It'd be an interesting study, although I think you're comparing apples and oranges - Google is direct response whereas FB is banner advertising. The level of i

It'd be an interesting study, although I think you're comparing apples and oranges - Google is direct response whereas FB is banner advertising. The level of intent in Google queries is high. The level of intent in a user seeing a FB ad is still largely an unknown - with FB arguing that the information they have about a user indicates intent - but to me it is the difference between targeting based on intent and profile.