contrast to Google Ads’ median of **$1.66**, which can fluctuate based on industry.
• As per McDougall Interactive, Google Ads boast an average click-through rate (CTR) of **5.06%**, dwarfing Facebook’s **0.90%**.
• DesignRush indicates that the average cost per action (CPA) on Facebook Ads is **$18.68**.
• Insights from Evolving Digital highlight the remarkable ROI Facebook Ads can generate, especially in **eCommerce** and **lead-generation**, with some businesses achieving returns upwards of **400%**.
• According to AW Digital Marketing, the average conversion rate for Facebook Ads is noted at **9.21%**, while Google Ads average **3.75%**.
• DesignRush points out that a staggering **96%** of brands have invested in Google Ads, showcasing its widespread acceptance among marketers.
• AgencyAnalytics revealed that Google’s CPC in the finance and insurance sector is **$5.64**, while the highest CPC for Facebook Ads is **$1.89**.
• Evolving Digital observes that most businesses allocate between **$100** and **$500** monthly on Facebook Ads, though expansive campaigns can exceed **$3,000** monthly.
• DesignRush notes that the first position in Google search results garners an impressive CTR of **7.94%**, while the average CTR on the search network stands at **3.17%**.
• As per McDougall Interactive, although Google Ads generate more clicks, Facebook Ads often achieve better conversion rates for specific campaigns.

Types of Facebook Ads and Google Ads

By Global Market Analysis

• As highlighted by WebFX, Google Ads reportedly reaches **90%** of Internet users, whereas Facebook captures about **51%**.
• According to Evolving Digital, Google handles over **8.5 billion searches** daily, while Facebook boasts around **3 billion** monthly active users.
• WebFX indicates the average CPC for Google Ads is **$2.69**, contrasting sharply with Facebook’s **$0.97**.
• Evolving Digital also reports, Google Ads deliver an average ROI of **200%**, equating to **$2 earned for every $1** spent, compared to Facebook Ads which can achieve up to **400%** ROI.
• Serpstat highlights that **52%** of advertisers observe greater engagement with facebook ads, while **45%** favor Google Ads for this purpose.
• WebFX points out that Google Ads boast an average CTR of **3.17%**, while Facebook Ads hover around **0.90%**.
• According to Matt Ward Marketing, Google owns approximately **28%** of the global digital ad market share, leaving Facebook at around **23%**.
• Digital School Delhi chronicles that in **2023**, Facebook Ads generated **$114.93 billion** in global ad revenue, while Google Ads amassed **$224.47 billion**.
• Evolving Digital unveils that Facebook Ads embody an average CPL of **$6.49**, with engagement costs spanning **$0.01 to $0.25** per interaction.
• The average CPA for Google Ads is reported as **$48.96** for search and **$75.51** for display ads, while Facebook Ads stand at **$18.68**.
• Swydo reported that **2024** witnessed global digital ad spending upwards of **$740 billion**, with Google and Facebook collectively contributing to **$373.5 billion**, signifying more than **50%** of the total market.
• According to Evolving Digital, while small businesses dive into Google Ads with budgets of **$1,000 – $3,000** per month, most allocate between **$100 – $500** monthly for Facebook Ads.
• As recommended by Swydo, a harmonious strategy would be using Google Ads to attract high-intent traffic and Facebook Ads for retargeting efforts, thereby maximizing your ROI.

(Source: webfx.com)

By User Base and Demographics

Facebook Ads

• According to analyses from Meta Investor Relations, as of April **2024**, Meta boasts **2.96 billion** monthly active users.
• In Q1 **2025**, Facebook tallied **1.93 billion** daily active users.
• The Data Portal report indicates that most users fall between the ages of **18** and **34**.
• The platform claims a **54%** majority female user base.
• Predominantly popular in **North America**, **Latin America**, and the **Asia-Pacific regions**.

Google Ads

• Statista notes that Google captured **79.1%** of the global online search engine market by March **2025**, holding **92%** of search engine share in **2024**.
• Globally, Google manages over **3.5 billion** searches daily.
• Reports from the Data Portal suggest Google Ads cater primarily to users aged **25 to 44**.
• The gender distribution remains relatively balanced: **52%** male and **48%** female.
• Google Ads enjoys a strong presence in **North America**, **Europe**, and **Asia**.

