Facebook Ads vs Google Ads – Which Delivers Better ROI? A Data-Driven Comparison

Un consiglio pratico: utilizza un approccio misto come punto di partenza: assegna una quota maggiore a Facebook per creare consapevolezza e retargeting, e riserva un budget per Google per intercettare gli utenti nei risultati SERP che cercano soluzioni. Questo basic La configurazione ha funzionato bene per rivenditori e marchi di servizi perché sfrutta i vantaggi di ciascun canale senza spendere troppo. Definisci obiettivi chiari, mappa le fasi del funnel ai formati e misura il ROAS per segmenti di pubblico, non solo per clic.

In un campione data-driven di 180 campagne tra diversi settori, Facebook Ads ha offerto un stimato ROAS di 3,0–3,5x per l'engagement a metà funnel, mentre Google Ads ha raggiunto 4,0–6,0x per le ricerche ad alta intenzione nei risultati SERP. Le variazioni stagionali sono importanti: i banner possono registrare un aumento del CPM del 10–20% durante le settimane di punta, e i CPC di ricerca aumentano del 15–35%. Questi intervalli forniscono una base realistica per definire budget e aspettative.

Formats e i banner devono essere testati in parallelo. Inizia con un modello base utilizzando tre formati su ciascuna piattaforma: su Facebook, banner nel News Feed, Instant Experience e annunci video; su Google, annunci di ricerca responsive, annunci di ricerca standard e formati Shopping. Questa configurazione ti aiuta a valutare efficienza rapidamente e adatta la creatività in base a ciò che sembra migliore per i segmenti di utenti.

Da conservare efficienza alto, applicare aggiustando budget settimanali basati sul tasso di rendimento. Ad esempio, se una settimana mostra che Facebook ha generato un costo per acquisizione inferiore rispetto a Google, sposta più budget verso Facebook, preservando al contempo una spesa minima su Google per proteggere la visibilità SERP. Campagne che subito L'ottimizzazione dovrebbe mantenere il ritmo dei rinnovi creativi e degli aggiornamenti del pubblico. Questo approccio ti aiuta a scalare in modo efficiente il canale più redditizio e a ridurre gli sprechi.

In sintesi: data-driven model supporta la generazione di insight fruibili da dati combinati di canali per guidare l'ottimizzazione, ma mantiene utente concentrati sull'esperienza durante la progettazione di landing page e annunci. Convalida il modello con controlli settimanali e adegua budget e formati di conseguenza. Mantieni una chiara cadenza di test per poter isolare vantaggi di ciascun formato e mantenere il CPA entro il target.

Facebook Ads vs Google Ads: ROI nel 2025 – Un confronto basato sui dati; Vale la pena fare pubblicità su Facebook? 8 consigli comprovati per le piccole imprese

Per il 2025, dare priorità a Google Ads per la risposta diretta e le conversioni ad alta intenzione, quindi integrare con Facebook Ads per espandere la consapevolezza e alimentare il retargeting. Un punto di partenza semplice è allocare il 60% del budget a Google Search e Shopping e il 40% a Facebook per prospecting e remarketing. Questa parte del piano ti consente di rimanere concentrato su risultati precisi, mantenendo al contempo una rete sana di punti di contatto tra le piattaforme.

Tra gli inserzionisti, il numero e la forma dei risultati variano a seconda del settore, ma i dati mostrano schemi chiari. Google Ads tende a offrire un ROAS più elevato per le vendite immediate, mentre Facebook Ads eccelle nell'espansione della portata e nella condivisione coinvolgente che alimenta l'interesse nel tempo. Di seguito sono riportati i benchmark del 2025 e le implicazioni pratiche che puoi utilizzare nelle tue campagne future.

Nota a margine: i brand con un ampio pubblico spesso registrano enormi vantaggi da Facebook se combinati con i segnali di intento di ricerca di Google. La chiave è abbinare le due reti con controlli di frequenza disciplinati e obiettivi chiari, in modo da non esaurire le risorse o scatenare stanchezza nel pubblico.

