One above all, now the explosion of social networks is there for all to see, and there are not a few companies that have decided to shift their advertising budgets from traditional to online media.
Obviously, in most cases, we will find both types of questions and we will have to work on both platforms jointly.
The key thing is to understand where the user is in our sales funnel and act accordingly, we will never tire of pointing this out.
Going into it, it will be useful to work on remarketing on users who have shown interest in the product or service by working with both Facebook Ads and AdWords through ads on the display network.
Attention: what happens if we intercept potential customers on Facebook through FB Ads and they later look for us on Google but we are not organically positioned (without paying) for that keyword?
Simple, they will click a competitor link. The risk is therefore that of practical advertising to competitors. So you understand how important it is, in the absence of organic positioning with the SEO also have ads on the Google search network to cover some keywords.