Google Ads vs. Facebook Ads: Where Should Your Business Spend Money?

Trying to figure out where to spend your marketing dollars can feel… overwhelming. You've got Google Ads on one side and Facebook Ads on the other, and everyone's telling you they're both essential. So, what's the real story?

Let's break it down. Think of it like this: Google Ads is like putting up a billboard right at the exit for "I need a plumber, now!" It catches people who are already looking for you. Facebook Ads, on the other hand, is more like setting up a beautiful booth at a local market. People are just wandering by, but you catch their eye with something interesting and start a conversation.

A Quick Look: Google Ads vs. Facebook Ads

To make this super clear, here’s a simple table that shows how each platform connects with your customers.

Characteristic	Google Ads	Facebook Ads
How People Find You	They're actively searching for a solution. High motivation!	They're scrolling their feed and you interrupt them with something cool.
Where Ads Appear	Top of search results, on other websites, and on YouTube.	Directly in their social feeds, Stories, and Reels.
Typical Cost	The cost for each click is often higher, but the leads are usually ready to buy.	The cost per click is generally lower, but you might need to warm them up a bit.
Best For…	A Kelowna plumber who needs to book emergency jobs, fast.	A Vernon winery promoting next season’s tours and building excitement.

See? The "better" choice really just depends on what you're trying to do right now and how your customers find you.

A Tale of Two Okanagan Businesses

Let's make this real with a couple of local stories.

Imagine a homeowner in Kelowna wakes up to a burst pipe. Their first move? Grabbing their phone and searching "emergency plumber Kelowna." The plumber who's using Google Ads shows up right at the top, gets the click, and books the job in minutes. It’s direct, fast, and solves a huge, urgent problem.

Now, let's picture a winery in Vernon getting ready for their summer tasting season. They aren't trying to solve an immediate crisis. Instead, they run a gorgeous, short video ad on Facebook and Instagram, showing off their vineyard and happy visitors. This ad sparks interest, plants a seed, and gets people dreaming about their next Okanagan trip. Viewers start following their page, sharing the video, and signing up for early-bird tickets.

Key Highlights and Strategic Takeaways

Budgeting Wisely: With Google Ads, a good starting budget might be what a single new job or sale is worth to you. On Facebook, you can start smaller to see which photos and messages people respond to.
Creative That Clicks: Your Facebook ad needs a great visual to stop someone's thumb from scrolling. For Google, the words you use have to be direct and answer the searcher's question right away.
Timing is Everything: Google can bring in leads almost instantly. Facebook is more of a long game, building awareness and interest over days or weeks.

Key Insight: It really boils down to this: Google Ads helps you fulfill demand, while Facebook Ads helps you create it.

Scenario Breakdown

So how could this work in a real strategy?

The Kelowna plumber leans on Google Search ads for those 24/7 emergency calls. Every click is a potential job, which makes it easy to see the return on their investment.
The Vernon winery uses a quick 15-second video ad across Facebook and Instagram. The goal isn't an immediate sale, but to get views, shares, and website visits that turn into bookings later.
The Smart Combo: That same winery can then use Google Ads to retarget people who watched their Facebook video. When those folks later search for "wineries near Vernon," the familiar brand pops up, making them way more likely to click.

Choosing Your Quick Win

Your choice often comes down to what you need most urgently.

If you need leads right now and you offer a service people search for, Google Ads is your best bet for a quick, measurable return.

If your goal is to build a community, announce something new, or get people excited about an event, Facebook Ads gives you an amazing platform for visual storytelling and creating buzz.

What's Next

Now that we've got the big picture, it's time to dig into the details. In the next section, we’ll look at how each platform actually works, from setting up campaigns and creating ads to budgeting tips just for Okanagan businesses like yours.

How Google Ads Captures High-Intent Customers

Let's talk about Google Ads. The entire platform is built on one simple, powerful idea: be the answer someone is actively looking for. It's like setting up a water stand at the finish line of a marathon. You don't have to convince anyone they're thirsty; you just have to be there with what they already want.

Think about it from a local perspective. A homeowner in Penticton has a pipe burst at 2 a.m. They aren't scrolling through social media hoping to find a plumber. They’re grabbing their phone and frantically typing "emergency plumber Penticton" into Google. That search isn't just a casual question—it's pure, unfiltered intent. They have a serious problem and they need a solution, now.

