I recently managed a month-long ad-campaign for a client trying to attract Indians wanting to study abroad on both Google and Facebook. Takeaways: We spent 1/

I recently managed a month-long ad-campaign for a client trying to attract Indians wanting to study abroad on both Google and Facebook. Takeaways: We spent 1/5th the money on FB to get the same number of people on our landing page. The % of people filling up the landing page form was approximately the same from FB and Google on weekdays. Google traffic did better on weekends. FB ads work best when they don't try to do a hard sell. Google ads work better when there is a hard sell. I think this has to do with user intent. On Goog, people are already looking for something, so directly addressing that is a good idea. On FB, people will look at an ad and get curious only if you get their interest, and it doesn't look like you're saying 'GIVE ME YOUR MONEY' :)