Google captures intent. TikTok creates it. You usually want both.
Quick comparison
| Pick Google Ads if | Pick TikTok Ads if |
|---|---|
| You need feature depth and have an experienced team | You want speed of execution and simpler tooling |
| Budget allows for premium tier pricing | Budget is constrained and you need value |
| You operate at scale (large catalog, high traffic) | You are starting out or operating at smaller scale |
Detailed comparison and decision framework below.
Google wins when
- →Existing demand for your product
- →Local services
- →High-consideration B2B
TikTok wins when
- →New product / new category
- →Visual, emotional purchase
- →Under-$100 price points
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