Facebook Ad vs Google Ad: Which Platform Wins for Your Business?

When it comes to digital advertising, the classic debate is often Facebook Ads vs. Google Ads. If you’re looking for the short answer, here it is: Google Ads helps you find new customers, while Facebook Ads helps new customers find you.

One platform is like a magnet for people who are already looking for what you sell. The other gets you in front of an audience who didn’t even know they needed your product… until they saw your ad.

Facebook Ads vs Google Ads for Your Small Business

Choosing where to put your marketing budget can feel like a huge decision, right? You've got Google Ads on one side and Facebook Ads on the other, and plenty of experts will tell you both are vital for growth. But which one is genuinely the right fit for your business, right now?

Let's break it down and cut through the noise.

Think of Google Ads as a tool for capturing existing demand. Someone in Kelowna types “emergency plumber near me” into the search bar because they have a burst pipe and need help, fast. They are actively looking for a solution, and your ad puts you directly in their path at the exact moment of need. Simple as that.

Facebook Ads, on the other hand, is all about generating new demand. A potential customer could be scrolling through photos from a friend's trip to Penticton or checking in on a local community group. They aren't looking to buy anything, but then your stunning ad for a new local restaurant catches their eye. Suddenly, they're making a reservation.

This guide will give you the high-level perspective you need before we get into the finer details. Our goal is simple: to help you feel confident about where you invest your marketing dollars. Sometimes the answer is one over the other, and sometimes, the best strategy involves using both.

A Quick Look at Google Ads vs Facebook Ads

Here's a simple summary of how each platform connects you with potential customers.

This table breaks down the core differences at a glance, showing you where each platform really shines.

Key Aspect	Google Ads	Facebook Ads
Best For	Capturing people actively searching for a solution.	Building brand awareness and creating new demand.
How It Works	Targets users based on the keywords they type into Google.	Targets users based on their interests, demographics, and online behaviour.
User Mindset	I need to solve a problem or make a purchase right now.	I'm relaxing and scrolling through social media.
Ad Style	Primarily text-based ads in search results; can also be visual.	Highly visual with images, videos, and carousels for social feeds.

As you can see, the fundamental difference lies in user intent. One is a pull strategy (pulling in searchers), and the other is a push strategy (pushing your message to a curated audience).

How Each Platform Finds Your Customers

So, how do these two giants actually connect you with customers? It helps to think of it like this: are you setting up a stall at a bustling farmer's market where people are actively looking for fresh produce, or are you opening a chic boutique on a popular street where people are just enjoying their day? Both strategies can be incredibly effective, but they attract customers in fundamentally different ways.

Let's break down Google Ads first. Its entire model is built around search intent, and honestly, that’s its superpower. It’s like having a storefront on the exact street where your ideal customers are already looking for what you offer.

When someone types “best wineries in Penticton” into Google, they're essentially raising their hand and announcing what they want, right at that moment. Your ad can appear at that perfect time, offering a direct path to a solution.

Google Ads Captures Active Searchers

Google is all about connecting you with people who are already on a mission. They have a problem they need to solve or a purchase they're ready to make, and they’re turning to the search bar for an answer. This is advertising that responds directly to an immediate need.

Let’s look at some real-world Okanagan examples:

A homeowner in West Kelowna searches for “emergency roof repair after storm.” They need help, and they need it now.
A tourist planning a trip types “family-friendly activities in Kelowna” into their phone. They’re actively looking for options to book.
Someone wants to remodel their kitchen and searches for “custom cabinet makers in Vernon.” They’re in the market and actively gathering quotes.

In every case, the person is hunting for something specific. Google Ads lets your business get right in their line of sight, precisely when they’re most likely to take action.

The magic of Google Ads is that it’s about showing people you’re the best solution for the problem they already know they have.

Facebook Ads Creates New Discoveries

Now, let's switch gears to Facebook Ads (which includes Instagram). Advertising here plays a completely different game. It’s all about discovery.

Think of it as putting up a beautiful, eye-catching billboard where people are already hanging out and socializing. You aren’t waiting for them to come looking for you; you’re showing up where they already spend their time.

You target people based on their interests, demographics, location, and online behaviours. Someone might not be actively shopping for a new patio set today, but your ad for a local Vernon furniture shop catches their eye while they’re scrolling through their feed. It plants a seed. It creates a new desire.

This difference is crucial for small businesses in Canada. A local coffee shop might use Google Ads to grab immediate foot traffic from searches like "coffee near me." At the same time, they could use Facebook Ads to build a loyal following with beautiful photos of their lattes, often starting with a cost-per-click of just $1-$2. You can find more insights about ad strategies for Canadian businesses here.

