When it comes to marketing your home service business, choosing between Google Ads and Facebook Ads can be challenging. While both platforms have their strengths, Google Ads is the clear winner for home service businesses. Let’s break down why Google Ads outperforms Facebook Ads in driving high-quality leads and real conversions.
Intent Matters: Google Ads vs. Facebook Ads
“Somebody breaks a toilet—there’s water rushing everywhere—they need help NOW. What do they do? They go to Google and type in ‘emergency plumber near me.’ They aren’t browsing Facebook hoping to stumble upon an ad for a plumber.”
One of the biggest reasons Google Ads dominates for home services is search intent. People on Google are actively looking for solutions. When they search for a service, they want immediate help—whether it’s a plumbing emergency, HVAC repair, or electrical issue.
Meanwhile, Facebook is an interruption-based platform. Users are scrolling through their feeds, watching videos, and engaging with content. They’re not actively searching for home services. So when your ad pops up, you’re hoping they’ll remember they need a plumber—not an effective strategy for urgent services.
Real-Time Results: Google Ads Delivers Immediate Calls
“With Google Ads, someone can literally see your ad, click on it, and call you instantly. They can book an appointment right there.”
Google Ads is designed for instant action. Users can click on your ad, visit your website, and call you right away. If your ad is optimized properly, you’re capturing customers at the exact moment they need your service.
Facebook Ads, on the other hand, often result in likes, comments, or clicks—but do those clicks turn into paying customers? Most of the time, they don’t. If your goal is to generate real leads who are ready to book, Google Ads wins hands down.
Targeting That Works: Precision with Google Ads
“Google allows you to target specific zip codes, cities, and service areas. You can even schedule ads to run only during your business hours.”
Both platforms offer advanced targeting, but Google Ads gives you geographic precision. You can target customers within a 5-mile radius of your service area, ensuring you’re reaching the right audience at the right time.
Facebook’s targeting is more interest-based, meaning you can reach people who “like” home improvement pages or DIY projects. But that doesn’t necessarily translate into leads. Homeowners aren’t browsing Facebook hoping to see an ad for an HVAC technician.
Pay-Per-Performance: Get What You Pay For
“With Google, you only pay when someone clicks your ad. Every dollar has the potential to turn into a real customer.”
Google Ads operates on a pay-per-click (PPC) model, meaning you only pay when someone actively engages with your ad. That means every dollar spent is going toward potential customers.
On Facebook, you often pay for impressions—meaning your ad is shown to thousands of users who might never engage. While your reach may be high, the return on investment is significantly lower.
Trust & Credibility: Why People Trust Google More
Google is the go-to platform when people need answers. When users search for a home service, they inherently trust the results. Being on Google gives your business an extra layer of credibility and authority.
Facebook doesn’t have the same level of trust. Users might see your ad and think, Why am I seeing this?—especially if they don’t remember interacting with a similar service before. This lack of immediate trust makes Facebook Ads less effective for urgent home services.
The Biggest Advantage: Lead Quality
“We tested over $50,000 in Facebook Ads for home service companies. The leads were cheaper, but the quality was awful. Only about 15% of leads actually responded.”
While Facebook Ads might generate cheaper leads, the problem is lead quality. People may sign up for an offer or click on your ad, but they often:
- Provide fake phone numbers
- Ignore follow-up calls and emails
- Forget why they signed up in the first place
In contrast, Google leads are ready to buy. You’re reaching people who have an immediate problem and need your service. Instead of chasing down cold leads, you’re talking to homeowners who want to book an appointment today.
When to Use Google Ads vs. Facebook Ads
Google Ads is Best For:
- Emergency and urgent home services (plumbing, roofing, electricians, etc.)
- Businesses looking for high-intent leads
- Companies that want instant customer calls and bookings
- Trust-based businesses that rely on credibility
Facebook Ads are Best For:
- eCommerce and online retail
- Brand awareness and long-term engagement
- Content marketing and audience building
- Retargeting existing customers
Final Verdict: Why Google Ads Wins
“If your goal is real-time leads, real bookings, and actual paying customers, Google Ads is the best choice for home service businesses.”
Google Ads works because it connects you with people actively searching for your services. Whether they need an emergency repair or a scheduled service, they are already looking for a solution—and Google helps them find you.
Facebook Ads can work for long-term brand awareness, but if you’re looking for real leads that turn into customers, Google Ads is the clear winner.