Google Ads catches people searching. Meta Ads catches people scrolling. You need both — for different reasons.
The fundamental difference
Google Ads and Meta Ads solve different problems. Google is an intent platform — when someone searches 'plumber near me' or 'HVAC repair Montréal,' they have a problem right now and are looking for a solution. Meta (Facebook and Instagram) is a discovery platform — people aren't searching for anything, they're scrolling their feed, and your ad interrupts them with an offer they didn't know they wanted.
When Google Ads wins
Google Ads is unmatched for high-intent, urgent services: emergency plumbing, broken furnace in winter, lockout, dental pain. When someone is searching, they're ready to book — and the business that shows up first, with a clear offer and an easy way to book, wins the job. The downside is cost: high-intent keywords in competitive markets can be expensive, and you pay per click whether the lead converts or not.
When Meta Ads wins
Meta Ads shine for awareness, consideration, and offers that benefit from visual storytelling: home renovation before-and-afters, aesthetic treatments, landscaping portfolios, seasonal promotions. Meta's targeting lets you reach people by interests, behaviors, and location — including lookalike audiences of your existing customers. It's also where retargeting lives: showing ads to people who visited your site but didn't book.
The answer is both
The highest-performing local service businesses don't choose — they run both, because they do different jobs. Google captures the demand that already exists. Meta creates demand and keeps your brand in front of people until they need you. Together, with a CRM tracking every lead back to its source, you see exactly what's working and allocate budget to the channels that produce customers — not just clicks.
Frequently asked questions
Which platform should I start with if I have a limited budget?
If your service is urgent and search-driven (repairs, emergencies), start with Google Ads to capture existing demand. If your service is visual or consideration-driven (renovation, aesthetics), start with Meta to build awareness. Expand to the second once the first is profitable.
How much should I spend on ads?
Ad budget depends on your market, margins, and lead value. We help businesses determine a sustainable budget based on their cost per lead and target cost per acquisition — not a generic number.
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