Meta Ads vs Google Ads for Contractors.
Two platforms. Two totally different ways to reach homeowners. We've run over $5M in ad spend across Meta and Google for home service businesses — here's exactly how they compare, when to use each, and what most agencies won't tell you.
The Short Answer
Meta wins on cost + volume. Google wins on intent + close rate.
For most home service businesses starting paid ads, Meta is the better first platform— faster to profitability, cheaper per lead, easier to scale. Once Meta is working, layering Google Search + Local Services Ads captures the bottom-of-funnel traffic that's actively searching. The agencies that tell you “only run Google” or “only run Meta” are pushing a product, not a strategy.
Head-to-Head. Ten Categories.
Cost per lead is WordStream and LocalIQ's published average for Home & Home Improvement; the other rows are our judgement. Your numbers will vary by trade, market, offer and creative, so treat this as a starting point.
When Meta Wins
- You have strong video or creative assets (or want them made for you)
- You need to scale volume fast — think pressure washing, holiday lighting, seasonal roofing
- Your average job size is $500–$15K (not ultra-premium)
- You want to build a retargeting audience that follows prospects everywhere
- Your competitors are dominating Google and you can't outbid them
When Google Wins
- You serve a trade where people Google the second they need you (emergency plumbing, locksmith, HVAC outages)
- Your offer is high-ticket ($15K+) and prospects research extensively before calling
- You've got a strong Google Business Profile and positive reviews (LSA unlocks)
- Your market has low social-media density (rural, older demographic)
- You need to capture branded search traffic from competitors
The Real Cost Difference.
Published averages for Home & Home Improvement from WordStream and LocalIQ (Facebook 2025, Google Search 2026), then a worked example. Your trade and market will differ.
META
$42.95
$90.92
META
$2.18
$8.33
META
$430
$455
Example only: assumes Meta leads close 1 in 10 and Google leads 1 in 5. Plug in your own close rates; they decide which platform is cheaper for you.
Don't compare cost per lead in isolation. Google leads cost more because the person is already searching, and they usually close at a higher rate for the same reason. Carry the maths through to cost per booked job with your own close rates before deciding where the next dollar goes.
Our Actual Recommendation for Home Services
Under $1,500/month ad budget:Run Meta only. You need every dollar to have maximum leverage, and Meta gives you the most leads per dollar. Focus on one winning creative angle, one offer, one audience. Don't spread thin.
$1,500–$3,500/month ad budget:Run Meta + LSA. Meta handles demand generation (people who didn't know they needed you). LSA captures the people actively searching “near me”. This combo covers both sides of the funnel on a budget that still makes sense.
$3,500+/month ad budget: Full stack. Meta for top-of-funnel awareness + lead gen, Google Search for high-intent capture, LSA for booked-call efficiency, and YouTube for retargeting + brand awareness. This is where the compounding really kicks in — but only when each channel is profitable on its own.
A common mistake: contractors try to run all platforms at $500 each. That guarantees every platform underperforms. Concentrate budget until one channel is winning, then expand.
Meta vs Google: Straight Answers.
Should I start with Meta Ads or Google Ads for my contracting business?
For most home service businesses with a $1,000–$3,000/month marketing budget, Meta Ads is the right starting point. You get faster first leads, lower cost per lead, and more creative room to tell your story. Once Meta is profitable, add Google Search to capture the bottom of the funnel — people actively searching.
Can I run both Meta and Google Ads at the same time?
Yes, and once one channel is profitable it's usually the next step. Meta generates demand (people who didn't know they needed you), Google captures demand (people already searching). Together they compound: Meta builds brand awareness, Google closes the intent-driven searcher. We manage both; ask for a custom quote.
Why are my Google Ads so much more expensive than Meta?
Google is an auction on specific keywords. Every competitor in your local market bids on the same terms (e.g. 'roofer near me'). Fewer available clicks + higher competition = higher CPC. Meta doesn't auction on keywords; it auctions on audiences, which are far larger than the pool of people searching at any moment. That's why Meta usually costs less per lead: WordStream and LocalIQ's Home & Home Improvement averages are $42.95 per lead on Facebook (2026) against $90.92 on Google Search (2026).
Which platform has better lead quality, Meta or Google?
Google Search generally produces higher-intent leads because the user is already searching. But 'higher intent' doesn't always mean 'more profitable': in WordStream and LocalIQ's Home & Home Improvement averages, a Google Search lead costs about twice as much as a Facebook one. The right question isn't which platform has better leads, it's which platform gives you the best return on ad spend for your offer. Work that out with your own close rates: once close rates are counted, the two often land closer than cost per lead suggests.
Is Meta Ads dead for home service businesses in 2026?
No. The idea that 'Meta doesn't work anymore' usually comes from people running bad creative with bad offers. What's true: competition is higher, so generic creative doesn't work. You need differentiated hooks, strong offers, and consistent creative refresh. That's not a platform problem — it's a creative problem.
What about Google Local Services Ads (LSA)?
LSA is worth running in parallel with Meta, not instead of it. It's pay-per-lead (not pay-per-click), triggered by 'near me' searches. Low risk, good fit for trades where Google search volume is high. We manage LSA as part of Google Ads management; ask for a custom quote.
Related Services
Meta Ad Management
Full-service Facebook & Instagram campaign management for contractors.
Meta + Google Bundle
Both channels run by one team as a single paid-traffic system. Quoted to your business.
Meta Ads vs Google LSA
How Local Services Ads fit into the Meta+Google picture for home service pros.
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