Google Ads lets you put your business directly in front of that person at that exact moment. It’s all about connecting with customers who have already decided they need help.

Understanding the Google Ads Auction

So, how do you get that top spot on the search results page? It’s not just about throwing the most money at it. Every time someone searches, Google runs a super-fast auction to decide which ads show up, and in what order. Winning that auction comes down to a few key things.

Your Bid: This is the most you’re willing to pay when someone clicks your ad. It’s a big piece of the puzzle, but it’s not the only one. We break this down more in our guide on what cost-per-click is.
Ad Quality Score: Google really cares about giving searchers a good experience. It looks at how relevant your ad and your website are to what the person searched for. A higher score tells Google you’re providing a great answer, which can actually lower your costs.
Ad Copy: The words you use are huge. A clear, helpful ad that speaks directly to the searcher's problem will always do better.

A high bid paired with a sloppy, irrelevant ad is just a way to waste money. But a reasonable bid combined with a laser-focused, helpful ad? That’s how you win.

Think of your ad's Quality Score as Google's way of rewarding you for being genuinely helpful. The more relevant your ad is, the less you might have to pay for that top spot. It's a true win-win.

A West Kelowna Electrician's Success Story

Let's bring this down to earth with a real example. We worked with a fantastic electrician in West Kelowna who was amazing at his job but struggled to get a steady flow of new business. He was relying on word-of-mouth, which is great but… unpredictable.

We built a simple Google Search campaign targeting keywords like "electrician West Kelowna," "electrical panel upgrade," and "emergency electrical repair." We didn't throw a massive budget at it; we just made it smart.

Within the first week, his phone started ringing more. A month in, he was consistently booking good jobs that came directly from his ads. He wasn't paying to show ads to people who were just curious—he was connecting with homeowners who needed help right away. That's the real power of capturing intent.

Getting Your First Campaign Running

Ready to turn those searches into paying customers? Setting up a basic campaign is simpler than you might think. You’re just telling Google who you want to reach and what you want to say.

Define Your Goal: What do you want people to do? Call you, fill out a form, or buy something? Be crystal clear.
Choose Your Keywords: Start with a tight list of 5-10 keywords your ideal customer would type. Put yourself in their shoes.
Set Your Location: Target the specific towns you serve, like Kelowna or the broader Okanagan region.
Write Your Ad: Craft a simple ad with a headline that matches your keywords and a description that solves the searcher's problem.
Launch and Monitor: Set a daily budget you're comfortable with, launch it, and keep an eye on what happens.

Google’s massive presence in search is what makes this all work. The platform's staggering revenue, mostly from search ads, shows how many businesses rely on it to find motivated customers. In just one quarter, Google's ad revenue hit $71.34 billion in the United States alone, with search ads making up over $54 billion of that.

This direct approach connects you with people who are already looking for what you sell, turning their urgent problems into your next happy customers.

How Facebook Ads Creates New Demand

Few platforms can turn a casual scroll into a "whoa, what's this?" moment like Facebook Ads. When people are browsing their feed, they aren’t actively shopping—they’re seeing what their friends are up to, sharing photos, and checking out local events. Your ad should feel like a friendly tap on the shoulder, gently showing someone something cool they didn't even know they were looking for.

Great visuals are everything here. Bold images and short, catchy videos are what stop the scroll and give people a reason to check out your brand.

Targeting People, Not Keywords

With Facebook Ads, you're targeting actual people, not just search terms. You can build a picture of your ideal customer by layering different details:

Demographics: Age, gender, location, job title, and even big life events like getting engaged or having a baby.
Interests: Pages they follow, things they're passionate about, and even local businesses they like.
Behaviours: Things they've bought in the past, what kind of phone they use, and how they interact with content online.

This level of detail means you can put your message right in front of the perfect audience, making every dollar count. If you're just getting started, check out our guide on the fundamentals of an effective Facebook page.

We once helped a winery in Naramata promote a summer concert series. We targeted locals who loved live music, followed Okanagan food bloggers, and had recently visited nearby vineyards. The campaign felt less like an ad and more like the perfect suggestion for their weekend.

