When it comes to Pay Per Click Advertising business owners wonder where should they place their ads, where will they get the most bang for their buck?
I'd say it really depends upon what you're trying to accomplish. If you check out this article and research by Wordstream http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising Google is clearly the winner with more overall reach across the internet, more ad formats, better metrics etc.
But after running campaigns on both, I'd look at some of the differences between the two and what you want to accomplish.
Branding - definately Google wins big with the display (aka content) network. You can reach a larger audience with all sizes of graphic banner ads. They're big, they show your logo, your message and your offer. You can target by keywords that define your market and decide which available sites you'd like your ads to show on. It's a little more work to setup the campaign but well worth it in terms of visibility for your target market.
Contests - I'd say Facebook takes the trophy on this one. People love contests and if you target your exact audience (women, who like wineries, wine tasting, wine/food events) with the right offer "Win a Trip For Two to Sonoma For Barrel Tasting Weekend", you will get a ton of new Fans (which you can remarket to through posts) and email addresses to add to your list if you ask for them. The more clicks you get, the cheaper the cost per click so with the right offer, this is a winner.
Driving Traffic - Facebook Ads can be directed straight to a page on your website or be directed to your Facebook fan page with an opt-in for a free offer that it is on your website. Facebook Ads have great targeting metrics (age, interests, geographic area, people who "like" such and such fan page, so you can be sure to get your potential customer to your page. If you want to build fans, this is the way to go.
Google Ads (even text ads) are very effective at driving people to your website if you're having trouble ranking for particular keywords through search. Just make sure there is no confusion between the Ad Copy and the page they land on AND your offer is clear. With Googles (almost) twice the reach over the internet and the correct keywords in the campaign, you can make a killing with targeted traffic.
Picture courtesy of Wordstream