Google Ads or Meta Ads? What’s the Best Choice for Your Local Service Area Client?
Let’s be honest—this debate comes up in nearly every agency call we have:
“Should we recommend Google Ads or Facebook Ads for our local clients?”
Here’s the truth: they both work, but not for the same reasons or the same types of intent.
If your client’s ideal customer is a homeowner with a burst pipe, a broken AC, or a garage door that won’t open—they’re not scrolling Facebook looking for inspiration. They’re on Google typing “plumber near me” or “AC repair fast.”
That’s why Google Ads almost always wins for urgent, need-based services.
People go to Google with intent. They’re ready to buy, they’re looking for someone local, and they usually want help now. That makes Google Ads bottom-of-the-funnel gold: high-intent leads, faster conversions, and less nurturing. Sure, the jobs might be lower-ticket (think repairs or quick fixes), but the volume and intent are unbeatable.
Now, Facebook (Meta) Ads? Whole different game.
They’re interruptive. You’re dropping into someone’s feed while they’re looking at cat memes or checking on their cousin’s wedding pics. But that’s not a bad thing—it just means Facebook’s better for awareness and long-term plays.
Think about bigger-ticket services—like full HVAC system replacements, roofing, or kitchen remodels.
These aren’t impulse buys. The homeowner might be considering it, not desperate for it. That’s where Facebook shines: you can remind them, educate them, and nurture them over time. It’s more of a top-of-the-funnel strategy that fills your pipeline for the next 30–90 days.
At the end of the day, smart agencies know it’s not Google or Facebook—it’s Google for now, Facebook for later.
That’s how you keep your clients busy today and booked out tomorrow.
