Zalo Ads vs. Google Ads: Where to Get the Most ROI

In Vietnam’s booming digital economy, online advertising is no longer optional—it’s essential. With over 70 million internet users and strong mobile-first behavior, businesses are investing heavily in digital marketing channels. Two platforms dominate the Vietnamese advertising scene: Zalo Ads and Google Ads.

Both platforms offer powerful targeting capabilities, yet their effectiveness varies depending on your industry, product, and target market. For sourcing agents, exporters, and consumer-facing brands alike, selecting the right ad channel is crucial to maximize return on investment (ROI).

This article compares Zalo Ads and Google Ads in the Vietnamese market to help you make an informed decision about where your advertising dollars should go.

Understanding Zalo Ads

Zalo is Vietnam’s leading homegrown messaging and social app, boasting over 75 million active users. It functions similarly to Facebook Messenger and WhatsApp but has grown into a broader ecosystem, including payment services, news, and shopping.

Zalo Ads operates within this platform, offering ad placements in:

• Zalo News Feed

• Zalo Official Accounts

• Zalo Article sections

• Zalo Mini Apps

Its native design and seamless mobile interface make it ideal for reaching Vietnamese users across different demographics.

What Google Ads Offers in Vietnam

Google remains the most dominant global search engine in Vietnam. Google Ads (formerly Google AdWords) allows businesses to place ads on:

• Google Search results

• YouTube

• Google Display Network (GDN)

• Gmail and Google Maps

With its vast reach and mature tools, Google Ads is often the default choice for global marketers. However, in Vietnam, its dominance is shared with Zalo due to local content preferences and trust in Vietnamese tech platforms.

Comparing ROI Potential

1. Audience Reach and Behavior

Zalo Ads:

• Reaches a highly localized audience.

• Most effective for mobile-first and Vietnamese-language users.

• Stronger presence in tier 2 and 3 cities.

Google Ads:

• Broader reach beyond Vietnam’s borders.

• Ideal for targeting expats, English-speaking professionals, and B2B buyers.

• Better for technical products and global sourcing.

If your product is targeting local consumers or retailers, Zalo can drive cost-effective engagement. Businesses working with a bestsourcing agent Vietnam may find Zalo Ads more efficient for marketing domestically sourced consumer goods.

2. Cost Per Click (CPC)

Zalo Ads:

• Lower average CPC ($0.02–$0.08 depending on niche).

• Limited bidding competition compared to global platforms.

• Budget-friendly for startups and local SMEs.

Google Ads:

• Higher CPC ($0.15–$0.45 on average in Vietnam).

• Better suited for high-ticket B2B services or global logistics.

For businesses focused on local visibility with a tight budget, Zalo offers a better ROI. However, if the campaign targets international buyers or export promotion, Google Ads is more effective.

3. Ad Format Flexibility

Zalo Ads:

• Native formats integrated into app content.

• Limited creative formats: image, text, and link-based.

Google Ads:

• Wide range of ad formats: responsive search ads, shopping ads, video, and app promotion.

• Advanced tools for dynamic retargeting and A/B testing.

Zalo works well for brand awareness and simple promotions. Google Ads, on the other hand, is ideal for data-driven ad performance and multi-touch campaigns. Businesses working through a bestsourcing agent Asia often use Google Ads for reaching buyers across ASEAN and Western markets.

4. Analytics and Campaign Tracking

Google Ads:

• Offers detailed insights into impressions, CTR, conversion tracking, and attribution modeling.

• Integrates seamlessly with Google Analytics and other platforms.

Zalo Ads:

• Offers limited analytics.

• Suitable for top-funnel tracking but lacks deeper audience behavior analysis.

If precise ROI measurement and optimization are priorities, Google Ads is superior. Zalo is best for brand lift in the Vietnamese consumer market.

5. Language and Localization

Zalo Ads:

• Natively supports Vietnamese with regionally tuned ad placement.

• Builds high engagement through familiar cultural context.

Google Ads:

• Supports Vietnamese but is more geared towards global campaigns.

• Requires deeper keyword localization and translation strategy.

For hyper-localized marketing, especially when sourcing or distributing Vietnamese-made products, Zalo provides culturally relevant entry. Exporters looking to position products internationally should still prioritize Google Ads with localization support from a bestsourcing agent Vietnam.

Which Industries Should Choose Which Platform?

Final Verdict: Zalo or Google?

There’s no one-size-fits-all answer. Your ideal ad platform depends on:

• Target market (local vs. international)

• Campaign objectives (branding vs. conversion)

• Product type and ticket size

• Budget size and technical support

If your priority is reaching Vietnamese end consumers affordably, Zalo Ads offers unmatched value. If your goals involve exporting, B2B sourcing, or lead generation abroad, Google Ads delivers broader and more measurable performance.

Brands aiming to scale sourcing and logistics operations across the region should partner with a bestsourcing agent Asia to tailor digital marketing strategies that combine the best of both platforms.

Need help crafting the right digital marketing strategy for Vietnam?
Leverage the local insight of a bestsourcing agent Vietnam to optimize both your sourcing and advertising ROI.