PPC and Facebook Ads are both quite powerful tools used in digital marketing; the two serve very different purposes and work best in different contexts. This blog details all the differences, benefits, and drawbacks of the strategies so you’ll be able to choose the best one (or a combination of both) for measurable business results.
Understanding PPC: How It Works
An advertisement known as PPC (pay-per-click advertising model) is an online advertisement that involves the advertisers paying each time the advert is clicked. PPC is most probably to be met with Google Ads; however, it is also possible to do Microsoft/Bing ads, YouTube, Display Network, and even Amazon ads.
Most PPC campaigns, particularly on Google Search, are intent-based—these campaigns target users who are already searching for something specific (such as “buy running shoes” or “cheap CRM software”).
Facebook Ads Explained: Strategy & Scope
Facebook Ads (that also covers Instagram through the Meta Ads Manager) are interruption ads. They cannot target by search intent but use the parameters of interests, behaviors, demographics, lookalike profiles, and custom audiences.
Facebook is renowned for its highly advanced targeting and clever creative (image/video/carousel/reels) options suitable for brand awareness, product discovery, and retargeting.
Key Differences at a Glance
| Feature | PPC (Google Ads, etc.) | Facebook Ads |
|---|---|---|
| Targeting Type | Keyword-based (intent-driven) | Interest/behavior-based (discovery-driven) |
| Ad Formats | Text, shopping, display, video | Image, video, carousel, stories |
| User Intent | High - searching to solve a need | Low to moderate - scrolling for content |
| Best Funnel Stage | Bottom (BOFU) | Top to Mid (TOFU, MOFU) |
| Cost Model | CPC/CPM | CPC/CPM |
| Audience Size | Limited to search volume | Wide and scalable |
| Conversion Speed | Usually faster | May take nurturing |
Scenarios Where PPC Outperforms Facebook Ads
1. When users are actively searching for your product or service
PPC (especially Google Search Ads) is the clear winner when people are in a mindset that is looking for exactly what you’re offering.
Example: A user Googles “emergency plumber near me,” and it is a perfect moment for a PPC ad placement.
In Facebook Ads, you would have to guess the intent and likely serve ads to users who are not even in a state of mind to seek your service.
2. For high intent, bottom-funnel conversions
PPC positions you for the user at the exact moment they are going to make a decision. This holds in
- Legal Services
- Software as a Service (SaaS) Products
- Medical/Dental appointments
- E-commerce for ready-to-buy items
- PPC is built for conversions!
PPC positions you for the user at the exact moment they are going to make a decision. This holds in
- Legal Services
- Software as a Service (SaaS) Products
- Medical/Dental appointments
- E-commerce for ready-to-buy items
- PPC is built for conversions!
When Facebook Ads Are the Smarter Choice
1. If You Need to Generate Brand Awareness or Visual Appeal
If you’re launching a new product or need to create some brand awareness, Facebook Ads lets you show rich visual stories to many people, and you can do it at a low cost.
Case in point: Fashion brands, fitness coaches, skincare companies, and travel agencies can use Reels, video testimonials, or carousel ads to introduce and stoke initial interest.
2. If You Don't Have a Lot of Search Volume
Some niches do not have enough search demand on Google, so PPC will not be effective. Facebook will allow you to find new customers using behavioral targeting.
Case in point: a new yoga retreat brand may have very few searches but can attract people who are interested in meditation, wellness, and travel.
3. If You're Retargeting Abandoned Visitors
Facebook ads are good for retargeting people who visited your site, watched a video, and added to the cart but didn’t purchase. Facebook also has dynamic ads that will serve potential customers exactly what they are looking for.
PPC can do this, too, but generally, people will find Facebook’s visual retargeting more compelling.
Cost Breakdown: PPC vs. Facebook Ads
PPC (AdWords) Costs
- Cost per click in highly competitive industries, such as law, finance, and health, may cost anywhere from $5 – $30+, possibly higher.
- Higher conversion rate since users are likely to go further down the funnel and often show very strong intent.
- When you run a campaign selecting specific keywords that perform well, it will ultimately be easier to predict results with PPC than with Facebook Ads.
Facebook Ads (FB)
- PPC advertising often has lower cost-per-click costs (typically around .50 and $2.00)
- Lower cost-per-click typically means you are also seeing lower click-through rates and conversion intent, usually leading to the need to nurture more.
- Creative fatigue is a real thing, and continual testing of creatives and ads will always be needed.
Verdict
Facebook ads cost less per impression and click; however, PPC can give you a better return on investment in high-intent industries much quicker and in lower quantities. Suppose you sell a few expensive items or have a long sales cycle, which requires more disposable income. In that case, your budget ultimately depends on the potential habits and behaviors of your audience.
Analytical and Attribution Differences
PPC Analytics
- You will always get clear results with PPC, and this includes the search terms clicked on, click-through rate, and conversions.
- You can very easily determine the return on investment with PPC using even one keyword.
- PPC conversion data tends to be more directly correlated.
Facebook Ads
- Is Strong in reporting on impressions, reach, and other engagement metrics
- Attribution can be fuzzy, which is made worse by iOS 14 privacy updates.
- You must have installed the Meta Pixel and used its funnel tracking (and your funnel is deep enough for meaningful reports)
If your advertising requires an attribution model focusing on last-click Attribution or simple return on ad spend, then arguably, you have the best potential for optimizing with PPC Marketing. If you are running advertising campaigns focused on multi-steps to nurture your audience, ideally before leading to a purchase, then Ad Manager from Facebook is a better tool.
Real-World Use Case Examples
Example 1: Local service business
Preferred strategy: PPC
Why? Customers are looking for a service where they live. Facebook can help with reinforcement, but in this case, PPC will produce direct leads.
Example 2: New e-commerce store
Preferred strategy: Facebook Ads
Why? You can visually introduce products to a new audience, leverage retargeting, and scale with seasonal offers.
Example 3: SaaS or B2B app
Preferred strategy: Both
Utilize PPC to target a set of high-intent keywords and use Facebook to promote engaging content, retarget disparate visitors, or nurture with lead magnets.
Can you utilize both strategies together?
Certainly—and you should.
An example of a simple multi-channel strategy is outlined below:
- Step 1 (TOFU): Run Facebook video ads or lead magnets to build awareness
- Step 2 (MOFU): Retarget with testimonials or product demos
- Step 3 (BOFU): Run PPC ads to close the sale when someone is searching your brand or product area
Utilizing both strategies together allows you to own the entire customer journey.
Conclusion
PPC and Facebook Ads are excellent at different things, which is why PPC is better at high-intent searches and fast conversions, whereas Facebook Ads are great at increasing awareness and retargeting in a creative manner. The results can be more successful with a combination of both rather than making decisions on a single strategy. Which of these choices is best is a determination based on your aims and audience behavior, and location in the purchase cycle.
FAQs
Is PPC the same as Facebook Ads?
No! PPC is a pricing model. Facebook Ads is a platform that uses that pricing model.
What is faster for sales?
PPC is typically faster for conversions based on user intent.
Are Facebook Ads less expensive than PPC?
Typically, yes, but it may also take them longer because they may require more nurturing to convert.
Can I run PPC and Facebook Ads at the same time?
Yes, and it is typically more effective for full-funnel performance.
What is best for B2B PPC or Facebook?
For B2B, PPC (especially Google Search or LinkedIn Ads) is a much better bet.