Social Media Ads vs Google Ads: Which is Better for Canadian Businesses?
The Big Question: Where Should You Spend Your Ad Budget?
Canadian businesses have two main options for paid advertising: Google Ads (search) and social media ads (Facebook, Instagram, TikTok, LinkedIn). Each has strengths — but which one is right for your business?
We manage both across Google Ads and social media campaigns for businesses in 47+ Canadian cities. Here's what the data says.
Google Ads: Capture People Actively Searching
Best for: High-intent buyers who are ready to purchase now.
- How it works: Your ad appears when someone searches for your service ("plumber Toronto", "roofing contractor near me")
- Average CPC in Canada: $1.20 - $5.50 depending on industry
- Average conversion rate: 5-8% for local services
- Best industries: Plumbing, HVAC, roofing, construction, dental clinics, legal services
- Time to results: 7-14 days
Social Media Ads: Build Awareness & Retarget
Best for: Brand awareness, reaching new audiences, and retargeting website visitors.
- How it works: Your ad appears in social feeds based on demographics, interests, and behavior targeting
- Average CPM in Canada: $8 - $15 (cost per 1,000 impressions)
- Average conversion rate: 2-4% for lead generation campaigns
- Best industries: Home renovation, beauty, fitness, restaurants, e-commerce, real estate
- Best platforms by audience: Facebook (35+), Instagram (25-45), TikTok (18-35), LinkedIn (B2B)
Head-to-Head Comparison for Canadian Businesses
Based on our campaign data across Toronto, Montreal, Vancouver, and 44 other Canadian cities:
- Emergency services (plumber, locksmith, HVAC): Google Ads wins. People search when they have an urgent problem. Social ads don't work for emergencies.
- Home renovation & improvement: Both work. Google captures active searchers; social media inspires with before/after photos and drives awareness.
- Clinics & health: Google Ads for appointment bookings, social ads for brand awareness and patient education.
- B2B services: LinkedIn ads + Google Ads. Our Calgary B2B campaigns see 3.5x ROAS on LinkedIn.
Not Sure Which Platform is Right for You?
We'll analyze your business and recommend the perfect ad mix — free.
Get Free Strategy Session →The Best Answer: Use Both
The highest-performing Canadian businesses use both channels together:
- Google Ads captures bottom-of-funnel leads — people searching right now for your service
- Social ads build top-of-funnel awareness — reaching people before they start searching
- Retargeting bridges the gap — show social ads to people who visited your website from Google but didn't convert
Our clients who use both channels see 40-60% more total leads than those using only one platform. And with AI automation handling follow-up, no lead goes to waste.
Frequently Asked Questions
Are Facebook Ads or Google Ads better for small businesses in Canada?
It depends on your industry. Google Ads is better for service businesses with high-intent searches (plumbing, HVAC, roofing). Facebook/Instagram is better for visual businesses (renovation, beauty, restaurants). The best results come from using both together.
How much do social media ads cost in Canada?
Average CPM (cost per 1,000 impressions) is $8-$15 in Canada. For lead generation, expect $5-$25 per lead depending on industry. Our management fee is $599/month for full social media advertising management.
Which social media platform is best for Canadian businesses?
Facebook has the largest Canadian audience (25M+ users). Instagram works well for visual businesses. LinkedIn is ideal for B2B. TikTok is growing fast for reaching younger demographics. We recommend testing 2 platforms and doubling down on what works.
Can I run Google Ads and social media ads at the same time?
Yes, and we strongly recommend it. Google Ads captures people actively searching, while social ads build awareness and retarget website visitors. Combined, they create a full-funnel lead generation system.