Google Ads vs. Meta (Facebook) Ads

Today, we're going to answer the almighty question:

"Which is better, Google Ads or Meta Ads?"

I used to ask myself this a lot. Usually leading to:

• Over analyzing ad platforms.

• Wasting time.

• Making zero progress only to repeat this process again.

I've been running ads on both these platforms for years. In this article I will pick apart the two things that make each platform unique:

1. Design

2. Targeting

At the end I will give you my unsolicited opinion.

Let's dive in!

Design:

Google Ads let's you spice up your website to make it pop for searchers. You can customize:

• Headlines

• Descriptions

• Website URL

• Image preview

Search ads have a one size fits all design leaving little room for creative advantage.

Meta Ads is very design heavy. Meta Ads act like movie trailers for the full experience of a stay.

You have to make that movie trailer.

The main design elements of a Meta ad are:

• Headlines

• Descriptions

• Creative (video or photo)

For both Google and Meta ads, I am always sprint testing different variations of these design elements.

Targeting:

Google Search Ads are catering ads. You pay to place an ad in a spot where people are already searching for you.

You essentially bet on the future search behavior of your guests.

This is done using keywords. I use Google Keyword Planner to find the terms guests use to search for stays like mine.

Once I've found 20-25 keywords, I upload them to my ads.

This tells Google I want my ad to appear when someone uses those terms.

Even though it's a bet, it's an easy bet in the short term rental space. People typically use only a few keywords to find rentals.

Meta Ads are interruptor ads. You pay to interrupt people online whether they're thinking about you at that moment or not.

Meta ads lets us target people based on their past behavior. For example we can target people:

• Who frequently travel

• Like Airbnb

• Live in Minneapolis

The targeting is way more detailed.

Unlike Google, Meta let's us target people based on their past behavior.

P.S. Google does have detailed targeting features like Meta. However, getting the keyword research part right is the most important.

Goals: 

The goals for both Meta and Google ads are the same.

Bookings.

Here are some stats I have from running campaigns on both:

• I get more clicks from Meta.

• More people see my ads on Meta.

• I see more conversions come from Google.

• Meta Ads give viewers an option to follow you on the social platforms which can lead to later bookings. Google Ads doesn't offer any micro goal opportunities.

Can They Work Together?

Meta Ads do really well at sparking the desire to book.

From there, a guest might follow you, see a couple posts and then one night look you up on Google.

Google Ads make it really easy for those guests to find you.

It's a "rising tide lifts all boats" situation.

If you can nail the design and targeting for both platforms, I've seen them work together and multiply the returns.

So, should you use Google or Meta ads? I say both.

That's all for today. I'll see you in the next article.

Before you go

I’m currently building an all-in-one marketing agency focused on:

👉️ Direct bookings

👉️ Ads

👉️ Social media

and creating an endless pipeline of guests.

Want to join the waitlist? CLICK HERE. I plan to launch November 2024.

Links you might like:

1. How to create Instagram ads that work (6 steps)

2. Who is the modern traveler? Why do they matter?

3. How to solve video fatigue using ChatGPT 🤖 

4. Cocktail parties and direct bookings have this in common.