Google for intent. Facebook for awareness. Sounds clean — but the real answer for most local service businesses is more complicated, and the wrong choice can burn through your budget in two weeks.
Every week we get the same call. A local business owner says: "I tried Facebook ads for two months. I got a lot of likes and zero customers. Should I be doing Google instead?" Or the reverse — they have been spending on Google Ads for a year, costs keep climbing, and they want to know if Facebook would be cheaper.
There is a useful framework here, but you have to apply it to your specific situation. Here is how we think about it.
The intent gap
A person searching "emergency plumber Phoenix" on Google is in a completely different state of mind than someone scrolling Facebook on the toilet. The Google searcher has a problem now, knows what they need, and will hire whoever shows up first and looks legitimate. The Facebook scroller is killing time. They are not thinking about your business at all.
This is the entire ballgame. Google Ads converts intent that already exists. Facebook Ads tries to manufacture intent where none did. They are different jobs and they cost different amounts of money.
When Google Ads wins
- •Emergency or urgent services (plumbing, locksmith, towing, auto repair)
- •High-ticket services where customers research first (lawyers, dentists, contractors)
- •Anything where the search volume in your area is already strong
- •Established businesses that just want to capture more existing demand
Average cost-per-click in these categories ranges from $4 to $40. That sounds expensive until you realize a single new customer is worth $200 to $5,000.
When Facebook Ads wins
- •Lifestyle services where people do not actively search (med spas, gyms, fitness coaches)
- •New businesses building awareness in a market
- •Service-area businesses where you have a visually compelling before/after
- •Anything with a clear seasonal or promotional hook ("$99 fall HVAC tune-up")
Facebook clicks are cheaper — typically $0.50 to $3 — but you need 5x the volume to get the same conversions. The math works for some businesses and does not work for others.
The honest answer for most local service businesses
For most plumbers, electricians, HVAC, dentists, lawyers, and other "I need this now or soon" services, the right answer is to start with Google Ads exclusively. Get profitable there first. Then layer in Facebook for retargeting visitors who came from Google but did not convert.
For boutique services that have to create demand — med spas, fitness studios, premium home services — start on Facebook with a narrow geographic radius and a strong creative. Get one campaign working before you scale.
The mistake that burns budgets in two weeks
Trying both at once with a small budget. If you have $1,500 a month to spend on ads, splitting it $750 / $750 between two platforms gives you not enough data on either to know what is working. Pick one. Run it for 90 days. Then decide if you want to add the other.
A simple test you can run this week
Go to Google Keyword Planner. Search for the top three services you offer plus your city. If the monthly search volume is over 500 combined, Google Ads will probably work for you. If it is under 100, Google Ads will be slow — Facebook (or Instagram) is where you need to start.