If you’ve ever wondered where to spend your advertising budget, Google Ads or Facebook Ads, you’re not alone. The debate over “Google Ads vs Facebook Ads” is one of the most discussed topics in digital marketing. Both platforms are powerful, both drive results, and both can grow your business when used strategically.
Understanding Google Ads and Facebook Ads
What Is Google Ads?
Google Ads is an intent-based advertising platform. It reaches users who are actively searching for your products or services. For example, when someone searches for “luxury hotel in Bangkok” or “romantic restaurant near me,” your ad can appear at the top of Google’s search results.
Google Ads includes:
- Search Ads: Text ads on Google’s search engine
- Display Ads: Visual banners on partner websites and apps
- YouTube Ads: Video campaigns across YouTube
- Performance Max Campaigns: AI-driven campaigns using multiple channels
In short, Google Ads is ideal for capturing high-intent users who are ready to take action, making it a top choice for hotels, spas, and local service providers that need direct inquiries or bookings fast.
What Is Facebook Ads?
Facebook Ads, which also includes Instagram, focuses on interest-based advertising. Instead of targeting users who are already searching, Facebook introduces your brand to new audiences who match your ideal customer profile.
For example, a traveler scrolling through Instagram might see a stunning photo of your beachfront villa, and start dreaming about a holiday they hadn’t considered yet.
Facebook Ads are known for:
- Precise audience targeting (interests, behaviors, and demographics)
- Creative ad formats (images, videos, Reels, and carousels)
- Strong retargeting capabilities (re-engaging website visitors)
Facebook is ideal for building awareness, nurturing relationships, and inspiring users through storytelling.
Key Differences: Google Ads vs Facebook Ads
| Feature | Google Ads | Facebook Ads |
|---|---|---|
| User Intent | Active – users search for what they need | Passive – users discover new brands |
| Ad Type | Text, display, video, shopping | Image, video, stories, carousel |
| Targeting | Keywords, demographics, location | Interests, lookalikes, behavior |
| Goal | Capture existing demand | Create new demand |
| Conversion Cycle |
Short and direct | Longer and nurturing |
| Best For | Hotels, spas, service-based businesses | Restaurants, lifestyle brands, travel companies |
Both platforms serve unique purposes. Google Ads captures demand, while Facebook Ads generates it, and together, they form a complete digital marketing funnel.
Choosing Between Google Ads and Facebook Ads
Choose Google Ads if
- You want to generate direct bookings or leads quickly
- You have search volume for your services (e.g., “hotel near Suvarnabhumi Airport”)
- You prefer measurable ROI through clicks and conversions
- You want to reach users ready to buy or book
Choose Facebook Ads if:
- You want to build brand awareness and tell your story visually
- You’re launching seasonal offers, promotions, or new experiences
- You aim to retarget visitors who didn’t complete a booking
- You want to increase social engagement and grow your online following
In reality, it’s not about Google Ads vs Facebook Ads, the most successful brands use both. Google Ads works best for users ready to take action, while Facebook Ads builds the emotional connection that gets them there.
Real Example: How Hospitality Brands Use Both
Let’s imagine a boutique hotel campaign:
- Facebook Ads target travelers interested in luxury stays, showcasing your rooms, spa, and dining experience.
- Potential guests visit your website but don’t book immediately.
- A few days later, Google Ads captured those same users when they searched “best boutique hotels in Bangkok.”
- The result? You’ve reached them at every stage from discovery to decision.
Restaurants and cafes can apply the same logic: use Facebook Ads to showcase mouthwatering dishes and atmosphere, then Google Ads to capture high-intent searches like “romantic dinner near me.”
Frequently Asked Questions (FAQ)
Is Google Ads more effective than Facebook Ads?
Which is cheaper: Google Ads or Facebook Ads?
How long does it take to see results?
Can I run both Google Ads and Facebook Ads at once?
Do Google Ads or Facebook Ads work better for hotels and restaurants?
Final Thoughts
The Google Ads vs Facebook Ads debate isn’t about choosing one over the other, it’s about understanding how each platform supports your digital marketing strategy.
- Use Google Ads to reach guests who are ready to book.
- Use Facebook Ads to inspire those who don’t yet know you.
Together, they create a powerful system that attracts, nurtures, and converts customers at every stage of their journey.
At BFound Digital, we specialize in building full-funnel campaigns that combine creativity and performance. Whether you’re a boutique hotel, restaurant, or wellness spa, our team can help you run smarter, more profitable ads across both platforms.
