When Toronto small businesses start investing in digital advertising, one big question always arises:
Should you run Google Ads or Facebook Ads?
Both platforms are powerful, but they serve different purposes and deliver different types of results. Choosing the wrong one can lead to wasted ad spend, low-quality leads, and a lower return on investment. Choosing the right one can accelerate growth, drive local awareness, attract new customers, and build consistent sales.
This guide breaks down the key differences, benefits, costs, and real-world use cases to help Toronto business owners make a confident decision.
Key Takeaways
- Google Ads captures active search intent, making it ideal for leads, calls, and direct inquiries.
- Facebook Ads builds awareness and interest, working best for storytelling and brand visibility.
- The right choice depends on your industry, customer journey, and sales timeline.
- Many Toronto small businesses see the best results using both platforms together.
Google Ads: Best for High-Intent Customers Ready to Buy
Google Ads is effective because users search with intention.
For example, someone who searches:
- “emergency plumber near me”
- “best dentist in Toronto”
- “wedding photographer Toronto prices”
Is already in a decision-making stage.
Strengths of Google Ads
| Advantage | Explanation |
|---|---|
| Captures demand | You’re advertising to people already searching for your service. |
| Local targeting | You can target specific Toronto neighborhoods, postal codes, or the entire GTA. |
| Fast results | You can generate leads the same day your campaign goes live. |
| Great for service-based businesses | Especially plumbers, dental clinics, lawyers, home services, salons, etc. |
Ideal Industries for Google Ads in Toronto
| Business Type | Why it Works |
|---|---|
| Home services | People search urgently for repairs & service calls. |
| Medical/dental clinics | Clear intent and location-based decision-making. |
| Real estate agents | Highly competitive searches where visibility matters. |
| Professional services | People seek expertise and book consultations. |
Cost Expectations in Toronto
Average cost-per-click (CPC) varies by competition:
| Industry | Avg CPC (Toronto) |
|---|---|
| Home Services | $4–$15 |
| Medical/Dental | $3–$12 |
| Real Estate | $4–$18 |
| Legal Services | $10–$50+ |
Google Ads can be more expensive, but the intention level is also much higher.
Facebook Ads: Best for Building Awareness & Community Engagement
Unlike Google Ads, Facebook Ads target users based on behavior, demographics, and interests — not search intent.
This makes Facebook ideal when your customers need education, nurturing, or repeated exposure before buying.
Strengths of Facebook Ads
| Advantage | Explanation |
|---|---|
| Excellent for brand awareness | Helps people remember your business over time. |
| Powerful visual storytelling | Great for showcasing products, before/after, customer outcomes. |
| Advanced audience targeting | You can target Toronto neighborhoods, age groups, interests, etc. |
| More affordable impressions | You reach more people for your budget compared to Google. |
Ideal Industries for Facebook Ads in Toronto
| Business Type | Why it Works |
|---|---|
| Retail & e-commerce | Great for showcasing new products & promotions. |
| Beauty salons & spas | Before/after visuals perform well. |
| Gyms & fitness studios | Promos, challenges, and transformations convert strongly. |
| Local cafes & restaurants | Social content helps drive foot traffic. |
Cost Expectations in Toronto
| Ad Type | Average Cost |
|---|---|
| Cost Per Click | $0.50–$3.00 |
| Cost Per 1,000 Impressions (CPM) | $5–$18 |
Facebook is usually cheaper to run, but leads tend to be lower intent if not nurtured correctly.
Google Ads vs Facebook Ads: Side-by-Side Comparison
| Feature | Google Ads | Facebook Ads |
|---|---|---|
| Customer Intent | High | Low → Medium |
| Ideal Goal | Leads + Immediate Sales | Awareness + Engagement + Nurturing |
| Best For | Service businesses | Product brands & lifestyle businesses |
| Learning Curve | Moderate | Moderate |
| Cost Efficiency | Higher CPC, higher conversion rate | Lower CPC, requires nurture sequences |
| Speed of Results | Immediate | Builds over time |
Examples Based on Toronto Small Business Scenarios
Scenario 1: A Local Toronto Dentist
- Best Platform: Google Ads
Because customers search when they need a dentist now.
Scenario 2: A Boutique Fashion Retailer on Queen Street
- Best Platform: Facebook Ads
Because the business benefits from discovery and visual content.
Scenario 3: A Home Renovation Contractor in Scarborough
- Best Platform: Google Ads first, Facebook Ads second
People search when ready to renovate, but Facebook helps display portfolio work.
Scenario 4: A New Café in Liberty Village
- Best Platform: Facebook + Instagram Ads
Because the goal is awareness, local buzz, and foot traffic.
When Should Toronto Small Businesses Use Both?
For many businesses in Toronto, the best results come from combining both platforms:
- Use Google Ads to capture ready-to-buy leads.
- Use Facebook Ads to stay visible, build trust, and retarget visitors.
This creates a full-funnel system:
- People discover your business via Facebook.
- People convert through Google or retargeting.
Local Targeting Tips for Toronto Businesses
Whether using Facebook or Google, these improve results:
Neighborhood Targeting
Target communities like:
- North York
- Scarborough
- Etobicoke
- Downtown Core
- Vaughan & Richmond Hill
- Mississauga & Brampton (GTA extension)
Use Postal Code Targeting
Toronto postal ranges include:
- M4, M5, M6 → Downtown & West End
- M1, M3 → Scarborough & North York
- L4, L6 → Mississauga, Oakville, Vaughan
Use Local Language and Cultural Cues
Toronto is diverse → consider messaging tailored to:
- Newcomer communities
- Cultural neighborhoods
- Community events
- Seasonal shifts (e.g., patio season, TIFF, CNE, summer festivals)
FAQs
1. Is Google Ads better than Facebook Ads for Toronto businesses?
Neither is universally better; it depends on industry. Google is better for high-intent leads. Facebook is better for awareness and brand-building.
2. Which platform costs more?
Google Ads typically costs more per click, but also produces higher-intent inquiries. Facebook Ads cost less but may require longer nurturing.
3. Can I target only certain Toronto neighborhoods?
Yes — both platforms allow precise geo-targeting down to postal codes and kilometer-radius targeting.
4. Should I run ads year-round or seasonally?
Service businesses benefit from year-round ads. Retail and hospitality often benefit from seasonal and event-driven campaigns.
5. How long until I see results?
Google Ads can show results within days. Facebook Ads often require a few weeks to optimize and build engagement.
6. Can I use both platforms together?
Yes — this is often the most effective strategy for consistent awareness and conversions.
7. Do I need professional ad management?
While DIY is possible, most businesses waste money without strategic setup, optimization routines, and conversion tracking.
8. Which platform works better for startups?
Startups focused on awareness should start with Facebook Ads. Service-based and appointment-driven startups should start with Google Ads.
Conclusion
Choosing between Google Ads and Facebook Ads depends on your business model, industry, and sales cycle. Toronto small businesses offering services or appointment-based solutions typically see the best immediate results from Google Ads. Meanwhile, product-based, lifestyle, and brand-focused businesses often thrive first on Facebook Ads.
However, the strongest long-term growth strategy is often a hybrid approach—combining Google’s high-intent traffic with Facebook’s powerful visibility and remarketing capabilities.
By understanding the strengths of each platform, tailoring your targeting to Toronto’s diverse neighborhoods, and testing continuously, small businesses can maximize their marketing impact and create sustainable growth.