As you probably know, Google Ads allows you to set up Search campaigns so that you can show ads to people based on what they’re searching for. Meta Ads does not have a Search equivalent across its platforms like Facebook, Instagram, and WhatsApp.
However, it’s a common misconception that Google Ads only run on Google platforms like Search, YouTube, Gmail, etc. Google Ads can also run on Search partner sites (non-Google websites that use Google’s technology to power their on-site search). Video Ads can also run on video partner sites (similar concept). And of course, there’s the Google Display Network, a collection of millions of websites that monetize using Google AdSense.
Meta’s version of the Google Display Network is called the Meta Audience Network, and it works similarly. In a Meta Ads campaign, you can manually select your various platforms and networks, or just let Meta optimize this for you.
A few key Meta Ads placement options.
While Google Ads usually lets you opt in or out of partner sites, more and more campaign types (like Performance Max and conversion-focused video campaigns) force you into all available placements.
Another key difference here is that Meta Ads on Facebook and Instagram must be linked to a page or profile. This means that whenever your ad shows up, users can click on your call to action, but they can also engage with the post or visit your social profile.
You can see nine people engaged with this ad by adding a reaction.
Contrast this with Google Ads, where Google has only just started verifying advertisers and displaying a business name alongside search ads. Given that this feature is still in beta, I recommend that at least one of your headline assets should always include your brand name, since the “call to action” in a search ad is simply clicking on the headline.
An example of the Google Ads verification badge.
