Digital Advertising
Maximize your ROI with targeted digital advertising campaigns that reach the right audience at the right time.
Google Ads vs Facebook Ads vs Instagram Ads: A Guide for Singapore SMEs
In Singapore, most SMEs reach customers online. By 2025 about 5.6 million Singaporeans will be on social media. Below we compare Google Ads, Facebook Ads (Meta Ads), and Instagram Ads in terms of features, audiences, and objectives.
Google Ads: Search-Intent Advertising
Best for customer acquisition and conversions. Perfect for capturing users "ready to buy" when they're actively searching for your products or services.
Intent-driven reach
Appears in search results when users type relevant keywords. Over 90% of internet users use Google.
Pay-per-click model
You only pay when someone clicks your ad, ensuring budget is spent on interested users.
Fast results
Ads can run immediately once set up, ideal for driving immediate leads or sales.
Detailed targeting & tracking
Target by keyword, location, demographics, and remarket to past visitors with robust analytics.
Facebook Ads: Social Engagement & Brand Building
Ideal for brand awareness, community building, and top-of-funnel engagement. Great at putting new products in front of people who aren't already searching for them.
Large local audience
~3 million users in Singapore (over half the population) spend hours on Facebook daily.
Advanced targeting
Target by age, gender, location, interests, and behaviors with precision at low cost.
Variety of ad formats
Images, videos, carousels, slideshows, Stories generate engagement and brand awareness.
Budget-friendly
Campaigns start at SGD $5/day with median CPC (~$0.29) much lower than Google's.
Instagram Ads: Visual Storytelling for Youth and Lifestyle
Best for brand-building and reaching younger, style-focused audiences. Emphasizes high-quality images and video, especially popular with 25–34 year olds and lifestyle brands.
Platform Comparison
Choose the right platform based on your goals, audience, and business objectives.
| Feature | Google Ads | Facebook Ads | Instagram Ads |
|---|---|---|---|
| Best for | Conversions and high-intent leads | Brand awareness and social engagement | Brand building with visuals (esp. youth) |
| Reach (Singapore) | ~90% of internet users | ~3 million Singaporeans (≈72% pop) | ~62% of Singaporeans (5.6M social users) |
| Ad formats | Text Search, Shopping, Display, Video | Image, Video, Carousel, Stories | Image, Video, Stories, Reels, Carousel |
| Pricing model | Pay-per-click (bid on keywords) | PPC or CPM; median CPC ~$0.29 | Primarily CPM; optimized for engagement |
| Typical uses | Direct response, lead gen, e-commerce | Awareness campaigns, community building | Influencer campaigns, lifestyle branding |
Choosing Brand Awareness vs Customer Acquisition
Immediate Sales (Customer Acquisition)
If your primary goal is to get leads or sales right away, Google Ads is usually more effective. It targets people actively searching for what you sell, so it tends to convert quickly.
Building Brand Awareness
If you want to expand your brand's reach, introduce new offerings, or engage customers over time, Facebook and Instagram shine. Perfect for reaching people who don't yet know your brand.
Expert Recommendation
"Is your goal to make more sales as quickly as possible? If so, Google Ads may be the better choice. If you're looking to expand brand recognition or reach a wider audience, Facebook Ads may be the better choice."