On the other hand, Facebook and Instagram ads are perfect if you sell items that are visually appealing like clothes or other inexpensive consumer goods — such as low-involvement purchases or novelty items.

How much consumer knowledge is there about your business?

If you sell items that no one is searching for in Google, you can lean on FB to drive search demand for your brand and products.

That said, try to keep in mind what a prospect may search for in the days after seeing your ad, once they can’t remember what your brand was. You don’t want to feed these people to your competition as they search for products that aren’t specific to your brand.