It’s easy to find an answer to this question if you understand the intent of the audience when they use either Facebook or Google.
Facebook ads mainly serve to attract impulse buyers. For example, imagine the mindset of people when they are scrolling through their Instagram or Facebook feeds. They keep scrolling and scrolling, looking at and reacting to the funny posts from their friends, and suddenly they see an ad that catches their attention. For example, an ad reminding them of Mother’s day. All of a sudden, they start thinking: I need to get that for my mom! The point here is that they didn’t have any buying intent until the moment they see the advert that made them interested.
On the other hand, Google ads serve to target people looking for specific products and services. In this case, the buying intent is already there. For example, think about the mindset of someone searching for waterproof iPhone cases. When they use a search term like “iPhone waterproof case,” you can probably assume that they’re going to buy one if they find the right design and the price. Google ads enable us to take our product or the service to the customer who is actively seeking such a product or a service.
Your decision should be taken based on the nature of your product and the nature of your target market. Just try to put yourself in your customer’s shoes. If you offer something that people are already searching for, maybe you can start with Google Ads. If you are introducing a new product or a service that people don’t yet know about, then Facebook ads could be a safe bet to start the proceedings. However, you should not draw a line between the two or restrict yourself to either platform. If you have the budget and the time, you should try both platforms to increase your chances of making a sale and figure out what works best for your product/service.