Running a Shopify store today means more than just having great products and a beautiful design. You need traffic — and not just any traffic — you need high-intent visitors who convert.
When it comes to Shopify store ads, two platforms dominate the eCommerce advertising landscape: Facebook Ads and Google Ads.
But if you’re a store owner with a limited marketing budget, the big question is:
“Where should I invest my money — Facebook Ads or Google Ads?”
This detailed guide breaks down the difference between Google Ads vs Facebook Ads, helping you decide where to spend for maximum ROI, depending on your niche, audience, and growth stage.
Quick Summary: Google Ads vs Facebook Ads
| Feature | Facebook Ads | Google Ads |
| Ad Type | Social media display ads on Facebook, Instagram, Messenger | Search, Shopping, Display & YouTube ads on Google |
| Audience Targeting | Interests, demographics, and behavior | Search intent and keywords |
| Ad Cost (Avg CPC) | $0.50 – $1.50 | $1.00 – $3.00 |
| Best For | Brand awareness & impulse buys | High-intent searches & ready-to-buy customers |
| Learning Curve | Easier for beginners | Slightly steeper |
| Creative Focus | Visual storytelling & UGC videos | Product-focused & keyword-driven |
| Conversion Objective | Discovery & retargeting | Direct sales & keyword intent |
| Integration with Shopify | Easy via Meta Pixel | Seamless via Google Ads + Merchant Center |
Understanding the Two Advertising Powerhouses
1️. Facebook Ads (Meta Ads)
Facebook Ads (also known as Shopify Facebook Ads) include placements across Facebook, Instagram, Messenger, and the Audience Network.
They’re perfect for brand storytelling, retargeting, and discovery-based purchases — especially for brands selling visual or lifestyle products.
Facebook Ads for eCommerce let you visually showcase your products to millions of potential buyers — even before they start searching.
2️. Google Ads
Google Ads for eCommerce focus on intent-based advertising — showing your products or services to shoppers actively searching for them.
Ad types include:
- Search Ads – Appear for keyword-based queries.
- Shopping Ads – Product-driven ads on Google Shopping.
- YouTube Ads – Video-based awareness campaigns.
- Display Ads – Banner ads on Google’s partner sites.
For Shopify sellers, Google Ads Shopify campaigns are unbeatable when it comes to capturing ready-to-buy traffic at the moment of purchase intent.
Facebook Ads for Shopify: Advantages, Disadvantages & Best Practices
Advantages of Facebook Ads
- Highly visual and engaging — perfect for Shopify Facebook Ads promoting fashion, beauty, lifestyle, or home décor products.
- Advanced audience targeting: demographics, interests, behaviors, and lookalikes.
- Lower CPC compared to Google in most niches.
- Easy retargeting — reconnect with visitors who viewed products but didn’t buy.
- Supports multiple formats — carousel, Reels, video, and dynamic product ads.
Disadvantages of Facebook Ads
- Lower purchase intent — users scroll for entertainment.
- Tracking limited post-iOS 14+.
- Requires strong creative assets and visual storytelling.
Facebook Ads Best Practices
- Install the Meta Pixel on your Shopify store to track Facebook Ads for conversions accurately.
- Use Dynamic Product Ads (DPA) to retarget automatically.
- Build Lookalike Audiences from high-value buyers.
- Test UGC-style ads — authentic content often drives better results.
- Run both Facebook and Instagram placements for better reach.
Pro Tip:
If your Shopify brand relies on emotion or visuals — fashion, lifestyle, fitness — Facebook Ads for eCommerce are the fastest way to build awareness and generate consistent conversions.
Google Ads for Shopify: Advantages, Disadvantages & Best Practices
Advantages of Google Ads
- High purchase intent: You reach users searching exactly what you sell.
- Great for bottom-funnel conversions.
- Multiple formats: Search, Shopping, YouTube, Display.
- Detailed analytics & tracking via Google Analytics 4.
- Ideal for scaling profitable campaigns once winning keywords are found.
Disadvantages of Google Ads
- More competition and higher CPC on popular keywords.
- Keyword research and bid management can be time-intensive.
- Requires ongoing optimization for best ROI.
Google Ads Best Practices
- Sync products with Google Merchant Center for seamless Google Ads Shopify setup.
- Use Smart Shopping or Performance Max campaigns for automation.
- Target long-tail keywords (e.g., “vegan protein powder 1kg”) to lower costs.
- Continuously optimize product pages and landing pages for conversions.
- Add negative keywords to prevent wasted ad spend.
Pro Tip:
If your Shopify store sells products people already search for — like electronics, tools, or health items — Google Ads for eCommerce deliver fast, purchase-ready traffic.
Cost Comparison: Google Ads vs Facebook Ads for Shopify
| Metric | Facebook Ads | Google Ads |
| Average CPC | $0.50 – $1.50 | $1 – $3 |
| Average CPM | $10 – $15 | $12 – $18 |
| Average Conversion Rate | 2% – 4% | 4% – 7% |
| ROI Benchmark | 2x – 4x | 3x – 6x |
| Ease of Setup | Easier | More complex |
| Learning Curve | Beginner-friendly | Requires keyword skills |
Key Insight:
Facebook Ads are cost-efficient for reach and engagement, while Google Ads excel in profitability and high-intent conversions once optimized.
