Google Ads vs Facebook Ads is the wrong question. Google Ads reaches people who are searching for your service right now. Facebook Ads reach people who were not looking but can be reminded. The businesses that win use both in a sequence: Google Ads to capture buyers with intent, then Facebook and Instagram retargeting to bring back the ones who did not buy right away.

Do Google Ads work better than Facebook Ads?

Google Ads work better when someone already wants the job done. Facebook Ads work better for staying in front of people who are not searching yet. Neither one "wins" on its own, because they do two different jobs.

Think about how your customers act. When a pipe bursts or the AC dies, nobody scrolls Facebook hoping a plumber shows up. They go to Google search and type what they need. That is search intent, and it is the single biggest advantage Google Ads has. Facebook and Instagram ads interrupt people who are doing something else. That is not bad. It is just a different job.

Here is the part most local business owners miss: the price of that intent keeps changing. LocaliQ's 2025 study of 3,211 home services campaigns put the average Google Ads cost per lead at $90.92. Meanwhile, Northbeam data reported by D2C Times in 2026 showed Meta's cost per purchase jumped 34% year over year in Q2. Both platforms cost real money now. Wasting either one on the wrong job is the mistake.

What each platform actually does for a local business

Google search ads show up in Google search results the moment someone types "water heater replacement near me." Google also has Shopping ads, video ads on YouTube, and the Google Display Network, which puts banner ads across millions of sites. Facebook advertising covers Facebook, Instagram ads, and Messenger, with ad formats built for scrolling: photos, videos, and carousels.

Facebook Ads typically cost less per click. Google Ads cost more because you compete for people who are actively searching with money in hand. When you compare Google Ads and Facebook ads on cost alone, Facebook looks like the winner. When you compare them on how close the person is to buying, Google wins. That is why cost alone is a trap.

The sequence we use: seed with intent, then follow them home

Here is how we set this up for someone starting out with advertising, in Keith's words: use Google Ads for the intent first. Then retarget the traffic that comes to the website using Facebook, Instagram, and the Google Display Network. You are seeding your ads with buyers who have the right intent, then following them around to bring them back if they do not buy right away.

Why does this sequence beat picking a side? Because a homeowner rarely hires the first company they click. They search, look at two or three sites, get busy, and forget. The retargeting ads are the follow-up that most contractors never do. The visitor already showed intent on Google search. Facebook just keeps you in the running until they decide.

When should you choose Google Ads first?

Choose Google Ads first when your service is something people search for with urgency or clear need: repairs, replacements, installs, emergencies. If people type it into a search engine, successful Google Ads campaigns can capture it. This covers most home service work, which is why we usually start contractors here.

Google Ads campaigns also make sense first when you need jobs soon. Search ads can produce calls the same week. And with Google moving Local Services Ads into the Google Ads platform starting in 2026, per Search Engine Land, more of the local lead flow will live inside one Google Ads account than ever.

When should you choose Facebook Ads first?

Choose Facebook Ads first when your work is visual and the need is not urgent: remodels, patios, landscaping, pools. People do not wake up needing a new kitchen, but a before-and-after video can plant the idea. Instagram ads shine here for the same reason.

Facebook also wins for offers and awareness in a tight service area. If you want your target audience in three zip codes to know your name before they ever search, social ads do that cheaper than Google display ads. Just do not expect cold social traffic to convert like search traffic. It will not, and that is normal.

Is $20 a day good for Google Ads?

Yes, $20 a day is a workable starting ad budget for one service in one city, if the account is tight. That is about $600 a month. With home services clicks often costing $10 to $30, sloppy targeting burns it fast. One focused campaign, exact services, small radius, and negative keywords make $20 a day count.

At that budget, skip the extras. No display, no video, no broad experiments. Put every dollar into the searches most likely to become a booked job, and let retargeting on Facebook be your cheap second touch. As results come in, scale what produces jobs. Our Google Ads beginner guide walks through the setup, and the Facebook Ads guide covers the social side.

FAQ: Google Ads vs Facebook Ads

How much do 1,000 clicks cost on Facebook?

Facebook ads cost is usually measured per click or per 1,000 views. For local service businesses, clicks often run $1 to $3, so 1,000 clicks can cost $1,000 to $3,000. Retargeting clicks usually cost less than cold audience clicks because the person already knows you.

Are Google Ads really worth it?

For services people are actively searching for, yes. A $91 average cost per lead sounds high until you compare it to the value of a $6,000 job. The math breaks when tracking is missing or the account wastes clicks on the wrong searches. Fix those two things before you judge the platform.

Can I run both Google and Facebook on a small budget?

Yes, and the split matters more than the total. A common starting point for both Google and Facebook: put roughly 80% into Google search campaigns to capture intent and 20% into Facebook retargeting. Retargeting is cheap because the audience is small and warm.

What is the Google Display Network?

The display network is Google's collection of millions of websites, apps, and YouTube placements where banner ads appear. The Google display CPM is low, which makes it a budget-friendly way to retarget your website visitors across Google properties and beyond.

One more thing while you are fixing your marketing: if your ads ring a phone nobody answers, the money is gone anyway. Read how missed calls quietly kill home service businesses, and if you want the full picture of how the pieces fit, see what a truly complete marketing setup includes.