Google vs. Facebook Retargeting: Which One Works Best?

Google vs. Facebook Retargeting

Ever had a product “follow” you around the internet like a stage-5 clinger?That, my friend, is retargeting—an ad strategy as persistent as your favorite aunt asking about marriage at family functions. But in the ever-evolving ad world of 2025, the question is no longer what retargeting is. It’s which platform does it better: Google or Facebook?

Welcome to the ultimate face-off: Google vs. Facebook Retargeting: Which One Works Best?

Whether you're a small business trying to boost your ROI or a digital marketer optimizing campaigns, this deep dive will help you decide where your next ad dollar should go.

What is Retargeting

Retargeting is the digital version of a second chance. It lets you show ads to people who’ve already visited your site, clicked on your product, or abandoned their cart faster than a New Year’s resolution.

Types of Retargeting:

• Pixel-Based: Tracks user activity via a cookie.

• List-Based: Uses email lists or CRM data.

And the goal? Simple: Bring back the ones that got away—and convert them into paying customers.

Google vs. Facebook Retargeting: The Core Differences

Let’s pit them head-to-head on key criteria that matter to you:

Criteria	Google	Facebook
Reach	Ads across Search, YouTube, Display	Ads across FB, Instagram, Audience Network
Ad Formats	Search, Display, Shopping, Video	Image, Video, Carousel, Stories
Audience Targeting	Intent-based (search behavior)	Interest + behavior-based
Cost	CPC-based, varies by industry	CPM/CPC, often cheaper for awareness
Conversion Tracking	Via Google Ads + GA4	Via Meta Pixel
Learning Curve	Steeper (more technical)	Easier UI, friendly for SMBs

Google Retargeting

Google vs. Facebook Retargeting: Which One Works Best?

How Google Retargeting Works

Google Ads retargeting lets you re-engage visitors across:

• The Google Display Network (over 2 million sites)

• YouTube (pre-roll & in-feed ads)

• Google Search (RLSA—remarketing lists for search ads)

• Gmail Ads (now part of Discovery campaigns)

Tools You'll Use:

• Google Ads

• Google Tag Manager

• GA4

Real-World Use Case:

A SaaS company retargeting site visitors on YouTube using testimonials. Cost per lead dropped by 35%.

Facebook Retargeting

How Facebook Retargeting Works

Facebook retargeting (via Meta Ads) lets you reconnect with users on:

• Facebook Feed & Marketplace

• Instagram Stories, Reels, Feed

• Messenger

• Audience Network (mobile apps)

You Can Retarget:

• Website visitors

• Video viewers (great for cold-to-warm nurture)

• Instagram profile visitors

• Facebook Page engagers

• Add-to-cart users who ghosted

Real-World Use Case:

An eCommerce brand ran a carousel ad of abandoned cart items. CTR increased 4x with dynamic product ads.

Pros & Cons Breakdown

Google Retargeting Pros:

• Massive reach across web and apps

• Better intent matching (via search queries)

• YouTube = high engagement + brand trust

• Ideal for B2B and bottom-funnel audiences

Google Cons:

• Complex setup (especially RLSA or video retargeting)

• Ad fatigue risk with display if not monitored

• Not ideal for visual-first products

Facebook Retargeting Pros:

• Super visual = perfect for fashion, beauty, lifestyle

• Easier to set up (especially via Meta Business Suite)

• High ROI for DPA (dynamic product ads)

• Cheaper CPMs for smaller budgets

Facebook Cons:

• Less intent-based; more behavior-focused

• Increasing data privacy constraints (iOS, ATT)

• Ad fatigue on Instagram is real

Cost Comparison: Google vs. Facebook Retargeting

Let’s talk money.

Metric	Google (Display)	Facebook Ads
Avg. CPC	₹10–₹35	₹5–₹15
Avg. CPM	₹100–₹400	₹50–₹250
ROAS (Industry avg)	2x–6x	3x–10x
Best For	B2B, high-intent buyers	eComm, visual storytelling

Insight: If you want cheap eyeballs, Facebook wins. If you want high-intent leads, Google search retargeting is gold.

A/B Test It: Split the Budget & See for Yourself

If you’re unsure where to spend, here’s a 3-week split test strategy:

Week 1–2:

• Use Google Display to retarget all past site visitors

• Run Facebook carousel + video ads for abandoners

Week 3:

• Evaluate:

  • Cost per conversion

  • CTR

  • ROAS

  • Engagement

Whichever delivers lower CAC, scale that channel.

Tech & Setup Checklist

Google Retargeting Setup:

1. Install GA4 + Google Ads conversion tracking

2. Create remarketing audiences in GA4

3. Link GA4 with Google Ads

4. Create display, YouTube, or search campaigns

Facebook Retargeting Setup:

1. Install Meta Pixel

2. Create custom audiences in Meta Ads Manager

3. Design ad creatives (carousel, video, collection)

4. Launch dynamic product ads

Pro tip: Use UTM parameters on all links to track cross-platform attribution in GA4.

Real-World Examples from Different Industries

E-Commerce:

• Facebook wins with visual + dynamic ads

• Google helps close final purchase with brand search

Travel & Tourism:

• Google YouTube ads drive dreamy inspiration

• Facebook video + Stories work great for destination remarketing

Online Courses:

• Google works for search intent (e.g., "best AI course")

• Facebook good for retargeting free webinar attendees

So... Google vs. Facebook Retargeting: Which One Works Best?

Verdict: The better platform is the one that best aligns with your goal, your product, and your customer journey.

• Want to nurture cold audiences visually? → Facebook.

• Want to convert warm, high-intent users? → Google.

• Have budget? → Use both in a full-funnel strategy.

Remember, retargeting isn’t either/or—it’s often best when combined.

In the battle of Google vs. Facebook Retargeting: Which One Works Best?, the true winner is data-driven experimentation. Let the metrics speak, not your assumptions.

Ready to Supercharge Your Retargeting?

Need help setting up a high-converting retargeting campaign on Google or Facebook?📧 Email us at connect@digitaldreamworksstudio.com or🌐 Visit www.digitaldreamworksstudio.com

Let’s bring those lost customers back—smarter, faster, better.

FAQ: Google vs. Facebook Retargeting

1. Can I use both Google and Facebook retargeting together?

Absolutely. It’s recommended! Facebook is great for visual nurture; Google helps with intent-driven conversions.

2. Is Facebook retargeting still effective after iOS 14 changes?

Yes, though tracking is limited. Use Meta’s Aggregated Event Measurement and first-party data where possible.

3. How much should I spend on retargeting?

Start with 10–20% of your total ad budget. Monitor performance weekly and scale winners.

4. Which one is better for B2B marketing?

Google, especially search retargeting, typically performs better for B2B lead generation.

5. How long should my retargeting window be?

Depends on your sales cycle. For eComm, 7–14 days. For high-ticket services, up to 30–60 days.