For companies looking to connect with and engage with their target audience, digital advertising has grown to be a crucial part of their marketing plans. Google Ads and Facebook Ads, two of the top digital advertising platforms, have become effective tools for companies to market their goods or services. This study compares and contrasts the key characteristics, targeting options, audience reach, cost-effectiveness, and performance indicators of Google Ads vs Facebook Ads. To assess the advantages and disadvantages of both platforms, a thorough examination of the literature, data gathering from industry reports, and case studies were all used in the research process. According to the research, Google Ads primarily targets search intent and provides wide reach via the Google Search Network, Display Network, YouTube, and partner websites. Keywords, demographics, interests, and geographic targeting are all possible. While offering extensive audience targeting options based on demographics, interests, behaviours, and custom audiences, Facebook Ads take use of the social media platform's enormous user base. Facebook advertisements provide a variety of ad forms, such as picture, video, carousel, and collection advertisements, allowing companies to interact with people in different ways. Due to fierce competition, Google Ads frequently have higher prices per click (CPC), whereas Facebook Ads provide a more cost-effective method of reaching a wide audience. However, because consumers have strong search intentions, Google Ad conversion rates are frequently greater. As a result, businesses targeting particular keywords perform better. On the other hand, Facebook Ads are excellent at promoting engagement, increasing brand exposure, and bringing traffic to websites. This study also investigates the influence of various industries, target markets, campaign goals, and budget allocations on the decision between Google Ads and Facebook Ads. It emphasises how critical it is to match each platform's distinct advantages with advertising techniques in order to maximise advertising effectiveness.  This comparison research offers insightful information that will help businesses and marketers choose the best digital advertising platform based on their goals, target market, and budget. Businesses may optimise their digital advertising campaigns and produce the required marketing results by being aware of the unique characteristics and performance indicators of Google Ads and Facebook Ads.

___________________________________________________________________________________

Keywords: Comparative Analysis, Digital Advertising, Google Ads, Facebook Ads, Marketing Strategies, Targeting Capabilities, Reach, Cost-Effectiveness, Performance Metrics.