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.
Real benchmarks from the 200+ home service accounts we manage. Your numbers will vary by market, offer, and creative — but these are solid starting points.
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.
Averaged across our 200+ home service accounts over the last 12 months. Your numbers depend on market competitiveness and offer strength.
META
$10–$35
$25–$120
META
8–15%
15–28%
META
$80–$300
$150–$500
Don't compare cost per lead in isolation. A $15 Meta lead with a 10% close rate ($150 per job) is cheaper than a $40 Google lead with a 20% close rate ($200 per job) — but the Google lead books bigger tickets and signs longer contracts. Always measure cost per booked revenue dollar, not cost per lead.
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.
The mistake we see most: 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 the clients who scale fastest almost always do. 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. Our Meta + Google bundle is specifically built for this.
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 effectively infinite. That's why Meta costs 30–70% less per lead for most contractors.
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' — Google leads also cost 2–4× more. 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. For most contractors, that's Meta.
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. Meta still delivers 3–5× returns for properly structured campaigns. 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 set up LSA as an add-on to most client campaigns — see our Google Ads Management service for details.
Related Services
Meta Ad Management
Full-service Facebook & Instagram campaign management for contractors.
Meta + Google Bundle
Save $500/mo vs running them separately. Complete paid-traffic system.
Meta Ads vs Google LSA
How Local Services Ads fit into the Meta+Google picture for home service pros.
Not Sure Which Platform Is Right For You?
Book a free 30-minute strategy call. We'll look at your market, budget, and offer — and tell you honestly which platform (or combination) will get you the best return.
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