Google Ads vs Facebook ads is really a question of search versus scroll. In WordStream’s 2026 US benchmarks, a median Google search click cost USD 5.42 and a median Facebook traffic click cost USD 0.60, yet the median cost per lead came out at USD 66.69 on Google search and USD 27.39 on Facebook lead campaigns. A cheaper click or lead on one platform does not make it the better buy, because Google reaches people who are already looking for what you sell and Facebook reaches people who were busy with something else. Which one deserves your first dollar depends on whether your customers go looking, how much a customer is worth, and how well you follow up on enquiries. If you want a team to run either one, 2Marketing offers Google Ads management services and paid social advertising, and a free Google Ads audit request is a low-pressure way to get a second opinion on your own account.
Google Ads vs Facebook ads at a glance (US benchmarks in USD)
- Search interest in Canada: about 50 searches a month for “google ads vs facebook ads” (DataForSEO estimate, national figure, 12 month range 30 to 70, keyword difficulty 3, commercial intent)
- Google search, median click cost: USD 5.42, with a median click through rate of 6.64% and a median conversion rate of 8.18% (WordStream 2026, 13,474 US search campaigns, April 2025 to March 2026)
- Google search, median cost per lead: USD 66.69 across all industries, from USD 72.97 for dentists to USD 131.63 for attorneys in the industries shown
- Facebook traffic campaigns, median click cost: USD 0.60, with a median click through rate of 1.93% (WordStream 2026 as reported by PPC Land, 1,377 US campaigns)
- Facebook lead campaigns, median cost per lead: USD 27.39, with a median click cost of USD 1.80 (452 US campaigns, small samples in some industries)
The terms in one line each
- Search intent: the buying signal in a query such as “emergency plumber near me”, which a search ad can answer directly
- Demand capture: showing an ad to someone who is already looking for what you sell, which is how Google search works
- Demand creation: showing an ad to someone who was not looking, so the ad has to earn attention first, which is how Facebook and Instagram feeds work
- CPC and CPL: cost per click and cost per lead, meaning spend divided by clicks or by recorded enquiries
- Cost per customer: ad spend divided by the number of people who actually bought, which is the figure that decides profit
All of these figures come from American datasets measured in US dollars, and the research behind this article found no published Canadian benchmark of comparable size, so treat them as reference points and not as a quote for your market. The two platforms are measured differently, the Facebook lead samples are small in some industries, and a median across thousands of advertisers says little about one local business with its own prices, competitors and website. Your own tracked results will replace these numbers within a few weeks of running either platform.
Key takeaways
- Google Ads captures demand that exists. Facebook ads create attention for people who were not searching. Most of the practical differences follow from that one fact.
- A Facebook click can cost a fraction of a Google click and still be the more expensive customer if the leads are slower to close. The cost per customer matters more than the cost per click.
- Businesses whose customers search with urgency, such as emergency trades, commonly start with Google. Businesses that sell something visual, new or discretionary commonly start with Facebook and Instagram.
- Running both is common, but a small budget split across two platforms can leave each one without enough data to learn. Starting with one and adding the second after you can measure is a reasonable sequence.
- Tracking decides everything. If you cannot connect an ad click to a call, a booking or a sale, neither platform can be judged fairly.
- No provider can guarantee a cost per lead, a number of enquiries or a return. Ask how results will be measured, and be wary of anyone who promises a fixed number.
What is the real difference between Google Ads and Facebook ads?
The real difference is the state of mind of the person who sees the ad. On Google, the person has typed a question or a need into a search box, and your ad appears next to the answer. On Facebook and Instagram, the person is looking at photos from friends, videos and posts, and your ad has to interrupt that and be interesting enough to earn a click.
Google describes its own system as an auction that runs every time someone searches. According to Google Ads Help on how the ad auction works, your position depends on your bid, the quality of your ad and landing page, the expected impact of ad assets such as phone numbers and extra links, the search terms entered, and the context of the search. The same page says a competitor with a higher bid can still lose to a more relevant ad at a lower price. For a local business this means a well matched ad and a useful landing page are worth real money, and that a bigger budget alone does not guarantee a better position.
