Are you a small business owner wondering where to spend your advertising money—on Google Ads or Meta Ads (Facebook & Instagram)? You’re not alone! Many business owners just like you are confused about which platform gives the best return. And with ads becoming more expensive and competitive in 2025, making the right decision matters more than ever. In this blog, you will get a detailed analysis of the two choices and what is better for your business growth and budget.
Google Ads are ads that show up on Google when someone searches for something. For example, if someone types “best digital marketing company near me” and you run a digital marketing agency, your ad can show up right there on top. You can also run Google Display Ads (these appear on websites) or YouTube Ads.
Meta Ads include Facebook Ads and Instagram Ads. These are social media ads where you show your business to people based on their interests, location, age, or even their behaviour online. Let’s say you sell handmade candles. With Meta Ads, you can show your beautiful candle pictures to people who follow home décor pages, like aesthetic posts, and live in your city.
Here’s a quick side-by-side comparison to help you see which platform fits your business goals better.
| Feature | Google Ads | Meta Ads (Facebook/Instagram) |
| Targeting | People actively searching | People scrolling or browsing |
| Ad Type | Text, image, video, shopping, YouTube | Image, video, carousel, story, reels |
| Intent of audience | High intent (they want it now) | Low to medium intent (they may like it) |
| Best for | Services, urgent needs, local searches | Visual products, brand awareness |
| Budget flexibility | Medium to high | Low to medium |
| Learning curve | Bit technical | Easy to get started |
Google Ads are best for businesses that offer services people usually search for when they have an urgent need. For example, if you run a plumbing service, a dental clinic, a legal office, or something like pest control or AC repair, then Google Ads are a great fit. Why? Because people usually go straight to Google when they need these services. They’re not just browsing—they’re looking to hire someone right away.
With Google Ads, your business shows up right when they type in something like “emergency plumber near me” or “best digital marketing agency in Surrey, BC.” That means you get highly targeted leads from people who are ready to take action. You can also target people in specific locations, run call-only ads, or even show your ad on YouTube.
Yes, the cost per click might be higher, but the chances of getting a customer are also higher because the intent is strong. So, if your goal is to get quick inquiries, phone calls, or bookings from people actively looking to hire your service, Google Ads is the way to go.
Meta Ads, which include Facebook and Instagram, are excellent if your business is visually appealing and can attract people through eye-catching images or videos. Let’s say you run a boutique, beauty salon, gym, photography service, home bakery, or even an online store selling lifestyle products. In all these cases, people may not be searching for you, but if they see your ad while scrolling, they might stop, get interested, and eventually buy.
Meta Ads allow you to target people based on their age, location, interests, and online behavior. So, if your product looks good in photos or videos, you have a great chance to catch attention. For example, a beautifully designed cake or a stylish outfit will work well in a Facebook or Instagram ad. These platforms are also more budget-friendly, so even with just $10–$15 CAD a day, you can start getting visibility.
Meta Ads are perfect for building brand awareness, creating a fan base, and slowly turning followers into customers. It’s an ideal option when you’re promoting a lifestyle experience rather than simply offering a product.
Meta Ads are usually cheaper to get started. You can reach a lot of people by spending a small amount of money. However, it may take more time to convert them into paying customers. On the other hand, Google Ads may cost more per click, but if the customer is ready to buy, that click is more valuable. So:
If your monthly ad budget is under $100 CAD, it’s smarter to start with Meta Ads. You’ll get more visibility, likes, shares, and engagement for less money. It’s a great way to build brand awareness and start showing up in front of your local audience. Once your business grows a bit and you can spend around $200–$300 CAD per month, then you can test out Google Ads with proper keyword targeting to drive high-intent leads—people who are actually searching for your service
If you sell physical products online, both platforms work great—but for different reasons.
Tip: Many smart small business owners in 2025 combine both—use Meta to attract and Google to convert.
if you are still confused about what to choose, here’s a simple way to make a decision:
|
If You Want… |
Go With… |
|
Instant calls/leads |
Google Ads |
|
Build brand & awareness |
Meta Ads |
|
Sell services (home, local) |
Google Ads |
|
Sell products (clothes, gifts) |
Meta Ads |
|
Show product photos/videos |
Meta Ads |
|
Target people by interest |
Meta Ads |
|
Target people by search intent |
Google Ads |
Many growing businesses in 2025 are using a mix of both:
Start small. Test. Learn. Grow. You don’t have to spend lakhs. Start with $10–$15 CAD a day on PPC services like Google Ads or Meta Ads and track what works. Use free tools like Google Analytics, Meta Ad Manager, or even WhatsApp to follow up with interested leads.
No two businesses are the same. What works for a bakery might not work for a plumber. The key is to know your customer, understand their buying behavior, and then use the right ad platform.
Whether you pick Google Ads or Meta Ads—remember: ads don’t work unless you do. Make good creatives, write simple ad copy, offer real value, and track your results.
With the right platform and strategy, even a small business can look big online. And that’s what we all want, right? If you need help in managing ads and driving business growth, Bizfist IT Solutions is here to help you.
