Advertising is an essential aspect of any successful marketing strategy. Businesses now have a wide range of tools and platforms available to reach their target audience. Two of the most popular platforms for digital advertising are Taboola and Google Ads. In this article, we will discuss Taboola vs Google Ads to help you decide which platform is better suited for your advertising needs.

What is Taboola?

Taboola vs Google Ads - Taboola homepage

Taboola is a content discovery and advertising platform that helps publishers and advertisers reach their target audience. With Taboola, advertisers can promote their content on premium publishers’ websites, giving them exposure to a large audience. Taboola currently owns 16% of the total market share for digital advertising.

SEE ALSO: How To Disable Auto Apply Recommendations In Google Ads

Taboola Ads

Taboola Ads provides a wide range of advertising formats to help businesses reach their marketing goals. Let’s take a closer look at some of the formats available.

Native Display Ads

Taboola vs Google Ads - Taboola Native Display Ads

To start, native display ads are a popular format on Taboola. These ads match the look and feel of the publisher’s website, making them less intrusive and more likely clicked on by readers. Native display ads can target based on various parameters, such as user demographics, interests, and location.

Native Shopping Ads

Taboola also offers native shopping ads, which are like native display ads but instead focus on promoting products rather than content. These ads are ideal for e-commerce websites that want to promote their products to a wider audience.

In-Feed Ads

In-feed ads appear within the content feed on a publisher’s website. These ads blend in with the publisher’s content, making them less disruptive to the reader’s experience. In-feed ads can also target based on user demographics, interests, and location.

Video Ads

Video ads are a popular format on Taboola, offering advertisers the ability to create engaging video content that can display on premium publishers’ websites.

App Ads

Taboola also offers app ads, which allow advertisers to promote their apps to a wider audience to drive app installations.

Sponsored Content

Taboola’s sponsored content offering allows brands to partner with premium publishers to create sponsored content that informs, educates, and entertains readers. Sponsored content is a great way to build brand awareness and increase engagement with your target audience.

Article Recommendations

Lastly, Taboola offers an article recommendations feature that helps publishers promote their content to a wider audience by displaying related articles at the end of each article. This feature can help drive more traffic to your website and increase engagement with your readers.

Taboola Features

Taboola offers a range of features that make it an attractive platform for businesses looking to increase their online presence. These features include:

Taboola Dashboard

Taboola’s dashboard provides a user-friendly experience with easy access to campaigns, analytics, and reporting tools. It also allows you to manage campaigns in real time, giving you the flexibility to make changes and optimizations on the fly.

Detailed Reports

Taboola vs Google Ads - Taboola Reports

Taboola’s platform provides detailed reports that give you insights into audience engagement, ad performance, and other valuable metrics. This allows you to fine-tune campaigns for the greatest impact based on available data.

Increased Clicks

Taboola’s native display ads blend seamlessly into the content of the publisher’s site, making them more likely to get clicked. This can lead to increased clicks, higher engagement rates, and more conversions.

Increased Engagement

Taboola’s ad units keep readers engaged and on-site for longer periods. This increased engagement can result in higher page views and longer visit durations, which are valuable metrics for publishers.

Brand Awareness

Taboola’s sponsored content and article recommendations can help increase brand awareness by exposing readers to relevant content and products. By providing valuable content to readers, brands can establish themselves as thought leaders in their industry.


Taboola’s pricing model uses a cost-per-click (CPC) basis, which means you only pay when someone clicks on your ad. This makes it a cost-effective option for businesses of all sizes.

Reach and Targeting Options

Taboola has a vast network of publishers, which means your ads can reach a large and diverse audience. The platform also provides targeting options, allowing you to reach the right audience based on factors such as demographics, interests, and behaviors.

Taboola Pricing

Taboola’s pricing model is cost-per-click (CPC). The actual CPC varies depending on many factors, including competition, ad placement, and targeting options. The smallest CPC bid for Taboola is $0.01, making it an affordable option for businesses of all sizes.

What is Google Ads?

Taboola vs Google Ads

Google Ads, formerly known as Google AdWords, is an online advertising platform developed by Google. It allows businesses and advertisers to create and display various types of ads to reach potential customers and increase brand awareness. Google Ads uses a pay-per-click (PPC) model, meaning that advertisers only pay when someone clicks on their ad. Currently, Google ads hold 25% of the total market share for digital advertising.

Google Ads

Google offers various types of ads and keyword match types that each serve a specific purpose and target different audiences.

Search Ads

To start, Google offers Search ads. These are text ads that appear on Google search results. They get triggered by specific search queries and are targeted based on keywords, location, and other factors. Advertisers bid on keywords, and the highest bidder gets their ad displayed at the top of the search results page. They can include Search Ad Extensions that provide more information and CTAs.

Display Ads

Display ads are image or video ads that appear on websites within the Google Display Network. The Display Network consists of millions of websites and mobile apps that have partnered with Google to display ads. Display ads target based on interests, demographics, and other factors.

Video Ads

Video ads are ads that appear before, during, or after a video on YouTube or other Google platforms. They can be in-stream ads, video discovery ads, or bumper ads. In-stream ads are skippable or non-skippable ads that play before, during, or after a video. Video discovery ads appear next to related videos or in the search results, and bumper ads are short ads that play before a video.

App Ads

App ads are ads that appear on Google Play and within other apps. Advertisers can target users who have already installed their app or users who have not yet installed it.

Local Ads

Local Google ads are ads that appear on Google Maps and other local search results. They target based on location and can include a business’s NAP information: name, address, and phone number.

Smart Shopping Ads

Smart Shopping Ads are ads that use automated bidding and targeting to show products to the right audience. Advertisers provide a product feed, and Google’s algorithms optimize the ad based on the advertiser’s goals.

