Google Ads captures demand — someone searches, your ad appears. Facebook Ads creates demand — you show an ad to someone matching your audience profile who isn’t actively searching. Google wins for high-intent, immediate-need products and services. Facebook wins for interest-based targeting, e-commerce in emerging categories, courses, B2C lifestyle brands, and retargeting. Google has higher CPC but higher conversion intent. Facebook has lower CPCs but requires more creative testing. The winning strategy uses both: Google captures searchers, Facebook builds awareness and retargets visitors. Start with whichever matches your offer’s intent level.