Google Ads vs Facebook Ads: Which Converts Better in 2025?

If you are running a business in Australia, you have probably asked yourself: should I invest in Google Ads or Facebook Ads? Digital marketing is still changing in 2025, but Aussie businesses keep asking the same thing; should I go with Google Ads or Facebook Ads?

If you are a business owner in Australia trying to figure out which platform delivers better conversions, this guide is for you.

Both platforms are powerful, but they serve different purposes. Whether you are after leads, sales or visibility, choosing the right platform can make all the difference to your results.

Let’s explore google ads vs facebook ads, see how they compare on cost and results and find the best fit for your business in 2025.

How Google Ads and Facebook Ads Work in 2025?

Before looking into performance and costs, it is important to understand how these two platforms function.

• Google Ads is intent-driven. People are actively searching for solutions. Google shows your ads when someone types relevant keywords into Search or visits websites within its Display Network.
• Facebook Ads (now part of Meta Ads) focus on discovery. They target users based on interests, behaviours and demographics across Facebook, Instagram, Messenger and more.

When comparing google ads vs facebook ads, the biggest difference comes down to user intent. Google catches people when they are ready to act. Facebook catches them while they are scrolling.

That is why it is often called google ads vs meta ads now; because it is not just Facebook anymore, it includes Instagram, Messenger and other Meta platforms too.

Cost Comparison: Google Ads vs Facebook Ads in Australia

Budget matters; especially for small and mid-sized businesses trying to get the most from every dollar. That is why understanding the cost difference between google ads vs facebook ads is so important. Even a small shift in strategy can impact your ROI.

Feature	Google Ads	Facebook Ads
Audience Targeting	Keywords, location, device, demographics	Interests, behaviours, custom/lookalike audiences
User Intent	High (search-based)	Low to Medium (discovery-based)
Ad Placement	Google Search, Display Network, YouTube	Facebook, Instagram, Messenger, Audience Network
Cost (Avg. CPC in Australia)	$2.50 – $4.00	$1.00 – $2.50
Conversion Rate (Typical Range)	3% – 6%	1% – 3%
Best For	Services, high-intent local search	E-commerce, brand awareness
Ad Format Variety	Text, display, shopping, video	Image, video, carousel
Learning Curve	Medium (needs planning)	Lower (easier to get started)

Google ads cost more per click, but users clicking Google Ads are often closer to making a purchase or booking. On the other hand, facebook ads can generate cheaper traffic, especially useful for retargeting and top of funnel campaigns.

When analysing google ads vs facebook ads cost, it is less about price and more about the quality of those clicks.

Also Read: How to Increase Instagram Engagement Organically in 2025

Pros and Cons: Google Ads vs Facebook Ads

Knowing the pros and cons of google ads vs facebook ads can help you make smarter choices based on your goals and budget.
What works for one business might not work for another, so it is worth looking at both sides. Let’s weigh up the strengths and weaknesses of each platform.

Google Ads Pros

• High intent targeting via keywords
• Fast results for service-based industries
• Wide ad placements: search, YouTube, display
• Great for local SEO alignment

Google Ads Cons

• More competitive and expensive in some niches
• Requires keyword research and bidding strategy
• Creative flexibility is lower compared to Facebook

Facebook Ads Pros

• Advanced audience targeting (interests, behaviour)
• Lower CPC ideal for awareness campaigns
• Visual ad formats for higher engagement
• Easier to set up and test for beginners

Facebook Ads Cons

• Users may not be ready to buy
• Ad fatigue happens faster
• Constant algorithm changes affect reach

Both platforms have their place. Understanding these google ads vs facebook ads pros and cons will help you choose based on your marketing goals.

Which One Converts Better in 2025?

Now, the big question is: facebook ads vs google ads conversion rate, which delivers more results?

Here is what we are seeing in Australia in 2025:

• Google Ads conversion rates: 3–6% (higher for services, legal, health)
• Facebook Ads conversion rates: 1–3% (strongest for eCommerce and retargeting)

If you run a plumbing business in Melbourne, Google Ads will likely bring faster conversions. If you run an online fashion store, Facebook Ads may generate more clicks at a lower cost.

