Google Ads and Facebook Ads both allow you to display advertisements to potential customers, but they operate on fundamentally different principles: Google Ads targets *intent* – people actively searching for what you offer – while Facebook Ads targets *interests* and demographics, showing ads to people based on their profiles and behaviours.
- Google Ads (Search): Primarily text-based ads appearing in Google Search results, driven by keywords. Current systems include advanced bidding strategies leveraging machine learning for optimal cost-per-acquisition.
- Google Ads (Display/Video): Visual ads across the Google Display Network (websites, apps) and YouTube. Now features enhanced audience targeting based on real-world shopping data.
- Facebook Ads (Meta Ads): Visual ads appearing in Facebook and Instagram feeds and Stories. In 2026, Meta’s Advantage+ campaign budget offers automated budget distribution across platforms.
As of early 2026, both platforms are heavily influenced by privacy regulations, including ongoing adjustments to comply with Australian Privacy Principles (APPs). Google is increasingly reliant on first-party data and modelled conversions, while Facebook continues to refine its tracking capabilities with privacy-safe targeting options. Australian businesses must also be mindful of the ACCC’s scrutiny of digital advertising practices when optimising campaigns.
Understanding these nuances and navigating the technical complexities of both platforms can be time-consuming. Instead of struggling with bidding strategies, audience segmentation, and compliance, we can take care of all this for you. Contact ROI Growth Agency today to discuss a tailored digital advertising strategy for your business.