Meta, which runs Facebook and Instagram advertising, also sells ads through an auction, but the audience is chosen by who you want to reach and not by what they typed. Our guide to what Facebook ads cost in Canada covers how that auction charges and why the learning phase affects budgets. Here the point is simpler: with search, the question comes from the customer, and with social, the question has to come from your ad.
| Question | Google Ads (search) | Facebook and Instagram ads |
|---|---|---|
| Who sees the ad? | People typing a search related to your keywords | People in the audience you define, while they browse |
| What triggers it? | A search query and its context | Audience settings, placement and the ad itself |
| Typical buying stage | Someone comparing options or ready to act | Someone who may not know they need you yet |
| What the creative does | Matches the need in a few lines of text, with call and location options | Wins attention with a picture or video |
| What limits volume | How many people search for your service in your area | The size of the audience and how much they respond to the ad |
| Where 2Marketing covers it | Google Ads management page | Paid social and Microsoft Ads page |
What do the two platforms cost per click, lead and customer?
On the 2026 benchmarks, Google search costs far more per click and Facebook costs less per lead, but neither benchmark describes your market. WordStream’s Google figures cover 13,474 US search campaigns, and its Facebook figures cover 1,377 traffic campaigns and 452 lead campaigns, again in the US, all in USD and all as medians.
| Metric (USD, US medians, 2026) | Google search | Facebook traffic campaigns | Facebook lead campaigns |
|---|---|---|---|
| Cost per click | 5.42 | 0.60 | 1.80 |
| Click through rate | 6.64% | 1.93% | 2.70% |
| Cost per lead | 66.69 | Not reported | 27.39 |
| Sample | 13,474 campaigns, Apr 2025 to Mar 2026 | 1,377 campaigns | 452 campaigns |
The sources are WordStream’s 2026 Google Ads benchmarks and PPC Land’s report on the WordStream Facebook figures. WordStream states that its Google numbers are medians that limit the effect of outliers, and the Facebook report notes the medians are calculated separately for each metric, so the figures do not multiply back together. A conversion on a Google search ad and a lead on a Facebook lead form are different events, so these columns are not a fair race.
Industry splits show why a single average is a poor guide for a local business. These examples come from the same two sources.
| Industry (USD, US medians) | Google search click cost | Google search conversion rate | Google search cost per lead | Facebook lead cost per lead |
|---|---|---|---|---|
| Dentists and dental services | 8.00 | 10.67% | 72.97 | 61.56 |
| Home and home improvement | 8.33 | 8.05% | 90.92 | 42.95 |
| Attorneys and legal services | 9.87 | 5.55% | 131.63 | No lead figure in the report |
The Facebook cost per lead is lower in both industries where both figures exist, and the gap is wide for home improvement. That does not make Facebook the winner. The two platforms produce different kinds of leads, so the better question is what each lead is worth once you call them back. The report also says some Facebook industry samples are as small as four campaigns, so treat the industry numbers as rough orientation only.
For Google costs in your own city, our older guide to Google Ads costs in Toronto explains how budgets and management fees are structured, and the digital marketing prices in Toronto article puts them next to other channels. Both predate the 2026 benchmarks above, so check any dated figure against current data before you rely on it.
Why is a cheaper click not a cheaper customer?
A cheaper click is not a cheaper customer because the click is only the first step, and what happens afterwards depends on who clicked and why. Someone who searched for a service and clicked a search ad may be comparing providers and could call within minutes. Someone who tapped a Facebook ad while scrolling may be curious but not ready, and may need a reminder, an offer or a few days.
