Criteo vs Google: which one for your advertising?

In the world of online advertising, two major players stand out: Google Ads and Criteo. Both offer powerful ad platforms that help businesses reach and engage with their target audience.

However, each platform has its own set of strengths and weaknesses, and choosing between them ultimately comes down to your business needs and goals. In this article, we'll compare the pros and cons of Google Ads and Criteo to help you make an informed decision.

Criteo vs. Google Ads? Take the quiz and find out which one is more suitable for your strategy!

Google Ads

Google Ads is one of the most widely used ad platforms in the world, and for good reason. As the world's largest search engine, Google offers a vast pool of potential customers and an array of targeting options to help you reach them. Here are some of the key pros of Google Ads:

Reach: With over 2 billion monthly active users on Google, the reach of Google Ads is unmatched. This gives businesses the ability to reach a huge audience with their ads.

Targeting: Google Ads offers a wide range of targeting options, including keyword targeting, geographic targeting, demographic targeting, and more. This makes it easy for businesses to reach the right audience for their ads.

Google Remarketing: Google Remarketing allows businesses to show targeted ads to users who have already visited their website or interacted with their ads. This is a powerful tool for re-engaging with interested users and driving conversions.

Dynamic Remarketing: Dynamic Remarketing takes remarketing a step further by showing users personalised ads based on the products they've viewed or added to their cart on your website. This can help increase conversions and drive sales.

Despite its many strengths, Google Ads also has some weaknesses:

Cost: Google Ads can be expensive, especially for popular keywords. This means that businesses with limited budgets may find it difficult to compete with larger companies for ad space.

Competition: Because Google Ads is such a popular platform, there's a lot of competition for ad space. This means that it can be difficult for businesses to stand out, even with well-targeted ads.


Criteo is another major player in the world of online advertising. Unlike Google Ads, which primarily focuses on search ads, Criteo specialises in retargeting ads. Here are some of the key pros of Criteo:

Retargeting: Criteo's focus on retargeting means that it's an excellent choice for businesses looking to re-engage with users who have already shown an interest in their products or services.

Personalisation: Criteo's dynamic retargeting technology allows businesses to show users personalised ads based on their interests and behaviours. This can help increase conversions and drive sales.

Cost: Compared to Google Ads, Criteo can be more affordable, making it a good option for businesses with limited budgets.

Despite its strengths, Criteo also has some weaknesses:

Reach: Criteo's reach is limited compared to Google Ads. This means that businesses looking to reach a large audience may find it more challenging with Criteo.

Limited targeting options: While Criteo's focus on retargeting is a strength, it also means that there are fewer targeting options available compared to Google Ads.

Limited ad formats: Criteo primarily focuses on display ads, so businesses looking for a wider range of ad formats may need to look elsewhere.

The Verdict

Both Google Ads and Criteo have their strengths and weaknesses, and the right choice for your business will depend on your specific needs and goals. 

If you're looking, for example, to maximise your investment return to expand your market and increase brand exposure, Google Ads is likely the most convenient option for these goals. On the other hand, if you want to reinforce your business's position and leadership in the industry while strengthening loyalty to your product, Criteo can efficiently help you to achieve your goals.

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