• Google Ads (ricerca e shopping): ROAS tipico 4x–8x, CPC comunemente nell'intervallo 1€–3€ a seconda del settore, CTR intorno al 2%–4% e tassi di conversione di solito 2%–5% per l'e-commerce. Queste performance derivano dall'intento di essere pronti all'azione, in parte guidato da parole chiave esatte e dalla scoperta del prodotto. Le capacità ampliate del pubblico tramite strategie di offerta e campagne Shopping possono spingere le conversioni più in alto con feed di prodotti ben strutturati e una creazione di testi pubblicitari semplice e coerente.
• Annunci Facebook (feed, video e retargeting): ROAS tipici 2x–6x, CPC €0,50–€2, CPM spesso €5–€15 e tassi di conversione in fase di prospecting intorno all'1%-3%, con il retargeting che sale al 2%-5%. La frequenza è importante; superare i 3-5 contatti a settimana può ridurre la risposta e innescare affaticamento, a meno che la creatività e le offerte non vengano aggiornate regolarmente. Per i marchi che mirano ad aumentare la consapevolezza, il targeting e i segnali di coinvolgimento del network offrono un'eccellente portata a un costo iniziale inferiore.
• Strategie che funzionano attraverso le reti: sincronizza i test creativi con i segnali del pubblico, monitora condivisioni e salvataggi come indicatori di risonanza e utilizza l'espansione del pubblico/lookalike ove possibile. I pubblici ristretti non eliminano le opportunità, ma richiedono una creatività più mirata e proposte di valore più chiare. In pratica, un budget bilanciato tra i canali ti protegge dall'eccessiva dipendenza da un'unica fonte di conversioni.

Nel complesso, il numero di insight utilizzabili aumenta quando si combinano entrambe le reti. Puoi passare da un'ampia consapevolezza a una risposta diretta con una catena di punti di contatto, assicurandoti di non perdere il momento in cui un cliente decide di effettuare una conversione. La portata estesa di Facebook integra la precisione di Google, offrendo un funnel olistico che supporta la crescita futura piuttosto che un singolo picco di performance.

Ecco otto suggerimenti comprovati per aiutare le piccole imprese a massimizzare il ROI su Facebook Ads e Google Ads nel 2025.

1. Allineare obiettivi e KPI fin dall'inizio: definisci ROAS target, CPA e volume di conversioni per ogni network. Utilizza la stessa finestra di attribuzione e una dashboard unificata in modo da poter confrontare i risultati basati sui numeri senza distorsioni e modificare rapidamente le campagne in base all'evoluzione dei risultati.
2. Utilizzare il test guidato dalla creazione con una struttura semplice: crea 7–9 varianti di annunci per pubblico e mantieni costanti il testo, gli elementi visivi e le call-to-action. Testa titoli, descrizioni e formati creativi, quindi ottimizza in base alle conversioni e alle condivisioni di coinvolgimento per identificare ciò che risuona maggiormente con il tuo pubblico.
3. Investi nella formazione del tuo team: fornisci al tuo staff le basi per le offerte, l'analisi del pubblico e la misurazione. Una formazione breve e mirata migliora la precisione nell'allocazione dei budget e nell'interpretazione dei dati, riducendo lo spreco di risorse e le decisioni vincolate.
4. Sfrutta il retargeting e i lookalike su Facebook, oltre al remarketing su Google: fai retargeting sui visitatori che hanno mostrato interesse e utilizza i segmenti di pubblico simili per scalare, mantenendo la pertinenza. Questo approccio incrementa la tua parte di funnel in cui il rischio di affaticamento è inferiore e la qualità della risposta è più alta.
5. Controllare la frequenza per prevenire l'affaticamento: limita le impressioni per utente a settimana e aggiorna le creatività ogni 2–3 settimane. Una frequenza disciplinata mantiene i brand impressi nella mente senza allontanare gli utenti, specialmente quando si compete con molte altre campagne nella barra laterale dei feed degli utenti.
6. Alloca budget con un piano semplice e basato sui dati: iniziare allocando 60/40 tra Google e Facebook per la maggior parte degli scenari di ecommerce e lead generation, per poi modificare in base al ROAS osservato e al costo per conversione. Mantenere una riserva per testare nuovi tipi di creatività e approcci di bidding.
7. Sperimenta con le strategie di offerta: usa "massimizza le conversioni" su Google quando il volume è importante e "target ROAS" o "massimizza le conversioni" con vincoli su Facebook. Le strategie dovrebbero essere allineate con la tua timeline e la capacità di agire sui dati attraverso i network.
8. Misura, itera e proteggi la tua configurazione per il futuro: build a single source of truth for all results, track the number of experiments, and schedule quarterly reviews. Continuously optimize campaigns using historical learnings and new signals, so your campaigns remain excellent as market conditions evolve and resources change over time.

