Google Ads vs. Twitter Ads (X Ads) – Which One Is Better for Your Business

Google and Twitter are some of the most famous names in the industry regarding advertising platform options. Whether you’re a small business trying to reach your target audience or a big company looking for ways to gather more visitors to your website, both advertising tools have numerous features that help you achieve your goals and take your business to the next level. But which one is the best?

In this article, we will answer this and many other questions regarding both paid advertising tools. Make sure to look at each item and category to compare both solutions and see which one is the best for your type of business and industry.

This article is a segment of a more extensive piece about Google Ads vs Social Media Ads.

Paid Search vs. Paid Social

image comparing paid search and paid social along with logos from the main platforms of each category

Before we start directly comparing both platforms, it is vital to understand the key difference between them: One relates to paid search, and the other to paid social.

Paid search (or PPC) is a digital marketing format where the business owner inserts advertisements of all kinds in the search results pages. The Google display network goes far beyond search engine results pages, allowing marketers to place their advertisement on multiple places, like the YouTube main page or even email marketing through Gmail.

On the other hand, paid social is a marketing format where businesses announce their campaigns on social media platforms, such as Twitter or Instagram. The two main paid social platforms are the Facebook advertising platform and Twitter ads.

Paid social usually allows a broader variety of advertisement options, and the ad experience is better for interacting with. The benefits and placements will depend on where you’re advertising and the budget being spent.

Twitter Ads vs. Google Ads – Main Aspects to Consider

image illustrating the main places where you can display ads on twitter

Now it’s time to compare both platforms directly in a series of aspects to see which one best suits what you’re looking for. Both platforms allow you to post the same ads in different ways, and you can always run campaigns on both platforms simultaneously. But if you want to know which one works best for you, make sure to take a look at the items below. Here are the main aspects of each option:


image of a person holding a smartphone displaying Google's search engine

When it comes to audience, both platforms have different approaches. If you use Google Ads (formerly Google Adwords), your content marketing will be seen by a high number of users. Google counts over a trillion searches yearly, so if you want your ad to be displayed to the largest audience possible, there’s no better option. 

On the other hand, Twitter ads might not have as many users seeing your advertisements, but your posts are way more intractable and engaging. Effective ads need to generate engagement, and Twitter is one of the best places to do that.

Google has a significantly higher audience, so if your objective with the campaign is to generate leads or attract as many new customers to your website as possible, this is your go-to option. You ensure your ad spend will be seen by thousands of people daily, while this number might be significantly lower on other platforms.


image showing a screenshot from Twitter's home page

Advertisers will also find a much larger variety of formats when using Google for online advertising efforts. Differently from what many people think, Google Ads are not limited only to search engine results. The advertisement platform allows you to place your ads in different places and various formats. For example, you can advertise your business through a video on YouTube or carousel ads on the discovery feed of Google’s app, for example. 

Each option is perfect for targeting a specific audience, so study the competition to see the ad types they make. Creating your content based on what you want to achieve is also highly recommended.

Google offers numerous automation tools that will help you more efficiently reach your objectives, but choosing the right format is also a vital part of the process. The main formats provided by Google Ads are:

  • SERP Ads
  • Video Ads
  • Email Ads
  • Display Ads
  • Maps Ads

On the other hand, Twitter has much more limited format options. The social media app has three main ad types for you to choose from:

  • Promoted Tweets
  • Promoted Accounts
  • Promoted Trends

Both the app and website also allow different file formats, including videos, GIFs, and others. The benefit of using Twitter to promote your business is that it has a more niche audience. If you notice your customers use Twitter, it becomes way easier to reach them than by promoting your websites on Google.


image illustrating an example of twitter ad

When it comes to engagement, Twitter has a clear advantage over Google. This happens because Twitter is a social media platform where people are constantly sharing their thoughts, commenting, and engaging in many other forms of interaction.

