Both platforms can generate leads for service businesses. But the intent behind the clicks, the quality of the leads, and the cost per conversion are very different.
Google Ads and Facebook Ads work on fundamentally different principles. Google captures demand that already exists: people actively searching for your service right now. Facebook creates demand by interrupting people who were not actively looking but might be interested.
For service businesses, particularly those in the trade and home service sectors, this distinction has a significant impact on lead quality and conversion rate. A customer searching 'emergency plumber Liverpool' is ready to hire. A customer who sees a plumbing ad while scrolling Instagram is much earlier in the decision journey.
For emergency services (plumbers, electricians, locksmiths), Facebook typically delivers poor lead quality because users are not actively searching. For planned services with longer consideration periods (kitchen fitters, landscapers, bathroom installers), Facebook retargeting and interest-based targeting can be effective.
Facebook typically has lower cost per click, but this does not necessarily mean a lower cost per lead. Google clicks are more expensive because the intent is higher, resulting in a better conversion rate. For most service businesses, the cost per qualified lead is similar or better on Google despite higher click costs.
We recommend Google as the primary platform for most service businesses, with Meta Ads added as a retargeting layer. Running awareness campaigns on Meta simultaneously with Google is only advisable once Google campaigns are profitable and you have budget to experiment.
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