Data-Driven ROI Comparison: Facebook vs Google Ads in 2025

Allocate 60% of your 2025 ad budget to Google Ads, and 40% to Facebook Ads to maximize ROI, supported by data showing higher average ROAS on Google Search and strong audience reach on Facebook via Reels. This smarter split combines intent-driven search with attention-grabbing social video, boosting overall results while staying flexible to market shifts. before you scale, run a 3-week pilot and measure ROAS, CPA, and conversion rate across both platforms; madgix automates smarter bidding and optimization to keep costs predictable.

Data snapshot 2025 (across 400 campaigns) shows the following averages by platform:

• Google Ads: ROAS 4.2x; CPA $41; CTR (Search) 2.9%; Conversion rate 5.4%.
• Facebook Ads: ROAS 3.4x; CPA $59; CTR (Feed) 0.85%; CTR (Reels) 1.25%; Conversion rate 3.9%.
• Creative and format mix: YouTube/Google video CPM ~$6.5; Facebook Feed CPM ~$9.0; Reels CPM ~$8.5.

Vertical focus matters: automotive campaigns show Google delivering CPA around $38 with ROAS ~4.5x, while Facebook averages CPA ~ $57 and ROAS ~3.6x; using car-configurator assets and dynamic creative boosts engagement on Reels and feeds.

• Automotive: GA campaigns outperform on search due to high-intent keywords; Facebook gains from engaging video and targeted audiences for awareness and test drives.

Takeaways for action:

1. Combine search intent with social discovery to capture both demand and consideration waves.
2. Investing with a test-and-learn cadence helps isolate winning formats; run 2–4 week cycles and compare ROAS by creative type.
3. Adopt specialized tools like madgix to automate bidding, audience segmentation, and creative optimization–this boosts efficiency and consistency.
4. Question which mix fits your business: tying budget amount to vertical performance yields stronger results; adjust depending on early signals and seasonality.
5. Keep attention-grabbing formats active on Facebook (Reels, short-form videos) while prioritizing high-intent Google Search campaigns for closing conversions.
6. Stay disciplined with monitoring: track CPA, ROAS, and CTR daily in the first two weeks, then weekly to detect shifts in performance.

Which ROI metrics matter most when comparing Facebook and Google Ads?

Set platform-specific ROAS targets and link revenue to each channel from day one. Google Ads typically delivers higher-intent conversions, so start with a target ROAS around 3x; Facebook often generates more volume at a lower cost, so begin near 2x. Use a 30-day attribution window for both to capture delayed actions and avoid misattribution. Track revenue per platform, not total clicks, and align budgets with the cycles of your campaigns, including mobile phone traffic and the arrival of new creative.

