Facebook Ads vs. Google Ads: Which Is Best for B2B Companies?

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For years now, there has been a heated debate among B2B marketers.

Well, in fairness, there have been many heated debates.

However, if you’ve spent any time in this field, you probably know that one of the most common is about where your marketing dollar stands the best chance of seeing results.

Specifically, the debate is about Facebook ads vs. Google Ads.

Facebook Ads vs. Google Ads: Where Should You Spend Your B2B Company’s Budget?

The easiest way to solve the debate of Facebook ads vs. Google Ads is to simply ask: where does your market spend the most time?

In years past, Google always handily won this debate because the prevalent thinking was that B2B buyers and stakeholders might have Facebook accounts, but they’re not on there in those capacities. They’re there to socialize. Their “business brains” are turned off.

In fact, in the early days, even B2C companies struggled for this reason.

This problem haunted Facebook’s advertising platform for years but no more.

Nowadays, a number of B2B companies succeed with Facebook ads.

So, while Google Ads has potential for any B2B company, it’s worth doing some research to see if your market lives on Facebook, too. Fortunately, Google surveys are actually great for this.

The Winner When Your Goal Is to Build an Audience

Now, assuming you can choose between Facebook ads and Google Ads because your market is responsive to both, the next question becomes, “What is your main goal?”

While your first response is probably “more sales,” you can’t necessarily get there without an audience. Good branding is still a big help for B2B companies.

Therefore, if you lack an audience and brand recognition, Facebook ads are the superior option. Use them to send your market to a Facebook page where you can build an audience and enjoy the benefits of social proof.

The Winner When Your Goal Is Greater Conversions

Not surprisingly then, when conversions are the goal, the winner between Facebook ads and Google Ads generally goes to the latter.

Again, Facebook ads have come a long way, but Google has the advantage when it comes to buyer intent – and that’s quite the advantage.

If people are using Google to search for the product or service your B2B company offers, they’ve begun the buyer’s journey.

Furthermore, they’re using specific keywords for tracking down businesses like yours. That’s a big difference compared to finding people in your target market on Facebook.

Pulling the Most Conversions from Any Traffic Source

Now that you have a better idea of how to choose when considering Facebook ads vs. Google Ads, your next priority should be increasing conversions.

Obviously, Google Ads is better for converting leads, but that doesn’t mean it will automatically show you the rates you want.

To be fair, Hushly published a new research report on B2B conversion optimization that goes into some fantastic details about conversions from paid media including Google, Facebook, Twitter, LinkedIn, and AdRoll.   So, give it a read and let the data help you make up your mind about which platforms convert best.  Hushly is proven to increase landing page conversions by at least 51% – that’s a promise!

Best of all, you can keep the content you’re currently using and you don’t need to change a single thing on your existing landing pages or infrastructure.

Implementing Hushly couldn’t be easier. Take a minute to watch our demo and see for yourself.

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