By Cost and Value Comparison

• Swydo reports that the average CPC on Google Ads ranges between **USD 1** and **USD 3**, with some industry rates skyrocketing above **USD 50** in sectors like legal and insurance.
• Meanwhile, Facebook Ads maintain their CPC between **USD 0.50** and **USD 1.50**.
• Notably, the minimum budget for starting a Google Ads campaign falls between **USD 500** to **USD 1,000** monthly, whereas Facebook Ads can be launched for as little as **USD 5** to **USD 10** daily.
• According to Return on Ad Spend (ROAS) metrics, Facebook Ads typically expect higher ROAS for well-optimized direct-response campaigns, while Google Ads consistently yields higher ROAS for retargeting and brand-building efforts.
• Google Ads excel in scaling with consistent search demand, while Facebook Ads thrive through audience expansion and creative experimentation.
• AgencyAnalytics states that a typical monthly budget for Google Ads runs at approximately **USD 1,069.36**.
• Conversely, businesses generally allocate about **USD 763.88** per month for Facebook Ads across diverse sectors.
• WordStream highlights that Facebook Ads carry an average CTR of **3.17%**, compared to Google Ads’ **0.90%**.
• Moreover, average conversion rates reveal Facebook Ads at **9.21%**, while Google Ads linger at **2.35%**.
• The cost for customer acquisition stands at **USD 18.68** for Facebook Ads and **USD 48.96** for Google Ads.

By Performance and Reliability

• Both Facebook Ads and Google Ads flaunt an uptime reliability of **99.9%**.
• Operating predominantly through cloud-based services, local device performance remains minimal while heavily relying on browser/app efficiency.
• While Facebook Ads have weathered occasional outages and reported minor instabilities during major updates, Google Ads maintain a stellar uptime reputation with virtually no significant disruptions.
• G2.com reviews note that Google Ads score an average of **4.2 out of 5** for ease of use and performance satisfaction, whereas Facebook Ads score close to **4.0 out of 5**.

Targeting Approaches Comparison

Combination of Facebook Ads vs. Google Ads Statistics by Industries

In E-Commerce:

• The analysis by Swydo reveals that Google Ads target audiences through highly searched keywords, leading to a **30% increase** in new visitors, with an average CPC rising to **USD 2.50**.
• On the other hand, Facebook Ads serve as a second push for users who browsed Google Ads but didn’t purchase, resulting in a **20% uptick** in conversion rates through personalized campaigns.
• Together, both platforms can uplift sales by **45%** while diminishing overall CPC by **15%**.

In Local Restaurants:

• Facebook Ads effectively promote seasonal menus to users who have recently engaged with restaurant-related content.
• Meanwhile, Google Ads capitalize on high-intent search phrases such as “romantic dining spots” or “best restaurant near me,” driving nearly **25 new reservations** each month at a CPC of **USD 3**.
• Both platforms contribute to **30%** of new reservations and enhance brand awareness by **20%**.

In a SAAS Company:

• Google Ads focus on high-intent search queries like “best project management software” which leads to a **10% increase** in CPC, reaching towards **USD 10**.
• Conversely, Facebook Ads creatively retarget leads with offers of free trials and discounts, boosting trial sign-ups by **25%**.
• Collectively, these strategies yield a **50% improvement** in conversions while trimming lead costs by **10%**.

By Industry-Wise Cost Per Click

(Source: agencyanalytics.com)

• As of February **2025**, Facebook Ads remain less expensive per click than Google Ads, with a typical CPC around **USD 0.29**.

(Source: agencyanalytics.com)

• According to this graphical analysis, the average price per click for Google Ads over the same period is **USD 1.66**.

Strengths and Advantages

Consequences of Facebook Ads vs. Google Ads

Factors Determining When to Select Facebook Ads or Google Ads

Conclusion

In conclusion, both **Google Ads** and **Facebook Ads** offer distinct advantages that can serve different business goals. **Google Ads** shines in reaching individuals ready to buy through its capability to connect with billions of users engaged in daily searches. In contrast, **Facebook Ads** excel in brand visibility, enabling fine-tuned audience targeting based on preferences, behavior, and demographics.

This comprehensive analysis elucidates the tools available to enhance your campaigns. Understanding which platform best aligns with your business model and budget is imperative in the quest for digital marketing success.