The example below is hypothetical. The costs and close rates are assumptions chosen to show the arithmetic, not benchmarks and not results from any business. It assumes a local service business spends CAD 1,500 a month on each platform.
| Assumption or result (hypothetical, CAD) | Google search | Facebook lead ads |
|---|---|---|
| Monthly ad spend | 1,500 | 1,500 |
| Assumed cost per click | 7.50 | Not used |
| Clicks | 200 | Not used |
| Assumed conversion rate or cost per lead | 8% of clicks | CAD 40 per lead |
| Leads | 16 | 37.5 |
| Cost per lead | 93.75 | 40.00 |
| Assumed share of leads who become customers | 30% | 12% |
| Customers | 4.8 | 4.5 |
| Ad spend per customer | 312.50 | 333.33 |
In this made up case Facebook produces more than twice as many leads for the same spend, yet the cost per customer is about the same, because fewer of those leads buy. Change one assumption and the answer flips. The next table shows what happens to the cost per customer as the close rate moves, with everything else held constant.
| Close rate on the leads (hypothetical) | Google search: customers and spend per customer | Facebook: customers and spend per customer |
|---|---|---|
| Low (Google 20%, Facebook 8%) | 3.2 customers, CAD 468.75 each | 3.0 customers, CAD 500.00 each |
| Middle (Google 30%, Facebook 12%) | 4.8 customers, CAD 312.50 each | 4.5 customers, CAD 333.33 each |
| High (Google 40%, Facebook 20%) | 6.4 customers, CAD 234.38 each | 7.5 customers, CAD 200.00 each |
Nothing here predicts what your numbers will be. It shows why you should compare the platforms on cost per customer and, once you know it, on profit per customer, and why tracking leads through to sales is worth the setup effort. Our guide to Google Ads conversion tracking walks through how to record calls and form submissions properly, and the marketing analytics and call tracking service covers the wider setup.
Which platform fits which kind of local business?
The platform that fits is usually the one where your customers are already making the decision you want to influence. The table below is practitioner reasoning, not research findings, and an experienced advertiser would adjust it for your market.
| Business type | Where the decision starts | Reasonable first platform | Why |
|---|---|---|---|
| Emergency trades (plumbing, HVAC, locksmith) | A search at the moment of need | Google Ads | The customer is looking right now and calls the first credible result |
| Planned home projects (renovation, roofing, landscaping) | Research over days or weeks | Google Ads, with Facebook retargeting later | Search catches the research, and social ads can remind people who visited your site |
| Clinics and dental practices | A search for a provider, sometimes after a referral | Google Ads and Google Business Profile | New patients can search by treatment and location |
| Salons, spas, studios | Photos, offers and word of mouth | Facebook and Instagram | The work is visual and people can be shown the result |
| Restaurants, bakeries, cafes | Browsing, location and promotions | Facebook and Instagram, plus local search presence | A single photo can prompt a visit from someone nearby |
| E-commerce stores | A mix of search and discovery | Depends on the product | Known products attract searches, new products need to be shown |
| New or unfamiliar services | Nobody is searching yet | Facebook and Instagram | There is little search demand to capture |
| B2B and professional services | A search or a referral | Google Ads, sometimes LinkedIn | Buyers search for a provider, and Microsoft or LinkedIn can reach specific roles |
If you are in a trade, our pages for plumber and electrician SEO, roofing SEO and dental SEO show how search visibility sits alongside paid campaigns. If your work is visual, the pages on salon and barber SEO and restaurant SEO cover the organic side, and the social media marketing service covers content that makes paid social ads work harder.
When does Google Ads make more sense?
Google Ads makes more sense when people regularly search for what you sell, when a lead is worth enough to cover a click that costs several dollars, and when you can answer the phone or the form quickly. The search ad itself is short, so it works best when your offer is something a searcher will recognize in a few words.
The 2Marketing Google Ads page describes search campaigns, Performance Max campaigns that run across Search, Maps, YouTube and Display, local campaigns with location targeting and call focused ads, remarketing, landing page advice and conversion tracking that includes GA4, call tracking and offline conversion imports. Google’s own conversion measurement help page lists website actions, app activity, phone calls and imported data as the main conversion sources, so a local business can count calls from ads as well as form fills.
Search has limits worth knowing. The number of people searching for your service in your area caps how much you can spend usefully, so a small town or a narrow service may not absorb a large budget. If a competitor with a larger budget bids on the same terms, your cost per click can rise. And if your website does not make it easy to call or book, the click you paid for is wasted. For businesses that qualify, Google Local Services Ads in Canada is a related option with a different pricing model, and it is covered in its own guide.
