Google Ads ????? Facebook Ads ? 2026

Q: ? ???? ????????? ???????? — Google ?? Facebook?

Google ??? high-intent ??? (???????, SaaS, B2B). Facebook ??? ?????????? ????????? ? ????????? ??????.

Q: iOS 14+ ???? Facebook Ads?

??. ????????? ??????????? ?????????? ?????????, ??? Facebook ??????????? ????? CAPI ? Aggregated Event Measurement.

15 травня 2026 р.·By UniLink Team

TL;DR:

Google Ads: ???????? ????? (???? ???????). ????? CPC ($1–$5+). ???????? ??? B2B, SaaS, ??????, ?????????? ??????.
Facebook Ads (Meta): ?????????. ?????? CPM, ????????? ?? ??????????. ???????? ??? e-commerce, ?????????? ?????????, ?????????????.
???-?????? ?????????? ??????: Google ??? ?????????? high-intent, Meta ??? top-of-funnel + ????????????.

??????? «Google Ads ?? Facebook Ads?» — ???? ? ?????????????? ? digital-??????????, ? ?? ????? ????? ????? ????? ?????????. ????????? ????????? ??? ????????? ?????????, ?? ???? ??????????????? ?????, ??? ????? ????????? ???????? ????????? «???????? ??? ???????», ?? ???? ????????? ?????. ??????? ??? ????? ??????????? ????????? ?????????????? ? ????????? ?? ?????? ?????: ?????. ????????? ????? ???????????? — ? ????, ?? ???? ?????????????? ? ????????? ??????? — ??????? ??????? ??? ?????????? ????????? ????????.

?????? ??????????

????????	Google Ads	Facebook (Meta) Ads
????? ???????????	??????? (???????? ?????)	???????–???????? (???????? ???????)
?????????	??????? ????? + ?????????	?????????? + ????????
???????? CPC	$1–$5+ (Search)	$0.50–$3
???????? CPM	$5–$30 (Display)	$5–$15
Conversion rate	5–10%+ (Search)	1–5%
???????? ???	B2B, ???????, SaaS, ????????? ???????	E-commerce, ?????????, ?????????????
??????	????? + display	??????????, ?????, ????????
??????	Search, YouTube, Display	Facebook, Instagram, Audience Network

Google Ads — ????????

??????? ????????? Google — ?????. ???? ????? ??????? «??????? ? ???????? ?????? ??????» ??? «?????? CRM ??? ?????? ???????», ??? ??? ? ?????? ????????? ???????. ?? ?? ??????????? — ?? ?????? ??????????? ? ????????? ??????. ?? ?????????? ????????? Search ??? ????-????? ?????? ??????: ?? ?? ???????a??? ??????, ? ???????????? ?? ?? ?????.

??????? ????? — ???? ??????? ???? ??, ?? ?? ????????.
??????????????? — ?????????? ????? ????????? ????? ? ????? ????.
???????????????? — ????? ???????? ???? ??????? ???????????.
????? ?? ?????????? — ????? ??????? ???????.
YouTube ????????? ????????.
B2B ????? ?????? ????? Search.

Google Ads — ????????

????? CPC ? ???????????? ?????.
???????? ????????? ?????? ????? Search.
?????????? ???????????? — ?????? ????? ???????? ? ??????????.
??????????? — ?????? ??????? ????? ????????? ?????? ????????????.

Facebook (Meta) Ads — ????????

???? Google ?????????? ?????, Facebook ???? ???????. ???? ? Facebook ? Instagram ?? ??????? ??? ??????? — ???? ???????? ???????. ??? ?? ???????, ?? ?? ?????? ??????? ?????????, ??? ?? ?? ????, ?? ???????? ?????? ????????, ? ?????????? ??? ????? ????? ?????????? ???????????, ?????????? ????? ? ???????????. ??? ???????, ?? «????????? ?????» — ??????? ???????, Meta ????? ? ????? ????????? ???????????.

?????????? ??????????? — ?????????? ? ????? ?????.
????????????? ????????? — ??????????, ????????, ?????????, lookalikes.
?????? ????????? — ??????? ?????? ????? ?? $5–$15 CPM.
??????????? ????????? ?????.
????????????? + ????????? — ????? ???????.
E-commerce ????????? ????? Instagram Shopping.

Facebook (Meta) Ads — ????????

?????? ????? — ?? ? ?????? ????????? ???????.
????????? iOS 14+ ??????????? ?????????? ?????????.
?????????? ??? ???????? — ??????? ??????? = ?????? ????????????.
??????? ??? B2B ? ????????? ????????.
????????????? ????????? — ????????? ????????????.

