Facebook Ads vs. Google Ads Statistics – Which Is Better? (2025)

Introduction

Facebook Ads vs. Google Ads Statistics: ​In 2024, Facebook Ads and Google Ads remained dominant forces in the digital advertising landscape, with each platform offering distinct advantages. Meta Platforms, Inc., the parent company of Facebook, reported approximately USD 160.63 billion in advertising revenue, accounting for 96% of its total income. Facebook’s advertising reach extended to about 2.28 billion users, representing 35.3% of the global population aged 13 and above.

In contrast, Google Ads, operated by Alphabet Inc., held a larger share of the global digital advertising market, approximately 28%, compared to Facebook’s 23%. Google’s dominance is attributed to its extensive reach through search and video ad platforms, catering to a diverse range of industries and regions.​

Cost metrics varied between the platforms. Facebook Ads had an average cost per click (CPC) of USD 1.88, while Google Ads’ average CPC was approximately USD 4.66. The average cost per lead (CPL) across all industries for Facebook Ads was about USD 21.98.​

Regarding return on investment (ROI), Google Ads demonstrated a higher average ROI, with advertisers earning approximately USD 8 for every USD 1 spent . Facebook Ads offered an ROI ranging from 3:1 to 4:1, indicating a return of USD 3 to USD 4 for every USD 1 invested.

These statistics underscore the distinct strengths of each platform. Facebook Ads excel in audience segmentation and social engagement, making them suitable for brand awareness campaigns. Google Ads leverage active search intent, providing higher ROI for businesses targeting users ready to make purchasing decisions.

Editor’s Choice

• According to AgencyAnalytics, the median cost-per-click (CPC) for Facebook Ads is $0.29, while Google Ads have a median CPC of $1.66, varying by industry.
• As reported by McDougall Interactive, the average click-through rate (CTR) for Google Ads is 5.06%, compared to 0.90% for Facebook Ads.
• DesignRush states that the average cost per action (CPA) is $18.68 for Facebook Ads.
• Evolving Digital notes that Facebook Ads deliver a strong ROI, particularly for eCommerce and lead-generation campaigns, with some businesses achieving up to 400% ROI.
• According to AW Digital Marketing, the average conversion rate for Facebook Ads is 9.21%, while Google Ads have an average conversion rate of 3.75%.
• DesignRush highlights that 96% of brands are investing in Google Ads, indicating its widespread adoption among marketers.
• AgencyAnalytics reports that the median CPC for Google Ads in the finance and insurance industry is $5.64, whereas for Facebook Ads, the most expensive industry is storage and moving, with a CPC of $1.89.
• Evolving Digital indicates that most businesses spend between $100 and $500 monthly on Facebook Ads, though larger campaigns can exceed $3,000 monthly.
• According to DesignRush, the average CTR for the first position in Google search results is 7.94%, while the average CTR on the search network is 3.17%.
• McDougall Interactive notes that despite Google Ads driving more clicks, Facebook Ads have a higher conversion rate, making them more effective for certain campaigns.

Types of Facebook Ads and Google Ads

By Global Market Analysis

• According to WebFX, Google Ads reach approximately 90% of internet users, while Facebook Ads reach about 51%.
• Evolving Digital reports that Google processes over 8.5 billion searches daily, whereas Facebook has around 3 billion monthly active users.
• As stated by WebFX, the average cost-per-click (CPC) for Google Ads is $2.69, compared to $0.97 for Facebook Ads.
• Evolving Digital notes that Google Ads deliver an average return on investment (ROI) of 200%, equating to $2 earned for every $1 spent, while Facebook Ads can achieve an ROI of up to 400%.
• According to Serpstat, 52% of advertisers find their target audience more likely to engage with ads on Facebook, whereas 45% observe higher engagement on Google Ads.
• WebFX indicates that the average click-through rate (CTR) for Google Ads is 3.17%, while Facebook Ads have a CTR of 0.90%.
• As reported by Matt Ward Marketing, Google holds approximately 28% of the global digital ad market share, with Facebook at around 23%.
• Digital School Delhi states that in 2023, Facebook Ads generated $114.93 billion in global ad revenue, while Google Ads accounted for $224.47 billion.
• Evolving Digital highlights that the average cost-per-lead (CPL) for Facebook Ads is $6.49, with engagement costs ranging from $0.01 to $0.25 per interaction.
• According to Brandtonics, the average cost-per-action (CPA) for Google Ads is $48.96 for search and $75.51 for display ads, whereas Facebook Ads have an average CPA of $18.68.
• Swydo reports that in 2024, global digital ad spending reached $740 billion, with Google and Facebook collectively accounting for $373.5 billion, representing over 50% of the total market.
• Evolving Digital notes that small businesses typically spend between $1,000 and $3,000 per month on Google Ads, while most businesses allocate between $100 and $500 monthly for Facebook Ads.
• According to Swydo, an effective strategy involves using Google Ads to capture high-intent traffic and Facebook Ads for retargeting, thereby maximizing ROI.

