Google Shopping Ads vs. Facebook Catalog Ads: Which is Better?

When it comes to promoting products online, Shopping Ads are a go-to for many e-commerce businesses. But should you choose Google Shopping Ads or Facebook Catalog Ads? Each platform has strengths, and selecting the right one depends on your audience and goals.

How Google Shopping Ads Work

Shopping Ads on Google appear directly in search results, often above organic listings. These ads show product images, prices, and store names—right when users are actively searching to buy. This intent-driven setup is powerful, especially for brands that want to capture high-converting traffic.

Google pulls this product data from your Merchant Center feed, making it crucial to have clean, up-to-date listings. Since users are already looking for specific items, Shopping Ads often deliver a strong return on ad spend.

Why Facebook Catalog Ads Excel in Visual Targeting

Facebook Catalog Ads take a different approach. Rather than showing up in response to search queries, they are served based on user behavior and interest targeting. These ads appear in feeds, Stories, and even Instagram—making them great for visually engaging shoppers who aren’t actively searching but might be persuaded to purchase.

Shopping Ads on Facebook use dynamic retargeting. For example, if someone viewed a product on your site, they’ll see that exact item again in their feed. This keeps your products top of mind and encourages conversions from warm audiences.

Choosing the Right Platform for Your Business

So which is better? It depends. Google Ads are ideal for capturing purchase-ready traffic. Facebook Catalog Ads, on the other hand, are better suited for brand exposure and retargeting. If possible, running both can provide a well-rounded funnel—Google for intent, Facebook for discovery and nurturing.

Moreover, both platforms offer valuable analytics. However, understanding your customer journey will help you allocate budget more effectively. Test, measure, and adapt your strategy accordingly.

In conclusion, Shopping Ads can be powerful across both platforms. The key is knowing where your audience lives and how they prefer to shop.