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Online Duopoly: Which One Is Suitable For Your Business, Facebook or Google?


Facebook or Google? This could be one of the common questions business owners kept on asking themselves. One of the digital truths that you need to deal with is that a business cannot grow online on organic alone. That is true in some cases, especially when venturing into digital marketing for the first time. But with so many platforms available, from search engines, apps, websites, and to social media networks – you might be wondering which one to choose when advertising your business online.

The truth is, these overwhelming choices shouldn’t be your primary concern.


Because there are only two dominant leaders in online advertising today namely: Google and Facebook. And you should stick with them quite often when dealing with digital ads,

The Duopoly

Admit it or not, there are only two entities in so far, who have valuable profile data of online users in the world – Google and Facebook. They are the two titans who earn a lot from their ad platform businesses, thus calling them a duopoly.

Why duopoly? You probably asking yourself.

To begin with, Facebook owns Instagram, Messenger, and WhatsApp. These four are the top social media networks and social messaging platforms in terms of numbers of active users.

In the recent quarterly report of Facebook, the flagship platform has reached a 1.9 Billion user base per month. Instagram has 700 million each month while the two leading social messaging platform – Messenger and WhatsApp – both have 1.2 billion user base.

Facebook earns a staggering 97% of its 2016 revenue from its digital advertising business.


Meanwhile, Google – a world renowned search engine brand that reached immense trust and popularity for having a spot in the Oxford dictionary is also a leader in transforming digital marketing these days. This brand has earned an accepted scholastic use of its verb variations such as “googled” and googling” making Google undeniably one of the greatest modern enterprises of the millennium.

Google owns YouTube – the world’s largest video streaming site. It also expands its services through consolidating its core businesses under the name Alphabet Inc. Alphabet is responsible for developing and reshaping its services that are linked with their core mission to improve the user experience. Alphabet Inc. from the name of the company itself covers almost the entire Roman alphabet including the Ad platform of Google for search and display networks.

Google digital ad business generates 32.8% of the total revenue of this tech conglomerate.

Which One is Right for Your Business?

A good approach to this question is to try both and see which works well with your business. But since most of the SMEs marketing budget are strictly limited, doing so is not in your priority list. To weight which one is right for your business. Below is our weigh in:


  • B2B and Service-oriented business

Does your business belong in this category? If YES, then Google search engine marketing (SEM) fits your business well. Why? The reason is plain and simple. A B2B model relies heavily on website transactions, and this is out of corporate custom revolving around the idea of legitimacy. When a website is your primary contact point online, Google’s search engine marketing is a go-to platform.


  • B2C and Consumer Goods / Retail

The good thing about this category is that the risk of losing money when investing in both platforms is low compared to B2B and Service-oriented businesses. The reason is, reaching the end consumers with products (tangible trades) that they really need is one foot ahead than business offering services (which are intangible).

In this kind of business, if one looks after brand awareness, social ad via Facebook is a good avenue. With most retail business in the country relying on brick-and-mortar store than e-commerce, social ads by Facebook fits just fine. Be it engagement or web clicks (or visits), Facebooks ads can surely reach to the end consumers with ease.


In the Philippines, there is a preconceived notion of having comfort in purchasing tangible trades than the intangible ones. If you are in the business of providing services, you got to build a solid reputation to compete well with your competitors online. If you are dealing with consumer goods and retail, the challenge is to create a way to sift through the clutters of other consumer-centric ads online.

Be it Facebook or Google, the success of an online ad relies on understanding your audience and your business. Once you all had it in your mind and in your heart, sending the message across these two platforms won’t be too much of a pain.

If by chance that a business like yours is looking for an assistance in starting your brand presence online either through Facebook or through the search engine of Google, iManila is capable of helping you get noticed by your target audience online.

Give us a call at (02) 490-0000 / (02) 565-4064, or send your inquiries through our website portal at

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