No, Google Ads and Facebook ads are two completely separate advertising platforms. Google Ads allows you to place ads on Google properties like search results and YouTube, while Facebook ads appear on Facebook, Instagram, and other Facebook-owned platforms. The accounts, budgets, targeting options, bidding, tracking, and reporting for the two platforms do not overlap or connect in any way. You cannot use Google Ads to run ads on Facebook, Instagram, or other Facebook-owned properties.
Key Differences Between Google Ads and Facebook Ads
Advertising Networks
Google Ads places ads on Google properties including:
- Google Search – Text ads displayed alongside search results
- Google Shopping – Product listings ads on Google Shopping
- YouTube – Video ads on YouTube
- Google Display Network – Banner ads on third-party websites that are part of the Google Display Network
Facebook Ads places ads on Facebook properties including:
- Facebook – News feed, right column, Marketplace, and Instant Article ads
- Instagram – Photo, video, carousel, and story ads
- Audience Network – Banner ads on third-party apps and websites
- Messenger – Sponsored messages in Messenger
As you can see, the ad networks accessible through each platform are completely distinct and non-overlapping.
User Data and Targeting
Google Ads taps into data based on users’ search queries, browsing history, device usage, demographic data, and more. You can target ads based on:
- Keywords
- Topics and categories
- Remarketing lists
- Demographics
- Locations
- Devices
- Ad scheduling
- Affinity and in-market audiences
Facebook Ads utilizes the data Facebook has on users including demographics, interests, behaviors, connections, and more. You can target Facebook ads based on:
- Interests and behaviors
- Connections such as Custom Audiences
- Page likes and engagement
- Locations
- Demographics
- Devices
- Ad scheduling
Again, the user data available for targeting is distinct and walled off between the two platforms.
Tracking, Optimization, and Analytics
Google Ads uses auto-tagging, value tracking, conversion tracking, and its own analytics platform to track and optimize campaigns. You can:
- Track conversions and ROI
- Optimize for conversions or conversion value
- Review performance reports in Google Ads
- Integrate Google Analytics for fuller reporting
Facebook Ads has the Facebook pixel, custom conversions, and Facebook Analytics for campaign tracking and optimization. You can:
- Track conversions and optimize for events
- Use custom audiences from conversions
- Analyze performance in Facebook Analytics
- Integrate third-party analytics platforms
Once again, the tracking pixels, analytics platforms, and optimization capabilities do not cross over between Google Ads and Facebook Ads.
Why You Cannot Use Google Ads for Facebook Ads
Now that we’ve compared the key attributes of Google Ads vs Facebook Ads, it should be clear why you cannot use Google Ads to run Facebook ads. The main reasons are:
Completely separate ad accounts and budgets
Google Ads and Facebook Ads require separate business accounts and do not share budgets or billing in any way. Any ad created in Google Ads is tied to a Google Ads budget and account, while Facebook ads require their own Facebook ad account and budget.
Different ad creation workflows and options
The interfaces, ad templates, and creative options vary significantly between Google Ads and Facebook Ads. Ad creation workflows do not transfer across platforms. Any ad made in Google Ads would need to be recreated within Facebook Ads to run on Facebook.
Distinct targeting parameters and user data
The available targeting categories, user data, and audiences only exist within each platform’s walled garden and cannot be shared across Google and Facebook. Targeting set up for Google Ads would not translate to Facebook Ads.
Non-overlapping ad networks
Any ad created and funded in Google Ads can only run on Google owned and operated sites. To run ads on Facebook, Instagram, Messenger, or Audience Network, they must be created and delivered through Facebook’s ad platform.
Separate tracking pixels and analytics
Conversion tracking, optimization, and analytics are fully separate between Google Ads and Facebook Ads. Results and insights do not cross platforms.
Steps to Run both Google and Facebook Ads
If you want to leverage both Google Ads and Facebook Ads, you will need to take the following steps:
Set up distinct accounts
Go to ads.google.com to create a Google Ads account and business.facebook.com to create a Facebook ad account. You cannot connect the two together in any way – they must remain fully separate.
Deposit funds into each platform
Google Ads and Facebook Ads do not allow you to co-mingle funds. You will need to allocate separate budgets for each platform by making deposits into the respective accounts.
Build ads in each platform separately
Both Google Ads and Facebook Ads provide ad builders and templates within their interfaces. You will need to build the ads separately in each platform to match available formats and requirements.
Set targeting for each platform
Configure your target audiences, locations, devices, and schedules uniquely for Google Ads and Facebook Ads based on available options and your goals. The data sets do not transfer across platforms.