When do Facebook ads make more sense?
Facebook and Instagram ads make more sense when your product is visual, new, seasonal or impulsive, when search demand is small, or when you want to reach a defined group of people before they start looking. They also suit offers that people respond to on sight, such as a limited promotion or an event.
The 2Marketing paid social page describes Meta, Instagram, LinkedIn and Microsoft Ads management, with strategy, creative, audience targeting, conversion tracking through the Pixel, the Conversions API and offline conversions, and reporting on leads, cost per lead and return. It also describes a timeline with setup in weeks 1 to 2, learning and testing in weeks 3 to 6, and optimization from month 2, with a note that timelines vary and the team says what is realistic for each business.
Facebook’s lower click cost comes with trade-offs. Leads from a social feed can take more follow up, and the creative may need refreshing when audiences tire of the same ad. The learning phase, covered in our Facebook ads cost article, means a very small budget can take a long time to stabilize. The social media management pricing guide separates organic content costs from paid advertising so you can see what each part of a social presence costs.
What about Instagram, Microsoft Ads, Performance Max and Local Services Ads?
These are different channels that people often group with the two big names, and each has its own role. Instagram ads are bought through Meta, so they share the same account and many of the same settings as Facebook ads. The others sit elsewhere.
| Channel | How it works | Best used when | Main caution |
|---|---|---|---|
| Instagram ads | Bought through Meta alongside Facebook placements | The offer looks good in a photo or short video | Compare results by placement against leads and sales, not clicks |
| Google Performance Max | Runs across Search, Maps, YouTube and Display from one campaign, guided by your conversion data | You have clean conversion tracking and enough volume | It depends on the quality of the conversion data you give it |
| Google local campaigns and call ads | Location targeting with call focused formats | Phone calls are your main goal | You must answer calls and measure them |
| Microsoft Ads | Search and audience campaigns reaching users of Bing, Copilot, Yahoo and partner sites, according to the 2Marketing paid social page | You want a second search channel with a different audience | Volume may be smaller than Google, so test it after your main campaign is stable |
| Local Services Ads | Google’s pay per lead listings for eligible service categories | You are an eligible trade and want a verified listing | Availability and pricing depend on category and region |
| Organic Google Business Profile | Free listing in map results | Always, alongside paid ads | It takes work to maintain, see the optimization checklist |
The 2Marketing paid social page describes Microsoft Ads as reaching an older, higher income audience with less competition and often at a lower cost per click than Google. That is the agency’s description of its own service and no figures are given on the page, so test it before assuming it applies to your market. The Google Business Profile optimization checklist covers the free listing that sits alongside any paid plan, and how to get more Google reviews explains why reviews influence whether searchers choose your listing or your ad.
How should a small budget be split between the two?
A small budget is often better spent on one platform until you can measure it than split thinly across two. This is practitioner judgment and not a rule. Each platform needs enough conversions to learn from, and splitting a small budget can leave both short of data. Meta’s learning phase, described in our Facebook cost guide, is one example.
| Stage | What to do | What to look for before moving on |
|---|---|---|
| 1. Pick one platform | Choose the platform where your customers make the decision, using the table above | Tracking works and you can see calls and forms by source |
| 2. Run for a fair window | Keep the campaign stable, with few changes, long enough to gather data | A cost per lead and a rough cost per customer from your own records |
| 3. Fix the follow up | Answer enquiries quickly and record outcomes | The close rate on leads from this source |
| 4. Add a second platform | Test the other platform with a separate budget and its own tracking | Whether it brings new customers or the same ones you already had |
| 5. Compare on cost per customer | Judge both on customers and profit, not clicks | Which platform deserves a larger share next month |
When both platforms run, they can help each other. Visitors who came from a search ad but did not call can be reminded through social retargeting, and people who first saw a social ad may later search for your name. That cross effect is hard to see in a single platform report, which is why connecting your data in one place matters. The SEO reporting guide shows how to build a monthly report that puts several channels side by side.
