Google Ads vs. TikTok Ads: Where Should You Invest?

If you're looking to advertise online, two major platforms likely come to mind: Google Ads and TikTok Ads. Both can help grow your business, but which one is right for you? The answer depends on your goals, your audience, and your budget.

Google Ads is great when you want to reach people who are already searching for what you offer. If someone types “plumber near me” or “best hiking boots,” Google can show your ad at the top. This means you're catching people who are ready to buy. Google Ads works well for businesses that offer specific products or services and want to drive traffic directly to their website.

TikTok Ads work differently. Instead of search, it’s all about discovery. TikTok is known for creative, attention-grabbing videos that show up in users’ feeds. If you have a visually interesting product or a fun brand personality, TikTok can be a great place to build awareness and connect with younger audiences. Many users find new products just by scrolling. In fact, 52% of TikTok users say they’ve discovered new brands through ads on the platform.

Cost is another factor. Google Ads can be more expensive, especially for competitive keywords. But because it targets people with purchase intent, the return can be strong. TikTok Ads are often cheaper to run, especially if you create the videos yourself. They also tend to get more engagement, but might take more time to lead to a sale.

In short, Google Ads is ideal for direct results and reaching people ready to buy. TikTok Ads are better for building brand awareness, especially with younger audiences who love video content. If your budget allows, testing both can help you figure out what works best for your business.