Audience Intent

A lack of audience intent is a weakness of Facebook Ads. The platform’s users are not actively searching for your product or service like they are with Google Ads. Instead, users are generally on Facebook to connect with other users or browse entertaining content.

Active audience intent is a key benefit of Google search ads. Whenever a user searches a keyword, related ads appear at the top of search results. This allows advertisers to capture users’ attention, often when they’re intending to buy a product or service.