Facebook vs Google Ads for Service Providers - A Detailed Comparison

In this article, we’re going to dive into what we have learned spending $8m+ on ads for ourselves and our clients, and why we choose certain platforms for different scenarios.

To preface, we’re not talking about boosting posts. We’re discussing actual structured campaigns, with detailed targeting and conversions. Both platforms offer “beginner” setup tools, but they are not recommended (we have tried both and have seen very poor performance). Semi-advanced media buying experience is typically needed to see good results at scale for either. We would not recommend boosting posts or doing the easy set up, it will just not be a great campaign. We also don't often run Google display ads, as we would consider those a step below Facebook and Google Search for our purposes.

Understanding the difference

Google Search Ads

Google Search Ads are keyword based, which essentially means you have to “bid” against other advertisers for a spot. You have to research and implement keywords that users have to search in order to get a shot at your ad appearing.

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Facebook Ads

Facebook Ads can be much more broad and are delivered to anyone that is included in your targeting group. Once you set your targeting, your ad will be shown to anyone who matches the criteria.

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In Layman’s terms, people will need to be searching for the service on Google. Whereas on Facebook, you’re able to really sell your service to homeowners. 

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It may seem as though Google would be the better alternative, however — Facebook can be much less expensive, with a lower cost per lead in quite a few industries.

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One of the BIGGEST features that makes Facebook stand out is “On-Facebook Conversions”. This means as someone is browsing, they can become a lead and reach out to you directly without leaving the Facebook app. This makes it incredibly easy for people to express interest, and typically comes with a higher trust factor.

Let’s take a quick look at some stats.

The Numbers We See

These numbers WILL vary, depending on your service, location, and ability to close jobs. This is the average we've observed across our clients, who are primarily advertising the following:

• Pressure Washing
• Landscaping
• Hardscaping
• Paver Sealing & Paver Repair
• Christmas & Permanent lighting
• Plus a few other home services

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Summary

When people ask why we choose Facebook we typically have one answer:

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With google and other search/keyword based platforms, you have to rely on enough people in your service area waking up and thinking “I’m going to get xyz service done today, let me find someone”

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This is typically not enough to fill your calendar.

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With Facebook you can aggressively get in front of ALL homeowners/demographics in your area and sell your services. (We fill calendars this way, at a way better cost per.)

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We use google for certain campaigns, especially extremely specialized ones, but 90% of the time, Facebook is the way to go.

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