Place tracking pixels
Use the Google Ads tag and Facebook pixel separately on your website and thank you pages to enable conversion tracking and optimization for each platform individually.
Optimize based on separate analytics
Google Analytics will provide data for Google Ads campaigns, while Facebook Analytics informs Facebook Ads. Data and insights remain siloed between the two platforms.
Report on each platform separately
Run and analyze reports from within the respective Google Ads and Facebook Ads interfaces to understand performance for each platform. Look for cross-platform insights.
So in summary – you need separate ad accounts, budgets, ad creatives, targeting, tracking, optimization, and reporting to run ads on Google and Facebook. The two systems cannot commingle in any way. But used together they can provide powerful combination.
Benefits of Running Both Google and Facebook Ads
Here are some of the advantages of leveraging both Google Ads and Facebook Ads even though they require completely separate setups:
Reach the two largest digital ad networks
Google and Facebook together account for over 50% of global digital ad spending. Using both expands your potential audience significantly.
Take advantage of different user intent
Google searchers have an explicit intent when they search, while Facebook users are more passive in consuming content. Tap into both types of intent with the two platforms.
Cross-target similar audiences
Remarket across Google and Facebook to increase frequency with your ideal audiences. Each platform offers different ways to define and understand your target users.
Amplify messages
Coordinate messaging across Google and Facebook campaigns to reinforce branding, promotions, etc. through repetition.
Reach users across devices
Meet audiences on mobile via Facebook and on desktop through Google for greater device coverage.
Maximize data
Combine insights from Google Analytics and Facebook Analytics for a comprehensive view of user actions and conversions.
Improve ROI
Leverage the unique optimization capabilities of Google Ads and Facebook Ads to maximize return on each ad spend.
Generate more conversions
The broader reach, combined audiences, and cross-targeting facilitates more overall conversions.
So running both Google and Facebook ad campaigns in tandem can significantly boost performance – you just need to manage them separately.
Common Mistakes When Using Google and Facebook Ads
Here are some common mistakes to avoid when running both Google Ads and Facebook Ads campaigns:
Not separating accounts and budgets
All financial tracking must remain completely separate. Do not attempt to commingle funds between platforms.
Assuming settings will carry over
Ad creation, targeting, tracking, etc. must be set up distinctly for Google Ads and Facebook Ads. Nothing will transfer over.
Using the same assets
Ad creative should be tailored for each platform – don’t just re-use the same assets. Account for different formats and objectives.
Not placing both tracking pixels
Make sure to place both the Google Ads tag and the Facebook pixel on your site to cover both platforms.
Looking at combined analytics
Google Analytics and Facebook Analytics need to be reviewed separately to understand each platform’s performance and optimize accordingly.
Not coordinating efforts
Make sure to align messaging, audiences, and strategies between Google Ads and Facebook Ads for maximum synergy and impact.
Overlapping audiences
Avoid targeting the exact same users and segments in both platforms to minimize ad fatigue and reduce efficiency.
Not reconciling insights
Fully leverage your data by cross-analyzing reporting from Google and Facebook to gain broader perspectives.
Avoiding these pitfalls and keeping the accounts, data, and efforts fully separate will lead to the most advertising success across Google and Facebook.
Frequently Asked Questions
Can I use the same ad account for Google and Facebook?
No, you cannot use the same ad account for Google Ads and Facebook Ads. You must create completely separate accounts and not attempt to connect them in any way.
Can I run Facebook ads on Google?
No, it is not possible to run Facebook ads on Google properties. Facebook ads can only run on Facebook, Instagram, Messenger, and Audience Network. To advertise on Google, you must use Google Ads.
How do I target both Google and Facebook users?
You will need to set up targeting separately in Google Ads and Facebook Ads based on available data and options within each platform. User data is walled off and cannot be shared across the two platforms.
Can I track Google and Facebook conversions together?
No, conversion tracking must be set up separately using the Google Ads tag and Facebook pixel. The conversion data will be siloed between Google Analytics and Facebook Analytics.
Should I use the same creative in Google and Facebook?
You may want to customize creative appropriately for Google text ads vs. Facebook’s more visual feed ads. But coordinating broader messaging can be beneficial across platforms.
Conclusion
In summary, Google Ads and Facebook Ads are entirely distinct platforms and must be used independently. While you cannot use Google Ads for Facebook ads directly, running campaigns across both can provide advantages. Manage the ad accounts, budgets, targeting, tracking, and analytics separately for maximum reach, optimization, and return on ad spend. With strategic coordination, Google and Facebook together can greatly amplify your digital advertising results.