How Facebook Advertising Performs vs. Google Ads in 2025?

Ever asked yourself, “Should I invest in Facebook Ads or Google Ads?”
This is a question that many business owners in Sydney are asking since the evolution of Google search.

Are ads still relevant? Should I switch to Facebook Ads if Google is changing?

At Digital Impact Guru, we’ve been in the business for 17+ years now. We have seen all the trends shift, patterns die and rise, and today, we know exactly what works and what doesn’t.

Most Sydney business owners want to squeeze the most value out of their marketing budget (and we do too!) So, before we drill down into the details, let’s keep this in mind: both platforms work in entirely different ways.

With Google Ads, you can reach people who are actively searching for what you sell right now. But Facebook Ads allow you to reach people who aren’t searching but who fit your target audience’s profile.

In a collaboration, you cover the entire customer journey, from curious passersby to ready-to-buy customers.

Let’s get to the bottom of this now.

What You’ll Learn in This Blog:

• The main difference between Facebook Ads and Google Ads
• How each platform targets your customers
• Why Google Ads deliver high-intent traffic that converts fast
• How Facebook ads help your business build awareness and nurture your target audience
• Step-by-step guidance to integrate both platforms and maximise ROI

What’s the Main Difference Between Facebook Ads and Google Ads?

Facebook Ads create demand, while Google Ads capture demand.

On Facebook, your business reaches people based on their demographics, interests, behaviours, and the type of content they consume. This is the initial phase of their customer journey, also known as the awareness stage in a sales funnel.

This means it captures top-of-the-funnel audiences and is great for building connections, brand storytelling, discovery, and keeping your brand top of mind before a purchase intent emerges.

On the contrary, if someone searches for “digital marketing expert in Sydney” on Google, your ad will appear and capture that customer at the bottom of the funnel. This shows that Google Ads are perfect for people who are ready to purchase and need a quick fix.

Customer Journey on Both Platforms

• On Facebook, you’re catching people mid-scroll, planting a seed of awareness in their minds, and subconsciously building their interest in your product/service.
• On the other hand, on Google, you get high-intent buyers who are ready to make a purchase immediately.

When you combine these two processes wisely, you can cover your entire marketing journey, from awareness to consideration to conversions.

Let’s Analyse Performance and Costs

Let’s do a quick comparison:

• In 2025, the average cost-per-click is significantly lower on Facebook than on Google
• According to Shopify, Facebook Ads average $1.72 per click, compared to Google Ads at $5.26, based on the niche
• Swydo reports that Google’s cost-per-click typically falls between $1 and $3, while Facebook’s ranges from about $0.50 to $1.50

The reality is that even though Google Ads costs more, they are the real moneymakers for your business.

Strengths of Google Ads

Google Ads is your go-to when you want to connect with people who are ready to act right now. It works beautifully for things like last-minute promotions, appointment bookings, event sign-ups, local services, and direct product sales.

It delivers results quickly, you can track everything, and it places your business right where high-intent customers are looking.

According to Simply Be Found, the average cost-per-click across all industries in 2024 was $4.66. Although this can vary depending on your industry and the competitiveness of your keywords.

Strengths of Facebook Ads

Facebook Ads stand out in precision targeting and visually telling your brand’s story, all while keeping costs low.

According to WebFX, on average, you can expect to pay $0.26 to $0.30 per click, $1.01 to $3.00 for every 1,000 impressions, $0.01 to $0.25 per reaction, and $0.01 to $5.00 per app install.

This platform is a fantastic tool for discovery, brand building, and nurturing long-term interest with creative, engaging content (even if the sale doesn’t happen right away).

Why Your Sydney Business Needs Both?

Running your business only on Google Ads might bring in sales today. But would your audience remember your name when you’re not showing in the top sponsored results?

On the flip side, relying on Facebook Ads can get your name out there, but may fail to capture those ready-to-buy moments. That’s why, in 2025, you need Facebook ads to build connections, be memorable, nurture your leads, and stay in front of your ideal customer.

While everything else unfolds, you need Google Ads to generate regular sales from these nurtured Facebook leads.

How to Make Facebook Ads and Google Ads Work Together

The most effective strategy we’ve seen work for our clients is keeping brand messaging consistent across both platforms.

• Use Facebook Ads to tell your brand story in a way that connects deeply with your audience and makes your business instantly recognisable
• Keep your offers simple, clear, and easy to act on
• Retarget people who engaged with your Facebook Ads through Google Display Ads, and do the same the other way around, so you guide them naturally toward taking action
• Work with your digital marketing team to plan budgets based on funnel stages, using Facebook to build awareness and nurture relationships, and Google to capture quick, high-intent conversions
• Keep an eye on performance with integrated analytics so you can see exactly how people are moving through their journey and measure the full impact of your campaigns

Conclusion

Google Ads is like a high-speed express train that drives immediate results. Facebook Ads is a scenic route that builds awareness and relationships.

Paid search and paid social used together create a marketing engine that guides customers from discovery to purchase and keeps them coming back for more.

Ready To Grow Your Business?

At Digital Impact Guru, we take your business from invisible to unforgettable. With our extensive experience in Google Ads and Facebook Ads, we understand the tried-and-true principles of marketing and pair them with the latest digital strategies of 2025.