Facebook and Google are the most powerful digital advertising platforms available. Who doesn’t use Google daily to ask questions, research products, and find what they need online? When it comes to social media, Facebook is just as ubiquitous.

Because of their prevalence, your brand should advertise on these platforms to meet your customers where they already are. Both Google and Facebook help brands build awareness, positively influence buyer behavior, retarget website browsers and convert them into buyers, and provide multiple pathways for purchases. And that’s just the tip of the iceberg.

If you can only pick one, which is the right choice? Before we can answer that, it’s crucial to understand the primary differences between the two ad platforms.