Key Takeaways
- Facebook Ads dominate the top and middle of the funnel with visual formats, retargeting capabilities, and social storytelling that drive brand discovery and engagement.
- Google Ads win at the bottom of the funnel, converting high-intent shoppers through search, Shopping Ads, and Smart Bidding strategies.
- Use both platforms together for full-funnel ROI, leveraging Facebook for awareness and education, and Google for intent-driven conversions and brand-specific searches.
You’ve got the product, the site’s live, and you’re ready to scale. But now comes the million-dollar question—where should you invest your ad budget: Facebook or Google? For ecommerce marketers, this decision isn’t just about platform preference but cold, hard performance. One platform thrives on intent. The other dominates discovery. But which drives better ROI for your store?
At Nord Media, we work with scaling ecommerce brands every day, and in this post, we’ll break down side-by-side performance benchmarks that matter: CPC, CPA, ROAS, attribution, and more—so you can stop guessing and start scaling smarter.
How Each Platform Supports The Ecommerce Funnel
To build high-ROI campaigns, it’s essential to understand how Facebook Ads and Google Ads engage users at each stage of the ecommerce funnel. Each excels in different areas—Facebook in social discovery and creative storytelling, Google in intent-driven search and conversion.
Top Of Funnel: Awareness And Discovery
- Facebook Ads: Ideal for brand awareness, Facebook targets users by demographics, interests, and behaviors. Visual formats like video, carousel, and collection ads introduce products through storytelling and highlight unique selling points.
- Google Ads: Google’s Display Network and YouTube reach users based on browsing behavior and contextual relevance. These formats keep brands visible during passive research, laying the groundwork for future intent.
Middle Of Funnel: Consideration And Engagement
- Facebook Ads: Custom audiences and retargeting re-engage users who’ve visited your site or engaged with content. Dynamic Product Ads and social proof (reviews, UGC) build trust and deepen interest.
- Google Ads: Search campaigns target users actively comparing options. Text and Shopping ads meet high-intent queries, while remarketing lists (RLSA) deliver timely, relevant messages to returning visitors.
Bottom Of Funnel: Conversion And Purchase
- Facebook Ads: Conversion-focused ads and retargeting close the sale by reminding users of viewed or abandoned products. Lookalike audiences help reach new users similar to top buyers.
- Google Ads: Branded Search and Shopping Ads dominate this stage, targeting high-intent keywords (“buy now,” “best deal”). Optimized copy and product feeds drive purchases, making Google critical for conversions.
Average CPM, CPC, And ROAS: 2025 Benchmark Report
It's important to note that advertising benchmarks can fluctuate based on various factors, including industry, target audience, campaign objectives, and the time of year. However, based on available data for 2025, here are some average benchmarks for CPM, CPC, and ROAS for ecommerce marketers using Facebook Ads and Google Ads.
Facebook Ads Benchmarks (Ecommerce)
- CPM (Cost Per Mille or Cost Per 1,000 Impressions): The average CPM for Facebook and Instagram combined is around $7.75 to $8.15 as of early 2025. However, this can vary significantly by factors like audience targeting and ad placement. Some sources indicate a broader range of $1.01 to $3.00. Keep in mind that CPM tends to be higher during peak advertising periods like holidays.
- CPC (Cost Per Click): The average CPC for Facebook Ads is estimated to be between $0.77 and $1.38. Some sources provide a wider range of $0.26 to $0.50. CPC can differ based on campaign objectives (e.g., traffic vs. lead generation), industry competition, and audience relevance. For traffic campaigns, the average CPC might be lower (around $0.77 to $0.83), while lead generation campaigns could see a higher average CPC (around $1.88 to $1.92).
- ROAS (Return on Ad Spend): Average ROAS for Facebook Ads is highly variable and dependent on numerous factors, including the quality of the product, pricing, and the effectiveness of the ad creative and targeting. Some data suggests that businesses are generally happy with the ROI from Facebook Ads, with some reporting an average ROI ranging from 200% to 500%. However, specific ROAS benchmarks for ecommerce in 2025 heavily depend on individual business performance and industry.
Google Ads Benchmarks (Ecommerce)
- CPM (Cost Per Mille or Cost Per 1,000 Impressions): CPM on the Google Display Network can be lower than on Facebook, with some averages ranging from $0.51 to $1.00, or an overall average around $78.64 across all industries. However, for ecommerce-specific benchmarks in 2025, more granular data would be needed. CPM on Google can vary significantly based on placement, targeting, and industry.
- CPC (Cost Per Click): The average CPC on Google Ads across all industries is around $1.63. However, for ecommerce, this can vary. Some sources suggest a general range of $1 to $2, but industry-specific CPCs can differ. For example, the apparel and fashion industry might see a lower CPC (around $0.54), while more competitive sectors like legal services could have significantly higher CPCs (e.g., $4.11).
- ROAS (Return on Ad Spend): Like Facebook Ads, average ROAS for Google Ads in ecommerce varies widely. Some data indicates an average ROI of around 200% for Google Ads overall (approximately INR 168.76 revenue per INR 84.38 spent).
