Solo Ads Vs Google Ads Vs Facebook Ads: Extended Comparison

Are you unsure which advertising network to use for your next paid ad campaign? In this article, I’ll compare three popular options: Solo ads, Google ads, and Facebook ads. 

I’ll discuss the pros and cons of each network, so  you make an informed decision. Always keep in mind, with so many traffic sources available, it’s essential to focus on value for money rather than just the cost. 

While Google and Facebook are well-known for advertising, Solo ads are often overlooked, despite being highly effective. Read on to discover which network is right for your advertising goals.

Quick Comparison Table: Solo Ads, Google Ads & Facebook Ads

Before I get into the main part of the post, here’s a brief overview of what the main differences between all the platforms are.

Key Factor Solo Ads Google Ads Facebook Ads
Targeting Niche email list Keywords, location, device type, and more Demographics, interests, behaviors, and more
Payment Model Fixed price for clicks or views CPC or CPM CPC or CPM
Cost Cheapest. More expensive but higher potential ROI. More expensive but higher potential ROI.
Ad Copy Email format. Text, image, and video formats. Text, image, and video formats.
ROI Offers guaranteed clicks or views but needs to be monitored for conversions. Allows tracking of cost per click or impression and revenue generated. Allows tracking of cost per click or impression and revenue generated.
Audience Reach Niche audience. Broad reach via search engine and display network. Largest audience with 2.96 billion active users.
Ad Placement Email newsletters. Search engine results pages, display network, and YouTube. Facebook platform, including newsfeed, stories, and Instagram.
Ad Frequency One ad per email. Multiple ads per campaign. Multiple ads per campaign.
Ad Testing N/A. Available. Available.

How Do Solo Ads Work?

Solo ads use someone else’s email list to promote a product or service. A business pays the list owner to send an email promoting their offer to subscribers, who click through to a landing page to learn more and make a purchase.

What Are The Advantages Of Solo Ads?

  • Ability to reach a targeted audience
  • Can generate a large number of leads quickly
  • Relatively inexpensive compared to other forms of advertising
  • Simple and easy to set up
  • Can be very effective in promoting certain types of products or services

What Are The Weaknesses Of Solo Ads?

  • Results may vary depending on the quality of the email list used
  • Risk of getting scammed or receiving fake traffic
  • Limited control over the content and design of the email
  • Potential for subscribers to feel overwhelmed by too many promotional emails

Are Solo Ads Worth It?

So, are solo ads worth it? The answer depends on your specific goals and needs. It’s important to do your research, carefully consider all options, and evaluate the potential benefits and risks before deciding to use solo ads as an advertising strategy.

How Do Google Ads Work?

Google Ads Signup Page

Google Ads lets businesses create ads that appear on Google search results and other websites. Advertisers bid on keywords, and the highest bidder gets their ad displayed when someone searches for that keyword. Advertisers only pay when someone clicks on their ad.

What Are The Advantages Of Google Ads

  • Ability to target specific keywords and geographic locations
  • Wide reach to millions of potential customers
  • Flexible budgeting options
  • Measurable results and analytics available
  • Ability to create and customize ads with various formats and features

What Are The Weaknesses of Google Ads

  • High competition for popular keywords can make it costly
  • Potential for irrelevant clicks or impressions that do not result in conversions
  • Requires continuous monitoring and optimization to ensure optimal performance
  • Limited control over where ads are displayed on the Google Display Network

How Effective Are Google Ads? 

The effectiveness of Google ads can vary depending on the advertising goals, budget, and overall strategy. However, when properly executed and optimized, Google ads can be a highly effective way to generate leads and conversions.

Are Google Ads Worth It?

How Do Facebook Ads Work?

Facebook Ads Signup Page

Facebook Ads let businesses create ads that appear in users’ feeds or on the side of the page. Advertisers target specific demographics, interests, and behaviors. Advertisers only pay when someone clicks on their ad and can use analytics to optimize their campaigns.

What Are The Advantages Of Facebook Ads

  • Ability to target specific demographics and interests
  • Large user base with potential reach to billions of users
  • Flexible budgeting options
  • Measurable results and analytics available
  • Ability to create and customize ads with various formats and features

What Are The Weaknesses of Facebook Ads

  • Potential for ad fatigue among users who are exposed to multiple ads
  • Limited control over where ads are displayed within the Facebook platform
  • Risk of receiving fake clicks or impressions
  • Limited ability to target users who do not use Facebook

Are Facebook Ads Worth It?

