Until recently, many advertisers viewed Google AdWords and Facebook Ads in an adversarial way. The two companies’ long-standing rivalry, often dramatized by technology media outlets, was taken as irrefutable evidence that the two platforms were in direct competition with one another, and that it was necessary for businesses of all sizes to make a difficult decision about which platform was right for their needs; a false dichotomy that remains confusing and misleading to those new to online advertising.

Although the two platforms are often positioned as competitors, nothing could be further from the truth in a practical sense. Many businesses are leveraging the strengths of advertising on Google and Facebook Ads in concert to achieve maximum visibility, increase leads and sales, and find new customers, adopting different strategies that align with the functionality of each platform and seeing remarkable return on their advertising spend.

In this guide, we’ll examine what sets Google AdWords and Facebook Ads apart, how the two ad platforms work, and why you should consider using both as part of your wider digital marketing strategy.