How Facebook Ads and Google Ads Work Together
If you’re running online ads, you might be wondering whether Facebook Ads or Google Ads is the better option. The truth is, these two platforms complement each other perfectly—and when used together, they create a powerful marketing strategy that increases brand awareness, leads, and sales.
Many businesses make the mistake of running Facebook and Google Ads separately or even choosing one over the other. But for the best results, it’s smart to have one person or agency managing both. This ensures a joined-up approach, better budget allocation, and data-driven optimisation.
How Facebook Ads and Google Ads Work Differently
Each platform has its own strengths:
Facebook & Instagram Ads focus on discovery—reaching people based on their interests, behaviours, and demographics. With updates to Meta’s AI-driven Advantage+ campaigns, ad targeting is now smarter than ever.
Google Ads captures people with intent—showing ads to users actively searching for products or services. Google's latest Performance Max campaigns use AI to optimise across Search, Display, YouTube, and Shopping ads.
Using both means you’re reaching customers at different stages of the buying journey, increasing touchpoints and conversions.
How Facebook & Google Ads Work Together
When you run both ad platforms in sync, you get:
Better Brand Visibility – Potential customers see your business on social media and Google, reinforcing brand recognition.
Higher Conversion Rates – Someone might discover your product on Facebook, then search for it on Google before purchasing.
Stronger Retargeting – Run Facebook Ads to people who clicked your Google Ads, and vice versa, keeping your brand top of mind.
Smarter Budget Allocation – If one platform is driving better results, you can shift spend accordingly.
Why One Person or Agency Should Run Both
If you hire separate people for Google Ads and Facebook Ads, you risk misaligned strategies and wasted budget. A single expert or agency managing both means:
A unified strategy – Campaigns work together, rather than in silos.
Consistent messaging – Your ads feel cohesive across platforms.
Data-driven decisions – Insights from one platform can improve the other.
More efficient spend – Your budget is allocated where it delivers the best return.
Final Thoughts
Facebook and Google Ads aren’t competitors—they’re partners in a strong digital strategy. By using them together, and ensuring one expert or agency manages both, you’ll see better results and a greater return on investment.