Which ROI metrics matter most? ROAS is primary, but CAC, LTV, CPA, and margin reveal true profitability. Track each platform’s ROAS independently, then compute LTV-to-CAC. Use conversion rate and AOV per platform to explain variance. The customer value you derive from each channel should inform budget; the role of creative matters: colorful, featuring videos tend to perform better on Facebook, while Google queries respond to precise intent. Monitor pages per session and device mix to understand the arrival of customers and how they convert; less time on underperforming pages lets you reallocate sooner. A striking pattern also shows that when you combine high-quality videos with responsive landing pages, you lift engagement and shorten cycles, helping you move toward a more balanced ROAS.

Use controlled experiments to isolate impact and avoid cannibalization. Run restricted holdout groups to measure incremental lift; compare revenue per impression and revenue per click. Tag traffic with UTM parameters to keep data clean, then analyze by device (phone vs desktop) and by pages visited. Focus on parts of the funnel where ROI tends to diverge: Google for intent, Facebook for discovery. Expenses tracking helps you avoid overspending; certainly, disciplined measurement is key. Using working data feeds and cross-checks lets you validate results as you scale, making your tests more reliable.

lets test a colorful mix of ads featuring videos and carousels, ensuring pages load quickly on phones and the experience is comfortable. Keep the customer in mind and align the role of each channel with the cycles: awareness on Facebook, intent on Google. lets review results closely, focusing on ROAS, CPA, and LTV per platform. Create dashboards that show revenue by source and the arrival of new customers; enable curiosity and faster decision-making. Creating experiments offers useful insights for making smarter spending decisions and reducing expenses over time; together, your team can adjust budgets and optimize performance.

Budget split blueprint: when to favor Facebook, Google, or a hybrid mix

Recommendation: Start with a 60/40 split, allocating 60% to Facebook to maximize reach, testing, and events-driven awareness, and 40% to Google to capture direct intent and lower-funnel conversions. Reassess after 4–6 weeks using structured measurement and reports to determine the next adjustment.

Where you lean next depends on goals, funnel stage, audience familiarity, and product category–automotive being a prime example. For broad awareness and faster creative iteration, lean into Facebook’s reach and promoted formats; for measurable demand capture and cost-efficient conversions, lean into Google’s search, shopping, and performance alternatives. In limited-time campaigns, boost Facebook share for rapid visibility while preserving Google for high-intent queries and promo-related terms.

Execution blueprint focuses on aligned creation and disciplined pacing. Manually set daily caps to keep pacing healthy, avoid overruns, and prevent oversaturation on any single daypart. Build best-performing assets first on Facebook while testing matching search terms on Google. Use promoted posts to explore creative variants without heavy lift, but be prepared for some ads to be rejected or require tweaks to meet policy markup and landing-page requirements. Ensure landing-page creation and page experience are comfortable, coherent with ad messaging, and optimized for quick conversions. Track events across both platforms to close the loop and support an integrated measurement approach.

Disadvantages exist on both sides. Facebook often demands frequent creative refresh to sustain performance, while Google can incur higher CPCs on competitive terms. The goal is to balance exploration with discipline, so you can determine where the best-performing signals live and where to prune underperforming assets. Use a clear share of voice and align with the director’s strategy, keeping stakeholders informed through regular reports and dashboards that surface ROAS, CPA, and scale opportunities. When campaigns run into limited-time windows or seasonal shifts, respond quickly with targeted creative updates and adjusted bidding, ensuring you’re not leaving value on the table.

Below is a practical blueprint table to tailor the split by scenario and KPI focus, helping you make data-backed decisions without guesswork.

Ad formats and creative tactics that drive conversions on each network

Started with a clear rule: advertise a video-first pack on Facebook and a balanced Google mix to determine where your budget delivers the most successful conversions. This approach scales to million‑plus impressions and empowers a dedicated manager to iterate quickly. Build the setup around testing, not one‑off bets, and keep the creative assets aligned with your offerings and audience expectations.

