Choosing the right advertising platform can make or break your digital marketing success. Facebook (Meta), Google, and TikTok dominate the landscape—but each serves fundamentally different purposes.
This comparison breaks down costs, audiences, and use cases to help you choose the right platform for your business goals in 2026.
Each platform captures users at different stages of the buying journey, which fundamentally shapes how you should use them.
Google Ads excels at reaching people actively searching for solutions. When someone types "best CRM software" or "plumber near me," they're demonstrating purchase intent.
Strengths:
Best for: Businesses where customers actively search for products or services—local services, B2B software, professional services, e-commerce.
Facebook and Instagram dominate discovery and social engagement. Rather than capturing existing demand, Meta creates demand by reaching people who haven't started searching yet.
Strengths:
Best for: Brand awareness, consideration-stage marketing, retargeting, visual products, and demand generation.
TikTok has evolved from entertainment platform to major discovery engine—15% of all product discoveries now happen on TikTok, and 56% of users open the app specifically to discover something new.
Strengths:
Best for: E-commerce, beauty, fashion, mobile apps, direct-to-consumer brands targeting younger demographics.
| Platform | Primary Function | User Intent |
|---|---|---|
| Google Ads | Capture existing demand | High (actively searching) |
| Facebook/Instagram | Create demand | Medium (browsing, discovery) |
| TikTok | Viral discovery | Low-Medium (entertainment-driven) |
Ad costs vary significantly across platforms. Here's what to expect based on 2025-2026 benchmark data.
| Platform | Avg. CPC | Avg. CPM | Notes |
|---|---|---|---|
| $0.62 | $11.62 | Most balanced cost-to-reach ratio | |
| $1.17 | $12.19 | Higher engagement, slightly more expensive | |
| Google Search | $5.26 | N/A | Highest CPC but highest intent |
| Google Display | $0.63 | $3.12 | Lowest CPM, awareness-focused |
| TikTok | $1.00 | $10.00 | Currently underpriced for results |
Source: Data compiled from WordStream, Revealbot, Statista
According to the Global Ad Cost Index 2026:
| Platform | Global Avg. Cost | 2026 Outlook |
|---|---|---|
| Meta (FB/IG) | $6.59 CPM | Stable |
| Google Search | ~$1.50 CPC | Rising |
| TikTok | $3.50 CPM | Underpriced |
| $28.00 CPM | Very Expensive |
TikTok currently offers the best cost efficiency—in emerging markets, CPMs can fall below $1.00, creating significant ROI opportunities.
Return on ad spend varies by platform and business type:
| Platform | Average ROAS | Best Performance Sector |
|---|---|---|
| Google Ads | 4.5x | E-commerce, services |
| Meta Ads | 2.2x | E-commerce, apps |
| TikTok Ads | 1.4x-4.0x | E-commerce, beauty, home goods |
According to industry research, Google Ads consistently delivers the highest ROAS due to capturing high-intent searchers. However, TikTok is reporting 96% higher ROAS compared to other digital channels for brands that crack the creative code.
For TikTok specifically:
| Industry | Avg. CPC | Avg. CPM | Expected ROAS |
|---|---|---|---|
| E-Commerce & Retail | $0.50-$1.50 | $6-$12 | 2.0-4.0x |
| Beauty & Skincare | $0.50-$1.50 | $6-$12 | 0.91x |
| Mobile Apps & Gaming | $0.50-$1.80 | $5-$10 | Varies |
| B2B / SaaS | $1.50-$3.00 | $5-$12 | LTV focus |
| Home Goods | $0.40-$1.20 | $5-$10 | 4.2x |
Facebook:
Google:
TikTok:
| Platform | Buying Stage | User Mindset |
|---|---|---|
| Decision/Purchase | "I need this, where do I buy it?" | |
| Awareness/Consideration | "This looks interesting, let me learn more" | |
| TikTok | Discovery | "I didn't know I needed this" |
According to platform research, 72% of TikTok users find ads "inspiring" and 70% say they're even enjoyable—a stark contrast to how users typically feel about advertising.
Best for:
Avoid if: You're selling a new product category that people don't search for yet.
Best for:
Avoid if: You have zero brand presence and no pixel data to leverage.
Best for:
Avoid if: Your target audience is 55+ or you're in a heavily regulated industry.
The best-performing brands in 2026 aren't choosing one platform—they're integrating all three to cover the full customer journey:
| Your Situation | Primary Platform | Secondary Platform |
|---|---|---|
| New brand, visual product, young audience | TikTok | |
| Established brand, all ages | ||
| Service business, high-intent searches | Facebook (retargeting) | |
| E-commerce, broad appeal | Google Shopping + TikTok | |
| B2B, long sales cycle | LinkedIn + Facebook |
TikTok currently offers the lowest CPMs globally at around $3.50, compared to Meta's $6.59 CPM. However, lowest cost doesn't always mean best value—Google's higher CPCs often deliver higher intent traffic that converts better. Facebook offers the most balanced cost-to-reach ratio for most businesses.
Yes, and many successful brands do exactly this. The key is allocating budget based on each platform's strengths: Google for capturing search intent, Facebook/Instagram for awareness and retargeting, and TikTok for discovery and viral reach. Start with one or two platforms, then expand once you've established winning campaigns.
All three can work for e-commerce, but with different functions. Google Shopping captures buyers ready to purchase. Facebook excels at retargeting cart abandoners and reaching lookalike audiences. TikTok drives discovery and impulse purchases, especially for visual products. Most successful e-commerce brands use all three in coordination.
Need help with multi-platform advertising? Get a multi-platform strategy | Learn about our Meta advertising services
By submitting this form, you agree to our Privacy Policy and Terms & Conditions.