Setting Up A Campaign With A Small Budget

You don't need a huge budget to make a real impact. Here’s a simple plan to get started:

Objective: Pick either "Traffic" or "Engagement" to start. This helps you learn who's interested in your brand first.
Audience: Keep it focused. An audience of 20,000–50,000 people in your area often works better than trying to reach everyone.
Creative: Test three different things—a fun video, a beautiful photo, and a simple graphic with a special offer.
Daily Budget: Start with $10–$15 per day and let the ads run for a full week.

After seven days, you can pause the ads that aren't performing well and put a little more money behind the winner. This "test and learn" approach saves you money and shows you what people actually like.

On average, Facebook’s cost per click is $0.26–$0.35, which is great for businesses that want to build awareness without a massive upfront investment.

How To Choose The Right Platform

Alright, so you get the main difference: Google Ads finds people who are already looking, and Facebook Ads gets your name in front of new people. So, which one is the right move for your business? This can feel like a huge decision, but it’s really about understanding your own goals.

The best choice comes down to a few key things: what you want to achieve, your budget, and most importantly, how your customers think and act. Let's walk through how to make that call.

Your Customer's Mindset: Intent vs. Discovery

First things first, put yourself in your customer's shoes. Are they actively searching for a solution, or are they just scrolling through their feed when they find you?

Google is all about intent. Someone goes to Google with a specific problem they need to solve, right now. Think of searches like "24-hour towing Kelowna" or "best mortgage broker Penticton." These people are on a mission, and your ad needs to be the answer they’re looking for.

Facebook is built for discovery. People are on there to relax, connect with friends, and see what's new. They aren't actively shopping, but they're open to new ideas. An ad for a new restaurant in Vernon or a beautiful piece of art from a local gallery can catch their eye and plant a seed. You’re sparking their interest, not necessarily closing a sale that very second.

Your Sales Cycle Length

Next, think about how long it takes for a customer to go from "Hmm, that's interesting" to "Here's my credit card." This is a huge clue.

A short sales cycle usually means there's an urgent, immediate need. If you're a locksmith, a plumber, or an emergency vet, your sales cycle can be just a few minutes long. Google Ads is perfectly built for these moments.

Longer sales cycles involve more research and thinking. Think about someone buying a custom-built home, choosing a wedding venue, or planning a multi-day wine tour. Facebook Ads is great for this. It lets you stay in front of potential customers, build trust, and gently nurture their interest over weeks or even months.

The rule of thumb is pretty simple: the more urgent the need, the more you should lean toward Google Ads. The more your business relies on building a relationship and staying top-of-mind, the more you'll love what Facebook Ads can do.

This decision tree helps you visualize how to think about targeting on Facebook, whether you're reaching new people or re-engaging past visitors.

This shows the two main paths you can take: generating new demand or nurturing existing interest, which is a core part of the decision-making process.

Your Budget Size

Let’s get practical and talk money. You can get started on either platform with a modest budget, but how much you have to spend can definitely shape your first steps.

Small, "Let's-Test-It" Budget (under $500/month): Facebook is often a great place to start. For a pretty low cost, you can get your message in front of a lot of people, try out different visuals, and see what works.
Ready-for-Leads Budget ($500+/month): With a bit more to invest, Google Ads becomes a seriously powerful tool. You can afford to bid on those high-value keywords that scream "I'm ready to buy," leading to a more direct and often faster return on your money.

There's no magic number here, but knowing your budget from the start helps you set realistic expectations for what each platform can do for you.

Local Okanagan Scenarios

To bring it all home, let's look at a few local examples. If these Okanagan businesses were just starting with ads, where should they put their first dollar?

A West Kelowna emergency restoration company: Google Ads, 100%. No question. When a pipe bursts and floods a basement, homeowners aren't browsing Facebook. They're frantically searching for help, and being at the top of Google is everything.
A Penticton tourism operator offering summer wine tours: Facebook Ads. Their ideal customers are probably dreaming about their next vacation or looking for fun weekend plans. A gorgeous video of a sunny vineyard tour is the perfect way to spark that "I want to go there!" feeling and get them booking.
A Kelowna real estate agent: This is a perfect candidate for a blended approach. A great first step would be Facebook, where they can build their personal brand, show off new listings with video tours, and connect with the local community. Once they've built some awareness, they can add Google Ads to capture people actively searching for homes in specific neighbourhoods.

