Google Ads and Facebook Ads serve distinct roles in the ecommerce digital marketing funnel. Understanding how each platform works—and when to use them—can help you build a smarter, more effective ad strategy.

Google Ads for Ecommerce

Purpose

Capture high-intent shoppers actively searching for products.

Targeting

• Keyword-based and intent-driven
• Great for reaching users who are ready to buy

Reach

Extensive network across Google Search, Display, Shopping, YouTube, and Google Partner Sites.

Cost

Typically higher CPCs due to competitive bidding – but can be cost-effective when targeting buyers with strong purchase intent.

Best For

• Driving immediate sales
• Promoting products with existing search demand
• Competing in high-intent, high-volume verticals

Ad Formats

• Text ads (Search)
• Product visuals (Shopping)
• Banners and video (Display, YouTube)

Example

A user searches for “buy running shoes” and sees your product listing at the top of Google with pricing and reviews – ready to click and buy. Since they’re likely already in the decision-making phase, making them more likely to convert.

When to Choose Google Ads

• Your audience is actively searching for your products or services.
• You sell niche products or need to compete for high-intent search terms.
• You have a strong budget for competitive bidding on popular keywords.
• Your goal is to boost conversions or maximize return on ad spend (ROAS).

Facebook Ads for Ecommerce

Purpose

Generate interest, build awareness, and nurture potential customers.

Targeting

• Audience-based targeting using interests, behaviors, demographics, life events, online behavior, and custom/lookalike audiences.
• Great for reaching users who don’t yet know they need your product. If you sell baby products, you can target new parents or people who’ve recently announced a pregnancy.

Reach

Slightly smaller than Google’s ecosystem, but laser-focused through detailed targeting.

Cost

Generally more affordable than Google Ads, especially for awareness and top-of-funnel goals.

Best For

• Building brand awareness and customer loyalty.
• Promoting visually compelling products.
• Retargeting users with dynamic, personalized creatives.

Ad Formats

Images, videos, carousels, Stories, Reels, Collection ads

Example

A user interested in “eco-friendly living” sees an Instagram ad featuring a carousel of your sustainable clothing line—sparking curiosity and engagement.

When to Choose Facebook Ads

• Your goal is to increase brand awareness or build interest in your products.
• You want to reach users who may not yet know they need your product.
• Your business relies heavily on visuals or storytelling, such as in fashion, home decor, or lifestyle industries.
• You’re looking to build long-term customer relationships through social engagement.

Comparing Google Ads vs Facebook Ads for Ecommerce

The Best Strategy? Use Both

If your budget allows, the most powerful ecommerce ad strategy combines both platforms:

• Google Ads brings in ready-to-buy customers.
• Facebook Ads builds interest and re-engages past visitors.

This one-two punch keeps your brand visible across all stages of the buyer’s journey—maximizing your reach, conversions, and ROI.

If you need help developing a tailored advertising strategy for your ecommerce business, contact Arc Intermedia. Our team of experts specializes in creating integrated campaigns that deliver measurable results across both Google and Facebook.