Whether Facebook ads are worth it or not depends on various factors, such as the target audience, the type of product or service being promoted, and the advertising budget. It is important to carefully consider all options and do thorough research before deciding to use Facebook ads as an advertising strategy.

Solo Ads, Google Ads & Facebook Ads: Detailed Rundown

Marketing and advertising are critical components of any successful business strategy. With a wide range of options available, choosing the right advertising approach can be overwhelming. Solo Ads, Google Ads, and Facebook Ads are all great methods for businesses to reach their target audience and achieve their marketing goals.

Let’s compare all of them so you can see their unique strengths and weaknesses and determine which approach is best suited for your business.

Targeting Options

Winner: Tie (Depends on your advertising goals)

Let’s start with the first thing you should consider when trying to reach a specific audience with ads; targeting options. 

Solo Ads, Google Ads, and Facebook Ads offer unique ways to connect with your ideal audience. Solo Ads provide access to a targeted email list based on niche interests, making it a great option for reaching a specific subset of your target audience.

Google Ads allows you to target potential customers based on their search terms, location, device type, and more. 

Facebook Ads are even more thorough, offering detailed targeting options based on demographics, interests, behaviors, and even life events.

Payment Model

Winner: Tie (Depends on your advertising goals)

If you want to get the most out of your ad budget, the payment model is one of the most important factors.

Solo Ads guarantee a specific amount of clicks or views for a fixed price, unlike Google Ads and Facebook Ads operate on a CPC (cost-per-click) basis. 

Facebook Ads also offers a CPM (cost-per-thousand impressions) payment model for those looking to increase brand awareness. 

Solo Ads sometimes don’t produce the required results, while Google Ads and Facebook Ads might lead you to pay for clicks that do not result in leads or purchases.


Winner: Solo Ads

When it comes to cost, Solo Ads are the cheapest option among the three. The cost per click for Solo Ads typically ranges from $0.35 to $1.00, with a cost per lead averaging around $1.00 to $3.00.

In comparison, Google Ads have a higher average cost per click, ranging from $1.00 to $2.00, with a cost per lead averaging about $20 to $50. Facebook offers a somewhat cheaper cost per click than Google Ads, ranging from $0.94 to $2.00, with a cost per lead usually about $12 to $56.

Although Solo Ads are less expensive than Google Ads and Facebook Ads, their effectiveness is dependent on the vendor’s email list and the language of the email. Such ads, however, can be a very cost-effective strategy to reach a targeted audience and produce leads provided the email list is of good quality and the email message is compelling.

Google and Facebook Ads, on the other hand, may have a larger initial cost, but they provide a wider reach and the possibility for better engagement. If the campaign is done properly, this can result in a higher return on investment.

Solo Ads are the best option for those who want to save some bucks and have a targeted audience, while Facebook Ads are good for those looking to reach a wider audience. 

Google Ads can be just as good, and they’re more than effective and worth investing in if you’re not limited on your budget at all. Facebook Ads are just marginally better because of their lower starting price.

Ad Copy

Winner: Tie (Depends on your advertising goals and preferred ad format)

Ad copy that connects with your target demographic is important for success. Solo Ads employ emails, but Google Ads and Facebook Ads use text, image, and video formats. 

The ad format you select should be in line with your objectives and audience preferences. For example, if you’re looking to reach a younger audience on social media, a visually appealing video ad on Facebook or Instagram is the best option.

Meanwhile, a text ad on Google AdWords would be better if you’re targeting a more professional audience.

Solo Ads, which rely on a single email, can be great for reaching a specific group of subscribers.

So, it’s important to consider your goals and target audience when choosing the ad format that resonates the most.


Winner: Tie

ROI (Return On Investment) is key to measuring the success of your advertising efforts. As it stands, there’s no clear winner when it comes to ROI as it depends on various factors such as your target audience, campaign objective, and budget.

Solo Ads can offer a guaranteed number of clicks or views, which can be great for businesses with a small budget. However, it’s important to track how many clicks actually convert into leads or sales to determine the true ROI.

Google Ads and Facebook Ads, on the other hand, allow you to track the cost of each click or impression and compare it against the revenue generated. These platforms offer powerful targeting options and can be more effective in reaching your desired audience.