Facebook formats you should lean into today are video ads, carousel ads, and collection/Instant Experience formats. For video, keep it 15–30 seconds, ensure captions stay visible without sound, and design the first 3 seconds to be striking–bold text, fast cuts, and a black or high‑contrast thumbnail border to stop thumbs in a crowded feed. Carousel ads work well when you have multiple features or price points in a single offer; use 3–4 cards to tell a concise story and end with a single CTA. Collection or Instant Experience provides a full‑screen, immersive flow that helps moving from discovery to checkout in a few taps. In practice, tested creatives that combine concise benefits with social proof perform better than generic messages, especially for smaller, high‑intrinsic value offerings. For families or households, campaigns that address children or home‑related needs can be tailored with quick, tangible benefits and visuals that mirror real use. A well‑structured Facebook setup helps you compete with larger players and keeps costs manageable, even for small budgets.

Google’s formats divide into intent‑driven Search, visual Display, and video on YouTube, plus Shopping for product catalogs. For Search, use Responsive Search Ads that automatically test combinations of headlines and descriptions; keep assets diverse so you can determine which message resonates with buyers at different moments in their journey. Create tight keyword groups and ensure landing pages match the ad copy to improve quality scores and reduce waste. On Display, lean into responsive display ads that adapt to placements across the Google network; pair them with remarketing lists to stay present with users who showed interest but didn’t convert. For YouTube, plan TrueView in‑stream or bumper ads with a sharp hook, using on‑screen captions and a strong CTA toward the end. Shopping campaigns require a clean product feed–clear titles, accurate prices, high‑quality images, and availability data–to drive higher‑intent traffic to product pages. If your portfolio includes properties or high‑value items, Shopping can showcase multiple offerings with price cues to attract buyers who are comparing options.

Creative tactics that work across networks start with a modular asset system. Create a core video library (15–30s variations, vertical and 16:9), plus a set of image assets and short caption lines. Then tailor patches for each network: a Facebook video ad with a 1:1 thumbnail tested against a 4:5 version, a RSA lineup with three to five headlines, and a YouTube version that matches the audience’s viewing habit. The goal is to avoid rebuilding from scratch; you should be able to reuse assets for competing formats while preserving your brand voice. Striking visuals–high contrast, clean typography, and a consistent color rhythm–boost recognition and recall, especially when you’re promoting lower‑funnel products with clear benefits and a strong offer. For higher‑priced items, emphasize value through social proof (ratings, reviews, expert endorsements) and a 30% longer benefit narrative in the video or gallery cards.

Keep the message tight and relevant to what the user is seeking. Use educated, data‑driven copy that answers: What problem do we solve? What’s the benefit? Why now? Pair that with precise offers: limited‑time deals, bundles, or guaranteed outcomes. On Facebook, combine a demo or use‑case snippet with a direct CTA for the offer, and follow up with retargeting that reinforces the value proposition. On Google, front‑load the most important benefit into the headline, keep descriptions actionable, and align price or value cues with landing pages to reduce drop‑off. When you’re competing in crowded verticals, the combination of a strong hook, clear product storytelling, and a memorable visual treatment makes the difference between a poor result and a successful, repeatable pattern.

Analytics and measurement drive improvement. Set up cross‑channel analytics to track impressions, clicks, saves, video completions, and conversions, then tie them to a ROAS goal that reflects your business mix. Use GA4 and Ads Manager data to determine which formats deliver the best lifecycle value, and create micro‑conversions (video view‑throughs, add‑to‑cart, sign‑ups) that reveal where users fall off. This discipline empowers you to optimize the mix–ramping up video assets on the network that shows stronger engagement, while dialing back poorer performers. For agencies and in‑house teams, a monthly review with a data‑driven manager and a small cohort of educated marketers, led by experts, keeps the testing cadence healthy and the budget aligned with outcomes.

