Why More Vancouver Businesses Are Walking Away from Paid Advertising

By Karalee Greer | WBN News – Vancouver | January 28, 2026
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As 2026 begins, many Vancouver businesses are reassessing the role paid advertising plays in their growth strategy. For a growing number of small and mid-sized operators, the decision is not to increase ad spend—but to reduce it or step away entirely.

The shift is driven by experience rather than theory. Business owners across sectors report that paid digital campaigns are producing less dependable results relative to cost. Analysis published by Harvard Business Review argues that the effectiveness of some digital advertising is often overstated by common measurement approaches—leading many marketers to question real return on investment.

Rising costs have added further pressure. Meta’s own reporting shows that the average price per ad increased year-over-year, indicating continued pricing pressure across major digital advertising platforms.

Industry benchmark data reinforces this trend. Tinuiti’s Digital Ads Benchmark Report notes year-over-year increases in cost-per-thousand impressions (CPMs) across multiple platforms, highlighting how advertisers are paying more to reach the same audiences even as efficiency becomes harder to maintain.

Similarly, Skai’s Q2 2024 digital trends report describes rising prices across digital advertising as a dominant theme, based on aggregated platform performance data.

This shift is especially visible in Kitsilano and downtown Vancouver, where many businesses depend on reputation, repeat customers, and professional credibility rather than high-volume reach. In Kitsilano, service firms, wellness providers, and independent operators increasingly rely on referrals and community presence. Downtown Vancouver businesses, facing higher competition and operating costs, are similarly prioritizing trust and brand credibility over constant ad spend.

Instead of allocating larger budgets to advertising with uncertain outcomes, businesses are redirecting resources toward trust-based visibility: earned media, partnerships, referrals, editorial exposure, and community engagement.

Paid advertising has not disappeared—but for many Vancouver businesses in 2026, it is no longer the primary growth engine. Visibility still matters. Increasingly, trust matters more.

By Karalee Greer
Subscription to WBN and being a Contributor is Free.

Tags: #WBN News Vancouver #Karalee Greer #WBN News Kitsilano #Vancouver Business #Local Business News #Marketing Strategy #Digital Marketing