What tracking do you need before spending on either platform?
At minimum you need to record calls and form submissions against the ad that produced them, and ideally you need to record which of those became paying customers. Without that, platform dashboards will show clicks and leads that may or may not matter to your business.
The practical checklist is short. For Google, set up conversion actions for form submissions and calls, and import offline sales where you can. For Meta, install the Pixel and, where possible, the Conversions API, which the 2Marketing paid social page describes as a server side connection that sends conversion data to Meta. For both, use call tracking numbers so you can tell which source produced which call. Then keep a simple record of outcomes, even a spreadsheet, so you can tie leads to sales. Our conversion tracking guide covers testing and troubleshooting, and the conversion rate optimization service helps when clicks arrive but enquiries do not.
How do lead quality and follow up change the comparison?
Lead quality and follow up speed change the comparison because the same enquiry can be worth a sale or nothing depending on how fast and how well you respond. A lead from a Facebook form can arrive without the context a phone caller brings, so a short, friendly reply that confirms what they asked for can matter more than the ad copy.
Four habits make leads from either platform more valuable. Reply as quickly as you can, ideally within the hour during business hours. Ask one clear question that moves the conversation forward. Record the outcome of every lead. And review the ads that produced low quality leads, since a form that is too easy to fill in can attract casual interest. These are practitioner suggestions and results vary. The platform report ends at the lead, and your business starts there.
How long before you can judge each platform?
You can judge a platform once it has run long enough and gathered enough conversions to show a pattern, and nobody can promise a date. The 2Marketing Google Ads page describes a pattern of an audit and rebuild in weeks 1 to 2, learning and tuning in months 1 to 2, and scaling from month 3, and says ads can bring leads in the first week while performance usually improves over the first one to two months. The paid social page describes setup in weeks 1 to 2, learning and testing in weeks 3 to 6, and optimization from month 2. Both pages say timelines are not guaranteed.
For your own decisions, write down the review date and the rule before you start. For example, decide that after eight weeks you will compare cost per customer, and that you will keep, change or stop each campaign based on the result. Without a rule, it is easy to judge a campaign on a bad week or to keep spending out of habit.
What does management cost on top of ad spend?
Management is a separate cost from ad spend, because the money you pay Google or Meta for clicks and impressions goes to the platform, and the agency fee pays for the people who plan, build and optimize the campaigns. The 2Marketing Google Ads page says total cost has two parts, the ad spend paid directly to Google and a management fee charged as a monthly fee on top, that a fixed fee quote follows a free audit, and that terms are month-to-month. The paid social page does not list prices and says a strategist recommends a starting budget after reviewing your market and goals.
Neither page publishes dollar amounts, so ask for a written quote that states the currency, what the fee covers, whether creative production and landing page work are included, and how reporting works. Our guide to choosing a PPC agency lists questions to ask before you hire, and what paid search is and why you need it is a plain introduction if you are new to the channel.
What mistakes waste money on each platform?
The costly mistakes on each platform are different, and knowing them in advance makes them easier to avoid. The table lists common ones and how to check for them.
| Platform | Common mistake | How to check |
|---|---|---|
| Google Ads | Bidding on broad terms that attract the wrong searches | Review the search terms report and add negative keywords |
| Google Ads | Sending clicks to a home page that does not match the ad | Compare the ad promise with what the landing page says in the first screen |
| Google Ads | Counting every click or page view as a conversion | Check that conversion actions measure calls and real enquiries |
| Facebook and Instagram | Judging results by cheap clicks and likes | Compare cost per lead and cost per customer instead |
| Facebook and Instagram | Splitting a small budget over many ad sets | Use fewer, simpler ad sets so each gets enough data |
| Facebook and Instagram | Running the same creative for months | Refresh the picture and the offer and compare results |
| Both | Slow or missing follow up | Time how long it takes to reply to each lead |
| Both | No tracking beyond the platform dashboard | Match leads to sales in your own records |
How can you test both platforms without overspending?
