“Should I do Google Ads or Facebook ads?”
It’s probably the question I get asked most often. And it’s a genuinely good question, because both platforms have gotten significantly more complex in 2026 — and spending on the wrong one first can waste months of budget and enthusiasm.
I want to give you a real answer here, not just “it depends on your goals,” which is accurate but not useful.
Start with what the two platforms are fundamentally doing differently
Google Ads is capturing demand that already exists.
When someone types “digital marketing consultant Mississauga” into Google, they are actively looking for that thing. Your ad appears because they searched for it. You’re meeting a buyer at the moment of intent. That’s enormously powerful — and it’s why Google Ads tends to have higher intent-to-purchase rates than almost any other advertising channel.
Meta Ads is creating and surfacing demand that wasn’t yet expressed.
When someone scrolls through Facebook or Instagram, they’re not looking for anything specific. Your ad interrupts that scroll and shows them something they didn’t know they wanted — or reminds them of something they were vaguely thinking about. Meta is better at building awareness, generating desire, and reaching people earlier in the purchase journey.
Neither approach is better. They serve different stages of the same journey.
The clearest way to decide
If people are already searching for what you sell, start with Google. The search volume exists. The intent is there. You’re going after buyers who have their hand up.
If people don’t know they need what you offer yet, or if they need to see it to want it, start with Meta. Discovery, visual products, personal services where trust is built over time — these often benefit more from social ads first.
Here’s a practical test: go to Google and search for two or three things a customer would search if they wanted what you sell. Are there paid ads there from your competitors? Are there a lot of organic results? If yes, the demand exists — and Google Ads can get you in front of it.
If you search and the results are sparse, or your product category doesn’t have a clear search term people use naturally, Meta might build your audience faster.
For service businesses in Canada: my honest opinion
For most local service businesses — consultants, clinics, contractors, professional services — I typically recommend starting with Google Ads. Here’s why:
You’re solving a problem someone has right now. When someone needs an accountant, a plumber, or a marketing consultant, they search. They don’t scroll Instagram hoping one appears. Being visible at that moment of search is often more valuable than any amount of social awareness-building.
That said, Meta Ads work exceptionally well alongside Google Ads for service businesses once you have some client results and testimonials. Running a retargeting campaign on Meta — showing ads to people who visited your website from Google — can significantly improve your overall conversion rate at a relatively low cost.
For product businesses and ecommerce: a different answer
If you sell physical products that are visually appealing, Meta Ads (particularly Advantage+ Shopping in 2026) is often the stronger starting point. Especially if your product is something people discover rather than search for.
The Advantage+ Shopping changes this year — lower conversion thresholds, better AI optimisation, improved creative tools — have made Meta significantly more accessible for smaller ecommerce businesses. It’s worth a proper look if you haven’t revisited it recently.
What about budget?
A few real numbers as a rough starting point:
For Google Ads, I generally recommend a minimum of $500/month in ad spend to have enough data to optimise effectively. Less than that and you’re not generating enough clicks to make informed decisions.
For Meta Ads, the practical minimum for meaningful optimisation is around $500–800/month, though the Advantage+ campaigns in 2026 can work with somewhat less than they needed before.
If your budget is limited and you can only do one: choose based on the demand question above. If search demand exists for what you offer, Google first. If you’re building awareness and your product is visual, Meta first.
The real answer no one wants to hear
The honest truth is that the most effective paid advertising strategy in 2026 uses both platforms together, at different stages of the customer journey. Google to capture search intent; Meta to retarget, build brand familiarity, and convert people who need more touchpoints before they’re ready to buy.
But “use both” isn’t helpful if you’re starting with a limited budget. So start with one, prove the model, and then expand.
If you’re not sure which one fits your specific business, that’s exactly the kind of thing I go through in a free discovery call. I’ve managed both platforms for years and I’ll give you an honest recommendation based on what you’re actually selling.
— Geeta