Google is search-based, meaning that it is best used when you are offering a very specific product or service that people are searching for right now, e.g. a kitchen appliance, using keywords. Google is usually the way to go if you are a local business, like a restaurant or storefront.
Facebook, on the other hand, is much better at building brand awareness, especially for businesses that have great images or videos or if your business holds events. Facebook’s powerful targeting tools also make it a great choice if you want to reach a very targeted audience, say people who love to cook who are within an age range or a specific geographical location. Facebook ads may not deliver customers right away, but they can get people talking about your business and build your online audience.
This video by Neil Patel offers a good primer on the differences between the two platforms.
Here’s another good resource on the difference between Facebook vs. Google ads if want to learn more.
A number of our clients use both platforms, Google to advertise specific products using well-defined keywords and Facebook to build buzz about a new service or share a blog post or video. No matter which you choose, digital marketing is a process and can take a while to deliver results. Start small, be prepared to monitor your ads and tweak them as needed and, most of all, be patient.