I think Facebook is worse. Google seems to be more transparent but also has many more tentacles (for example, browser, search, phones, cloud internet, etc). At least they failed at creating a social network. Because Google owns a bigger platform, they can aggregate much more data, but they are fairly open about how they aggregate (or allow you to selectively decouple). Facebook on the other hand leverage the social graph more, and the interpersonal relationships are inherently not privacy preserving.