When it comes to growing your contractor business with paid advertising, two names dominate the conversation: Google Ads and Facebook Ads. Both platforms offer powerful tools to get your business in front of potential customers—but they work in very different ways. So which one is better for contractors?
The short answer: It depends on your goals, your budget, and your trade. But don’t worry—we’ll break down the key differences, pros and cons, and when to use each one to get the best results for your home services business.
Google Ads: High Intent, High Stakes
Google Ads show up when someone is actively searching for a solution. If someone types “emergency plumber near me” or “roof repair in Phoenix,” they’re probably ready to hire someone today. That’s called buyer intent—and it’s what makes Google Ads so powerful.
Why contractors benefit from Google Ads:
- Leads are highly motivated and ready to book
- You can target specific keywords and service areas
- Campaign performance is measurable with conversion tracking
Challenges to consider:
- Cost per click (CPC) can be high in competitive industries
- Requires careful setup and optimization to avoid wasted budget
- Needs a high-converting landing page or website to capture leads
Facebook Ads: Awareness and Relationship Building
Facebook Ads are interruption-based. You’re showing your offer while people are browsing social media—not necessarily when they’re searching for your service. This means the leads might not be hot, but the platform is excellent for generating awareness and trust.
Advantages of Facebook Ads:
- Ideal for showing off your work through images and videos
- Effective for retargeting people who’ve visited your website
- Generally lower CPC than Google Ads in many niches
Drawbacks to be aware of:
- Leads may not be immediately ready to hire
- Conversion rates are often lower than Google for urgent services
- Ads require strong visuals and messaging to stand out
Which Platform Should Contractors Use?
Use Google Ads if your goal is to generate leads now. For services like plumbing, HVAC, or electrical—where timing is urgent—Google captures high-intent users who are actively looking to hire.
Use Facebook Ads if your goal is long-term visibility and brand trust. For contractors who want to showcase their quality and stay top-of-mind in local communities, Facebook is excellent.
Why the Best Strategy Often Combines Both
High-growth contractors don’t choose one—they leverage both. Google brings in ready-to-buy leads. Facebook builds trust and reminds leads to come back when they’re ready to book.
A blended strategy looks like this:
- Google Ads: Capture urgent, high-intent leads
- Facebook Ads: Retarget website visitors and build authority with content
- Combined tracking: Know where leads are coming from and what’s converting
Best Use Cases by Trade
- Roofing: Google for storm-related searches, Facebook for visual project showcases
- Landscaping: Facebook for seasonal promotions, Google for cleanup and service searches
- HVAC: Google for emergency repair, Facebook for maintenance plan awareness
- House Cleaning: Facebook for community ads, Google for one-time deep cleans
Final Thoughts
There’s no one-size-fits-all answer. Your business goals, the urgency of your services, and your ideal customer all play a role in deciding which platform is right. But the contractors getting the best results? They’re using the strengths of each platform to drive leads, build trust, and grow consistently.
Want help choosing the right strategy for your trade? At Built Right Marketing, we build advertising systems that bring in qualified leads—and turn them into booked jobs.
Let’s build your lead engine—Built Right.
