Facebook ads vs Google Ads for trades: which should you run?
Facebook ads or Google Ads: which is better for tradesmen? Google catches people searching right now. Facebook and Instagram (Meta) reach people before they search. Here is how to choose for your trade.
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The question we get on every call
"Should I do Facebook ads or Google Ads?" Owners ask us this before they ask anything else. It is a fair question, and the honest answer is: it depends on the job.
We run our own exterior cleaning firm, so we have paid for both and watched what comes back. We use that to build ads for service businesses across the UK. This guide gives you the plain version, so you can make the call yourself.
Rather skip the reading? Talk to us and we will give you a straight answer for your trade and your postcodes.
How each platform finds customers
Google Ads: people with a problem, searching
Someone types "emergency plumber near me" or "locksmith Chelmsford". Your ad appears at the top. They tap it or ring you. They had the need before they saw your ad. You are just there at the right moment. That is why Google Ads for trades works so well for urgent jobs.
Meta ads: people scrolling, who did not know they needed you
Facebook and Instagram show your ad to people in your area while they scroll. They were not searching. A good photo of a real job and a clear offer makes them stop. They tap, fill in a short form, and the lead lands in your WhatsApp. Facebook and Instagram ads suit work people put off until something reminds them.
Here is one plumbing firm on both. The Meta ad sells a planned boiler swap to people scrolling. The Google ad answers someone with a leak right now.
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Emergency Plumber | Out Within the Hour
Leaks, burst pipes and no hot water. Local team, calls answered.
- Boiler repairs
- Leaks
- Get a quote
Call 01632 960123
Side by side: Meta vs Google
This is the comparison that matters. Read it as a rule of thumb, not a law. Every trade and area is different.
| Meta ads | Google Ads | |
|---|---|---|
| Who sees it | People scrolling, who did not search | People searching for your service now |
| Customer mindset | Browsing. Needs a nudge | Ready to book. Wants it sorted |
| Typical cost per lead | Lower | Higher |
| Speed to a booked job | Days to weeks | Often the same day |
| Best for | Planned, higher-ticket and seasonal jobs | Urgent callouts and emergency work |
| Biggest risk | Slow follow-up kills the lead | Paying for clicks that never call |
The big difference is intent. A Google searcher has already decided they need someone. A Meta viewer has to be persuaded. That is why Google clicks cost more, and why Meta leads need a fast reply. Our guide on following up leads fast with WhatsApp shows how.
Which trades suit which platform
Ask two questions. How urgent is the job? How big is the ticket? Urgent and small points to Google. Planned and bigger points to Meta. Many trades do both kinds of work, so this table shows where we would usually start.
| Planned work: Meta | Urgent work: Google | Our usual start | |
|---|---|---|---|
| Plumbers and heating engineers | Boiler replacements, bathrooms, servicing | Burst pipes, no hot water, leaks | Both |
| Locksmiths | Rarely | Lockouts and urgent callouts | Google first |
| Electricians | EV chargers, rewires, upgrades | Faults and urgent repairs | Both |
| Roofers | Roof cleaning, re-roofs, repairs | Leaks and storm damage | Both |
| Cleaners and exterior cleaners | Driveways, roofs, windows | Rarely | Meta first |
| Builders and landscapers | Extensions, patios, gardens | Small repairs and one-off jobs | Meta first |
| Mobile mechanics | Servicing and MOT reminders | Breakdowns and no-starts | Google first |
Google Ads or Facebook ads for plumbers
A burst pipe at 7am is a Google job. A new bathroom is a Meta job. Most plumbers sit in both camps. We usually start with Google for callouts, then add Meta to fill the diary with planned work. See our marketing for plumbers page.
Locksmiths and other emergency trades
Nobody scrolls Facebook looking for a locksmith. They are on the doorstep and they search. We run Google Ads, call tracking and missed-call text-back for an automotive client, and it follows the same logic: be found at the moment of need, and know which calls turned into jobs. Read more on marketing for locksmiths.
Costs: what to expect
Nobody can tell you your exact cost without knowing your trade, postcodes and season. Anyone who does is guessing. Here is what we can say honestly.
- Google clicks usually cost more. Competitive searches like plumbers and locksmiths are often the priciest. Costs differ a lot between areas.
- Meta leads usually cost less. You pay for attention, not for a search. But more of those leads will be browsers.
- Cost per click is the wrong number. What matters is cost per booked job, and that depends on how fast you reply.
For a real example, here is our own Meta ad for roof cleaning. We ran it at £20 a day for 2 weeks, spent £281.80 and got 38 leads, at £7.42 each. Those turned into £8,450 of booked roof cleaning jobs. That is one ad for one service in one area. Other trades will differ, and we do not promise you the same. More figures are on our results page.
Our own roof cleaning ad on Facebook and Instagram, £20 a day for 2 weeks.
Running both: how we combine them
The best set-up for many trades is both, working as a pair. Google catches the people searching today. Meta keeps your name in front of everyone else, so when their boiler fails next month, they already know who you are.
- Start with one. Pick the platform that matches your most common job.
- Get the basics right. A fast landing page, lead alerts to WhatsApp and a call or form that works every time.
- Track every lead. Call tracking and form tracking show which platform books jobs, not just clicks. See tracking and reporting.
- Add the second platform. Move budget to whichever is booking more.
Whichever you pick, leads should land on your phone in seconds with WhatsApp lead alerts, and every call should be caught, with missed-call text-back or an AI phone receptionist that answers while you are on a job. A cheap lead you reply to in an hour is worth less than a dearer one you reply to in five minutes.
Decide in five questions
Work through these five questions in order. Stop when you hit one that points you somewhere.
Is the job an emergency?
If people ring the first number they find, start with Google Ads.
Is the job planned and higher value?
Start with Meta ads. People are happy to enquire and wait for a quote.
Is your budget small?
Pick one platform and do it properly. Spreading thin helps nobody.
Can you reply within minutes?
If not, fix that first. Lead alerts to your phone and missed-call text-back do it for you.
Is the first platform working?
Add the second. Google for the urgent work, Meta for the planned work.
Still stuck? That is normal. More plain-English advice lives in our marketing guides for trades. The right answer depends on your area, your competitors and your diary.
Questions owners ask us
Should a new trades business start with Facebook ads or Google Ads?
It depends on the job. If people ring you in a panic (blocked drains, lockouts, no heating), start with Google Ads. If the job can wait a week and you want a steady flow of enquiries, start with Facebook and Instagram ads. Not sure? We will tell you on a free call.
Which is cheaper, Facebook ads or Google Ads?
Cost per lead is usually lower on Meta, because people are not searching yet and clicks cost less. Google clicks usually cost more, but the people clicking are looking to book right now. Costs vary by trade, area and season, so compare cost per booked job, not cost per click.
Can I run both at the same time?
Yes, and many trades should once the first one is working. Google catches people who are searching today. Meta keeps your name in front of people who will need you soon. We start with one, get it right, then add the other.
Do Facebook ads work for plumbers?
They can, for planned work like bathroom fits, boiler replacements and servicing. For emergency callouts, Google usually wins. Read our plumbing marketing page for how we split the two.
How quickly do leads come in?
Google Ads can bring calls within days of going live, because people are already searching. Meta ads need a few days to learn who responds. We aim to have your ads live within 7 days of the call. We cannot promise results, and we will not pretend otherwise.
What budget do I need?
There is no single number. Ad spend goes straight to Meta or Google, separate from our fee. Our guide to Facebook ads budgets for trades shows how to work it back from the value of a job.