Facebook Ads vs Google Ads buyer
Two main traffic sources in affiliate, two specialities. Where ROI is higher, where bans are harsher, who fits which.
Media buyers in affiliate split into two tribes — those who run Facebook Ads, and those who specialise in Google Ads. Different tools, different mental models, different flavours of ban pain. Let us figure out which role is closer to you.
| Parameter | Facebook Ads buyer | Google Ads buyer |
|---|---|---|
| Traffic type | Cold, by interests and lookalike audiences | Warm, by search queries and contextual ads |
| Main formats | Video creatives for feed/stories/reels, carousels | Text search ads, GDN banners, YouTube Ads |
| Ban policy | Harsh: ZRD, FH9, bans without explanation, account gone within an hour | Softer but slower: warnings, checks, platform rejections |
| Anti-fraud | Anti-detect browsers, proxies, account farming | Less anti-detect, but you need whitelist accounts for grey niches |
| Test speed | Fast: 24 hours to launch a creative, results in a day | Longer: 3–7 days to gather data, slow volume ramp |
| Lead source | Curiosity, impulse, emotion | Conscious search, readiness to buy |
| Lead quality | Lower — leads needed in volume, approval 30–50% | Higher — leads are intentional, approval 60–80% |
| Lead cost (CPL) | $1–10 in Tier-3, $10–50 in Tier-1 | $3–20 in Tier-3, $20–100 in Tier-1 |
| Starting capital for tests | $500–2000 on an account pack and creatives | $1000–3000 on whitelist accounts and the network |
| Who it suits | Creative, fast, ready for ZRD and farming routine | Analysts ready for long cycles and whitelist work |
How the work differs
FB buyer lives inside an anti-detect browser. They have 15 farmed accounts, 5 in active use, 3 in ZRD. They test 10 creatives a day, hunting one that delivers ROI 200%+. The key skill — creativity and quickly changing the angle.
Google buyer works with search queries and whitelist accounts. Fewer tests, but each is more expensive and longer. The key skill — building semantics, writing selling ads, optimising bids over the long haul.
Ban policy and risks
Facebook is much more aggressive. Accounts go into ZRD on the first violation, especially on grey verticals. To run long-term, you need a steady supply of new accounts and creatives with different cloakers.
Google tolerates more, but if it decides the account is grey it shuts everything connected. Here it is more about whitelist: a built-up "white" account can be used for years, but losing it is painful.
Salaries and growth
At junior level there is almost no difference: $1,500–2,500. At middle level an FB buyer can earn $3,000–6,000 with successful campaigns; a Google buyer — $3,500–6,500 with steady traffic.
At senior level a Google buyer is more valued due to shortage: $7,000–15,000 plus a percentage. A top FB buyer with a team gets roughly the same — $8,000–15,000 plus a bonus.
Frequently asked questions
Which traffic source is more profitable — Facebook or Google?
Facebook delivers large volumes with skilled creative work and account farming. Google delivers higher-quality traffic via search queries, but requires a whitelist for grey verticals.
Where are there more bans?
Facebook bans more often and more sharply — an account can fly into ZRD with no explanation. Google bans less often, but it takes longer to prove your innocence. On grey verticals, bans are the norm on both.
What are the salaries of Facebook and Google buyers?
Junior FB buyer — $1500–2500, Senior — $5000–12,000 plus a percentage. A Google buyer is at a similar level, sometimes a little higher due to specialist shortage and a longer learning cycle.
Can you work with both sources?
Strong teams use both. Usually a buyer specialises in one — knows the interface, tricks, anti-ban deeper. At senior level you can switch between them in a couple of months.