Paid advertising is an essential tool for business to generate sales and increase brand awareness. According to smart insights 2019 Google is the largest digital ad seller (103,73 billions per year) and Facebook is the second with 67,37 billion in net ad spending. It's crucial to mention some differences before begin your campaigns to that networks. Google is about instant results as you type, so consumers need an answer about one question and they need it now. In the other hand Facebook is much more about brand awareness so targeted options are about phychographics, demographics, geo-targeting, retargeting and target audience that already has visited your website. With Google you can also create campaigns geo-targeting and demographic options but in addition to Facebook you can target your audience with keywords and with email addresses.