Facebook Ads vs. Google Ads for Education: Which One Brings Better ROI?

Many education businesses wonder whether to invest in Google Ads or Facebook Ads. The truth is, both platforms can be powerful if used correctly, but they serve different purposes within the student acquisition journey.

The Core Difference: Intent vs. Interest

Google Ads targets people who are actively searching for a solution ("English courses in Amsterdam").
Facebook Ads targets people based on interests, demographics, and behaviour (e.g. parents aged 30–45 who follow school-related pages).

When Google Ads Wins

You offer a high-ticket service or course
Prospects are likely to search for you (e.g. language schools, degrees, test prep)
You have limited budget and want measurable ROI fast

When Facebook Ads Wins

You are building brand awareness in a niche market
Your offer is emotional or urgent (e.g. “last chance to register for summer camp”)
You run webinars, lead magnets, or video explainers

Ideal Strategy: Use Both, in Sequence

Start with Google Ads to capture active buyers.
Retarget with Facebook Ads to stay top of mind and re-engage site visitors.

Performance Examples

Google Ads: €1,000 → 20 qualified leads for a coding bootcamp
Facebook Ads: €1,000 → 300 top-of-funnel leads for a school admissions funnel

Conclusion

If you can only choose one platform to begin with, choose Google. It brings students who are already looking. Facebook is powerful for retargeting and nurturing, but should not be your first move when budget is tight.