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As an Ontario business owner, you are constantly confronted with a big question: what is the best way to spend that marketing dollar? If the money is spent on search intent or social discovery? Should you be available to your customers’ when they go looking for your product, or should you come out to your customers when they do not know that they need your product? It is not about whether Facebook Ads or Google Ads are objectively better or worse because they are not. It is not about Facebook Ads vs. Google Ads because they are not better or worse. It is the one that matches your enterprise goals, your target market and your place in the Ontario market.

Understanding the Fundamental Difference

The primary distinction between Facebook Ads vs. Google Ads is that targeting the interest of the audience is what Facebook Ads are about while targeting intent is what Google Ads are about. Google Ads meets demand that already exists. The person who is searching for HVAC repair near me or best sushi downtown Ottawa is raising their hand and saying help me now. You pay for keywords and your ads are displayed right when people are ready to buy.

Facebook Ads, on the other hand, generates demand. You target on the basis of demographics, interests, behaviors and life events. A newly engaged couple did not look for wedding photographers when they were looking at their social networking sites. They suddenly become very interested when you place your ad paired with gorgeous sample photos!

Both approaches have their merits and demerits on their own. They are used for different purposes in a healthy marketing strategy. The winning Ontario businesses are the ones who know when to be where and know how to gain different types of success on each platform.

When Google Ads Wins for Ontario Businesses

Google Ads will likely be a better option for service-based businesses that have a high purchase intent. Think about hiring a locksmith in Mississauga. If someone has been locked out of their car during the night at midnight, they are not getting ideas from Facebook. They are searching for the nearest typing locksmith in Google with a sense of urgency. It is the same for emergency plumbers, roofing companies after a windstorm, or personal injury lawyers. These searches occur on Google, not anywhere else.

Google Ads is also a great option for eCommerce companies selling products that are actively compared against other products. When a person is looking for the best running shoes under $150, he or she has already made the decision to purchase. They are considering alternative choices.

With a well-structured Google Shopping campaign, you can be sure that your product is in the line of sight of that audience ready to buy. The conversion percentage is generally good as the intent is already there. The downside is that in competitive markets in Ontario, such as Toronto, Mississauga and Ottawa, clicks tend to cost more.

Google’s powerful local targeting helps local service businesses as well. Advertisements can be displayed only to those people who are searching within a certain distance to your location. Dentist near me results can show up in a dental clinic in Hamilton but not in a dental clinic in Burlington. This level of precision is hard to achieve on Facebook.

When Facebook Ads Takes the Lead

If you sell products or services that people do not actively seek out, then there is no better platform than Facebook Ads. No one wakes up and types in unique handmade jewellery on Google. However, that same person may cease scrolling very quickly when they see a perfectly made necklace in their Facebook feed. Facebook is great to bring customers to products they would not know about.

Facebook is also where you can engage in brand-building and visual storytelling. A little hotel in Prince Edward County cannot depend on search intent. The visitors are searching for a place to stay in the vicinity of Sandbanks and not specifically for a hotel. That hotel can publish amazing sunset photos, reviews from other guests, even a virtual tour on Facebook to anyone that has mentioned their interest in luxury travel, a weekend trip or a winery tour. With time, those users get used to the brand and click when they do search.

Facebook also has a more powerful audience targeting feature based on life events. A London, Ontario real estate agent might be able to target consumers who have just become engaged, which are more prone to purchasing their initial home together. A car dealership can reach users who moved to a new city in the last 30 days, which can require them to get a car for their new commute. Google cannot get anywhere near this level of life-stage targeting.

The Ontario Market Reality

Location is also a major factor in the Facebook Ads vs. Google Ads debate in the sense that if you are located in the North, you are likely to prefer Google ads, whereas if you are based in the South, you are likely to lean towards Facebook ads. In the GTA there are higher costs at both platforms due to competition. The Google click price for competitive keywords can be over $50, e.g., real estate lawyer Toronto.

Facebook CPMs are also higher in the GTA, due to the high-density targeting. Both platforms are significantly cheaper in smaller markets such as Sudbury, Thunder Bay or Belleville. There is a significant difference in the value of a small budget in the larger city and the smaller towns and cities.

Seasonality matters too. Google Ads generally remains steady throughout the year. Costs tend to rise during Q4 in Facebook Ads as retailers begin running ads for holiday sales. In the winter, Ontario businesses are often better served by Facebook to book summer cottages, and last minute weekend trips are more successful with Google.

The Smart Answer for Most Ontario Businesses

Not many businesses should opt for just one platform. The best way to do this is to plan your budget around your particular conversion goals. With Google Ads, you can reach potential customers who are actively looking for your products. Introduce your brand to people who are still in the discovery phase, but are within your brand’s target audience. Trust Google to take care of bottom of the funnel. Use Facebook to do the top and the middle.

Use the platform that seems best for your current needs. If you have a new business, which has no brand recognition, then Facebook can be useful to create awareness for you before your Google searches start. If there is already a demand for your product or service, you can start selling right away by targeting Google. The smartest Ontario businesses run both, measure both, and allocate more resources to what works over time, however. The real victor of Facebook Ads vs. Google Ads is the individual who gets the best results. It is the business that can tap into both.