On the other hand, Google is a search engine, so the main form of interaction is just clicking on the ad. There’s no comment section or space to share your opinion about the ad.
If you’re seeking engagement and interaction with your customers, Twitter is definitely a better option. The ad every ad space allows you to add comments, images, and other forms of interaction.

Mobile Performance

image of a person holding a smartphone displaying Twitter's official profile on the platform

The majority of people navigate and consume entertainment through mobile devices, so having the best performance when displaying your ads is also an important part. More than 90% of Twitter users navigate through the platform using mobile devices. This is not exclusive to it, and most social media platforms follow the same kind of behavior. Whether you’re running LinkedIn ads, Facebook ads, or any other paid social advertisement, your content will need to be focused on mobile formats.

On the other hand, Google searches and YouTube ads are well-divided between mobile and desktop. It is essential to consider this aspect before creating your ads. If you’re doing paid social media, you must create mobile-optimized content.

Tools and Features

screenshot from a Google Ads dashboard

Keeping track of your ads is very important for understanding how they’re performing and what you can do to improve the metrics gathered. Both platforms provide a tools console to help you with that task and gather the main data regarding each of your advertisements.

When directly comparing both consoles, Google clearly has an advantage over Twitter. This happens mainly thanks to the years of experience the platform has with paid advertisement. Google was one of the first big companies to allow advertising in their spaces.

Twitter also offers a dashboard tool that lets you track the main information regarding your campaign, like CTR, impressions, cost-per-click, and many others. Even though it features most of the tools you’ll need for running a marketing action, it lacks new features and is way less developed than those provided by other sites, like Google.

If you want the best tools available and features to help you reach your goals more easily, Google is the best choice. Brands and companies can also add third-party apps to the console that’ll help you track traffic and relevant information regarding the data collected.

Which One Is Better

Image of a laptop displaying Google Ads metrics

Both platforms have different approaches when it comes to paid marketing, so it is very important to research your audience before deciding which one to go with. Google and Twitter have numerous strengths, but when directly comparing them, Google is considerably superior.

Whether it comes to the marketing formats or the tools the platform provides, here, you’ll have much more control over your campaign and its details. Moreover, you ensure your ad will be seen by thousands of people daily, being the perfect option for generating new leads and converting potential customers.

Twitter has a huge advantage when it comes to mobile optimization and user engagement but lacks differentiation when it comes to formats and features. There are a few options for advertising your content to interested users, but it can be a great choice if your audience is located there.

Google Ads with Social Media Ads: Comparison Other Platform

Explore these enlightening articles to grasp the differences between Google Ads and various social media advertising platforms:

How to Get the Best Results When Using Any of the Platforms

image from GamerSEO showing the main services provided by the company

When it comes to optimizing your investment and achieving good results with your marketing campaigns, an option worth considering is hiring a professional company to help with your ads. Ad creation can be challenging and takes time to master, so hiring an agency with experience ensures you highlight among your competitors and attract new clients more easily.

At GamerSEO, we have the best professionals on the market with years of experience. Whether you want to increase your account followers or create a complete marketing campaign for your web page, we’ll create the perfect strategy aimed directly at your goals.

By joining the GamerSEO family, you also ensure the best results quickly, being the go-to choice for business owners who want to take their companies to the next level. Contact us, and let’s create quality marketing together.

Conclusion on Twitter Ads vs. Google Ads

image comparing Twitter and Google Ads

Paid advertising is one of the most critical practices for businesses that want to stay ahead of their competitors in any industry, and both Google and Twitter have an important role in this mission. The two platforms gather hundreds of thousands of business owners looking to increase their brand awareness and reach their goals.

Google works with paid search, where, most of the time, you go to the user looking for a solution. On the other hand, Twitter works with paid search, where the user goes after you and your products, with the ads being just a trigger for them to become potential customers.

Now that you know everything you need, it is time to choose which platform you’ll use to run your campaigns. Both are great and have numerous advantages that will take your business to the next level. Make sure to research your audience before choosing the best option.

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