This discovery-based approach is perfect for businesses that are highly visual or sell products people don't realize they need until they see them. For instance:

A new restaurant in Kelowna could run engaging video ads that showcase its food and lively atmosphere to locals who have shown an interest in dining out.
An Okanagan artist can target ads for their landscape paintings to people who follow local tourism pages and have an interest in home decor.

With Facebook, you’re interrupting someone’s scroll with something compelling. You aren't just fulfilling a search; you’re creating a spark. If you're trying to figure out which approach is right for your business, a quick chat with an expert can clear things up. Feel free to contact us anytime.

Understanding Ad Costs and Your Budget

Alright, let's talk money. It's the first question on every business owner's mind, and for good reason. How much is this really going to cost?

The way Google and Facebook price their ads is fundamentally different. Getting a handle on these differences is the key to making your budget work for you, not against you. The goal is to find the most valuable platform for your specific business and get the best possible return on your investment (ROI).

Google Ads and the Pay-Per-Click Model

Google Ads is built on the Pay-Per-Click (PPC) model. In short, you only pay when someone actually clicks on your ad. It's a simple concept, but the cost of that click can vary wildly depending on how many other businesses want it.

Think of it as a real-time auction. If you're a lawyer in West Kelowna, you're bidding against every other local firm for that top spot when someone searches "family lawyer West Kelowna." That intense competition drives the price of a click way up.

But if you sell handmade candles from your home in Vernon, you'll face a lot less competition for a search like "local scented candles." The cost for that click will be significantly lower. The price you pay comes down to pure supply and demand for those keywords. If you want to get into the nitty-gritty, you can learn more about cost-per-click in our detailed guide.

Facebook Ads and the Cost-Per-Impression Model

Facebook plays a different game. While pay-per-click is an option, many campaigns are priced by Cost Per Mille (CPM), which means you pay a flat rate for every thousand times your ad is shown to someone. This is also known as paying for "impressions."

Because you're showing your ad to people who are just scrolling their feed—not actively searching for a solution—the costs are generally lower. You can get your brand in front of thousands of people right here in the Okanagan for a relatively small budget.

This approach is fantastic for building brand awareness. It’s the digital equivalent of putting up a billboard on a busy highway. A lot of people will see it, and it costs less than trying to flag down every single person who is actively looking for your exact product at that precise moment.

The real question is "which platform gives me the most valuable connection for my dollar?" Sometimes a more expensive click is worth every penny if that person is ready to buy right now.

Putting Your Budget to Work

So, what does this look like in the real world for a Canadian business?

Recent data shows Google Ads can deliver a powerful return, even if the upfront cost feels higher. A study on the Canadian market found that the average cost-per-click (CPC) on Google Ads can range from $2.69 to $5.26, depending on your industry. But here's the kicker: that higher cost often comes with a conversion rate of nearly 7% because you're reaching people with immediate buying intent.

To make this simple, here’s a quick breakdown of how to think about your budget for each platform:

For Google Ads: Your budget is best spent capturing high-intent customers who are actively looking for a solution. Think of it as investing in qualified leads who are already searching for you.
For Facebook Ads: Your budget can stretch further to build brand awareness and create new demand from scratch. You're investing in introducing your business to a wide, but highly targeted, local audience.

Making these platforms work hard for your business takes time and careful management. It's surprisingly easy to burn through a budget without seeing results if you don't know the ins and outs. If you feel like your budget could be working harder, having an expert partner can make all the difference. Feel free to reach out to our team for a chat.

Choosing the Right Ad Format for Your Message

An ad is so much more than just a few words on a screen. The way it looks and feels… that's what grabs someone's attention. Both platforms give you a whole creative toolbox, and picking the right tool for the job is a massive part of the Facebook vs. Google Ads debate.

It’s really about matching your message and your product to the right format to get people to stop scrolling and actually notice what you have to say.

Google Ad Formats: The Workhorses

When most people think of Google Ads, they picture the simple text ads sitting at the top of a search page. They're not wrong—those are the bread and butter. They’re direct, to the point, and incredibly powerful when someone is actively looking for a solution right now.

But there’s a lot more to Google than just text.

