Comparing Facebook (now Meta) ads and Google ads is not a straightforward task because they serve different purposes and cater to different types of advertising goals. The effectiveness of each platform depends on your specific marketing objectives, target audience, and the nature of your products or services. Here's a breakdown of the key differences and considerations for each platform:

1. Platform Purpose:

   • Facebook (Meta) Ads: These are primarily used for social media advertising. They allow you to target users based on their demographics, interests, and behaviors. Facebook is ideal for brand awareness, engagement, and reaching a wide range of users.

   • Google Ads: Google Ads primarily run on the Google search engine and its advertising network. They are intent-driven, meaning they are great for reaching users actively searching for products or services related to your business. Google Ads are often used for lead generation and direct sales.

2. Ad Formats:

   • Facebook Ads: You can create a variety of ad formats, including image ads, video ads, carousel ads, and more. These ads are displayed within the Facebook or Instagram platform.

   • Google Ads: Google offers various ad formats, including text ads, display ads, video ads, shopping ads, and more. These ads appear in Google search results, on websites within the Google Display Network, and on YouTube.

3. Targeting Options:

   • Facebook Ads: Facebook provides extensive demographic and interest-based targeting options. You can also create custom audiences and lookalike audiences based on your existing customer data.

   • Google Ads: Google Ads allow you to target users based on keywords they search for, their location, and even their device. It's a more direct way to reach users actively seeking information related to your products or services.

4. Budget and Bidding:

   • Facebook Ads: You can set a daily or lifetime budget and choose from various bidding strategies, including cost per click (CPC), cost per thousand impressions (CPM), and more.

   • Google Ads: Google Ads operate on a pay-per-click (PPC) model. You set a budget and bid on keywords, and you pay when users click on your ads. The cost per click can vary widely based on competition.

5. Measurement and Analytics:

   • Facebook Ads: Facebook offers its ad analytics platform called Facebook Ads Manager, which provides insights into ad performance, audience engagement, and conversions.

   • Google Ads: Google provides Google Ads Analytics and Google Analytics, which offer in-depth data on website traffic, conversions, and ad performance.

In conclusion, the effectiveness of Facebook (Meta) Ads vs. Google Ads depends on your specific marketing goals. If you want to build brand awareness, engage with a social audience, and target users based on their interests, Facebook Ads may be more effective. On the other hand, if you're looking to capture users actively searching for your products or services, Google Ads may be a better choice. Often, a well-rounded advertising strategy includes both platforms to cover a broader range of potential customers.