You can test both with a staged plan that caps your risk and gives each platform a fair chance. The plan below is a suggestion, and the amounts should come from your own margins and not from a benchmark.
| Week | Action | Decision point |
|---|---|---|
| Before launch | Work out what a customer is worth and how many leads you can handle | A maximum cost per customer you can afford |
| Weeks 1 to 2 | Set up tracking, a landing page and one campaign on the first platform | Confirm that a test call and a test form both register |
| Weeks 3 to 6 | Let the campaign gather data and make only planned changes | Is cost per lead moving toward your target? |
| Weeks 7 to 8 | Review cost per customer using your own sales records | Keep, change or pause the campaign based on your written rule |
| Weeks 9 to 12 | Add the second platform with its own budget and tracking | Does it bring customers you were not already getting? |
If you are not sure where to begin, the free audit request on the contact page and the free 30 minute consultation are the two entry points 2Marketing lists for its Google Ads and paid social services. The consultation is a conversation about your goals and not a guarantee of any result.
What should you ask an agency before hiring help with either platform?
Ask questions that reveal how the agency measures success and how it is paid, because those two answers shape most of what follows. A short list is enough.
| Question | What a good answer sounds like |
|---|---|
| How will you measure success? | Leads and customers, with a plan for tracking calls and sales, and not only clicks |
| Who owns the ad accounts? | You do, with the agency given access |
| What does the fee include? | A clear list of setup, management, creative and reporting, in a stated currency |
| How long is the contract? | Terms you understand, with month-to-month options where possible |
| What will you do in the first month? | An audit, tracking fixes and a launch plan, with dates |
| What can you not promise? | A direct answer that admits no one controls auction prices or can guarantee results |
Be wary of any provider who promises a fixed cost per lead, a set number of enquiries or a guaranteed return. Auction prices, competitors and your own website all change what happens, and no agency controls them. If you want help with the wider picture, the PPC agency page and the AI SEO page show how paid campaigns and organic search visibility can work together.
A simple way to decide this week
Start by asking whether your customers search for what you sell, and spend a few minutes searching for your own service in your area. If the results show competitors’ ads and the searches sound like real needs, a Google campaign is a sensible first test. If the search results are thin and your product is something people discover, a Facebook and Instagram test makes more sense. Either way, set up tracking first, decide your review date, and judge the result on customers and profit and not on clicks.
Frequently asked questions
Is Google Ads or Facebook ads better for a small business?
Neither is better in general. Google Ads suits businesses whose customers search for what they sell, and Facebook and Instagram suit businesses that need to show something visual or new to people who were not searching. Pick the platform where your customers make their decision, track results to customers, and add the second platform once the first is measured.
Which is cheaper, Google Ads or Facebook ads?
Per click, Facebook is cheaper in the 2026 US benchmarks, at a median of USD 0.60 for traffic campaigns against USD 5.42 for Google search. Per lead, Facebook lead campaigns had a median of USD 27.39 against USD 66.69 for Google search. These are US figures in USD, and the cost per customer depends on how many leads actually buy.
Can I run Google Ads and Facebook ads at the same time?
Yes, and many businesses do. With a small budget it can be wiser to start with one platform so each gets enough data, then add the second with its own tracking. When both run, social ads can remind people who visited from search, and search can catch people who first saw a social ad.
How much should I spend on Google Ads vs Facebook ads?
The right amount depends on what a customer is worth and how many leads you can handle. Neither 2Marketing page publishes a fixed budget, and both say a strategist recommends a starting budget after reviewing your market. Work backwards from a maximum cost per customer you can afford, and set a review date before you spend.
Which platform gets more leads?
Facebook lead campaigns showed a lower median cost per lead in the 2026 US data, so the same budget can produce more enquiries. Google search leads come from people already looking, so a smaller number of them can be worth more. Compare the two on customers won, not on the number of enquiries.
Is Google Ads better for plumbers, HVAC and other urgent trades?
It can be a sensible first test, because people with a leak or a broken furnace search at the moment of need and call a result they trust. Search volume in your area limits how much you can spend, and calls need to be tracked. Facebook can add value later through retargeting website visitors.
