When it comes to lead generation, two solid options have been at the forefront in recent years: Facebook advertising and Google AdWords. However, while marketers may want to try both of these tools and see what sticks, there are concrete trends marketers can use to make an informed decision about what service will best meet your lead marketing needs.
1. Budget Matters
The vast majority of lead marketing decisions begin with a look at the budget, and lead generation is no different. If you're working with a small budget, Facebook is typically your best option when it comes to the most bang for your buck. According to a report from AdEspresso and reported on by Search Engine Journal, the average cost-per-click during the third quarter of 2016 for Facebook ads was $0.28. During the same period, the cost-per-click of Google AdWords averaged $2.32, a WordStream report explained. However, while your budget might be your first concern, there are other factors to consider.