Top 5 Google Ads Alternatives

Abisola Tanzako | Apr 05, 2024

Although Google may still be the leader in advertising, there are some excellent Google ads alternatives

Even new and growing businesses can use ads to attract potential customers using the correct keywords, precise audience targeting, and effective remarketing options. Google Ads is among the most well-known online advertising networks. However, you may need to look for alternative advertising options before or even after creating a Google Ads account for your business and delving into the ultimate keyword research, budgeting, and ad copywriting.

Many other platforms can be simpler to use, offer more features, and be more affordable than Google! In this article, we’ll outline some of the top Google Ads alternatives available and explain how to use them to improve your online business.

Why should you think about Google Ads alternatives?

There’s no denying that your target market is searching Google for what you have to offer, and more than 3.5 billion searches are processed there daily. Undoubtedly, most companies, big or small, well-known or unknown, also run ads on Google.

However, the intense competition for clicks has driven up the cost of Google advertising. Certain ad clicks may cost you up to $100 or more, depending on your specialization (particularly in the finance or legal sectors).

Aside from the high cost per click, here are 3 reasons why you should consider alternatives to Google ads:

  • Google Ads isn’t beginner-friendly: It isn’t news that Google Ads is a difficult nut to crack. Getting past the trial and error phase will cost money and take time. Google Ads complicates tasks like account setup, keyword research, budgeting, etc.
  • Google advertising demands time. Every busy entrepreneur undoubtedly wants something that takes little time to set up and maintain. Google Ads are something you can only set up and remember about. They need to be optimized and given constant attention.
  • Your ads will only display on Google and its partner sites. Even though Google has a vast partner network, it’s possible that your target clients also use other sites, such as Facebook or Instagram. Additionally, they can use different search engines, like Bing, to find information.

Things to think about before you choose a Google Ads alternative

Regardless of your chosen platform, there are a few things to consider before you advertise.

  • Your target market:

Every ad platform provides visibility to target consumers. That audience must align with your business’s target audience. For instance, Instagram is a better place to advertise your jewelry store to those under 30 than Google or LinkedIn. However, LinkedIn advertising is likely more practical for a Software as a WService business than Google or Instagram.

Why? Simply because various audiences want to visit and make purchases through various online outlets. The structures of different internet platforms vary, and some may be better than others, depending on the purpose. For instance, Instagram is more suited for businesses that need to interact with their clients through images or videos since it appeals to its consumers’ visual sense. Video advertising isn’t even available on specific platforms.

  • Devices that your clients utilize:

Almost everyone has a mobile device, which means the platform you use must also show advertisements on mobile devices if you don’t want to lose out on purchases made from these devices.

  • Numerous targeting options:

Google Ads offers many targeting options to help you connect with customers most likely to convert. You can customize your advertisements for placement on various devices to people in multiple regions and people of all ages. Retargeting is one specific targeting function you should search for. Retargeting advertisements can help you connect with clients who have visited your website.

The advertisements “follow” your prospective customers around the internet (outside your website) and never stop telling them how fantastic your product or service is until they purchase! Ads that retarget can increase your ROI (return on investment) by two or three times.

Now that we understand what we are looking for, let’s examine five top alternatives to Google ads.

Top 5  Google Ad Alternatives

1. Microsoft Ads (Bing Ads)

Though Google undoubtedly holds the largest audience share among all search engines, it’s important to remember that Bing Ads still serves about 639 million users globally despite having a 13.37% market share. With over 600 million distinct PC users using Bing for everyday searches, you should try Microsoft Advertising. All advertisements made on Microsoft Ads  visible across all Microsoft platforms and devices, including Cortana and Office, as well as partner websites within the Microsoft Search Network like  AOL, The Wall Street Journal, and InfoSpace,

The advertisements typically show at the top of Yahoo, MSN, and Bing search results. You can also decide which days of the week, at what times to display your ads, and to what audience based on their demographics.

Microsoft Ads features.

  • Microsoft runs mobile ads in the same manner as Google Ads.
  • Advanced targeting. You can target a global audience or focus your advertisement on a particular nation, city, or region.
  • Simple campaign import. You can quickly move your Google Ads campaigns to Microsoft Ads if you currently use them.
  • There are no obligatory spending limits.
  • One-on-one from Microsoft Advertising specialists.
  • The typical cost-per-click (CPC) for Google Ads averages $20.08, whereas the average CPC is $7.99.

Ideal for:

  • Businesses that cater to audiences older than 34.
  • Businesses that cater to customers who make at least $40,000 annually.
  • A range of online business models, such as SaaS, e-commerce, B2B, B2C, etc.

2. Amazon Ads 

Amazon Ads are an excellent substitute for Google Shopping ads. Most Amazon users go to Amazon to make purchases, much like Google users go to Google for research. Most of the time, they already know what they want to buy; all they need to do now is settle on a budget and a brand. Since Amazon customers are nearing the end of their purchasing process, the platform is ideal for online retailers offering authentic goods.

Amazon advertising provides audio and video advertisements that potential buyers can view on and off Amazon’s website, in addition to the standard ads on search result pages. Video advertisements are displayed on IMDB, IMDB TV, Amazon TV, and other partner and publisher websites. Potential consumers can hear audio ads on Alexa-enabled devices, Echo, Fire TV, and other mobile and desktop apps using Amazon Music.

