Amazon Advertising vs Google Ads: Which Drives Better ROI?

Battle of the Giants: Amazon Advertising vs Google Ads

It’s the heavyweight bout digital marketers can’t stop watching. On one side, Google Ads, the grandmaster of search and intent. On the other hand, Amazon Advertising, the retail juggernaut that turns browsing into buying faster than you can say “Add to Cart.”

Both dominate their domains. Google drives global awareness, while Amazon captures purchase intent. But when it comes to ROI, businesses are asking one important question: Which platform actually delivers the best bang for your buck?

At Bridgeway Digital, we’ve worked with clients across both ecosystems, and let’s just say, there’s no single champion. It’s about knowing which fighter suits your brand’s strategy and timing.

Why Every Marketer is Asking Which Drives Better ROI

In 2025, marketing budgets are under more scrutiny than ever. According to Statista, digital ad spend is expected to reach $740 billion globally, with Google controlling 39% of the market and Amazon closing in with 16% up from just 4% five years ago.

That growth tells a story: Amazon isn’t just for sellers anymore. It’s now a full-fledged advertising ecosystem with display, video, and DSP options that rival Google’s arsenal.

Marketers are no longer comparing features; they’re comparing outcomes. They want to know which platform gives higher ROI, lower CPC, and better lifetime customer value.

And that’s where it all gets interesting.

Audience Intent: Who Shops and Who Searches

Intent drives everything in digital advertising. Google users are explorers; they ask questions, compare options, and often need nurturing before they convert. Amazon users are buyers in motion, already halfway down the funnel.

According to eMarketer (2025), 71% of online shoppers begin product searches on Amazon, while 49% still start with Google.

That 22-point difference reveals why Amazon’s conversion rates are so impressive.

If someone types “best gaming laptop” into Google, they’re researching. But if they search “buy ASUS ROG Strix 2024” on Amazon, they’re ready to swipe their card.

The key behind all this? Understanding where your audience is in their journey and using the right platform to meet them there.

Cost, Clicks and Conversions: The PPC Comparison Amazon Google

Let’s put some hard numbers on the table.

While Google offers higher traffic volume and flexibility, Amazon’s cost per click is significantly lower, and its conversion rate is almost three times higher.

However, keep in mind: Google’s audience scale is unmatched. You can’t sell dental services or insurance policies on Amazon, but Google Ads can make you visible for almost anything humans type into a search bar.

Performance Breakdown: Amazon Ads vs Google Ads Stats 2025

In 2024, Amazon’s ad revenue hit $55 billion, marking a 24% year-over-year increase, while Google Ads surpassed $237 billion, growing a steadier 9%.

Despite Google’s larger revenue share, advertisers report more efficient ROAS on Amazon for product-based campaigns, about 5.2x compared to Google’s 4.1x (Insider Intelligence, 2025).

That’s because Amazon’s data ecosystem is entirely commerce-centric. It knows what people buy, not just what they search for. This real-world buying behaviour gives advertisers unmatched precision to ensure your ads appear where purchase probability is at its highest.

Meanwhile, Google continues to dominate non-retail verticals, travel, finance, education, and healthcare, where Amazon has little to no presence.

ROI Showdown: Which Platform Gives You More for Your Money

Here’s the honest truth: ROI isn’t universal. It depends on your industry, goals, and funnel stage.

• Service-based brands: Think legal firms, agencies, and healthcare thrive on Google Ads because of their wide reach and lead generation tools.
• E-commerce sellers: Shine on Amazon because conversions are quick, measurable, and intent-driven.

At Bridgeway Digital, we ran internal benchmarks showing that clients using hybrid strategies (both Amazon + Google) achieved up to 42% higher ROI than those sticking to one channel.

The formula is simple: use Google to create demand, use Amazon to capture it.

When to Choose Amazon Ads Over Google Ads

Go all-in on Amazon Advertising when:

• You sell physical products with active search volume on Amazon.
• You need Sponsored Product or Sponsored Brand placements to win visibility.
• You prioritise ACOS (Advertising Cost of Sale) and conversion data.
• You want first-party audience data from real transactions.

Amazon’s biggest advantage is its closed-loop attribution you can directly track how your ads influence purchases without relying on third-party cookies.

Tip: Experiment with Amazon DSP (Demand-Side Platform) to target audiences outside Amazon based on shopping behaviour, a secret weapon for long-term brand recall.

When Google Ads Still Steal the Spotlight

Google Ads remains the undisputed leader for:

• Local and service-based advertising (restaurants, gyms, consultancies, etc.).
• Top-of-funnel brand discovery, especially through YouTube and Display Ads.
• Dynamic remarketing, showing ads to people who visited your website.
• Custom audience segmentation using first-party CRM data.

Thanks to AI-driven Performance Max campaigns, advertisers in 2025 are seeing 18–22% higher conversions with less manual optimisation. Google’s deep integration across Search, Maps, Gmail, and YouTube ensures no opportunity slips through the cracks.

In short, Google remains the master of visibility and awareness, while Amazon remains the master of transaction intent.

The Best Strategies Utilize Both To Dominate Your Niche

Why choose when you can win with both?

Smart advertisers use a dual-platform strategy. Here’s how:

1. Run Google Ads to drive top-funnel traffic and retarget site visitors.
2. Use Amazon Ads to convert those high-intent audiences into buyers.
3. Sync learnings between platforms, e.g., high-performing keywords on Google often perform well in Amazon Sponsored campaigns too.

At Bridgeway Digital, we call this the PPC Power Combo. Google builds the desire, Amazon seals the deal.

This synergy doesn’t just improve ROI, it creates a 360-degree brand presence across every stage of the customer journey.

Amazon Ads vs Google Ads Performance Comparison 2025

Before you make your final call on which platform deserves your ad budget, let’s line them up side by side.

This quick breakdown reveals how Amazon Advertising and Google Ads compare in cost, performance, and overall impact, helping you see exactly where your money works hardest.

Ready to Level Up Your Ad Game

So, Amazon Advertising vs Google Ads, who wins?

Neither, and both. Google wins in awareness and versatility; Amazon wins in intent and conversions.

The ultimate ROI champion is the marketer who knows how to use both platforms together. With the right balance of targeting, storytelling, and optimization, your ads don’t just reach people, they move them to act.

At Bridgeway Digital, that’s what we do every day: turn ad clicks into real business growth through smart, data-driven marketing that’s built to perform.

If you’re ready to outsmart your competition (and maybe have a little fun doing it), your next big campaign starts here.

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Frequently Asked Questions

Is Amazon Advertising Cheaper Than Google Ads?

Usually yes. Amazon’s average CPC is under $1, while Google averages around $2.69. However, Google offers broader reach and more formats, balancing the equation for some brands.

Which Works Better For Small Businesses?

If you sell products online, start with Amazon. For local or service businesses, Google Ads will give you faster leads and visibility.

Can I Run Both Amazon and Google Ads at Once?

Absolutely. Many Bridgeway clients use both Google for brand discovery, Amazon for purchase intent, resulting in higher combined ROI.

What’s The Biggest Difference Between Amazon Marketing vs Google Marketing?

Amazon marketing targets shoppers already in a buying mindset, while Google marketing targets people still in the decision-making process.

How Can Bridgeway Digital Help Me Get Better ROI?

We design integrated PPC strategies across Amazon and Google, track every click-to-conversion metric, and continuously refine campaigns for long-term, scalable ROI growth.