Google Ads and Facebook Ads both operate on a pay-per-click (PPC) model, but they differ significantly in *where* your ads appear and *how* they target potential customers. Google Ads focuses on reaching people actively searching for products or services, while Facebook Ads targets users based on their interests and demographics within the social media platform.
- Google Ads (Search): Ads appear on Google Search results pages, and increasingly on partner search engines like Bing. Current systems include Performance Max campaigns, leveraging AI to optimise across all Google channels.
- Facebook Ads (Meta Ads): Ads appear within the Facebook and Instagram feeds, Stories, and Messenger. In 2026, Meta now features advanced AI-powered targeting, including ‘Advantage+ audience’ which automatically identifies high-potential customer segments.
- Audience Targeting: Google Ads relies heavily on keywords, while Facebook Ads uses detailed demographic, interest, and behavioural targeting.
As of early 2026, Australian businesses need to be particularly mindful of the updated Australian Privacy Principles (APPs) when utilising both platforms. Facebook’s data collection practices are under ongoing scrutiny, requiring careful attention to consent and data usage. Google Ads, while less reliant on personal data, still requires adherence to data privacy regulations, especially when utilising remarketing lists. Both platforms now offer enhanced privacy controls to assist with compliance.
Understanding these nuances and optimising campaigns for each platform can be complex and time-consuming. Instead of navigating these technical complexities yourself, we can take care of all this for you. Contact the team at ROI.com.au to discuss a tailored digital advertising strategy for your business.
