Google Ads (Adwords) capture customers who are searching specifically for your products and services. Typically, those customers already have a need or a problem and are searching for a solution. Google Ads allow you to present your company as the solution. In comparison, Facebook Ads are great to build awareness for your products and services to people who may not be aware of your service, or even aware they had a problem which you're bringing to their attention. Facebook Ads can work great for new products and employee recruitment campaigns. HLM executes campaigns for many purposes for clients and typically recommends maximizing Google Ads first.