In the end, the best choice for maximizing ROI will depend on your specific needs and goals. It’s important to continually monitor and optimize your campaigns for the best results, regardless of the platform you choose.

Audience Reach

Winner: Facebook Ads

Solo Ads, Google Ads, and Facebook Ads are all strong contenders for reaching a wide audience. Solo Ads provide access to a pre-existing email list, which can be targeted based on niche interests, making it a great option for businesses with a specific target audience.

Google Ads have a broader reach, being visible to most internet users worldwide through their search engine and display network. 

However, Facebook Ads offers the largest audience, with over 2.96 billion active users, making it an excellent option for businesses with a broad target audience.

Ad Placement

Winner: Tie

As for ad placement, Solo Ads, Google Ads, and Facebook Ads have their strengths and limitations. 

Solo Ads typically come in email newsletters, ensuring that your ad gets seen by subscribers who have already expressed an interest in your niche. 

Google Ads are placeable on search engine results pages, websites part of the display network, and even YouTube videos. 

Lastly, Facebook Ads show up on the Facebook platform, including the newsfeed, stories, and even Instagram.

The winner here ultimately depends on your marketing goals and target audience. 

Solo Ads might be the way to go for reaching a specific niche audience. Meanwhile, if you’re looking to increase brand awareness and reach a broad audience, Facebook Ads may be the better option. 

However, if you want driving conversions and sales, Google Ads may be better. You might get more reach from it due to its ability to place ads directly in front of people actively searching for your product or service.

Ad Frequency

Winner: Solo Ads

Balancing ad frequency is crucial to avoid annoying your audience and impacting your ROI. Solo Ads allow one ad per email, making it ideal for businesses with a niche audience. 

Google Ads and Facebook Ads allow multiple ads per campaign, providing more opportunities to reach a broader audience. That comes with its own issue, however- too many ads can lead to ad fatigue and reduced engagement.

To avoid ad fatigue, you can vary your ad creative and messaging while keeping your audience’s interests and preferences in mind. If you’ve got a niche, it’s generally safer to stick with Solo ads.

Ad Testing

Winner: Google Ads and Facebook Ads

Ad testing is an essential aspect of running successful ad campaigns. Solo Ads allow limited testing opportunities, as you cannot control the email list’s segmentation or how often emails might get sent. 

Google Ads and Facebook Ads provide more extensive ad testing options. You can take advantage of those options to experiment with different ad formats, targeting options, and creative elements.

Google Ads has a built-in ad testing feature that allows you to run multiple variations of your ad, and the system will automatically display the better-performing ad more often. 

Facebook Ads, on the other hand, provides a split testing option that enables you to test different ad elements, such as images, ad copy, and calls-to-action, to determine which combination yields the best results.

Ad Tracking

Winner: Google Ads and Facebook Ads

Tracking your ad performance is crucial to understanding your ad’s impact and making data-driven decisions to optimize your campaigns. 

Solo Ads provide limited tracking options, with basic metrics such as open and click-through rates. Google Ads and Facebook Ads offer more robust tracking features, allowing you to measure and analyze various metrics such as impressions, clicks, conversions, and other key performance indicators.

Google Ads provides detailed analytics that enable you to track and measure the impact of your ads on your website’s traffic and user behavior. You can also track which keywords and ad placements drive the most conversions and revenue. 

Facebook Ads offers similar tracking options, with features such as conversion tracking, custom audiences, and pixel tracking, allowing you to track users’ actions on your website after interacting with your ads.

Ad Retargeting

Winner: Google Ads and Facebook Ads

Ad retargeting is a powerful technique that allows you to target users who have already interacted with your ads or visited your website. 

Solo Ads do not offer retargeting options since it relies on sending emails to a pre-existing email list. 

Google Ads and Facebook Ads provide robust retargeting features, enabling you to re-engage users who have shown interest in your products or services.

Google Ads retargeting allows you to target users who have previously visited your website, made a purchase, or interacted with your YouTube channel. 

Facebook Ads provides similar retargeting options, with features such as custom audiences and lookalike audiences, which enable you to target users based on their interests, behaviors, and demographics.

Which One is Better for What? 

Choosing the right online advertising method for your business can be the difference between success and failure. With so many options available, it’s easy to feel overwhelmed and unsure of which direction to take.