Ultimately, choosing between Google and Facebook ads comes down to truly understanding your business and your customer's journey. It’s about meeting them exactly where they are.

And if you’re feeling a little stuck trying to figure it all out, that’s what a good partner is for. Sometimes a quick chat is all it takes to find the perfect next step. If that sounds helpful, we’re here to talk strategy anytime.

Why Combining Google And Facebook Ads Works

It's a common myth that you have to choose between Google and Facebook. The truth is, the smartest marketers don't pick a side—they use both platforms together to guide customers from their first casual glance to the final click. The goal is to use each one for what it does best.

Think about a boutique hotel in Kelowna. They need to create a vibe and also get bookings. They can’t just wait for people to search for them; they need to create the desire to visit in the first place. This is where the one-two punch of Facebook and Google is perfect.

First, a beautifully shot video ad runs on Facebook and Instagram, showing off the hotel's sunny lounge and unique style. This isn't about getting a booking right away. It's about sparking inspiration and making an emotional connection.

Then, a week later, when that same person is actively planning their trip and searches "Kelowna boutique hotel deals," a Google Search ad for the hotel is right there at the top. The platforms work together, guiding a guest from discovery all the way to booking their room.

Boutique Hotel Campaign Example

This layered approach is all about timing and consistency. You can't just throw money at both channels and hope for the best. Syncing your budget and your ads is what makes the magic happen.

You need to know how much you're spending on each channel so you don't blow your budget on one side. The ads also need to feel like they're part of the same story, with similar visuals and messages, so the experience feels seamless.

"We saw a 25% lift in direct bookings when these ads ran together."

By tracking everything in a shared dashboard like Google Analytics, the hotel can see the complete picture. This clarity lets you adjust your spending and your ads in real time, putting your money where it's making the biggest impact.

Syncing Budgets And Creative

So, how do you split the budget? A good starting point is the 60/40 rule.

Allocate roughly 60% to Facebook for building awareness and 40% to Google for capturing those high-intent searches. This isn't a hard-and-fast rule, of course. You'll want to adjust it based on your goals and what the data tells you.

Here's a simple way to stay organized:

Map out your total monthly ad budget in a spreadsheet.
Assign specific budgets to Facebook and Google at the start of each month.
Check in on performance weekly to see if you need to move money around.

An organized approach like this is the difference between guessing and getting a real return on your investment.

Your creative alignment is just as important. If your Facebook video has a warm, rustic vibe, your Google Search ad headline should echo that feeling. This consistency reinforces your brand and builds trust.

Timing Your One-Two Punch

Let's get tactical with timing. You could launch your Facebook awareness ads a couple of weeks before your busy season really kicks off. This plants the seed.

Then, as the dates get closer and people start searching more, you dial up your Google Ads budget. This strategy keeps your brand top of mind right when people are ready to make a decision.

Tracking both channels together is what takes the guesswork out of it. It shows you which ads sparked the initial interest and which ones sealed the deal.

Use UTM parameters in your links to see exactly where every click came from.
Set up conversion tracking to tie your ad spend directly to confirmed bookings.

Tracking Combined Performance

Having a single place to see all your data, like in Google Analytics, is gold. It reveals the winding path customers take from that first impression on Instagram to the final booking on your website.

This insight tells you which ads deserve more budget and which ones need to be tweaked. Suddenly, your marketing meetings are focused on what the data is actually saying, not just on gut feelings.

And this isn't just for hotels. A winery owner in Vernon could use the exact same playbook: a gorgeous video of their tasting room on Facebook, followed by a search ad for anyone looking to book a wine tour.

The potential here is huge. To give you some perspective, total ad revenues for California reached about $32.4 billion. Of that, Google captured around $8.6 billion and Meta (Facebook) brought in $6.7 billion.

Best Practices For Integration

Align your messaging: Keep your tone, offers, and visuals consistent across both platforms to build brand recognition.
Use consistent UTM tagging: This is a must-have for tracking how each channel is really contributing to your bottom line.
Schedule regular check-ins: Set aside time every week or two to review performance and fine-tune your budgets and ads.

