A common question we hear from local business owners is, “How should I split my ad budget between Google and Facebook/Instagram?”
Some people just guess, while others split it down the middle, 50/50. But the best way to decide is to think about how your customers actually shop.
Imagine yourself as either a hunter or a farmer.
Google Ads = The Hunter 🏹
Google is for catching people who are already looking for something specific. For example, they might search for:
- “Emergency plumber Edmonton”
- “Best Edmonton IT company”
- “Dental clinic near me”
These searches show they need something right now. This is why clicks on Google might cost more, but they often lead to sales right away.
Meta Ads = The Farmer 🌱
Meta (which includes Facebook and Instagram) is about creating interest. Think of someone scrolling through Instagram and seeing an ad for a new gym or a cool coffee shop. They weren’t looking for it, but the ad made them interested.
Meta helps you build brand awareness and loyalty over time.
Your Simple Guide to Ad Budgets 💡
- For service businesses (like plumbers, lawyers, or IT companies): Be a hunter. Spend about 70% on Google and 30% on Meta. You want to be found when people are looking for you.
- For lifestyle and retail brands (like restaurants, boutiques, or gyms): Be a farmer. Spend about 70% on Meta and 30% on Google. Focus on telling your story and showing off your products.
- For online stores (e-commerce): You’re both. Start with a 50/50 split.
- For expensive items (like furniture), lean more toward Google.
- For lower-cost, visual products (like jewelry or clothes), lean more toward Meta.
Stop Guessing, Start Testing
There’s no one-size-fits-all solution, but this framework is a great place to start. Pay attention to what the data tells you. Your results depend on what your customers are thinking, not just which platform is popular.
Your Next Step
Think about your main product or service. Ask yourself: “Are my customers in Edmonton actively looking for me, or do I need to show them why they need me?”
Try adjusting your ad spending to a 70/30 or 50/50 split for a week and see what happens.
