When it comes to online advertising for home services—plumbing, HVAC, roofing, cleaning, landscaping—you’ve got two major contenders: Facebook Ads and Google Ads. Both platforms are powerful, but they work in very different ways. The big question is: Which one delivers better results for your business?
Let’s break it down by key factors so you can decide where to invest your marketing budget for maximum ROI.
1. User Intent: Active vs Passive
- Google Ads targets users actively searching for your service. Someone typing “emergency plumber near me” is ready to book now.
- Facebook Ads interrupts users while they scroll. It’s a passive audience, but it’s great for generating interest and brand awareness.
✅ Winner for Direct Leads: Google Ads
✅ Winner for Awareness & Retargeting: Facebook Ads
2. Cost-Per-Lead (CPL)
- Google Ads usually has higher CPLs, especially in competitive home services niches.
- Facebook Ads can produce lower CPLs with well-targeted local campaigns, especially for offers like free estimates or seasonal discounts.
✅ Winner for Budget Efficiency: Facebook Ads (with the right strategy)
3. Audience Targeting
- Facebook Ads shines with its detailed targeting—you can reach homeowners, by income level, age, interests (like home improvement), and zip code.
- Google Ads focuses more on keywords and location—but less on user demographics.
✅ Winner for Advanced Targeting: Facebook Ads
4. Speed of Results
- Google Ads can start generating calls or leads within hours of launch—perfect for time-sensitive needs like AC repairs or leak fixes.
- Facebook Ads may take more time to optimize and convert, as it builds interest over time.
✅ Winner for Fast Results: Google Ads
5. Visual Impact & Creativity
- Facebook Ads allows you to use videos, images, carousel ads, and even Messenger-based lead forms.
- Google Ads (unless you use Display or YouTube) is mostly text-based and lacks visual punch.
✅ Winner for Creativity & Branding: Facebook Ads
6. Best Use Cases for Each Platform
| Facebook Ads | Google Ads |
|---|---|
| Seasonal promotions | Emergency services |
| Retargeting website visitors | “Near me” intent searches |
| Awareness campaigns | High-intent lead capture |
| Community-based offers | Competitive keyword targeting |
So, Which One Should You Choose?
💡 Use Google Ads if you want to capture high-intent leads fast, especially for urgent services.
💡 Use Facebook Ads if you’re looking to build brand awareness, nurture interest, or retarget visitors who didn’t convert.
👉 Pro Tip: For most home service businesses, the sweet spot is a hybrid approach—use Google Ads to get leads fast and Facebook Ads to nurture & retarget for long-term growth.
Want expert help launching a high-converting ad strategy for your home service business?
🚀 Let’s build a custom ad funnel tailored to your goals.
