Every local business owner eventually asks it: should I put my money into Google Ads or Facebook (Meta) Ads? You will hear loud opinions on both sides, usually from someone who only sells one of them.
Here is the truth: they are different tools for different moments in a customer's decision. The right answer depends on what you sell, how fast people decide, and what you want a lead to cost. Let's break it down without the hype.
The core difference: intent vs interruption
This is the whole thing in one sentence.
- Google Ads is intent. Someone types "emergency furnace repair Brampton" and you show up. They already want what you sell - they are just choosing who to call.
- Meta Ads is interruption. Someone is scrolling Instagram and you catch their attention with an offer. They were not looking for you. You created the demand.
Neither is better. They are different. Intent traffic is more expensive per click and per lead, but warmer. Interruption traffic is cheaper but colder.
The numbers side by side
| Metric | Google Ads (search) | Meta Ads (lead-gen) |
|---|---|---|
| Typical cost per click | $3 - $12 | $0.70 - $2.50 |
| Typical cost per lead | $40 - $150 | $22 - $30 |
| Lead intent | High - they're searching now | Lower - you interrupted them |
| Speed to first lead | Days | Days |
| Best for | Urgent / high-intent services | Awareness, offers, retargeting |
The Meta cost per lead looks dramatically cheaper - and it is, per lead. But a $25 Meta lead and a $120 Google lead are not the same animal. The Google lead is often two to four times more likely to actually book, because they came looking for the service. Always compare cost per booked job, not cost per lead.
When Google Ads is the better bet
Google usually wins when:
- The need is urgent - HVAC breakdowns, emergency dental, plumbing, water damage. Nobody books emergency furnace repair off an Instagram ad; they search.
- The service is searched, not impulse - immigration consultations, legal help, specialized renovation.
- You want predictable, ready-to-buy demand and can afford a higher cost per lead because your job value is high.
For an HVAC company, Google is almost always the foundation. For a physiotherapy clinic, "physio near me" intent traffic converts well because people in pain act fast.
When Meta Ads is the better bet
Meta usually wins when:
- You are selling something people don't actively search for - a new fitness studio, a limited-time renovation promo, a real estate open house.
- You want to build awareness in a specific neighbourhood or demographic.
- You have a strong offer or visual - before/after photos, a free consult, a seasonal discount.
- You want to retarget people who visited your site but didn't convert.
Meta's targeting and creative format reward businesses with a compelling hook and good visuals. A renovation company with stunning before/after reels can do very well on Meta that would struggle on a text-only search ad.
The retargeting bridge most people miss
Here is where they work together. A huge share of people who click your Google ad don't convert on the first visit - they're comparing options. Meta retargeting lets you stay in front of those exact people for a few dollars while they decide.
The combined play:
- Google Ads captures the high-intent searcher.
- Meta retargeting follows up with the ones who didn't book.
- Fast follow-up closes them (see speed-to-lead).
This combo often produces a lower blended cost per booked job than either channel alone.
A simple decision guide
Ask yourself two questions:
- Do people search for what I sell when they need it? If yes, start with Google. If no, start with Meta.
- Is my average job value high enough to absorb a higher cost per lead? If yes, Google's warmer leads pay off. If you're selling low-ticket or impulse services, Meta's cheap reach makes more sense.
Most GTA service businesses we work with end up using both, but rarely 50/50. A typical split:
- Urgent home services / healthcare: 70% Google, 30% Meta (retargeting + offers)
- Fitness / studios / new businesses: 60% Meta, 40% Google
- Real estate: heavy Meta for listings and awareness, Google for high-intent buyer/seller searches
Don't split a small budget too thin
One warning: if your total budget is small (say under $1,500/month), running both channels half-heartedly usually beats neither. Pick the one that matches your buyer's behaviour, get it working, then expand. A starved campaign on two platforms gathers data on neither.
Figure out the right mix for you
The "Google or Facebook" debate has a different answer for a plumber than it does for a yoga studio. If you want a clear recommendation based on your job value, urgency, and budget, book a free audit and we'll map it out. You can also dig into how we run Google Ads and Meta Ads for local service businesses. The goal is the same either way: more booked jobs at a price that makes sense.