Google is all about searching for results and Facebook is all about demography and thus brands.<p>So Facebook is taking a lot of advertising budget to establish brands that used to be for print and television.<p>Simple example: Diapers. By the time you have a baby, Facebook knows that you as a couple are expecting and you will see ads establishing relevant brands. You would never see those ads on Google, because at that time you&#x27;re not searching for them. 
This used to be the business of television advertising. So you know the brand Pampers long before you ever think of buying a pack of them.