If you run a service business and you're thinking about paid advertising, you've probably asked yourself: should I run Meta (Facebook/Instagram) ads or Google Ads?
The honest answer: it depends on your business, your budget, and your goals. But here's a framework that makes the decision simple.
Understanding the Fundamental Difference
Google Ads captures existing demand. When someone searches "plumber near me" or "best marketing agency Tampa," they already want what you sell. You're showing up at the moment of intent. Meta Ads creates new demand. Your ideal customer is scrolling Instagram or Facebook, not actively searching for your service. Your ad interrupts their feed and introduces them to a problem they may not have been thinking about — and positions you as the solution.Both work. But they work differently.
When Google Ads Is the Better Choice
Google Ads tends to outperform for service businesses when:
- Your service solves an urgent problem (plumbing, HVAC, legal, medical)
- People actively search for what you offer (high search volume for your keywords)
- Your average deal value is high (you can afford $20-80+ per lead)
- You serve a specific geographic area (local service ads are powerful)
The advantage: leads from Google Ads are typically higher intent. Someone searching "emergency roof repair" is ready to buy now.
The downside: cost per click is often higher, and competition can be fierce in popular service categories.
When Meta Ads Is the Better Choice
Meta Ads tends to outperform when:
- Your service requires education (coaching, consulting, marketing)
- You have a compelling offer (free consultation, audit, guide)
- Your target audience is well-defined (specific demographics, interests, behaviors)
- You want to build brand awareness while generating leads
The advantage: lower cost per impression, powerful targeting, and the ability to reach people before they start searching for competitors.
The downside: leads often need more nurturing since they weren't actively looking for your service.
The Best Approach: Use Both Strategically
For most service businesses generating $500K+ in annual revenue, the winning strategy uses both platforms:
- Google Ads captures high-intent searches — people ready to buy
- Meta Ads builds awareness and generates leads at scale
- Retargeting on both platforms follows up with people who visited your site but didn't convert
This three-layer approach ensures you're capturing demand that already exists while creating new demand simultaneously.
Budget Allocation Framework
If you're starting with a limited budget, here's how to allocate:
- Under $2,000/month: Pick one platform based on the criteria above
- $2,000-5,000/month: 60% to your primary platform, 40% to the secondary
- $5,000+/month: Run both platforms with dedicated retargeting budgets
What Actually Matters More Than the Platform
The platform you choose matters less than:
- Your landing page — a high-converting page makes any platform work better
- Your follow-up system — leads that aren't contacted within 5 minutes go cold fast
- Your offer — a compelling reason to reach out beats clever ad copy every time
The Bottom Line
Don't overthink the platform decision. Start with the one that matches your business type, test it for 60-90 days with proper tracking, and expand from there.
The businesses that win at paid advertising aren't the ones with the biggest budgets — they're the ones with the best systems for turning clicks into customers.
Want help building a paid advertising system that actually works? Book a free strategy call and we'll map out the right approach for your business.