Google Ads vs Facebook Ads: Complete 2026 Comparison
The Eternal Debate, Finally Settled with Canadian Data
"Should we invest in Google Ads or Facebook Ads?" It is the question we receive most often at Growth Lab. And the honest answer is: it depends. But not in the vague way most agencies respond.
After managing millions of dollars in ad spend for our Canadian clients and helping generate over $10M in revenue, we have solid data on when to use each platform, for which business type, and at what budget.
Here is the complete comparison for 2026, with figures in Canadian dollars.
The Fundamental Difference: Intent vs Interest
Google Ads: Capturing Existing Intent
Someone types "emergency plumber Toronto" into Google. That person has a problem right now and is looking for a solution. Google Ads puts you in front of that intent.When it excels: The prospect already knows what they want. Your job is to be there when they search.
Facebook Ads: Creating Demand
Someone is scrolling Instagram watching cat videos. Your ad shows them a product they did not know they wanted. Facebook Ads creates the desire.When it excels: The prospect is not actively searching. Your job is to interrupt them in a relevant way.
Cost Comparison in Canada (2026)
Average Cost Per Click (CPC)
| Industry | Google Ads (CAD) | Facebook Ads (CAD) | |----------|------------------|--------------------| | eCommerce (fashion/beauty) | $0.80-2.50 | $0.40-1.20 | | Professional services | $3.00-12.00 | $0.80-2.50 | | Real estate | $2.50-8.00 | $0.60-1.80 | | SaaS / Tech | $4.00-15.00 | $1.50-4.00 | | Restaurants / local | $0.50-2.00 | $0.30-0.90 | | Renovation / construction | $2.00-8.00 | $0.70-2.00 |
Average Cost Per Acquisition (CPA)
| Industry | Google Ads (CAD) | Facebook Ads (CAD) | |----------|------------------|--------------------| | eCommerce (purchase) | $25-60 | $15-40 | | Services (lead) | $35-120 | $20-60 | | SaaS (free trial) | $50-200 | $30-100 | | Real estate (lead) | $40-150 | $15-50 |
Important note: A lower CPA does not always mean better ROI. Google Ads leads often have a higher close rate because the intent is stronger.
Google Ads vs Facebook Ads by Business Type
For eCommerce
Google Ads (Shopping + Search)
- Perfect for products people actively search for
- Google Shopping displays your products with photo, price, and reviews
- Performance Search captures brand and category queries
- Typical ROAS at Growth Lab: 4-8x
- Ideal for visual, impulse-driven products
- Interest-based targeting reaches cold audiences effectively
- Reels and Stories convert well for fashion, beauty, and lifestyle
- Typical ROAS at Growth Lab: 3-6x
For Service Businesses
Google Ads (Search)
- The dominant channel for emergency and high-intent services
- "Dentist Mississauga," "divorce lawyer Toronto" — these clicks are gold
- Local Service Ads (LSAs) appear at the very top with a verification badge
- Higher cost per lead, but significantly more qualified leads
- Excellent for volume lead generation
- Instant forms = less friction = more leads
- Ideal when combined with rapid follow-up (within 5 minutes)
- Lower cost per lead, but requires more qualification
For SaaS / B2B
Google Ads
- Captures searches for specific solutions ("CRM software small business")
- Display remarketing to stay visible during the long sales cycle
- Performance Max to maximize conversions across all Google networks
- Higher CPA but leads with stronger purchase intent
- Facebook for broader audiences and retargeting
- LinkedIn for ultra-precise targeting by job title, industry, company size
- Value content (ebooks, webinars) as lead magnets
- Lower CPA but longer conversion cycle
When to Use Both Platforms Together
The most powerful strategy combines both. Here is how:
The Full Funnel
1. Facebook (Awareness): Video or carousel ads to introduce your brand to a cold audience 2. Google Search (Consideration): Capture people who search for you after seeing your Facebook ad 3. Remarketing Google + Facebook: Follow site visitors across both platforms 4. Google Brand Search: Capture conversions from those searching your brand name
The Synergy Effect
Our data at Growth Lab shows that accounts running both platforms simultaneously achieve 20-35% higher overall ROAS than those using only one. The reason: Facebook creates demand, Google captures it.
AI Features in 2026
Google Ads
- Performance Max: AI manages targeting, bidding, and placements automatically
- Smart Bidding: Real-time bid optimization based on conversion signals
- Responsive Search Ads: AI tests the best combinations of headlines and descriptions
Facebook Ads
- Advantage+: Automatic optimization of targeting and placement
- Dynamic Creative: AI tests every combination of text, image, and CTA
- Broad Targeting: Meta's algorithm finds your customers better than manual targeting
Recommended Minimum Budgets (in CAD)
| Business Type | Google Ads | Facebook Ads | Monthly Total | |---------------|-----------|--------------|---------------| | Local SMB (services) | $1,000-2,000 | $500-1,000 | $1,500-3,000 | | eCommerce (startup) | $1,500-3,000 | $1,000-2,000 | $2,500-5,000 | | eCommerce (growth) | $3,000-8,000 | $2,000-5,000 | $5,000-13,000 | | SaaS / B2B | $2,000-5,000 | $1,000-3,000 | $3,000-8,000 |
Below these thresholds, you will not have enough data for the AI algorithms to optimize effectively.
The Growth Lab Verdict
There is no universally "best platform." There is the best platform for your specific situation. And in the majority of cases, the answer is: both, with budget allocated strategically.
If you want to know exactly how to split your ad budget between Google and Facebook for your business, Growth Lab offers a free advertising audit. Book yours here and we will show you the optimal strategy with result projections based on your data.