I run Facebook and Instagram ads, so you'd expect me to say Facebook every time. I won't. They do different jobs, and the right one depends on how people shop for what you sell.
The real difference
Google ads catch people who are already looking. Someone types "AC repair near me" into Google and your ad shows up. They have a problem right now and they're ready to call someone.
Facebook and Instagram ads reach people who aren't looking yet. They're scrolling, and your ad shows up in their feed. They might need what you do. They just weren't thinking about it until they saw your video.
Google catches demand that already exists. Facebook creates it.
When Google should probably come first
If people only think about your service when something breaks, they search for it. That's Google's home turf.
- Emergency plumbing, like a burst pipe or no hot water.
- AC out in July or heat out in January.
- Lockouts, towing, water damage.
Google has a few options here. Regular search ads show up when people search certain words. For many home service trades there are also Local Services Ads, the ones that show up at the very top with a badge and you pay per lead. If you're an emergency business, those are worth a serious look.
The catch is cost. In crowded trades, a lot of businesses are fighting for the same searches, and clicks can get expensive.
When Facebook usually makes more sense
Facebook and Instagram work best for things people want but put off, things that look good on video, and things nobody thinks to search for.
- Lawn care plans, landscaping and hardscaping.
- Christmas light installation.
- Med spa and laser treatments, salons, lash studios.
- Detailing, tint and wraps.
- Pest control plans, recurring cleaning, pet grooming.
- Remodeling projects people have been "meaning to get to."
It's also great for newer businesses. If nobody knows your name yet, nobody is searching for it. Facebook puts your face and your work in front of people in your area so they know who you are.
What Facebook does better
- Video. People see your team, your truck and your work before they ever call. That builds trust Google text ads can't.
- Reach for the money. You can get in front of a lot of local people on a modest budget.
- Offers. A free estimate or a first-visit special works well in a feed.
The tradeoff is that Facebook leads are colder. They weren't looking for you an hour ago. That's why fast follow-up matters even more with Facebook than with Google.
You need Google either way
Even when someone finds you on Facebook, there's a good chance they'll look you up on Google before they book. Your Google Business Profile is what they'll see: your reviews, your photos, your hours. It's free, and a weak one can lose you leads your ads already paid for.
So whichever ads you run, get your profile in shape and keep the reviews coming.
Can you run both?
Sure, once one channel is working. I'd rather see a business do one well than two badly. Pick the one that matches how your customers shop, get it profitable, then add the other.
My short answer
- People search for you when something breaks? Start with Google.
- People need you but don't search for it, or your work looks great on camera? Start with Facebook and Instagram.
- Either way, fix your Google Business Profile.
If you're not sure which one fits your business, book a free strategy call and I'll give you a straight answer, even if it's "start with Google." You can also see how I run Facebook and Instagram ads.