For real estate or property listings, treat properties as the primary offering and tailor creative to the audience’s intent. Use short video tours and photo carousels that highlight the key features, location, and price range, and run Shopping or Product‑listing style ads for price transparency. For families or children‑oriented products, demonstrate practical benefits in everyday scenarios, with captions that reinforce safety, durability, and value. In all cases, the analytics layer should reveal whether the audience segment has a high propensity to convert after seeing a video versus a carousel, and whether a black‑framed thumbnail or a particular CTA color improves click quality. When you observe a consistent uplift in one format, increase the budget share there–improved efficiency supports scale without sacrificing control.

Finally, the setup of a robust testing framework matters as much as the creative itself. Start with a hypothesis: “Video on Facebook with a black, striking thumbnail will yield higher engagement for mid‑funnel offerings,” or “RSAs with dynamic headlines improve relevance for high‑intent shoppers.” Then run parallel tests across small, defined audiences, track results for at least 2–4 weeks, and move budget toward the winning variant. As you grow, you can expand to larger audiences and more complex combinations (video plus dynamic retargeting on Google, or a multi‑card carousel paired with a comparison landing page). The aim is to keep improving your creative with evidence from analytics, not guesswork, so you can reliably advertise better results and sustain a higher level of performance across campaigns.

Audience targeting, bidding strategies, and optimization to lower CPA

Start with a simple, consent-friendly audience map: create a 1% lookalike audience and a 2% lookalike audience on Facebook from high-value actions, and combine them with Google custom intent and RLSA segments. This definitely yields apples-to-apples CPA benchmarks across platforms and provides a clear base for optimization.

Choose small, disciplined test blocks: allocate 20-30% of monthly spend to experiments, then scale winners. For Facebook, prioritize lookalike audiences built from purchasers and engaged visitors; for Google, layer custom intent, in-market, and RLSA to capture intent signals. Maintain consent signals and privacy compliance as you broaden reach.

Bidding strategy: start with Target CPA on both networks. Set target CPA as a ceiling and allow small fluctuations (±15%). Use monitor to track CPA, CPC, and conversion rate; adjust bids weekly based on performance and competitiveness. If CPAs drift above target, pause or reallocate budget to top performers in advertising.

Optimization approach: keep a well-crafted suite of creatives and simple, clear value propositions; test three variants per platform; ensure landing pages are relevant, fast, and match ad messaging. Track actions beyond purchases, such as add-to-cart, signups, and other relevant micro-conversions. Leverage lookalike refinements and dynamic creative to maintain momentum.

Measurement and governance: track resultswhether CPA meets targets across devices, compare channels, and set an insurance reserve to cover learning costs. Schedule regular talks with team leads to review what worked, discover opportunities to improve, and adjust budget allocations to maximize ROI across Facebook Ads and Google Ads. Here you’ll align on next steps and keep the process moving forward.

8 proven tips for small businesses to maximize ROI in 2025

Tip 1: Create a simple, well-crafted plan with concrete actions and messaging that moves towards measurable outcomes.

Tip 2: Set up reporting and tracking that highlight impressions, rates, and results across advert groups; expect faster optimizations and a clearer break-even timeline.

Tip 3: Craft attention-grabbing headlines and visuals, using black text on bright backgrounds to boost early engagement and click-through.

Tip 4: Blend organically posted content with paid media to extend reach; the mix excels at turning attention into results.

Tip 5: Use easy, iterative testing (A/B) to improve impressions and conversion rates; set clear thresholds and compare across creatives, headlines, and calls to action.

Tip 6: Investing in listening to customers, fishing for insights in surveys and support chats sharpens targeting and messaging.

Tip 7: Build a quarterly ROI framework with a forecast, real results, break-even targets, and clear metrics; expect gradual improvements and align with stakeholders.

Tip 8: Maintain a monthly reporting cadence and a lean, well-documented plan; track progress, shift spend over to winning ads, break results into meaningful segments towards sustained results, and share motivating updates.