Google Ads captures demand — someone searches, your ad appears. Facebook Ads creates demand — you interrupt someone based on their profile. 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 requires more creative testing but has lower CPCs. The winning strategy uses both together. Start with whichever matches your offer’s intent level.