Facebook Ads vs Google Ads: Which Is Best for Danish Businesses?
Why Digital Marketing Matters
So you’ve got a product, a service, or a killer business idea in Denmark and now you need customers. What’s your next move? Run ads, of course. But where? Facebook or Google?
These two giants dominate digital advertising globally, and the Danish market is no exception. But they serve different purposes, offer different targeting capabilities, and work best for different types of goals.
Let’s dig into how each platform performs specifically for Danish businesses and help you figure out which is the better fit.
Understanding the Basics
What Are Facebook Ads?
Facebook Ads allow businesses to advertise across Meta platforms Facebook, Instagram, Messenger, and Audience Network. You can run everything from image ads to video carousels, stories, and interactive polls.
Placement options include:
- Facebook Feed
- Instagram Stories
- Facebook Marketplace
- Audience Network (off-platform)
Facebook is especially strong for visual storytelling and top-of-funnel engagement.
What Are Google Ads?
Google Ads show up in multiple formats:
- Search Ads: Appear when someone Googles something
- Display Ads: Banners across millions of sites
- Shopping Ads: Perfect for e-commerce
- YouTube Ads: Video-based, skippable or non-skippable
Google is great when your customer is already searching for something specific.
Market Landscape in Denmark
Danish Consumer Behavior Online
Denmark is one of the most digitally connected countries in Europe. Over 97% of Danes use the internet daily, and digital transactions are a way of life.
Mobile vs Desktop Usage
More than 60% of internet traffic in Denmark comes from mobile devices. This makes mobile-first ad formats essential.
Popular Platforms Among Danes
- Facebook still leads social media usage, especially among 25–55-year-olds.
- Instagram skews younger.
Google Search dominates daily user behavior, most Danes use it for everything from finding restaurants to booking electricians.
Audience Targeting Capabilities
Facebook allows you to target users by:
- Age, gender, language
- Relationship status, education level
- Interests like “cycling,” “interior design,” or “fitness”
- Behavior like online shoppers or frequent travelers
It’s ideal if you know who your customer is.
Google’s Intent-Based Targeting
Google targets users based on what they’re searching for. You can:
- Target specific keywords (e.g., “buy air fryer Copenhagen”)
- Use custom audiences and in-market segments
- Appear when someone needs your product right now
Google = “intent to buy.” Facebook = “discover and explore.”
Cost Comparison
Average CPC on Facebook Ads in Denmark
Typically ranges between DKK 1.5 to DKK 4.5, depending on industry, audience, and competition.
Average CPC on Google Ads in Denmark
Varies widely by industry. Search ads can cost between DKK 3 to DKK 12 per click. Higher in niches like legal or insurance.
ROI Considerations
While Google can be more expensive, the intent behind clicks often leads to faster conversions. Facebook offers cheaper clicks but might need a longer funnel to convert.
Ad Formats & Creative Options
Facebook’s Visual & Interactive Formats
From Reels to Stories to Collections, Facebook’s edge is in storytelling. Great for:
- Brand building
- Showcasing product features visually
- User engagement through polls and likes
Google Ads’ Formats
- Search Ads: Clean, text-based ads
- Display: Visual, but often ignored by users
- Shopping Ads: High conversion rates for e-commerce
YouTube Ads: Video is king, but needs a good hook
Which Is More Engaging?
Facebook wins in engagement. Google wins in performance marketing. Pick based on your goals.
Funnel Positioning
Facebook = Awareness & Engagement
Facebook excels at bringing in cold traffic and warming them up. Perfect for top and mid-funnel strategies.
Google = Bottom of Funnel Conversions
Google captures people who are ready to act. A must for retargeting and direct response campaigns.
Retargeting & Remarketing
Facebook Retargeting
Upload your email list, target website visitors, or set up dynamic retargeting for people who viewed specific products.
Google Remarketing
Use Google Display Network or YouTube to re-engage users. Remarketing lists based on site visits, app usage, or even YouTube views.
Best Practices in Denmark
Keep retargeting windows short (7-14 days). Danes value relevance and get annoyed by stale ads fast.
B2B vs B2C Suitability
Best for B2B: Google Ads
Google is usually better for B2B due to:
- High-intent searches
- LinkedIn-style targeting in Display Network
- Clear messaging in Search Ads
Best for B2C: Facebook Ads
For fashion, lifestyle, food, travel? Facebook all the way. The visual appeal and interest-based targeting perform better.
Analytics and Performance Tracking
Facebook Ads Manager
Offers:
- Real-time ad insights
- Split testing (A/B)
Attribution windows (click/view conversions)
Google Ads Dashboard
Includes:
- Keyword performance
- Conversion paths
Seamless integration with Google Analytics 4
Attribution Differences
Facebook can underreport due to Apple’s iOS updates. Google, while not perfect, usually tracks final conversions better.
Expert Opinion from ISA Media Group
At ISA Media Group, we’ve tested both platforms extensively with Danish brands. Our verdict? Use both, but strategically.
- Launch brand campaigns on Facebook
- Capture warm leads and buyers on Google
Use unified messaging and tracking for optimal results
Final Verdict
So, which is better for your Danish business, Facebook Ads or Google Ads?
Use Facebook Ads if:
- You want to build awareness
- Your brand is visual
- You have a broad target audience
Use Google Ads if:
- You want conversions now
- You sell specific products/services
- You have a clear intent-driven audience
The smart play? Use both in a smart funnel. Facebook to warm them up. Google to close the deal.
Conclusion
In the fast-moving Danish digital landscape, you need to play smarter not just harder. Whether you’re running a local boutique or a SaaS startup, knowing when and how to use each platform can mean the difference between wasted ad spend and business growth.
FAQ
1. Which platform is cheaper in Denmark, Facebook Ads or Google Ads?
Generally, Facebook Ads have a lower CPC, but Google Ads often yield faster conversions. It depends on your industry and goals.
2. Can I use both Google and Facebook Ads for the same campaign?
Absolutely! They work best when combined, use Facebook for awareness, and Google for capturing demand.
3. What’s the best platform for B2B advertising in Denmark?
Google Ads is more effective for B2B thanks to keyword targeting and professional search behavior.
4. Are there GDPR risks when running Facebook Ads in Denmark?
Yes. You must ensure you get user consent for data tracking and use compliant tools like Facebook’s Conversions API.
5. How soon can I see results from Google or Facebook Ads?
Facebook can take a couple of weeks to warm up. Google Ads can generate results within days if targeting is right.