Smart Campaigns

Lastly, Google offers Smart Campaigns that use automated bidding and targeting to simplify the ad creation process. Advertisers provide some basic information about their business, and Google’s algorithms create an ad that’s targeted to the right audience.

Google Ads Features

Google Ads is one of the largest and most well-known advertising platforms in the world. Here are some of its features:

Adjustable Ads Bidding

Taboola vs Google Ads - Adjustable Bidding

One of the notable features of Google Ads is adjustable bidding, which allows businesses to set the highest amount they are willing to pay for a click or an impression. This feature is essential in controlling ad spend and ensuring that the ads remain profitable.

Flexible Campaign Settings

Google Ads also offers flexible campaign settings, such as ad scheduling, targeting options, ad rotation, and budget allocation. This flexibility enables businesses to run campaigns that align with their goals, budget, and target audience.

Precise Targeting

Another advantage of Google Ads is its precise targeting capability. Businesses can target specific keywords, demographics, locations, devices, and even interests. This feature ensures that the ads reach the right audience, increasing the chances of conversion and ROI.

Wide Reach

Furthermore, Google Ads has a vast reach, with a network that includes the Google search engine, YouTube, and Google partner websites. This extensive reach allows businesses to advertise their products and services to a wide audience, increasing brand visibility and awareness.

Measurable Results

Google Ads provides measurable results through conversion tracking and reporting features. This feature enables businesses to track their ad performance, measure their ROI, and make informed decisions about their advertising strategies.

Algorithm Potential

Google Ads also has an algorithm that optimizes ad delivery based on ad relevance, landing page experience, and expected click-through rate. This algorithmic potential ensures you get the most out of their advertising spend.

Google Ads Pricing

Taboola vs Google Ads Pricing

Google Ads operates on a pay-per-click (PPC) model, meaning you only pay when someone clicks on their ad. The cost per click (CPC) depends on several factors, including the keyword difficulty, the ad quality, and the highest bid set by the advertiser.

The cost of Google Ads also varies depending on the industry, location, and ad placement. On average, CPC for Google Ads ranges from $1 to $2, with some industries paying up to $50 per click.

Google Ads also offers a daily budget option. This allows businesses to set the highest daily amount they are willing to spend on their ads. This feature is essential in managing ad spending and increasing profitability.

Taboola vs Google Ads: Which is Better?

Now that we’ve covered the unique features of Taboola vs Google Ads, we’re going to compare some influential factors to help you determine which platform will best suit your needs.

Ad Formats

Taboola vs Google Ads

As we covered above, Taboola offers several ad formats. These include native display ads, native shopping ads, in-feed ads, video ads, app ads, sponsored content, and article recommendations. Google Ads offers a wider variety of ad formats, including search ads, display ads, video ads, app ads, local ads, smart shopping ads, and smart campaigns. It also offers a more extensive range of objectives, giving more flexibility and customization for campaigns.

Ad Quality

Both Taboola and Google Ads use advanced algorithms to ensure that ads display to the right audience, increasing the chances of conversions. Google Ads’ algorithm is more advanced, utilizing data from search history, website behavior, and demographics to determine which ads to show to which users. As a result, Google Ads generally offers better ad quality than Taboola.

Ad Performance

Both platforms offer detailed analytics and reporting features to help advertisers track and analyze the performance of their ads. Google Ads’ reporting capabilities are more robust and provide more granular insights, such as search queries, ad position, and device type. Google Ads also offers a wider range of performance metrics, including conversion tracking, click-through rates, and cost per conversion. According to HubSpot, Display Ads produce 180 million clicks, with 65% of clicks on its paid ads being from ready-to-buy users.


Google Ads has a wider reach than Taboola, as it allows advertisers to display their ads across the Google network, including Google Search, YouTube, and millions of partner sites. Meanwhile, Taboola primarily displays ads on publisher websites that are part of its network. While Taboola offers a smaller reach than Google Ads, it does provide access to highly engaged audiences that are actively seeking out content.


Both platforms offer flexible budgeting options, allowing advertisers to set a daily or total budget for their campaigns. Taboola generally offers lower costs per click than Google Ads, making it a more cost-effective option for advertisers with limited budgets.

Campaign Goals

Taboola and Google Ads are suitable for different campaign goals. Taboola is best suited for campaigns that aim to increase brand awareness, drive engagement, or promote content. Google Ads is more suitable for campaigns that aim to generate leads, drive sales, or promote products or services.

Tracking Analytics

Both platforms offer comprehensive tracking and analytics tools to help advertisers track the performance of their campaigns. Google Ads offers more advanced tracking capabilities, such as conversion tracking and event tracking, making it easier for advertisers to measure the effectiveness of their campaigns.

Predictive Engine vs Search Engine

The last significant difference between Taboola and Google Ads is their approach to ad placement. Taboola uses a predictive engine to display ads to users based on their interests, behavior, and engagement history. Meanwhile, Google Ads uses a search engine to display ads based on the user’s search query and search history. As a result, Taboola is more suitable for campaigns that aim to target audiences based on interests and behavior, while Google Ads is better for campaigns that aim to target audiences based on search intent.

Final Words: Taboola vs Google Ads

To summarize, both Taboola and Google Ads have their own set of strengths and weaknesses, and choosing the right platform ultimately depends on your specific advertising goals and budget.

Taboola offers unique native ad formats and has a strong predictive engine that can help you reach a wider audience and maximize engagement. By contrast, Google Ads offers a vast array of ad formats and targeting options, and its search engine algorithms can help you achieve greater precision in your campaigns.

Ultimately, the best choice for your business will depend on your individual needs and priorities. If you need help optimizing your Google Ads, don’t hesitate to reach out to our team of marketing specialists.

Originally published . Last updated .


Don’t forget to share this post!