Brandwave

Google Ads vs Meta Ads:Which is more popular?

In September 2026, Google Ads had more branded searches than Meta Ads among retargeting platforms worldwide. Google Ads had about 5 million branded searches, while Meta Ads had 823,000. Google Ads made up 83.6% of all retargeting platform searches we track, and Meta Ads accounted for 13.7%. When we asked ChatGPT and Google AI Overviews about retargeting platforms, both Google Ads and Meta Ads appeared in all five answers. Meta Ads was mentioned before Google Ads in four out of five answers.

Among retargeting platforms worldwide in September 2026

Who do people search for more?

Google Ads, about 6 searches for every 1 for Meta Ads

Google Ads 5M searchesMeta Ads 823K searches

Who does AI mention more?

Both are mentioned in every answer we collected.

Google Ads in 5 of 5Meta Ads in 5 of 5

Who does AI recommend more?

Meta Ads, named ahead of Google Ads in 4 of 5 answers

Meta Ads first in 4Google Ads first in 1

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Top retargeting platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, both Google Ads and Meta Ads showed up in all five answers. Meta Ads was listed before Google Ads in four of them.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Meta Ads1st
  2. Google Ads2nd
  3. AdRoll3rd
  4. Criteo4th
  5. LinkedIn Ads5th
  6. Taboola–
  7. RTB House–
  8. Outbrain–
  9. Perfect Audience–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Google Ads5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Meta Ads5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Criteo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • AdRoll5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • LinkedIn Ads3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Taboola0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • RTB House0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Outbrain0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Perfect Audience0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about retargeting platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is Google Ads or Meta Ads more popular in search?

This chart shows how often people search Google for Google Ads and Meta Ads by name. Each line represents a brand's share of searches for all nine retargeting platforms we track, month by month, from English-language searches worldwide.

Google Ads and Meta Ads among retargeting platforms worldwide, by month

Share of searches by month for Google Ads, Meta Ads. The figures are in the table below the chart.

View monthly share of searches table
MonthGoogle AdsMeta AdsLinkedIn AdsTaboolaCriteoRTB HouseOutbrainAdRollPerfect Audience
Oct 202584.3%11.3%1.2%1.2%1.2%0.25%0.3%0.2%<0.01%
Nov 202586.5%9.5%1%1.3%1%0.21%0.31%0.17%<0.01%
Dec 202587.1%9.5%0.86%1%0.86%0.17%0.26%0.14%<0.01%
Jan 202685%11.3%1%1%1%0.2%0.25%0.17%<0.01%
Feb 202685%11.3%1%1%1%0.2%0.25%0.17%<0.01%
Mar 202682.7%13.5%1.2%0.99%0.99%0.2%0.24%0.17%<0.01%
Apr 202682.9%13.5%1%1%1%0.2%0.24%0.14%<0.01%
May 202683.1%13.6%1%1%0.82%0.16%0.2%0.11%<0.01%
Jun 202683%13.5%1%1%1%0.16%0.2%0.11%<0.01%
Jul 202683%13.5%1%1%1%0.16%0.2%0.11%<0.01%
Aug 202680.8%16.1%0.79%0.97%0.79%0.19%0.16%0.11%<0.01%
Sep 202683.6%13.7%0.82%0.82%0.67%0.16%0.13%0.09%<0.01%

How has the Google Ads and Meta Ads comparison changed over the last 12 months?

3 findings
  • Google Ads was ahead of Meta Ads in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Google Ads’ share of searches among retargeting platforms worldwide moved from 84.3% to 83.6%, and its estimated monthly branded searches moved from 4.1M to 5M.
  • Across the 12 months ending September 2026, Meta Ads’ share of searches among retargeting platforms worldwide moved from 11.3% to 13.7%, and its estimated monthly branded searches moved from 550K to 823K.

How did search popularity change for retargeting platforms worldwide in September 2026?

2 changes

  1. In September 2026, Google Ads gained share of searches among retargeting platforms worldwide, from 80.8% to 83.6%.

  2. In September 2026, Meta Ads lost share of searches among retargeting platforms worldwide, from 16.1% to 13.7%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Google Ads’ and Meta Ads’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Google Ads

2 branded search terms

  • google ads
  • googleads

Meta Ads

1 branded search term

  • meta ads

How the Brand Demand Index is measured

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