Hello! I am Misael Echeverría, Search Engine Marketing Lead here at WeLoveWeb. If you have reached this article, you are likely facing the dilemma that keeps thousands of entrepreneurs and marketing directors awake every morning: Should I put my money into Google or Meta’s networks?
I have spent years analyzing data, burning the midnight oil in front of control panels and, above all, seeing how the return on investment (ROI) fluctuates on both channels. I will tell you now: there is no “one-size-fits-all” answer. What works for a handmade sock shop in Madrid could be a disaster for a technology consultancy in Barcelona. In this guide, we are going to break down the Google Ads vs. Facebook Ads comparison with the honesty that characterizes us at WeLoveWeb, so you can stop “trying your luck” and start investing wisely.
Google Ads vs. Facebook Ads: The battle of intent versus interruption
To understand which one suits you best, we must first understand user psychology. It is what we call the mindset in marketing.
Google Ads: Intent marketing
When someone goes to Google and types “buy running shoes,” they already have their wallet in hand. Google Ads is based on search intent. The user knows what they want and is looking for you (or your competition). According to Statista data on digital advertising, Google continues to dominate the global search market precisely because of this ability to connect immediate needs with direct solutions.
Facebook Ads: Interruption marketing
In contrast, nobody goes to Facebook or Instagram to look for an emergency plumber. We log on to see what our cousin had for dinner or to entertain ourselves with reels. Facebook Ads is based on consented interruption. here, we seek out the user based on their interests, behaviors, and demographics. It is the ideal place to generate demand, not to capture it. As the Hootsuite social trends report points out, product discovery through social media continues to grow, especially among younger generations who use these platforms as visual storefronts.
When does Google Ads win? (And why we love it at WeLoveWeb)
If your business offers a service of immediate need or a product with high search demand, Google is your best ally. In my daily work as a Google Ads agency in Spain, I see that B2B sectors, professional services (lawyers, locksmiths, clinics), and high-ticket products usually perform better here.
Why? Because of lead quality. A click on Google is usually more expensive than on Facebook, but that user is much closer to the final conversion. If you sell something that people already know exists and they search for it by name or function, do not give it a second thought.
Tools you should use to audit Google Ads
If you already have active campaigns that are not performing, check this before jumping to Facebook:
- Google Keyword Planner: Are you bidding on words with purchase intent or just informational ones?
- Search terms report: Look at what the money is actually being spent on. If you sell “leather shoes” and you appear for “how to clean leather shoes,” you are wasting your budget.
- Quality Score: If your landing page does not match your ad, Google will penalize you by charging you more for each click.
When is Facebook Ads the undisputed king?
Facebook (or Meta Ads, to be precise) is a different beast. Its targeting capability is, despite privacy restrictions in recent years, amazing. Facebook Ads wins when your product is visually appealing or when you are creating a new category.
If you have just launched a sustainable fashion brand and nobody is looking for you because nobody knows you, Google will not be of much use. Instead, on Instagram you can show an incredible video of your processes, target people interested in “sustainability” and “ethical fashion,” and generate that desire that did not exist before. The key here is creativity. In the Google Ads vs. Facebook Ads comparison, Facebook requires ten times more creative effort. A static, boring ad on Facebook is money thrown down the drain. You need stop-scrollers: images or videos that make the user stop their thumb.
Technical comparison: CPC, CTR, and Conversion Rate
I know you like numbers. Let’s look at some general averages we handle in the sector (although, I insist, they vary by niche):
| Metric | Google Ads (Search) | Facebook Ads |
| User intent | Very high | Low / Medium |
| Cost Per Click (CPC) | Generally higher | Generally lower |
| Click-Through Rate (CTR) | High (2% – 5%) | Low (0.5% – 1.5%) |
| Ease of scaling | Limited by search volume | Very high (you can reach millions) |
| Main format | Text / Shopping | Image / Video / Reels |
A critical point we often discuss in our strategic meetings at WeLoveWeb is the issue of attribution. Nielsen has published various studies on media effectiveness, highlighting that success does not always happen on the last click. Often, a user sees your ad on Facebook (discovery phase) but does not buy. Days later, they search for you on Google and convert. If you only look at Google, you will think Facebook is not working. Beware of that trap!
The importance of a Google Ads agency in Spain in 2026
With the arrival of generative Artificial Intelligence and automated campaigns like Google’s Performance Max, the game has changed. It is no longer enough to choose four keywords and wait. Now, the algorithm needs quality “fuel”: real conversion data, precise audience signals, and powerful creative assets.
Trusting a Google Ads agency in Spain allows you to delegate that technical part that becomes obsolete every three months. At WeLoveWeb, we ensure the algorithm works for you and not the other way around. It is not just about setting up the campaign, but about understanding the local market, the competition, and the specific consumption habits of our country.
E-E-A-T in your campaigns: Generating real trust
For your Google Ads vs. Facebook Ads strategy to succeed, you must demonstrate that you are an expert in what you do. Here are three practical tips to apply today:
- Use trust extensions in Google: Add customer reviews, physical location, and certifications. Google values transparency.
- On Facebook, use user-generated content (UGC): Nothing builds more trust than seeing another real person using your product. It is the ultimate social proof.
- Optimize your website speed: If your ad is perfect but your website takes 10 seconds to load, you will have lost money and the trust of the user (and Google).
The hybrid approach: The best of both worlds
If you have enough budget, the answer to Google Ads vs. Facebook Ads is: Both.
Imagine this workflow that we usually implement for our most successful clients:
- Attraction: We use Facebook and Instagram Ads so people get to know the brand.
- Capture: We appear on Google when those same people, already interested, search for our product or the competition’s.
- Closing (Retargeting): If someone visited the website but did not buy, we show them a personalized ad on Facebook with a testimonial or a last-minute offer.
This virtuous circle is what really skyrockets ROI.
Shall we talk about your results?
At WeLoveWeb, we know that managing all this can be a nightmare if you have a business to run. That is why we specialize in taking that weight off your shoulders. We are not just a marketing agency: we are your digital growth department.
Do you want us to analyze your current Google Ads account or design your first Facebook strategy? You are one click away from stopping guessing and starting winning. Visit our Google Ads service and tell us about your project. We would be delighted to invite you to a coffee (virtual or in-person) and see how we can make your investment truly profitable.
Frequently Asked Questions (FAQ): Google Ads vs. Facebook Ads
Generally, the cost per click (CPC) is lower on Facebook Ads. However, “cheap” is relative: if on Facebook you pay €0.20 for a click that does not buy, and on Google you pay €2 for a click that does buy, Google turns out to be the more profitable investment for your business.
Absolutely! Although LinkedIn is usually the preeminent network for B2B, Facebook and Instagram are very effective for retargeting executives who have already visited your website or for targeting specific roles and sectors more economically.
There is no official minimum, but to obtain statistically relevant data, we recommend starting with at least €15-€20 per day per platform. Less than that will make it difficult for the learning algorithms of Google Ads vs. Facebook Ads to exit the learning phase.
For direct sales of visual or impulse products, Facebook and Instagram usually win. However, Google Shopping is a brutally effective tool that you cannot ignore, as it shows the product and price directly in the search results.
In Google Ads (Search), it is essential to have a quality landing page. In Facebook Ads, you can use “Instant Forms” for potential customers without leaving the platform, although we always recommend having your own website to control the entire user experience and generate more trust.
