Google Ads vs Meta Ads: Which Is Right for Your Local Business?

If you run a local business in Greater Vancouver, you've probably wondered about Google Ads vs Meta Ads. Both can put you in front of new customers, but they reach people at very different moments. Pick the one that matches how your customers actually find you, and your ad money works much harder.

The main difference: intent vs interest

Google is built on intent. When someone searches, they're actively looking for something: a plumber, a dentist, a place for dinner. They want an answer now.

Meta (Facebook and Instagram) is built on interest. People open these apps to relax, catch up with friends and see what's happening nearby. They aren't looking to buy at that moment, but they're open to discovering something that catches their eye.

Google Ads vs Meta Ads: how each one works

Google: catch people who are already searching

Google search ads appear in the results when someone searches for words you choose. A homeowner with a leaking pipe searches for an emergency plumber nearby; if your ad appears, you have a good chance of getting the call.

Search ads usually charge per click, called CPC (cost per click): you pay when someone clicks your ad. Prices are set by an auction, so popular, competitive searches can cost more per click than quieter ones.

Meta: get noticed by people nearby

Meta ads appear in feeds, Stories and Reels. Nobody is searching for you, so the ad has to make people stop scrolling. Picture a bakery in the Fraser Valley: few people search for pastries on a Tuesday morning, but a short video of fresh croissants coming out of the oven can make someone plan a weekend visit.

Meta lets you show ads to people in a set area around your business and choose broad groups by age and interests. It's also good for retargeting: showing ads to people who already visited your website or engaged with your page. For website visitors, that needs Meta's tracking code (the Meta Pixel) installed on your site.

Which platform fits your business?

Start with Google if…

• You solve urgent problems. Trades, towing, emergency dental and repair shops.
• You sell considered, higher-value services. People research renovations or legal help carefully, often starting with a search.
• Your service is easy to describe in a few words. Search ads are mostly text.

Start with Meta if…

• Your business is visual. Cafés, restaurants, salons, boutiques and landscapers can show their work.
• You want regulars and community. Events, openings and seasonal menus suit social feeds.
• People don't know they need you yet. A new product or unusual service needs to be shown before anyone searches for it.

Many businesses end up using both: Meta to get known, Google to be there when people are ready to buy.

How to test both with a small budget

• Set a strict test budget you're comfortable with for about a month, and split it between the two.
• Choose one goal for both, such as quote requests or bookings, so you can compare fairly.
• Keep the offer the same. If Google ads promise a free consultation, so should the Meta ads.
• Track conversions. A conversion is a valuable action after the click, like a call, form or booking. Set up tracking before you spend.

After a few weeks, compare:

• Total conversions: which brought more real leads or sales?
• Cost per conversion: what did each lead cost? This matters far more than the cost of a click.
• Lead quality: which brought people ready to buy, and which brought browsers?

Common mistakes to avoid

• Sending people to a confusing homepage. Link the ad to a page about exactly what it promotes.
• Not tracking results. Without conversion tracking, you're guessing.
• Loose location settings. Make sure ads only show to people in the area you actually serve.
• Relying only on the "Boost" button. Boosting a post is easy but gives less control than building a campaign in Meta's ads tools.
• Set and forget. Check in weekly: which words, images and offers work, and which get ignored.
• Weak visuals on Meta. Dark, blurry or generic photos get scrolled past. Good photos and short videos make a big difference.

When to get help

Running your own ads is very doable, but it takes time and some trial and error. If the setup feels overwhelming, or you're spending without seeing customers come through the door, Eloge can help. We're a creative and digital team in Coquitlam, BC, and we run Google and Meta campaigns for businesses across Greater Vancouver and the Fraser Valley, and we fix ad accounts that aren't working.