Conversion depends on user intent. Google wins when buyers are ready. Facebook wins when they need a push.

How Google Ads and Facebook Ads Support Each Stage of the Customer Journey?

Every customer goes through a journey, from discovery to purchase and both Google and Facebook Ads play unique roles along the way.

• Awareness: This is where Facebook Ads shine. With eye catching visuals and detailed targeting, you can introduce your brand to people who did not even know they needed you.
• Consideration: At this point, people are doing their research. Facebook Ads help keep your brand top of mind, while Google Ads allow you to show up exactly when they are searching for solutions. It is all about staying present.
• Decision: This is where Google Ads often convert best. Users are searching with high intent looking for a service provider, product or answer right now. Your ad shows up when they are ready to act.
• Post Purchase & Loyalty: Facebook Ads help you re-engage past customers, promote repeat offers and build long term brand loyalty. This is especially useful for eCommerce and service based businesses.
• Re-engagement: Someone clicked but did not buy? Facebook’s retargeting features make it easy to bring them back with a special offer, reminder or testimonial.

Google Ads vs Facebook Ads 2025 Australia: What is Best for You?

Choosing between google ads vs facebook ads 2025 australia for people running businesses is not always an either-or decision. It depends on your product, your goals and your audience. Here is a quick guide:

Business Type	Recommended Platform(s)
Local Tradie or Service Biz	Google Ads
E-commerce or Online Store	Facebook Ads (plus retargeting)
New Brand Launch	Facebook Ads (broad awareness)
Lead Generation	Google Ads or Both
Retargeting Existing Visitors	Facebook Ads (custom audiences, carousels)

If you can, test both. Track your conversions, monitor your cost per acquisition and optimise accordingly.

Why Many Australian Businesses Uses Google and Facebook Ads?

More businesses are now blending both platforms for maximum coverage. It is no longer about choosing one over the other. It is about using each where it performs best.
This multi-platform strategy helps build awareness, drive traffic and convert leads more effectively.

Let’s take an Example:

• Run Google Ads to capture ready to buy searchers.
• Use Facebook Ads to stay top of mind, retarget visitors or build lookalike audiences.

By doing this, you stay in front of the customer through the whole journey, from discovery to decision.

So, while people argue over google ads vs meta-ads, the smartest brands are using them together strategically.

Final Thoughts: It is About Strategy, Not Just Platform

When it comes to google ads vs facebook ads, there is no one size fits all answer. Both platforms offer value and both can deliver great results when used the right way. The key is understanding how each one fits into your customer’s journey.

If you are promoting a time sensitive service, Google Ads might be your best bet. If you are focused on building your brand or driving product awareness, Facebook Ads could be more effective. And often, the smartest move is to combine both, capturing intent with Google and nurturing interest with Facebook.

No matter which paths you choose, focus on results not just cost. Track performance, test your ad creatives and keep refining your strategy. That is how you will get the best return on your ad spend in 2025.

Need Help Choosing the Right Platform?

At TechRank Australia, we help businesses like your craft tailored ad strategies that convert. Whether you are leaning towards Google Ads, Meta Ads or both; we will guide you with real data, local insights and performance driven campaigns.

Ready to boost conversions in 2025? Get in touch for a free ad strategy consult.

Frequently Asked Questions (FAQs)

Que1. Are Google Ads better than Facebook Ads for service businesses in Australia?

Ans: Yes. Google Ads tend to convert better for services like plumbing, accounting or legal help because they target users actively searching.

Que2. What is the average google ads cost in Australia in 2025?

Ans: Google Ads typically cost between $2.50–$4.00 per click, depending on your industry and location.

Que3. Can I use both Facebook and Google Ads together?

Ans: Absolutely. Many Aussie businesses run both to capture users at different stages—discovery, intent and decision.

Que4. How do google ads vs facebook ads conversion rate compare in 2025?

Ans: In general, Google Ads see 3–6% conversion, while Facebook Ads range between 1–3%, depending on the industry.

Que5. Who should I contact for help with ads in Australia?

Ans: TechRank Australia offers custom ad solutions tailored to your goals, budget and audience. Contact us today.