"ip route add" can only take an IP address or a prefix for the destination argument. The documentation (search for "man 8 ip") describes this explicitely. The destination can be an ADDR or a PREFIX. An ADDR is an IP address or the string "any", and a PREFIX is an IP address optionally followed by /length, or the string "default".
So, there is no direct equivalent of "route add -host some.host.fqdn".
If your target is single-homed and can be resolved by a DNS query, you can use something like:
ip route add `dig +short www.google.com`/32 via 192.168.1.1 dev eth0
But this won't work for a multihomed host, nor for names resolvable by /etc/hosts, nor for targets which use a single name for multiple hosts.