Option A
Meta Ads (Facebook + Instagram)
Audience-led advertising on the largest social platforms
Option B
Google Ads (Search + LSAs)
Intent-led advertising at the moment of search
Background
Google Ads catches buyers at the moment they declare intent ('plumber near me'). Meta catches buyers earlier — scrolling through Instagram before they ever Google. The right mix depends on whether your buyer searches first or browses first.
Side-by-side comparison
| Criterion | Meta Ads (Facebook + Instagram) | Google Ads (Search + LSAs) | Winner |
|---|---|---|---|
| Lead quality (high-intent service categories) | Lower — interest-based, not intent-based | Higher — captured at moment of search | Google Ads (Search + LSAs) |
| Lead quality (visual/consideration categories) | Higher — buyer is in browse mode | Lower in awareness stage | Meta Ads (Facebook + Instagram) |
| Cost per click | Lower — typically $0.80–$3 | Higher — $4–$30+ in competitive categories | Meta Ads (Facebook + Instagram) |
| Cost per qualified lead | Variable — often higher due to lower intent | Lower in intent-driven service categories | Google Ads (Search + LSAs) |
| Audience targeting | Best-in-class — interests, behaviors, lookalikes | Keyword-driven with audience layers | Meta Ads (Facebook + Instagram) |
| Creative requirements | Heavy — needs constant creative refresh | Lighter — text and small image creative | Google Ads (Search + LSAs) |
| Remarketing power | Excellent across Facebook + Instagram | Strong via Display network and YouTube | Meta Ads (Facebook + Instagram) |
| Local Service Ads | Not available | Available for many service categories — pay per lead | Google Ads (Search + LSAs) |
Which one for which scenario
HVAC, plumbing, roofing — high-intent emergency service
Google Ads (Search + LSAs)Buyer searches; Google captures the moment.
Med spa, dental cosmetic, aesthetics
EitherGoogle captures decided buyers; Meta seeds the consideration.
Landscaping design-build, interior design, hardscape
Meta Ads (Facebook + Instagram)Visual-led, browse-mode categories convert well on Meta.
Law firm — PI, family, criminal
Google Ads (Search + LSAs)Buyer is in research mode and searches; Google + LSA dominate.
New brand needing awareness before intent exists
Meta Ads (Facebook + Instagram)Meta builds the awareness layer Google later harvests.
Final verdict
For high-intent service categories, lead with Google. For visual or consideration-stage categories, lead with Meta. For most established service businesses, the right answer is both — with Google capturing intent and Meta seeding the buyer journey and remarketing.
Frequently asked questions
What about TikTok or YouTube ads?
TikTok works for visual-led brands willing to invest in creative. YouTube via Google Ads is increasingly strong for consideration-stage buyers and is worth testing if budget allows.
How much budget do we need to start?
Meta: $1,500–$3,000/mo to gather meaningful data. Google: $2,000–$5,000/mo in competitive service categories. Start higher than you think and cut once data is in.
Should we run Performance Max?
Cautiously. PMax can perform well but is opaque. Run it alongside transparent Search and Local Service Ads, and watch for budget cannibalization.
Does iOS 14.5 still hurt Meta?
Less than it used to. Conversions API, server-side tracking, and modeled conversions have closed much of the gap, but attribution is still fuzzier than on Google.
Do you run paid media or only build the systems?
We focus on the website, SEO, and CRM systems and partner with specialist paid agencies for ongoing campaign management. We can recommend partners we trust.