Google catches demand that already exists
Someone searching for a blocked drain has a problem right now. Costs per click are higher, and so is the likelihood of booking. For urgent, high-intent services this is usually where to start.
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Paid Ads
Google Ads vs Facebook Ads for Service Businesses
These two platforms are not competing versions of the same thing. They catch people at completely different moments, and choosing wrongly is the fastest way to conclude that 'ads do not work for my trade'.
Meta creates demand that was not urgent
Nobody scrolls Facebook looking for a bathroom renovation, but plenty of people have been thinking about one. Cheaper attention, longer decision, and much more reliant on strong imagery of finished work.
A simple way to choose
If customers call you when something breaks, start with search. If customers plan and save before buying, start with social. If you have room for both, use search for the emergency work and social for the considered jobs.
Neither fixes a weak page
Both platforms will happily spend your budget sending traffic to a page that does not convert. Get the destination right first.
Key takeaways
- Search captures existing demand; social creates it.
- Urgent trades start on search, considered projects on social.
- Fix the landing page before increasing budget.
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