The honest answer is that they solve different problems, and the right first choice depends entirely on whether demand for what you sell already exists.
The core difference
Google Ads captures existing demand. Someone types "emergency plumber Calgary" — they have the problem right now. Intent is high, competition is high, and clicks cost accordingly.
Meta Ads creates demand. Nobody opens Instagram looking for a kitchen renovation, but a good ad in front of the right homeowner can start that thought. Intent is low, reach is cheap, and the creative does all the work.
Rough Canadian costs
| Category | Google search CPC | Meta CPM |
|---|---|---|
| Home services / trades | $6 – $25 | $12 – $22 |
| Legal | $40 – $150+ | $18 – $35 |
| Dental / medical | $8 – $30 | $14 – $28 |
| E-commerce | $1 – $4 | $10 – $20 |
| B2B services | $8 – $40 | $15 – $30 |
These are broad ranges and vary heavily by city — Toronto and Vancouver sit at the top end, Winnipeg and the Atlantic provinces well below.
Start with Google if…
- People search for what you do by name ("furnace repair", "immigration lawyer")
- The need is urgent or scheduled, not impulsive
- Your average job value comfortably absorbs a $15 click
- You need leads this week
Start with Meta if…
- Your product is visual, or the benefit is easier shown than searched
- Nobody's searching yet — you're introducing something
- You have a strong offer and can produce creative regularly
- Your price point supports a longer nurture
What we usually recommend
For local service businesses: Google first, always. Capture the people already looking, prove the funnel converts, then add Meta to widen the top. For e-commerce and consumer brands: Meta first for demand, Google Shopping to catch the searches that Meta creates.
Once both run, a 60/40 split favouring search is a sensible starting point for service businesses, and roughly the reverse for e-commerce.
The mistake that wastes the most money
Judging Meta by last-click attribution. Someone sees your ad on Instagram, thinks about it for a week, then Googles your business name — and Google takes full credit. If you cut Meta on that basis you'll cut the channel that created the demand. Watch branded search volume when you turn Meta on and off; the correlation is usually obvious.
We manage Google Ads and Meta Ads on a flat fee, never a percentage of spend, so there's no incentive on our side to push you toward the bigger budget.
Quick answers
How much should I budget to start?
In a mid-sized Canadian market, $1,500–$3,000 CAD monthly ad spend gathers meaningful data on either platform. Below $1,000 most tests never reach a conclusion.
Can I run both on a small budget?
Usually better to do one properly than both badly. Split budgets tend to under-fund both platforms past the learning phase.