Amazon Ads features:

  • Sponsored Products: These are ads for specific products that appear on product sites and search results pages.
  • Sponsored Brands: These ads showcase a range of products and the brand’s logo and headline. They show up on search results pages for related shopping.
  • Sponsored Display: They resemble Google Display advertisements. They could include some text and an image. To expand the reach of the ads, they are shown both on and off Amazon.
  • Stores: Amazon’s store option resembles your personal, customized webpage. It’s an immersive, multipage shopping experience that allows you to highlight your whole product line and brand.
  • Compared to Google Shopping ads, where the average cost per click is $0.66, the price is rarely more than $0.35.

Ideal for:

  • Businesses that offer physical products for sale online.
  • Businesses that are currently selling on Amazon. It’s quick and straightforward to start advertising if you have already sold your goods on Amazon. Additionally, using Amazon’s advertising network raises your seller rating.

3. LinkedIn Ads

Although LinkedIn may not seem like the best option for digital advertising, it does have advantages and can be a fantastic substitute for Google Ads, mainly if you’re marketing software as a service rather than physical goods. LinkedIn is one of the most widely utilized social networking platforms for self-promotion. If you work in business, this is the ideal platform to connect with other like-minded business owners and share your company’s goals and objectives. It is the best platform for B2B lead generation and works well for content promotion.

At least some of the 650 million professionals who use LinkedIn will undoubtedly view your ads. Four out of five LinkedIn users have the power to make decisions, which is fantastic if you wish to advertise your services. LinkedIn Ads currently provides text, dynamic ads, sponsored messaging, and content advertising. These ad formats may also include video messaging, an excellent way to share information about your business and brand.

To build contact retargeting campaigns, you may also import an email list. Alternatively, you can retarget website visitors by adding the LinkedIn Insight Tag, a little code, to your website.

LinkedIn Ads feature

  • Post boosting. You can use promotion to get your target audience to see posts on your business page.
  • Cross-promotion across all devices. Your ads can be configured to display on any tablet, smartphone, or desktop.
  • Directly deliver messages to members’ inboxes. The platform lets you send branded sales emails directly to prospects’ mailboxes.
  • Identify potential customers by their titles. When placing an ad on LinkedIn, you can target specific job titles, such as CEOs, CFOs, developers, programmers, copywriters, etc.
  • The CPC is $5.26 on average.

Ideal for:

  • Companies operating in the B2B industry.
  • SaaS companies.

4. Facebook Ads

For organizations, having an active social media presence is as crucial as having a quick, easy-to-use website. You probably already have a Facebook account. With its most sophisticated algorithm, Facebook Advertising offers arguably the most variety of ad formats. Because of this, according to Statista, Facebook has up to 2.8 billion users. It has become one of the most widely used advertising platforms worldwide, directly behind Google.

It does have a drawback, though. Facebook claims that its advertising platform is user-friendly. Yet, it will require some time to familiarize itself with its dashboard and its terminologies, especially for those new to digital advertisement. Facebook provides a wide range of ad types. Simple photo and video advertisements, stories, carousel ads, slideshow ads, and collection ads are a few of the most popular ones. Facebook’s robust algorithm, however, is what makes the platform so great, it makes it easier for agencies, small and large companies, artists, developers, start-ups, and many other entrepreneurs to reach out to potential clients and market their goods and services.

Facebook Ad Features:

  • All devices can see the ads.
  • Ads can assist in lead generation.
  • Ads can quickly sell your goods to highly motivated buyers.
  • Targeting choices can let you retarget visitors to your website.
  • The CPC, on average, is $1.72. (The average cost-per-click (CPC) on the Google Display Network is $0.63.)

Ideal for:

  • Businesses that have social media target audiences.
  • Entrepreneurs at all levels.

5. Instagram Ads

Another fantastic social media network that you should look at if you’re looking for Google Ad alternatives for advertising is Instagram. Contrary to popular belief, you don’t need a Facebook Business account to promote on Instagram, though it can be worthwhile in some circumstances. Additionally, even though Facebook owns Instagram, it has a very different demographic and offers various advertising tools than Facebook, so don’t forgo Instagram advertising because you already do Facebook advertising.

According to Sproutsocial, 75% of Instagram users are between 18 and 25. Therefore, businesses targeting younger consumers are likely to reach them on Instagram compared to any other social media network. Companies can employ story ads, photos, videos, carousels, and collection ads to reach that audience. These ads may be displayed to other Instagram users and their followers on the Instagram Explore page.

Instagram Ads features

  • Post boosting. Posts that already exist can be promoted on your Instagram feed.
  • Advertise to people who aren’t following you. You don’t need millions of followers to see results from your ads, as anyone outside your following network can see them.
  • Ads on Instagram explore that are visible to all users.
  • The average CPC ranges from $0.50 to $1.00

Ideal for:

  • Businesses catering to a younger audience.
  • Both experts and beginners in digital advertising.
  • Visual storytelling.


There is an advertising platform that is ideal for your type of business, and it doesn’t always have to be Google Ads. Hopefully, this article has provided insights into Google Ads alternatives and will give you greater confidence when selecting the best advertising platform for your business.


Is Google ads better than Facebook ads?

That depends. Google ads and Facebook ads are significant players in digital advertising. Google ads will likely yield better results if you want to reach a specific audience searching online. However, if your target audience is active on Facebook or other social media platforms or if you have an e-commerce store, advertising on Facebook and Instagram is a better option.

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