Google Ads vs. Social Media Ads: Which One Should You Run First?

Every business owner asks this question eventually. The answer isn't one-size-fits-all — but there's a clear framework for making the right call.

The Core Difference

Google Ads captures demand. Social media ads create demand.

On Google, someone types "emergency plumber Edmonton" — they need you right now. You show up. They call.

On Facebook or Instagram, someone is scrolling through posts about their weekend. Your ad interrupts that. You have to create interest from scratch.

When Google Ads Wins

Google is the right choice when: - You offer a service people actively search for (trades, healthcare, legal, home services) - You need leads quickly - Your average transaction value is high enough to justify cost-per-click - You're in a category with clear search intent

For most Edmonton service businesses — contractors, clinics, consultants, home services — Google Ads is the first dollar spent.

When Social Ads Win

Social is the right choice when: - You sell something people don't know they need yet - You're building brand awareness over time - You have strong visual content (food, fitness, fashion, lifestyle) - You want to retarget people who visited your website - Your product has a strong impulse component

The Retargeting Exception

Even if you run Google Ads first, social media becomes powerful for retargeting. Someone searched for your service, landed on your site, didn't convert. A well-timed Facebook or Instagram ad showing them a testimonial or offer is highly effective at bringing them back.

The Ideal Sequence

• Month 1–3: Google Search Ads, build conversion data
• Month 3+: Add social retargeting for website visitors
• Month 6+: Add social prospecting once your messaging is proven

Bottom Line

If you have to choose one: Google Ads for service businesses, social ads for product or lifestyle businesses. If you can afford both — Google converts, social retargets. That combination outperforms either alone.