????? ???????? ????????????

Google Ads ???????? ????????? ???

???????? ??????? (?????????, ???????, ??????????).
SaaS (???? ??????? «???????? CRM»).
B2B ???-?????????.
E-commerce (Shopping-??????????).
????????? ??????? («????????? ??????????»).
?????? ?????? (???? ????? ? ??????).

Facebook Ads ???????? ????????? ???

D2C e-commerce (????????? ????????).
????????????? ??? ????? ???????.
??????????? ???????????? ?????.
???-??? ????? lookalike-?????????.
Lifestyle / ????????? ???????? (????, ???, ?????).
???????????? ????????? ????????.

??????? ?????????? ??????

SaaS-????????, $10K ?? ?????? ??????????? ??? ???????????:

?????????	???????	?????????	CPA
Google Search ($5 CPC)	$5K	50 (????????? 5%)	$100
Facebook ($1 CPC)	$5K	5000 ?????? ? 75 (????????? 1.5%)	$67

Google ????? ?????? ?? ?????? CPA. Facebook ?????? ?? top-of-funnel ?????????? ? ????????, ????????????? ?? LTV. ??????? ????????? — ??????, ? ?????????? ???????, ?? ?????????? ???????.

?????????? ??????????

Google

??????? ????? (?????).
????????? (in-market, affinity).
?????????? (????????).
????????? (?????).
Custom intent (????? + ??????).

Facebook

?????????? (???, ?????, ????).
???????? (???????? ?????????).
????????? (???????, ????????, ????????).
Lookalikes (1–10% ?????? ????????????).
Custom Audiences (???? ???? ????????, ??????????? ?????).
Detailed targeting expansion.

?????? ?? ????????

Google Ads

????????? (15) + ????? (4) — ????????? ?????.
Sitelinks, callouts.
Display: ??????? ?????????? (????? ???????).
YouTube: ?????.

Facebook Ads

?????????? (1:1, 4:5, 9:16).
????? (?????? 15–60 ??????).
???????? (?? 10 ??????).
Stories (9:16 ????????????).
Reels.
????????? + ????? ??????????.

????????? ??? ??????? ????????

Top of Funnel

Facebook + YouTube — ?????????????, ?????-???????????, ??????? CPM.

Mid Funnel

Facebook ??????????? + Google Display — ???????? ????????? ???????????? ????????????.

Bottom of Funnel

Google Search + Shopping — ?????????? ???????????? ??????.

?????? ??????

Google Search — ?????? ?? ???? ?????, ??? ?????????? ?? ???????????? ????????.

???????? ???????

??? ???????	?????????????? ????????
SaaS / B2B	70% Google / 30% Meta
D2C e-commerce	40% Google / 60% Meta
???????? ???????	80% Google / 20% Meta
?????????? ????? (????)	30% Google / 70% Meta
???????	50% / 50%

????? ?????????

? ???? ????????? ???????? — Google ?? Facebook?

Google — ??? high-intent ??? (???????, SaaS, B2B). Facebook — ??? ?????????? ????????? ? ????????? ??????. ????????? ? ??????, ???????????? ?? ??????.

?? ????????

CPM ? Facebook ??????, ??? ????? ????? Google ????? ?????? ?? CPA. ???????? ??? ????????. ???????? ??????.

?? ????? ????????? ?????? ????????? ??????????

??? — ????????? ???????? ??????? ??? ? ???????. Google ??? ??????????, Facebook ??? ????????????? + ????????????.

iOS 14+ ???? Facebook Ads?

????????? ??????????? ?????????? ?????????, ??? Facebook ??????????? (CAPI, Aggregated Event Measurement). ??? ?? ??????, ?????? ???????? ????? ??????????? (incrementality tests).

TikTok Ads ????? Facebook?

TikTok: ??????? ?????????, ???????? ???????. Meta: ????? ????????? + ???????????? ?????????. ?????????? ?????? ??? D2C-???????, ?? ???????????? ?? Gen Z.

??????? ????????

Google: ??????? ?????, ?? ?????? ??????. Facebook: ?????????, ?????????.
Google ?????? ??? B2B, SaaS, ??????. Meta ?????? ??? D2C, ???????????.
?????????? ??????: Meta — ???? ???????, Google — ??? ???????.
SaaS: 70/30 Google. E-commerce: 40/60 Google/Meta.
????????, ?? ???????????? — ???? ????????? ???? ?????????? ??????.

???? ???? ??? ????? ??????? ? ???????? ????????

??????? UniLink URL ?? ????? ??? — ???? ????????, ??????????, ????. ???????????.

?????????? UniLink ?