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TikTok Ads VS Google Ads: Which Is Better For Ecommerce Brands

TikTok Ads VS Google Ads: Which Is Better For Ecommerce Brands?

In this article, we will compare TikTok Ads and Google Ads to determine which platform is better for e-commerce brands. Both platforms have their own strengths and limitations, and it's important to understand how they cater to different audiences and what they offer in terms of scaling and long-term growth.

Comparing Audiences

The first aspect we need to consider is the type of audiences both platforms reach. TikTok predominantly attracts users under the age of 30 to 39, with more than 50% falling into this category. However, as the age group increases, the number of TikTok users within that group decreases. This means that targeting specific interests on TikTok may not guarantee immediate purchases, making it more suitable for cold traffic audiences.

On the other hand, Google Ads does not allow you to force your ad in front of people unless you are running search campaigns with specific targeting. The demographic range on Google Ads is much wider, reaching a diverse audience with buying intent, ranging from 17-year-olds to 50 or 70-year-olds. Google Ads provides a full range of audiences with little convincing required.

Based on the audience reach and the ease of targeting different age groups and interests, Google Ads takes the lead in this category.

Limitations of Both Platforms

Both TikTok Ads and Google Ads have their limitations, and it's crucial to consider them before deciding which platform to use.

TikTok Ad limitations include demographics, creatives, the nature of the product, and audience targeting. TikTok's audience is predominantly younger, which may limit the potential reach for certain products or brands. The success of TikTok ads heavily relies on attention-grabbing creatives, and if your product is not exciting or unique, it may not perform well on the platform. Additionally, TikTok's interest-based targeting may not be sufficient if there are no specific interests matching your niche.

Google Ads limitations include search volume, product policies, the product feed, and the optimization period. If there is limited search volume for your product's keywords, it can impact the visibility of your ads. Non-compliance with Google Merchant Center policies can result in immediate bans. The product feed requires ongoing optimization, affecting the titles, descriptions, and overall perceived value. Finally, the optimization period for Google Ads campaigns is longer, as it takes time to analyze the results and make necessary adjustments.

While both platforms have their limitations, Google Ads provides more flexibility to overcome them, making it the winner in this category.

Focus on Scaling

To successfully scale your e-commerce brand, you need to focus on different elements for TikTok Ads and Google Ads.

For TikTok Ads, scaling requires attention to factors such as creative content, product type, and interest targeting. The right creative and engaging content can drive quick and significant results. Testing various creatives can lead to finding winning ad copies that can last for weeks or even months.

With Google Ads, scaling requires focusing on the product feed, including product images, titles, descriptions, and overall perceived value. Creating an optimized landing page and targeting keywords with higher search volumes are also important for long-term success.

In this category, TikTok Ads are easier to scale quickly, while Google Ads offer more potential for long-term and profitable growth.


The level of competition also plays a role in choosing the right ad platform for your e-commerce brand.

With TikTok Ads, competition is primarily based on targeting specific niches and products. If you target niches that have already been extensively tested by other e-commerce brands, it may be challenging to scale.

However, with Google Ads, competition exists across all niches and markets. You can compete with other brands by focusing on delivering a better product, creating appealing images, optimizing landing pages, and having a refined product feed. By offering an enhanced user experience, you can outperform even larger competitors like Amazon and eBay.

Considering competition factors, Google Ads comes out on top due to the ability to directly compete in any niche.


While both TikTok Ads and Google Ads have their own advantages and limitations, Google Ads proves to be a better choice for e-commerce brands in most cases. Its wider audience range, less demanding creative requirements, flexibility to overcome limitations, potential for long-term growth, and ability to compete in any niche make it the preferred platform. However, it's essential to utilize all available resources to scale your brand effectively and achieve long-term success.


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1. Which platform is better for targeting a younger audience? TikTok Ads are more suitable for targeting a younger audience, especially those under the age of 30 to 39. TikTok's user base primarily consists of younger individuals.

2. Can Google Ads be effective for long-term growth? Yes, Google Ads can be very effective for long-term growth as it offers the potential to generate consistent results and compete in any niche. With proper optimization and focus on the product feed, brands can achieve significant success over time.

3. Is TikTok Ads more suitable for quick scaling? Yes, TikTok Ads are known for their ability to achieve quick scaling due to the platform's emphasis on attention-grabbing creatives. Brands often see substantial returns on investment within a short period.

4. How does competition differ between TikTok Ads and Google Ads? TikTok Ads face competition based on specific niches and products. On the other hand, Google Ads competition exists across all niches and markets. Brands can strive to outperform competitors by offering a better product and user experience.