Staying nimble is key. For our Okanagan clients, this combined approach has driven up to 30% more bookings.

Key Takeaway: Using Google and Facebook ads together isn't just a "nice to have"—it's a strategy that drives real, measurable growth in bookings and ROI.

In some cases, clients have seen bookings increase by up to 45% when they sync both platforms effectively.

If you want to get this kind of coordination working for you but don't have the time to juggle it all yourself, that's where we come in. Partnering with Navigator Multimedia means we’ll handle the details and track every conversion in one place. A simple, quick chat is all it takes to map out your strategy and start seeing real results.

Getting Expert Help With Your Ads

So, you've got a solid handle on the differences between Google and Facebook Ads. But now you're facing the day-to-day reality of managing campaigns, crunching the numbers, and tweaking your budget. If it feels a bit much, you're not alone. Knowing the theory is one thing; putting it into practice is a whole other challenge.

That’s where bringing in a partner can make all the difference.

When you work with Navigator Multimedia, you're not just hiring an agency; you're getting a local team right here in the Okanagan that lives and breathes this stuff. We've worked with businesses all the way from Kelowna to Penticton, helping them get their campaigns dialed in and making sure every dollar they spend is working as hard as possible.

Making Smart Choices With a Partner

Let’s be honest, your time is better spent running your business, not getting lost in a spreadsheet of ad metrics. Our job is to handle the technical details so you can stay focused on your customers.

We recently worked with a tourism operator in Vernon who was pouring money into ads without seeing a real jump in bookings. We rebalanced their ad spend, refined their audience targeting, and helped them generate a 35% increase in qualified leads in just two months.

Bringing on an agency is about gaining a strategic partner who knows the local market and understands what it takes to turn a simple click into a loyal customer. Before you commit to anyone, it's so important to ask the right questions. That's why we created a guide on what questions to ask before you sign on for PPC management.

If you're ready to move from guessing what works to seeing real results, let's talk. A simple, no-pressure chat can help clarify your next steps and get you on a path to a much stronger return on your investment.

FAQ

Deciding between Google Ads and Facebook Ads often brings up a lot of questions. We've gathered the most common ones we hear from Okanagan business owners to help you figure out where to spend your first advertising dollar.

Which Platform Costs Less For A Small Budget?

Key Insight: Facebook’s entry point usually feels a bit lighter on the wallet, while Google clicks cost more but often capture people who are ready to buy.

Facebook lets you reach hundreds—or even thousands—of people for a pretty small daily spend. Google Ads can cost more per click, but those users are often ready to act right away.

Instead of guessing, set aside a small test budget on each platform. Compare the cost per lead, then put more money into the one that works best for your business.

How Soon Will I See Results?

Quick Rule: Allow at least 2–4 weeks for any campaign to gather enough data before you make any big decisions.

Google Ads can start bringing in phone calls and website visits almost instantly—perfect for services people need urgently, like a 24/7 emergency plumber in West Kelowna. Facebook, on the other hand, is more of a “slow burn,” as its algorithm learns and optimizes over time.

Be patient and try not to change things up too quickly. Give each platform a fair shot to show you what it can do.

Can I Manage Both Platforms Myself?

Reality Check: Just because the dashboards look simple doesn't mean running effective campaigns is easy.

Running ads on both channels means you need to:

Do in-depth keyword research and manage your bids.
Create and refine different audience groups.
Design, test, and update your ad images and videos.
Track how everything is performing and make adjustments day after day.

If that list starts to feel like a full-time job, working with an expert can free you up to focus on what you do best—serving your clients.

Do I Need A Large Ad Budget To Get Started?

Myth Busted: You can start running meaningful tests with as little as $10–$20 per day on each platform.

Success is all about precise targeting and a great offer—not huge budgets. Plenty of local businesses have started small, tracked every click, and reinvested their early wins to grow smoothly.

Feeling clearer on your strategy but a little unsure about how to execute it? Navigator Multimedia can help you turn these insights into an ad campaign that actually gets results. If you’re ready to get started, let’s connect and map out your next steps.