Many businesses struggle to decide whether to invest in Facebook Ads or Google Ads. The truth is, the most successful advertisers use both to maximize traffic, conversions, and revenue.
By combining Facebook Ads’ powerful audience targeting with Google Ads’ high-intent searches, you can create a multi-channel strategy that increases brand awareness, attracts potential customers, and drives sales more effectively.
In this article, we’ll explore how to integrate Facebook Ads and Google Ads to get the best results, including retargeting strategies, budget allocation, and audience segmentation.
1. Understanding the Strengths of Each Platform
Before combining Facebook Ads and Google Ads, it’s important to understand how each platform works best.
Facebook Ads: Best for Demand Generation
- Targets people based on interests, behaviors, and demographics.
- Works well for brand awareness, social engagement, and impulse purchases.
- Uses visual storytelling through images and videos.
- Best for attracting new customers who don’t know your brand yet.
Google Ads: Best for Demand Capture
- Targets people who are actively searching for specific products or services.
- Works well for high-intent leads, direct purchases, and local searches.
- Uses text-based ads, shopping ads, and YouTube promotions.
- Best for converting people already interested in your offer.
By combining both platforms, you can attract new customers on Facebook and convert them on Google Ads.
2. The Best Facebook Ads and Google Ads Integration Strategies
Strategy 1: Use Facebook Ads for Awareness and Google Ads for Conversions
A common mistake is relying on Facebook Ads alone to drive sales. Many users need time before making a purchase. Instead, you can:
- Run Facebook Ads to introduce your brand and build awareness.
- Retarget those visitors on Google Ads Search and Display when they are ready to buy.
For example:
- A fashion brand shows video ads on Facebook to reach new users.
- Those users visit the website but don’t purchase immediately.
- Later, they search for the brand on Google, and a Google Search Ad appears, leading to a purchase.
This cross-platform journey increases trust and conversion rates.
Strategy 2: Retarget Google Search Visitors with Facebook Ads
Many users search for a product or service on Google but don’t convert immediately. Instead of losing those potential customers, you can retarget them on Facebook Ads.
How to do this:
- Run Google Search Ads targeting high-intent keywords.
- Use Google Analytics & Facebook Pixel to track website visitors.
- Retarget those visitors with Facebook Ads showcasing special offers or testimonials.
This keeps your brand in front of potential customers and encourages them to complete their purchase.
Strategy 3: Use Lookalike Audiences from Google Ads Data
Google Ads helps you capture high-intent leads, but Facebook’s Lookalike Audiences can help you find similar users to expand your reach.
How to do this:
- Export Google Ads conversion data (emails, phone numbers, etc.).
- Upload it to Facebook Ads Manager to create a Custom Audience.
- Use Lookalike Audiences to target similar people on Facebook.
This allows you to scale your ads by reaching new potential customers who behave like your existing buyers.
Strategy 4: Run Google Shopping Ads & Retarget on Facebook
For eCommerce brands, Google Shopping Ads are a great way to attract buyers actively searching for products. However, not all visitors will buy immediately.
To increase sales, you can:
- Run Google Shopping Ads to attract buyers searching for products.
- Track visitors who viewed a product but didn’t buy.
- Retarget them on Facebook with carousel ads showcasing the exact products they viewed.
This combination keeps your product in front of potential buyers, increasing the chance of conversion.
3. How to Allocate Budget Between Facebook Ads & Google Ads
To balance spending, consider your business goals and audience behavior:
✅ For brand awareness: Spend 60-70% on Facebook Ads and 30-40% on Google Ads.
✅ For lead generation: Split 50% on Facebook Ads and 50% on Google Ads.
✅ For eCommerce sales: Invest 40% in Google Shopping Ads, 30% in Facebook Retargeting, and 30% in Facebook Lookalike Audiences.
Always test different budget allocations to find what works best for your specific audience.
4. Measuring and Optimizing Your Cross-Platform Strategy
To ensure maximum ROI, track performance on both platforms.
Key Metrics to Monitor:
- Google Ads: Click-Through Rate (CTR), Cost Per Click (CPC), Conversion Rate.
- Facebook Ads: Engagement Rate, Cost Per Lead (CPL), Return on Ad Spend (ROAS).
- Combined Performance: Compare Google-assisted conversions and Facebook retargeting results.
Optimization Tips:
✅ Run A/B tests on different ad creatives and messaging.
✅ Monitor audience overlap to avoid wasted spending on the same users.
✅ Adjust budget allocation based on conversion performance.
Final Thoughts
Combining Facebook Ads and Google Ads creates a powerful marketing funnel that attracts, engages, and converts customers efficiently.
By using Facebook Ads to build awareness and Google Ads to capture intent-driven buyers, you can increase your conversion rates and maximize your advertising ROI.
Juliana Passioni is a traffic management specialist, passionate about digital marketing strategies and online performance. Always seeking improvement, she constantly studies the best market practices to optimize campaigns and achieve significant results.