If you’re a business in Canada looking to grow online, you’ve probably asked yourself, “Should I invest in Google Ads or Facebook Ads?” Both platforms are powerful advertising tools, but they work in different ways and can produce very different results. It entirely depends on your goal & who your targeted customers are.
At NetSera Digital, we help Canadian businesses understand which platform is right for them and create campaigns that actually bring results. Let’s break it down in simple terms.
How Google Ads Works
Google Ads allows your business to appear in search results when users type in queries related to your products or services. For example, if someone searches for “best breakfast cafe in Toronto,” your ad could show at the top of Google’s search results.
Key Features:
- Search Ads: Appear when someone searches on Google
- Display Ads: Show on websites within Google’s display network
- YouTube Ads: Appear as video ads on YouTube
Why Google Ads works well:
- Captures users actively searching for what you offer
- Leads are often high-intent, meaning they are closer to making a purchase
- Works well for services like restaurants, clinics, online stores, or local businesses
How Facebook Ads Works
Facebook Ads (including Instagram, which Facebook owns) focuses on targeting audiences based on interests, demographics, and behaviors, rather than searches. You can show ads to people who might not even know they need your product yet.
Key Features:
- News Feed Ads: Appear in users’ Facebook and Instagram feeds
- Story Ads: Short, engaging vertical ads on stories
- Retargeting Ads: Show ads to people who already visited your website
Why Facebook Ads Works Well:
- Great for brand awareness and introducing your business to new audiences
- The highly visual format helps showcase products, services, or promotions
- Allows advanced targeting based on location, age, interests, and behaviors
Google Ads vs Facebook Ads: Key Differences
| Feature | Google Ads | Facebook Ads |
| Intent | High (people actively searching) | Passive (People scrolling may not know your brand.) |
| Best for | Direct leads, sales, local searches | Brand awareness, social engagement, remarketing |
| Targeting | Keywords, location, search queries | Interests, demographics, behaviors, lookalike audiences |
| Ad format | Text ads, display banners, video | Image, video, carousel, story ads |
| Cost | Usually higher per click for competitive keywords | Often lower CPC for initial reach and engagement |
Which Works Best in Canada?
The answer depends on your business goals:
- If you want immediate leads or sales, Google Ads is usually more effective. Canadians actively searching for services like yours are ready to take action.
- If you want to grow brand awareness or target specific audiences, Facebook Ads can help you reach people who haven’t discovered your business yet.
- Best approach: Use both platforms strategically. Google Ads captures high-intent customers, while Facebook Ads nurtures your audience and keeps your brand top-of-mind.
NetSera Digital Approach
At NetSera Digital, we help Canadian businesses get the most out of their ad budgets by:
- Understanding your business goals and target audience
- Creating tailored campaigns for Google and Facebook
- Optimizing ads based on real-time data to maximize ROI
- Tracking conversions and continuously improving performance
Whether your goal is to get more foot traffic, increase online sales, or build brand awareness, we make sure your advertising dollars work efficiently.
Final Thoughts
Both Google Ads and Facebook Ads are powerful tools, but each works best in different scenarios:
- Google Ads: Capture active searchers, generate leads, increase direct sales
- Facebook Ads: Build brand awareness, target specific demographics, retarget website visitors
For most Canadian businesses, a combined strategy using both platforms produces the best results.