Are Facebook ads better for restaurants, salons and bakeries?
They can be, because the product looks good in a photo and customers can decide on impulse. Local search presence still matters, since people also search for a place nearby, so the free Google Business Profile deserves attention alongside any paid social work.
Are Facebook ads worth it if nobody searches for what I sell?
They can be, since social ads do not depend on search volume. The task is harder because the ad has to create interest from scratch, so plan for creative testing and slower follow up. Start with a modest, well tracked test and a written decision rule.
Do Instagram ads count as Facebook ads?
They are bought through the same Meta advertising system, so the account, audiences and many settings are shared. Costs and results differ by placement, so compare feed, Stories and Reels against leads and sales and not only clicks.
How long does it take to see results from each platform?
It varies and nobody can promise a date. The 2Marketing Google Ads page says ads can bring leads in the first week and that performance usually improves over the first one to two months, and the paid social page describes setup in weeks 1 to 2, testing in weeks 3 to 6 and optimization from month 2. Both say timelines vary.
What tracking do I need before I advertise?
Record calls and form submissions against the ad that produced them, and note which became customers. Google’s help page lists website actions, app activity, phone calls and imports as the main conversion sources, and the 2Marketing paid social page describes the Pixel, the Conversions API and offline conversions for Meta. Test with a real call and a real form before you spend.
What does an agency charge to manage Google Ads or Facebook ads?
Fees vary by agency and scope. The 2Marketing Google Ads page describes a monthly management fee on top of ad spend with a fixed quote after a free audit, and neither it nor the paid social page lists prices. Ask for a written quote stating the currency, inclusions and contract length.
Do I need a website to run these ads?
Many local campaigns send people to a page, and the page affects results, so a clear, fast page with an obvious call or booking button is worth building first. Facebook lead forms can collect enquiries without a website visit, but you still need a way to follow up quickly.
Is Microsoft Ads worth testing?
It can be a useful second search channel, since the 2Marketing paid social page says it reaches users of Bing, Copilot, Yahoo and partner sites. Volume is smaller than Google, so test it after your main campaign is stable and compare cost per customer. The page’s statements about audience and cost are the agency’s description, so confirm them with your own data.
Why are my Google Ads clicks so expensive?
Click prices come from an auction, so competition, the quality of your ad and landing page, the search terms and the context all affect what you pay. Google’s help page says a more relevant ad can win a higher position at a lower price. Review your search terms, tighten your keywords and check that the landing page matches the ad.
Why do my Facebook leads not answer the phone?
Social leads can be less ready to talk than search leads, and a delay in replying makes it worse. Reply quickly, confirm what they asked for in a short message and make the next step easy. Review the form and the ad if low quality leads keep arriving.
How do I compare cost per lead fairly across the two platforms?
Use the same definition of a lead on both, then follow each lead to a sale and compare cost per customer. A search call and a social form fill are different events, so a cost per lead from one platform is not directly comparable with the other until you know how many of each became customers.
Does 2Marketing publish prices for Google Ads or paid social management?
No. The Google Ads page says total cost is ad spend plus a monthly management fee with a fixed quote after a free audit, and the paid social page says a strategist recommends a starting budget after reviewing your market. Neither page lists dollar amounts, so ask for a written proposal.
Can anyone guarantee a cost per lead or a return on ad spend?
No provider can. Auction prices, competitors, seasonality and your own website all change the result. Ask instead how results will be measured and reported, and treat any promise of guaranteed leads or a fixed return with caution.
If you already run Google Ads, reviewing the account before you shift budget is worthwhile, and our Google Ads audit checklist shows how to do it.
If you are also weighing organic search against paid search, our comparison of SEO vs SEM for a local business covers cost, timing and measurement for both channels.
Related reading
- Facebook ads cost in Canada: what to budget and what you get
- Google Ads conversion tracking: how to set it up, test it and fix it
- Google Local Services Ads in Canada: cost, eligibility and setup
- How much do Google Ads cost in Toronto?
- How to choose a PPC agency: questions to ask before you hire
- Google Ads management