(Source: webfx.com)

By User Base and Demographics

Facebook Ads

• According to Meta Investor Relations’ survey analysis, as of April 2024, Meta had 2.96 billion monthly active users.
• In the first quarter of 2025, Facebook had 1.93 billion daily active users.
• The Data Portal report also shows that, as of 2024, most users are between 18 and 34 years old.
• Females are the majority of users, holding a share of approximately 54%.
• Mostly popular in North America, Latin America, and the Asia-Pacific regions.

Google Ads

• A report published by Statista shows that Google accounted for 79.1% of the global online search engine market as of March 2025 and 92% of the search engine share in 2024.
• Globally, Google processes more than 3.5 billion searches per day.
• According to reports from the Data Portal, Google Ads are mostly preferred by those aged 25 to 44.
• Male and female users captured a share of 52% and 48%, respectively.
• Google Ads has a strong presence in North America, Europe, and Asia.

By Cost and Value Comparison

• According to Swydo reports, the Average Cost Per Click on Google Ads for most industries is between USD 1 and USD 3, but it can reach above USD 50+ in the legal and insurance segment.
• Meanwhile, the CPC of Facebook Ads remained between USD 0.50 and USD 1.50.
• Moreover, the minimum budget required to start a Google Ads campaign remains USD 500 to USD 1,000 per month, but Facebook Ads cost as little as USD 5 to USD 10 per day.
• Based on Return on Ad Spend (ROAS), Facebook Ads expects a higher ROAS for direct-response campaigns when well-tuned, and Google Ads ROAS remains higher for retargeting and brand-building campaigns.
• Google Ads scales better with consistent search demand and keyword targeting, while Facebook Ads scales effectively with audience growth and creative testing.
• According to AgencyAnalytics, the typical monthly budget for Google Ads campaigns is around USD 1,069.36.
• In comparison, businesses usually spend about USD 763.88 per month on Facebook Ads across different industries.
• According to WordStream, the average click-through rate (CTR) of Facebook Ads is 3.17%, and that of Google Ads is 0.90%.
• Moreover, the average conversion rates of Facebook and Google Ads are 9.21% and 2.35%, respectively.
• Google Ads and Facebook Ads cost per acquisition are USD 18.68 and USD 48.96.

By Performance and Reliability

• Facebook Ads and Google Ads boast an uptime of 99.9% in each.
• Both platforms operate mostly via cloud-based web apps and APIs, so local device resource usage is minimal and mostly depends on browser or app performance.
• Occasional outages have been reported in Facebook ads, but are generally short-lived and infrequent, while Google Ads are highly reliable with very rare outages or slowdowns globally.
• Based on stability, Facebook advertisers reported stable campaign management with minor performance hiccups during large system updates.
• On the other hand, Google’s user forums and reviews consistently report very stable performance.
• According to G2.com (2024), Google Ads scores an average of 4.2 out of 5 for ease of use and performance-related satisfaction, and Facebook Ads scores an average of almost 4.0 out of 5.

Targeting Approaches Comparison

Combination of Facebook Ads vs. Google Ads Statistics by Industries

In E-Commerce:

• Swydo report analysis further states that Google Ads targeted people based on the most searched keywords, which brought in new visitors by 30%, and the average CPC increased to USD 2.50.
• Meanwhile, Facebook Ads acts as an external push to those people who have checked Google Ads but have not made the purchase. This personalised approach increased the conversion rate by 20%.
• Thus, both platforms help seal the deal with proper custom and targeted offers, boost sales by 45%, and reduce the overall CPC by 15%.

In Local Restaurants

• Facebook Ads promote the seasonal menu to people who have recently searched for restaurant-based content and show many offers.
• Google Ads target keywords such as “romantic dining spots”, “best restaurant in the city”, “restaurant near me”, etc. This allows almost 25 new reservations per month at USD 3 CPC.
• Thus, Facebook and Google Ads account for over 30% of reservations and 20% of brand awareness.

In a SAAS Company

• Google Ads are based on high-intent searches for “best project management software” and “productivity tools,” which helps increase the average CPC to USD 10.
• While Facebook Ads retargets the leads generated by Google Ads, they offer free trials and discounts that have enhanced the trial sign-ups by 25%.
• Thus, both the Ads result in better conversion by 50% and cut lead costs by 10%.

By Industry-Wise Cost Per Click

(Source: agencyanalytics.com)

• As of February 2025, Facebook Ads cost less per click on average than Google Ads, with a typical CPC around USD 0.29.

(Source: agencyanalytics.com)

• According to the above graph analysis, the average price for each click on Google Ads over the same duration 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

Google Ads works best when you want to reach people ready to buy. Because it connects to billions of daily searches, it’s great for companies selling products or services people seek. On the other hand, Facebook Ads are great for making your brand known and reaching specific groups of people. It lets you carefully target audiences based on their likes, behavior, and demographics.

This article includes all the effective analyses elaborated above, determining which Ads benefit your business, depending on the specific business model and budget.