Shopping Ads: Ever search for a product and see those little boxes pop up with a picture, price, and store name? Those are Shopping Ads. For any Okanagan business selling physical products online, these are non-negotiable. They put your product front and centre, giving shoppers all the key info at a glance.
Display Ads: These are the visual banner ads you see splashed across websites, blogs, and apps all over the internet. They're amazing for getting your brand name seen far and wide. Think of them as digital billboards, perfect for reminding people who’ve visited your site that they should come back and finish their purchase.
YouTube Ads: From quick, skippable ads before a video to longer, more in-depth showcases, YouTube gives you a stage to tell a bigger story. A local winery in Penticton, for instance, could use a short video ad to show off its stunning vineyard views and invite people in for a tasting.

The key thing to remember with Google is that even its visual ads are often tied back to a user's recent search behaviour or expressed interests. Nailing the text is still a massive part of the puzzle. We actually put together a guide on how to write click-worthy ad copy for Google that you might find helpful.

Facebook and Instagram Ad Formats: The Visual Playground

If Google is the functional workhorse, then Facebook and Instagram are the creative playgrounds. These platforms are built for visuals, and your ads need to look and feel like they belong right there in someone’s social feed.

A great Facebook or Instagram ad feels like a beautiful, interesting post that just happens to be from a business.

This is where you get to have some fun and really let your brand's personality shine.

Image Ads: A single, stunning photo can stop someone mid-scroll. A Kelowna boutique showing off its new summer dress collection with a high-quality, vibrant image is a perfect example of this in action.
Video Ads: Nothing captures attention quite like video. It could be a quick 15-second clip for Instagram Stories or a longer "behind-the-scenes" video showing how your product is made. Video simply brings your business to life.
Carousel Ads: You know those ads that let you swipe through multiple images or videos in one post? They’re fantastic for showcasing a range of products, telling a step-by-step story, or highlighting different features of a single service.
Stories & Reels Ads: These formats are vertical, full-screen, and totally immersive. They blend in seamlessly with the content people are already watching, which makes them feel more organic and less intrusive. They’re perfect for quick, engaging messages that feel authentic and in-the-moment.

Choosing the right format is all about understanding where your customer is and what you want them to feel. Are they on a mission to solve a problem right now? Or are they relaxing and open to discovering something new? Answering that simple question will point you in the right direction. If you're still unsure which format tells your story best, having a partner to brainstorm with can make all the difference. You can always reach out to our team to chat about your ideas.

Deciding When to Use Each Platform

Alright, this is where the rubber meets the road. We’ve covered how these ad giants work, what you can expect to pay, and what the ads themselves look like. Now, let's get down to brass tacks and figure out which one is the right move for your business.

It really boils down to matching the platform's strengths to your specific goal. This handy decision tree illustrates how to choose your starting point, depending on whether you need to generate leads right now or want to build brand desire over time.

As you can see, the path you take hinges entirely on your immediate objective. This simple choice points you toward the ad formats best suited for the job.

When Google Ads Is Your Best Friend

Google Ads truly shines when you’re solving an urgent or immediate problem. Think about services where customers have a high level of intent—they already know what they need, and they need it now.

You’re a perfect candidate for Google Ads if you are:

An emergency service provider. Plumbers, electricians, locksmiths, and roofers in the Okanagan are a prime example. When someone in Kelowna has a burst pipe, they aren’t scrolling through Instagram; they’re frantically Googling “24-hour plumber near me.”
A professional service firm. Lawyers, accountants, and mortgage brokers often find clients who are actively seeking expert help. A search like “family lawyer in West Kelowna” signals that someone is ready to pick up the phone.
A business in a high-consideration industry. This includes services like custom home building or major renovations. People use Google to do their homework, comparing options carefully before making a big financial commitment.

In these scenarios, your ad is a direct answer to a question someone is already asking, allowing you to capture that existing intent.

When Facebook & Instagram Are the Perfect Stage

Facebook and Instagram are all about creating desire and building your brand. These platforms are your go-to when you sell something that’s visually appealing, innovative, or deeply tied to a lifestyle.

This is the place for you if you sell:

Visually driven products. A clothing boutique, a local artist in Penticton, a custom furniture maker, or an artisan food producer can use stunning visuals to stop people mid-scroll and make them fall in love with a product they didn’t even know they wanted.
Products that inspire a community. Think of a local yoga studio, a new brewery, or a brand selling outdoor gear. Facebook and Instagram are brilliant for building a loyal following and weaving your brand into people’s lives.
Something new or innovative. If you're launching a product or service that people aren't searching for yet, Facebook is the ideal place to introduce it to the world and generate that initial buzz.

Here, you're planting a seed. You’re showing people something beautiful or interesting that sparks their curiosity and creates future demand.

The big question is: Are you solving a problem people are searching for right now, or are you showing them something they'll want in the future? Answering that one question can clear up so much confusion.

