Platform Overview
Facebook Ads Overview
Facebook/Instagram Ads target users based on interests, behaviors, and demographics. Excellent for awareness and retargeting.
Google Ads Overview
Google Ads capture search intent with keyword targeting. Powerful for capturing buyers actively searching for products.
Fee Comparison
| Aspect | Facebook Ads | Google Ads | Notes |
|---|---|---|---|
| Average CPC | $0.50-$2.00 | $0.50-$5.00 | Varies by industry |
| Targeting Method | Interest/demographic | Search intent | Depends on goals |
| Conversion Rate | Lower intent | High purchase intent | Google better |
| Brand Awareness | Excellent | Limited | FB advantage |
| Product Search Capture | No | Yes | Google advantage |
| Retargeting | Both offer | Both offer | Equal |
| Video Ads | Yes | No | FB advantage |
| Shopping Ads | Limited | Yes (Performance Max) | Google advantage |
Our Recommendation
Google wins for direct sales. Facebook wins for brand building and awareness campaigns.
Key Takeaways
What to Consider
- Platform fees are only part of the equation - factor in fulfillment, shipping, and your time.
- Consider your product type and target audience when choosing between Facebook Ads and Google Ads.
- Use our Profit Calculator to estimate exact costs.
Frequently Asked Questions
Which advertising platform gives the best ROI for ecommerce?
Google Ads typically converts best for intent-based searches (product comparisons, brand names). Facebook/Instagram Ads excel for discovery and social proof. Amazon Ads convert highest for product searches but require an Amazon presence. Average ROAS benchmarks: Google 3:1, Facebook/Instagram 2:1, Amazon 10:1. Start with the platform matching your audience's buying intent.
How much should I budget for advertising as a percentage of revenue?
A healthy ad spend benchmark is 5-15% of gross revenue. New sellers should start at 5-10% to test and optimize before scaling. Track ROAS (Return on Ad Spend) â a ROAS above your break-even means every dollar in ads generates more than its cost in profit.
Data Methodology & Disclaimer
Fee data and benchmarks in this article are sourced from official platform documentation and cross-referenced with publicly available rate schedules as of April 2026. Calculations use standard fee formulas; individual results vary based on product category and specific listing details.
Disclaimer: This article is for informational purposes only and does not constitute financial, legal, or tax advice. Check the latest rates at each platform's official seller fees page. Fee structures reflect publicly available information as of April 2026 and are subject to change. Always verify current rates before making financial decisions.