When to Use Facebook Ads for Shopify
Use Shopify Facebook Ads when your goal is to:
- Build awareness and reach new audiences.
- Launch new collections or seasonal products.
- Showcase visually appealing products.
- Run retargeting campaigns.
- Strengthen community engagement.
Best for Shopify stores in:
Fashion & Apparel
Beauty & Skincare
Fitness & Wellness
Home Décor
Example:
A Shopify jewelry brand could use Facebook Ads for conversions with carousel videos featuring best-sellers, targeting women aged 18-34 who follow fashion influencers.
When to Use Google Ads for Shopify
Choose Google Ads Shopify campaigns when your goal is to:
- Capture shoppers searching for your products.
- Drive immediate sales from high-intent buyers.
- Dominate search results for your niche.
- Scale existing demand efficiently.
Best for Shopify stores in:
Electronics & Gadgets
Health & Supplements
Home Improvement & Tools
Auto Accessories
Niche B2B or Technical Products
Example:
A Shopify electronics store can use Google Shopping Ads targeting “best Bluetooth noise-canceling headphones.”
Using Both: The Smart Hybrid Strategy
Smart eCommerce brands combine both.
Google Ads for eCommerce capture high-intent users searching to buy.
Facebook Ads for eCommerce retarget those users and build brand trust.
Example Funnel:
- Step 1: Run Google Shopping Ads to bring buyers to your site.
- Step 2: Use Shopify Facebook Ads to retarget product viewers.
- Step 3: Convert them with limited-time offers via Facebook or Instagram ads.
This cross-channel synergy maximizes reach, engagement, and ROI.
Integrating Facebook & Google Ads with Shopify
Shopify makes running Shopify store ads simple through built-in integrations.
Set Up Facebook Ads on Shopify
- Go to Shopify Admin → Facebook & Instagram.
- Connect your Meta Business Account.
- Install the Meta Pixel.
- Create and manage campaigns directly from Shopify.
Set Up Google Ads on Shopify
- Go to Shopify Admin → Google & YouTube.
- Link your Google Ads and Merchant Center accounts.
- Sync products automatically.
- Launch Performance Max or Smart Shopping campaigns.
Pro Tip: Both platforms sync analytics within Shopify, simplifying performance tracking and attribution.
Real-World Shopify Ad ROI Examples
| Industry | Platform | Budget (Monthly) | Avg ROAS |
| Fashion & Apparel | Facebook Ads | $2,000 | 3.5x |
| Home Decor | Google Ads | $3,000 | 4.2x |
| Health & Supplements | Google + Facebook Retargeting | $4,000 | 5x |
| Jewelry | Facebook & Instagram | $1,500 | 3x |
| Electronics | Google Ads + YouTube | $5,000 | 6x |
Where Should You Invest in Google Ads or Facebook Ads? (Decision Framework)
| Goal | Best Platform |
| Brand Awareness | Facebook Ads |
| Immediate Conversions | Google Ads |
| Retarget Visitors | Facebook Ads |
| Capture Search Demand | Google Ads |
| Boost Seasonal Offers | Both |
| Launch New Products | Facebook Ads |
| Scale Proven Winners | Google Ads |
New Shopify Stores: Start with Shopify Facebook Ads to build brand awareness.
Established Brands: Use Google Ads Shopify campaigns for high-intent conversions.
For Maximum ROI: Run both for a complete sales funnel.
Final Verdict: Google Ads vs Facebook Ads
| Criteria | Winner |
| Brand Awareness | Facebook Ads |
| Purchase Intent | Google Ads |
| Ease of Use | Facebook Ads |
| Scalability | Google Ads |
| Creative Flexibility | Facebook Ads |
| Conversion Reliability | Google Ads |
| Best Overall Strategy | Use Both Together |
Bottom Line:
Use Facebook Ads to attract, inspire, and retarget.
Use Google Ads to capture, convert, and scale.
Together, they form a complete eCommerce ecosystem that attracts, nurtures, and converts Shopify shoppers effectively.
Pro Tips for Shopify Store Ads in 2025
- Leverage UGC: Short, authentic videos perform best for Facebook Ads for conversions.
- Automate Smartly: Use Google’s Performance Max and Meta’s Advantage+ for AI-driven optimization.
- Track Accurately: Set up Meta Pixel + Google Tag for unified analytics.
- Increase AOV: Combine your ad strategy with upsell apps like ReConvert or PageFly.
Conclusion
Both Facebook Ads for eCommerce and Google Ads for eCommerce are essential to success in 2025.
If your goal is brand discovery and storytelling, start with Shopify Facebook Ads.
If your goal is direct sales and high-intent leads, focus on Google Ads Shopify campaigns.
The real power lies in using both together — building brand awareness through Facebook Ads, and capturing ready buyers through Google Ads.