Every Calgary business owner wants more customers. But when it comes to paid advertising, the big question is always the same: should I put my money into Google Ads or Facebook Ads?

The answer isn’t one-size-fits-all. Both platforms are powerful, but they work differently and serve different goals. Let’s compare them for the Calgary market.

How Google Ads and Facebook Ads Work

Before we compare costs and targeting, it helps to understand the fundamental difference between these two platforms.

Google Ads: Intent-Based Advertising

Google Ads captures people who are actively searching for what you offer. When someone in Calgary types “plumber near me” or “best pizza in Kensington,” Google Ads puts your business in front of them. You’re catching them at the moment of intent — they already need what you sell.

Facebook Ads: Interest-Based Advertising

Facebook Ads (which also covers Instagram) finds people who might be interested in your product, even if they aren’t actively searching for it. You target by demographics, interests, behaviours, and location. You’re creating demand rather than capturing it.

Head-to-Head Comparison for Calgary Audiences

Factor	Google Ads	Facebook Ads
Best for	Capturing ready-to-buy customers	Building brand awareness and generating leads
Targeting in Calgary	Keywords + location (e.g., “Calgary dentist”)	Demographics, interests, behaviours + Calgary radius
Average CPC (Calgary)	$3–$15 (varies by industry; legal/medical is higher)	$0.50–$3.00 (lower cost per click, but lower intent)
Ad Formats	Text ads, Shopping ads, Local Service ads, Display	Image, Video, Carousel, Stories, Dynamic ads
Speed of Results	Fast — can get clicks within hours of launching	Slower — needs time for algorithm optimization
Best Calgary Industries	Home services, healthcare, legal, auto, restaurants	Retail, e-commerce, fitness, events, hospitality

Costs: Where Does Your Budget Go Further?

For Calgary businesses, ad costs can vary significantly by industry. Here’s a rough guide:

• Google Ads (Search): Higher CPC but higher conversion intent. A $5 click from someone searching “Calgary emergency plumber” is often worth more than a $1 click from someone scrolling Facebook.
• Facebook Ads: Lower CPC, but you’ll need more impressions and clicks to get a conversion. Great for remarketing and building awareness.

If you have a tight budget (under $1,000/month), Facebook Ads often give you more bang for your buck — you get more impressions and can test creative quickly. If you have a larger budget and want immediate leads, Google Ads is the faster path.

Targeting Options Compared

This is where the platforms truly differ.

Google Ads Targeting

• Keywords: Target people searching for specific terms
• Location: Calgary, neighbourhoods, or a radius around your business
• Audiences: Remarketing, in-market, and custom intent audiences
• Demographics: Age, gender, household income

Facebook Ads Targeting

• Location: Calgary city, postal code, or radius targeting
• Interests: Hobbies, pages liked, purchase behaviour
• Demographics: Detailed age, income, education, life events
• Custom Audiences: Upload your customer list to retarget
• Lookalike Audiences: Find new Calgary customers who resemble your best ones

When to Use Each Platform (or Both)

Here’s our recommended approach for Calgary businesses:

Use Google Ads When…

• People search for your service or product every day (plumbers, electricians, lawyers, dentists)
• You want leads you can track and measure immediately
• You have a service area business (you serve specific Calgary neighbourhoods)

Use Facebook Ads When…

• Your product is visual and emotionally driven (fashion, fitness, food, decor)
• You want to build brand awareness in the Calgary market
• You need to retarget website visitors or past customers

Use Both (The Best Strategy) When…

• You have a budget of $2,000+/month
• You want to capture intent (Google) AND build awareness (Facebook)
• You can afford to test, learn, and optimize both channels over 3+ months

The most successful Calgary businesses we work with use both platforms in a complementary way. Google Ads captures the low-hanging fruit — people ready to buy. Facebook Ads nurtures everyone else until they’re ready.