However, for ecommerce specifically in 2025, ROAS benchmarks depend on factors like product margins, competition for keywords, and landing page optimization. High-value product and B2B services often see strong ROI through Google Ads due to high purchase intent.
Which Platform Converts Better By Product Type?
Not all products perform equally across ad platforms. The effectiveness of Facebook Ads vs Google Ads often comes down to product type, user intent, and purchase behavior. Below is a breakdown of which platform tends to convert better by ecommerce category, helping you align your ad spend more strategically.
Apparel And Fashion: Facebook Wins Early Attention
- Best For: Trend-driven or impulse purchases
- Why Facebook Wins: Fashion is highly visual and benefits from lifestyle-focused creative. Facebook’s feed-style format and Instagram placements allow for strong storytelling, influencer UGC, and dynamic retargeting, which are crucial for driving conversions.
- When to Use Google: For branded searches and high-intent Shopping Ads once awareness is established.
Consumer Electronics: Google Leads with Intent
- Best For: Technical products requiring comparison
- Why Google Wins: Shoppers actively compare specs, prices, and reviews. Google Search and Shopping Ads perform better here by serving purchase-ready queries like “best noise-canceling headphones 2025.”
- When to Use Facebook: For video demos, early-stage awareness, and retargeting site visitors.
Health and Wellness Products: Mixed Performance
- Best For: Supplements, skincare, wellness devices
- Why It’s Split: Facebook Ads excel when building trust with testimonials, influencer UGC, and educational content. Google wins for high-intent searches like “best magnesium supplement for sleep.”
- Strategy Tip: Use Facebook to educate and build familiarity, then capture conversions through Google Search.
Home Decor and Furniture: Facebook for Inspiration
- Best For: Visually driven, lifestyle-based shopping
- Why Facebook Wins: Scroll-stopping visuals and AR integrations boost engagement. Carousel and collection ads are ideal for showcasing multiple SKUs in room settings.
- When to Use Google: For product-specific searches and retargeting with Shopping Ads.
Specialty and Hobby Products: Google Converts Better
- Best For: Niche hobbies like photography gear, musical instruments, collectibles
- Why Google Wins: These users search for particular items. Detailed queries favor Google’s text and Shopping formats.
- When to Use Facebook: For community-building content or long-term nurturing.
Audience Targeting: Precision, Reach, And Algorithms
Each offers unique tools and approaches to targeting, but their capabilities and strengths diverge sharply. Winning ecommerce campaigns are rooted in creative messaging and getting the right offer in front of the right user at precisely the right time.
Precision: Custom Segmentation And Intent Signals
Facebook Ads offer detailed segmentation by demographics, interests, and behaviors, with powerful retargeting and Lookalike Audiences to scale DTC brands.
Google Ads focuses on real-time intent—targeting based on search queries, user context, and purchase behavior—ideal for capturing buyers at the bottom of the funnel.
Reach: Platform Ecosystems And User Engagement
Facebook reaches users across Instagram, Messenger, and its Audience Network, ideal for visual storytelling and broad top-of-funnel exposure.
Google’s reach spans Search, YouTube, Gmail, and Display, connecting with users during high-intent moments, though with less social interaction.
Algorithms: Machine Learning And Continuous Optimization
Facebook optimizes ad delivery using engagement signals and favors creative variety and fast A/B testing.
Google’s Smart Bidding uses user context and conversion data to adjust real-time bids, prioritizing intent-driven efficiency.
Creative Formats That Perform On Google Vs Facebook
Choosing the right creative formats is pivotal when running high-impact campaigns. While both Google Ads and Facebook Ads offer powerful reach, their creative styles, audience expectations, and visual requirements differ significantly. Understanding these differences is essential for ecommerce marketers aiming to maximize ROI and engage customers at every point in the funnel.
Visual-First Storytelling On Facebook
Facebook—and its associated platforms like Instagram—thrive on visual storytelling. High-performing Facebook Ads often incorporate:
- Video Ads: Short (under 15 seconds), vertical or square-format videos dominate news feeds. Ads that quickly demonstrate products, showcase user experiences, or deploy thumb-stopping hooks drive strong engagement and lower CPMs.
- Carousel Ads: Featuring up to 10 images or videos, carousel ads are ideal for product collections or storytelling in sequence. Brands use these to highlight features, benefits, or multiple SKUs in one swipeable experience.
- Collection Ads: Opening to a full-screen Instant Experience, these are designed for rapid product discovery and frictionless shopping, especially effective for mobile-first DTC brands.
Best practice? Authentic user-generated content and creative iterations tailored to audience segments consistently perform above branded studio shots.
Intent-Driven Formats On Google
Google Ads, spanning Search, Shopping, Display, and YouTube, demand a different creative approach:
- Search Ads: Text-based and intent-heavy, search formats require compelling, concise copy that aligns with user queries. Strong calls-to-action and clear value propositions are crucial.
- Shopping Ads: Relying on high-quality product images and accurate feeds, Shopping Ads surface products directly in search results. Standout images with clean backgrounds, prominent brand marks, and optimized titles/descriptions drive the highest click-through rates.