The Smartest Move: A Blended Strategy

What if you're an Okanagan real estate agent or are opening a new restaurant in Vernon? You probably see your business reflected in both of those descriptions. That’s exactly when a blended strategy becomes incredibly powerful.

You can use Facebook and Instagram to build awareness and get people excited. Show off beautiful property photos or videos of your delicious food to a highly targeted local audience. Then, you can use Google Ads to be there when they’re ready to take the next step and search for “homes for sale in my neighbourhood” or “best restaurants for date night.”

It’s about playing to each platform’s strengths. This approach can feel complex, and getting the balance just right is key. If you’re trying to build a practical advertising plan that actually works, having an expert partner can make all the difference. You can always reach out to our team to chat about a strategy that fits your unique business.

Getting Results Without the Headaches

Feeling a bit overwhelmed by it all? That’s perfectly normal. You’re busy running your business, and becoming a digital advertising expert on top of everything else is a massive undertaking. Truthfully, it's a full-time job.

Both Google and Facebook Ads demand time, a healthy dose of know-how, and ongoing testing to get just right. It’s surprisingly easy to burn through a budget with very little to show for it. One wrong setting or a poorly crafted ad can mean the difference between a wave of new customers and… crickets.

That’s where having a dedicated partner can change the game entirely.

Let an Expert Handle the Details

Working with a team that lives and breathes this stuff means you can get back to focusing on what you do best: serving your customers. We take care of all the moving parts so you don’t have to.

This is about managing every detail:

Deep Keyword Research: We dig in to find what your customers are actually searching for.
Pinpoint Audience Targeting: Your message gets in front of the right people, not just anyone.
Compelling Ad Creative: We design ads that stop the scroll and earn that click.
Constant Campaign Monitoring: We make sure every dollar of your budget is working as hard as you do.

We don’t just set up your ads and walk away. It's a continuous process of watching the results, figuring out what the data is telling us, and making smart adjustments. A big piece of that puzzle is knowing how to track website visitors to see what's genuinely driving growth.

The goal is to turn your ad spend from a confusing expense into a predictable investment that brings real customers through your door.

If you’re ready to see what a strategic, expertly managed ad campaign can do for your Okanagan business, let's have a chat. You can contact us to see how we can help take the headache out of your advertising.

Frequently Asked Questions

We hear a lot of the same questions from business owners around the Okanagan when they’re trying to figure out the whole Facebook vs. Google Ads puzzle. It’s a big topic! Here are a few of the most common ones, answered in plain English.

Which Platform Is Better for a Small Budget?

This is the big one, isn’t it? If your budget is really tight, Facebook Ads can be a great place to start. You can build awareness and get your brand in front of a lot of local people for a relatively low cost, which is perfect for building early momentum.

But honestly, the "better" choice comes down to your immediate goal. If you need to make sales right now and you solve an urgent problem (like a leaky faucet), even a small, super-targeted Google Ads budget can bring in one incredibly valuable lead. That single lead could easily pay for the entire campaign and then some.

The trick is to first define your number one goal—is it brand awareness or an immediate sale? Then, pick the platform that gets you to that specific goal most efficiently.

Do I Need a Website for Facebook or Google Ads?

For Google Search Ads, the answer is a definite yes. You absolutely need a website or at least a dedicated landing page. Think about it: when someone clicks your ad, they have to land somewhere. Without a destination, the ad can’t do its job.

With Facebook Ads, you have a bit more flexibility. You can run ads designed to generate messages directly to your Facebook Page, promote an event, or get video views, all without sending someone off-platform. That said, for almost any serious business goal—like capturing leads or making online sales—a professional website is your essential home base. It’s the key to long-term success, regardless of which platform you're using.

How Long Does It Take to See Results?

This is where a little patience really pays off, but the timelines can be quite different for each platform.

With Google Ads, if you’re targeting the right keywords for a high-demand service, you could see leads coming in within the first few days. Someone in Kelowna searching for an “emergency electrician” isn’t waiting around!

Facebook Ads, on the other hand, often take a bit longer. Since you’re essentially introducing yourself to people, they might need to see your ad a few times before they remember you and decide to take action. It’s more about building a relationship over time. A good rule of thumb is to give any new campaign at least a few weeks to a month to gather enough data. This gives the platform's algorithm time to learn and gives you enough real information to make smart decisions about what’s actually working.

Deciding between Facebook and Google Ads can feel complicated, but you don't have to figure it out alone. At Navigator Multimedia, we partner with businesses to create smart advertising strategies that deliver real results. If you’re ready to get started, let’s chat about a plan that works for you.