7.4: Google Ads or Facebook Ads: Which Should an Ontario Shop Run First?

If customers usually go looking for your service, typing "nail salon near me" or "pho Mississauga", start with Google Ads. If your service is something people want once they see it, like a beautiful nail set, a new dish or a grand-opening offer, start with Facebook and Instagram Ads. When the budget allows, run both, because they do two different jobs.

This is the question I get asked most. The answer depends on where your shop is right now, and this post helps you work that out.

The core difference: people searching and people scrolling

Google Ads show when someone types a search. That person needs something now. It's like a shopper already in the market asking "which stall sells noodles?", and you're standing at the front of the row.

Facebook and Instagram Ads show while people are scrolling through friends' posts and videos. They don't need anything yet. It's like standing at your door offering a free taste: those who like it come in.

One catches demand that already exists. The other creates attention. Neither is better. They suit different moments.

Quick comparison

When to choose Google first

Choose Google first if most of these are true:

• •Customers usually search on Google or Google Maps before picking a shop. Nails, dental, auto repair and restaurants all fit.
• •You need customers this week and can't wait.
• •Your Google Business Profile is complete: hours, photos, and a number of good reviews.
• •Your shop is in an area without a large Vietnamese population, and most customers are neighbours.

The third point matters a lot. A Google ad sends people to your Google profile or website. If they find five reviews and two blurry photos, they'll tap the shop next to you. At that point you're paying to introduce customers to a competitor.

To understand why some shops show "Sponsored" right on Google Maps, read Why your competitor always shows "Sponsored" on Google Maps.

When to choose Facebook first

Choose Facebook and Instagram first if:

• •Your shop is new and nobody knows the name to search for it.
• •Your service is visual: nail art, cakes, dishes, a spa interior.
• •You have an offer or event you want many people to hear about quickly.
• •Your main customers are the Vietnamese community, who use Facebook heavily.
• •You don't have a website yet. Facebook ads can lead straight to messages.

One condition: someone must answer messages quickly. These ads bring messages, and a message left for a few hours means the customer has already asked another shop.

Decide with four questions

Go from top to bottom.

Question 1: Does your Google profile have enough photos, complete information and decent reviews?

• •No → fix your Google profile first (it's free), and run Facebook in the meantime.
• •Yes → go to question 2.

Question 2: Do people often search Google for your service?

• •Yes, and you need customers now → Google first.
• •Few people search, or the service is unfamiliar → Facebook first.

Question 3: Do you have real, attractive photos and video?

• •No → Google depends less on images. Or set aside a photo session before running Facebook.
• •Yes → Facebook will do well.

Question 4: How much will you spend on ads each month?

• •Small budget → pick one platform and do it properly.
• •More room → run both, each with its own job.

Don't split a small budget in two

A common mistake: taking a small amount and dividing it evenly between Google and Facebook. Each side gets too little to produce enough data to judge.

What I suggest:

1. •Pick one platform using the four questions.
2. •Run it for 4–6 weeks, recording inquiries each week.
3. •Add the second platform only once results are steady.

I won't name a "must spend" monthly figure, because ad prices vary by industry, area and season. The safest approach is to start with an amount you could afford to lose, then raise it as you see customers come in.

Running both: one job each

With enough budget, the two fit together well:

• •Facebook and Instagram: so people nearby know your shop and remember the name.
• •Google: so that when they need you and search, you show up at the right moment.
• •Retargeting: showing ads to people who visited your website but didn't book. That's post 7.5.

Two common Google Ads setup mistakes

If you run Google Ads yourself, check these two things first.

1. The location setting. There's a default option that also shows your ad to people interested in your area, not only people in it. So someone in another province reading about Mississauga could see and tap your ad. Change it to the option covering only people in or regularly in your area, called Presence.

2. Keywords that are too broad. The keyword "nail" can show your ad to people searching "nail school", "nail tech jobs" or "nail supply". You pay for taps that will never become customers. To fix it:

• •Use specific keywords: "nail salon Mississauga", "gel nails near me".
• •Add negative keywords: words you don't want to appear for, such as "jobs", "school", "course", "supply", "DIY".
• •Each week, open the search terms report to see what people actually typed before tapping, and exclude the bad ones.

Summary

• •Google catches people who are searching. Facebook creates attention among people who aren't.
• •Go Google first when the service is searched for, you need customers fast, and your Google profile is in good shape.
• •Go Facebook first when the shop is new, the service is visual, you have an offer, or your main customers are Vietnamese.
• •With a small budget, pick one, run 4–6 weeks, then expand.
• •If you run Google yourself, check the location setting and negative keywords.

Next (7.5) is about retargeting: reminding people who visited your website but didn't book.

Wizy manages ads on one platform from $500/month, and both Google and Facebook from $650/month. That's the management fee. Ad spend is paid directly to Google and Meta. See details at our Google & Facebook Ads service or book a free 15-minute consultation.

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✍️ About the author: Do Ngoc Hoan Founder of Wizy.ca, a marketing agency for Vietnamese businesses in Ontario. I write to make marketing simple for busy shop owners — no confusing jargon. More at dongochoan.com.