- YouTube Video Ads: Skippable and non-skippable video ads can reach users at discovery and consideration stages. Creative that provides immediate value (“how-tos,” demos, or bold storytelling) outperforms traditional commercials.
- Display Ads: Rich media or static images, tailored to audience intent and retargeting pools. Display creatives should feature bold visuals, minimal copy, and clear branding to capture fleeting attention across the web.
Digital marketers should align creative with user intent: Facebook for visual engagement and product discovery, Google for purchase-driven, solution-focused messaging.
When To Use Both Platforms For Full-Funnel Campaigns
Below, we'll explain how each stage of a full-funnel campaign can benefit from the complementary strengths of both platforms.
Driving Awareness: Reaching The Right Eyes
Facebook Ads excel at sparking interest among previously unengaged audiences. The platform’s advanced targeting options make it ideal for casting a wide net while still zeroing in on detailed demographic, interest, and behavioral attributes. By introducing visually compelling creative to an audience that matches your ideal customer profile, you set the stage for brand recall and affinity.
Google Ads, particularly via the Display Network and YouTube, can amplify awareness—especially when you want to piggyback on high-traffic sites or capture intent signals based on recent search or browsing behaviors.
Generating Consideration: Moving Prospects Down The Funnel
Once brand awareness is established, both platforms work in tandem to influence the consideration stage. Facebook’s robust retargeting capabilities allow you to re-engage users who have interacted with your content or visited your website, delivering tailored messaging to overcome objections and drive interest.
Simultaneously, search campaigns on Google Ads intercept in-market shoppers as they actively research solutions. By bidding on relevant keywords, you can intercept high-intent queries with strong offers or educational content, making your product the clear choice.
Driving Conversion: Closing The Deal
At the conversion stage, intent-oriented Google Search Ads become more prominent. These ads capture purchase-ready customers as they search for products or solutions directly. A well-optimized campaign here ensures your offerings are front and center at the moment of decision.
Facebook Ads serve as a critical reminder and nudge, especially for cart abandoners or prospects who need additional social proof. Dynamic product ads and lookalike audiences keep your brand top-of-mind and pull fence-sitters over the line.
Nurturing Loyalty: Why Full-Funnel Doesn’t End At Conversion
Achieving a sale is only part of the journey. Both Facebook and Google offer avenues for retention and lifetime value maximization. Facebook’s Custom Audiences enable you to segment and nurture your existing customer base, promoting repeat purchases or loyalty programs. Google’s Customer Match can similarly personalize search and display efforts for post-purchase follow-up or cross-sell initiatives.
Final Thoughts
Choosing between Facebook Ads and Google Ads isn’t about picking a winner—it’s about knowing when and where each platform shines. Facebook excels at visual storytelling and audience discovery, making it a powerful tool for building awareness and nurturing interest.
Conversely, Google dominates when purchase intent is high, precisely capturing bottom-of-funnel conversions. For ecommerce brands ready to scale, the most innovative strategy often isn’t either/or—it’s both. By aligning platform strengths with your product type, funnel stage, and audience behavior, you can build a full-funnel campaign that converts from scroll to sale.
Frequently Asked Questions About Facebook Ads Vs Google Ads
How do Facebook Ads work for eCommerce?
Facebook Ads help eCommerce brands reach highly-targeted audiences across Facebook, Instagram, Messenger, and Audience Network. Using Facebook’s robust demographic, interest, and behavioral data, marketers can create personalized campaigns—from dynamic product ads to retargeting—to drive users from brand awareness to direct purchase.
How do Google Ads work for eCommerce?
Google Ads leverage the world’s leading search engine and partner networks, allowing eCommerce businesses to capture high-intent shoppers when they’re searching for specific products.
Which platform tends to be more cost-effective for eCommerce advertising?
The cost-effectiveness depends on your goals, product type, and audience. Generally, Facebook Ads often offer lower cost-per-click and cost-per-acquisition for awareness and prospecting campaigns due to rich targeting and scalable creative testing. Google Ads can be more cost-effective for bottom-funnel conversions, capturing users ready to buy with higher intent.
How does ad creative influence performance on Facebook versus Google?
Ad creative is particularly crucial on Facebook, where visually engaging images or videos directly impact scroll-stopping power and engagement. Compelling creative tailored to audience interests can dramatically boost performance. On Google Ads, especially Search and Shopping, ad copy and product feed optimization are paramount; success hinges on clarity, relevance, and bidding strategy, with less emphasis on visual storytelling outside of Display and YouTube formats.
Can you use both Facebook Ads and Google Ads for eCommerce businesses?
Yes. Most successful eCommerce brands—including Nord Media clients—utilize both platforms for a holistic approach. Facebook excels at generating demand and building brand affinity, while Google captures existing intent to purchase. An integrated strategy lets businesses move prospects efficiently through the purchase funnel, increasing reach, brand recall, and conversions.
Is having a big budget necessary to succeed on either platform?
Not necessarily. Facebook Ads and Google Ads allow for flexible budgeting and can be highly effective with strategic targeting and creative testing, even at modest spending. Success depends on refining audience segments, optimizing creative, and consistently analyzing performance data.