Google Ads vs Facebook Ads: Which Channel Should Your SME Choose?

By Marven Salgado, Social Influence

The right channel depends on your goal: Google Ads captures existing demand from users actively searching, while Facebook Ads creates demand by reaching targeted audiences based on interests and demographics.

Choosing between Google Ads and Facebook Ads is one of the most common dilemmas for SMEs looking to invest in online advertising. At Social Influence, a digital marketing agency in Repentigny in the Greater Montreal area, we manage campaigns on both platforms every day for our clients. In this complete guide, we compare Google Ads vs Facebook Ads objectively to help you make the best choice for your situation.

The short answer: there is no universal winner. The best channel depends on your industry, your budget, your objectives, and your target clientele. First, make sure your organic SEO strategy is solid, because it will complement any advertising campaign. Let us explore the fundamental differences to help you make an informed decision.

Understanding the core difference: intent vs interest

The most important distinction between Google Ads and Facebook Ads comes down to two words: intent versus interest.

Google Ads: capturing existing demand

Google Ads is an advertising platform based on search intent. When a user types "emergency plumber Montreal" or "best accountant Repentigny", they are expressing an immediate and active need. Your ad appears at exactly the moment that person is looking for your type of service.

This is what is called demand marketing: you respond to a need that has already been expressed. The conversion rate is generally higher because the user is already in a buying or solution-seeking mode.

Facebook Ads: creating demand

Facebook Ads (which also includes Instagram) operates on a completely different model. Your ad appears in users' news feeds based on their interests, behaviours, and demographics, not in response to an active search.

This is supply marketing: you create demand by exposing users to your product or service, even if they were not actively looking for it. This approach is particularly effective for introducing new products, building brand awareness, or targeting very specific audiences.

Detailed comparison: the criteria that matter

Cost per click (CPC)

On average in Quebec, the cost per click on Google Ads is higher than on Facebook Ads. On Google Ads, the average CPC ranges from $1 to $5 for most industries, but can reach $15 to $50 or more in competitive sectors such as law, insurance, or finance.

On Facebook Ads, the average CPC is generally between $0.50 and $2. However, a lower CPC does not automatically mean a better return on investment. A Google Ads click, coming from a user with purchase intent, often has greater value than a Facebook click from a curious user.

Targeting

Google Ads excels at keyword targeting and search intent. You can target very specific queries, similar audiences, and run remarketing campaigns. Geographic targeting is also very effective for local businesses.

Facebook Ads offers unmatched demographic and behavioural targeting. You can target by age, gender, location, interests, purchasing behaviours, life events (moving, marriage, new baby), and even by profession. Custom audiences based on your customer lists and lookalike audiences are extremely powerful tools.

Ad formats

Google Ads primarily offers text ads in search results, display ads (banners), video ads (YouTube), and Shopping ads for e-commerce.

Facebook Ads shines with the diversity of its visual formats: images, videos, carousels, collections, stories, Reels, and lead generation ads with a built-in form. The visual format of Facebook and Instagram is particularly well suited to visually appealing products and services.

When to choose Google Ads?

Our team specialised in Google Ads campaign management recommends this platform in the following situations:

Emergency or necessity services: plumbing, locksmithing, towing, legal services. People actively search for these services when they need them.
B2B professional services: accounting, consulting, IT services. Decision-makers search for specific solutions on Google.
Local commerce: restaurants, clinics, hair salons. Local "near me" searches are constantly increasing.
Products with existing demand: if people are already actively searching for your type of product, Google Ads will capture that demand effectively.
Direct conversion objective: when you want phone calls, appointment bookings, or immediate sales.

When to choose Facebook Ads?

Our experts in Facebook and Instagram advertising recommend Facebook Ads in these cases:

Visual or trending products: fashion, home decor, food, beauty. The visual format of Facebook and Instagram showcases these products.
Brand awareness: when no one yet knows your brand or new product, Facebook Ads is ideal for getting discovered.
E-commerce: Facebook's dynamic catalogue and retargeting features are extremely effective for online stores.
Precise demographic targeting: when your ideal customer is defined by demographic or behavioural criteria rather than a specific search.
Limited budget: with a lower CPC, Facebook Ads allows you to test and learn with a modest budget.

The winning strategy: combining both channels

For the majority of SMEs, the most profitable strategy is to use both platforms in a complementary way. Here is how to structure an effective multi-channel approach:

Phase 1: Awareness (Facebook Ads)

Use Facebook Ads to introduce your brand, products, or services to your target audience. At this stage, focus on engaging content, videos, and customer testimonials.

Phase 2: Consideration (Google Ads and Facebook Ads)

Once your audience knows your brand, use Google Ads to capture searches related to your sector, and Facebook Ads for retargeting to stay visible to people who have interacted with your content.

Phase 3: Conversion (Google Ads)

When prospects are ready to buy, Google Ads captures their search intent at the decisive moment. Remarketing on both platforms allows you to recover visitors who did not convert on their first visit.

Recommendations by industry

Here are our recommendations based on our experience with Greater Montreal SMEs:

Restaurants and food: 70% Facebook/Instagram, 30% local Google Ads
Professional services (lawyers, accountants): 70% Google Ads, 30% Facebook Ads
E-commerce: 50% Facebook Ads, 50% Google Shopping. Our e-commerce marketing service optimises both channels simultaneously.
Clinics and health: 60% Google Ads, 40% Facebook Ads
Real estate: 50% Facebook Ads, 50% Google Ads
Construction and renovation: 80% Google Ads, 20% Facebook Ads

Common mistakes to avoid

Whichever platform you choose, here are the most frequent pitfalls:

Not tracking conversions: without conversion tracking, you cannot measure your return on investment or optimise your campaigns. Marketing automation can simplify this process.
Giving up too soon: Google and Facebook algorithms need data to optimise. Allow a minimum of 2 to 4 weeks before drawing conclusions.
Neglecting the landing page: the best campaign in the world will produce no results if your landing page is slow, confusing, or unconvincing. Read our guide on the 7 essential elements of a high-converting website to optimise your pages.
Targeting too broadly: precise targeting is always more profitable than broad targeting, especially with a limited budget.
Ignoring mobile: more than 70% of advertising interactions happen on mobile. Make sure your site and landing pages are optimised for mobile devices.

Conclusion: make the informed choice

The Google Ads vs Facebook Ads debate has no universal answer. What matters is understanding the strengths of each platform and aligning your choice with your business objectives, your budget, and your target clientele.

If you are still hesitating or want to maximise the return on your advertising budget, our team at Social Influence can analyse your situation and recommend the most appropriate strategy. We manage Google Ads and Facebook Ads campaigns for dozens of Greater Montreal SMEs, with measurable results and personalised support.