Here are some recommendations to help you determine which advertising method is best for your specific business needs.

e-Commerce Businesses

For e-commerce businesses, Facebook Ads are typically the go-to choice. Given its extensive user base, Facebook allows you to target specific demographics with ease. Additionally, Facebook’s retargeting options enable you to remind potential customers who have abandoned their shopping carts to come back and complete their purchase.

Service-based Businesses

Google Ads might be the way if you’ve got a service-based business. These ads can help you reach people who are already searching for the services you offer. 

Plus, with Google’s advanced targeting options, you can ensure that your ads only show up for relevant search queries.

Lead Generation

For businesses that aim to generate leads, Solo Ads are often the preferred choice. 

By advertising directly to people who have already expressed interest in your industry, you can tap into a high-converting audience. 

Working with Solo Ad vendors who have email lists of subscribers interested in your niche can make your lead generation efforts even more effective.

Brand Awareness

If your primary goal is to build brand awareness, Facebook Ads are likely the best option. With its vast audience, Facebook’s advertising tools allow you to target people who are more likely to be interested in your brand. 

Furthermore, Facebook’s ad formats are excellent for crafting your brand story and creating an emotional connection with your audience.

Tips To Make The Most Out Of Your Ads

Struggling to get the results you want from your online ads? Well, you won’t be anymore. Check out these professional tips that can help you improve your advertising efforts, regardless of which platform you choose.

Define Your Target Audience

Before you start running ads, take the time to define your target audience. Create customer personas that incorporate key demographic data, interests, and location. Doing so will enable you to develop ads that resonate with your audience and yield better results.

Experiment With Different Ad Formats

Don’t be afraid to experiment with various ad formats. Test out images, videos, carousels, or other formats to determine what works best for your audience. Also, try different ad copy and calls-to-action to gauge what resonates with your audience and drives conversions.

Utilize Retargeting

Retargeting is a potent tool that allows you to reach individuals who have already interacted with your brand. Use retargeting to display ads to individuals who have visited your website or added items to their cart but didn’t follow through with their purchase. This can help you recapture lost sales and convert potential customers into actual customers.

Monitor And Adjust Your Ads

Keep a close eye on your ad performance and make adjustments as necessary. If an ad isn’t performing well, tweak the ad copy, targeting options, or other elements to improve performance. Additionally, monitor your ad spend closely and adjust your budget accordingly.

Track Your Results

Finally, it’s crucial to track your ad results. Use analytics tools such as Google Analytics or Facebook Ads Manager to see how your ads are performing. Analyzing this data can help you make informed decisions about your future ad campaigns and improve your overall advertising strategy.


Q: Which one is better: Facebook Ads or Google Ads?

A: It depends on your business goals and target audience. Facebook Ads are great for social media advertising and demographic targeting, while Google Ads are better for keyword targeting and targeting people who are actively searching for your product or service.

Q: How do I know if Solo Ads are right for my business?

A: Solo ads can be a good fit for businesses looking to quickly build their email list or generate leads. If your target audience aligns with the list you’re considering and the cost is within your budget, solo ads could be worth testing.

Q: How much do Solo Ads cost?

A: The cost of solo ads can vary depending on the size and quality of the list, the targeting, and the seller. Prices can range from a few dollars per click to hundreds of dollars.

Q: What is cheaper Google Ads or Facebook Ads?

A: It depends on the industry, competition, and targeting. In general, Facebook Ads tend to be cheaper than Google Ads for most industries, but the cost per click can vary widely depending on the targeting and competition.

Q: Are Google Ads harder than Facebook Ads?

A: Both Google Ads and Facebook Ads have a learning curve, but it depends on your experience and familiarity with each platform. Google Ads can be more complex due to the targeting and bidding options, while Facebook Ads can be more straightforward in terms of ad creation.

Q: Are Google Ads worth it for a small business?

A: Google Ads can be worth it for small businesses if the targeting and ad copy are optimized for conversions and the cost per click is within the budget. It’s important to track the ROI and make adjustments as needed to improve performance.

Final Thoughts

Choosing the right advertising network is vital for your paid ad campaign to succeed. While Google and Facebook are popular, Solo ads can also provide excellent value for money. 

By comparing the pros and cons of each network, you can make an informed decision based on your specific goals and budget. 

Remember, it’s not just about choosing the cheapest option but targeting the right traffic for your business. With careful planning and execution, your campaign can achieve great results and drive targeted traffic to your website.

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