For most local businesses, Google Ads is the better first choice when people already search for what you sell, and Facebook ads are better when you need to create demand or show off visual work. Many businesses end up using both, but starting with the right one saves money.
The difference comes down to timing. Google reaches people who are already looking. Facebook and Instagram reach people who were not looking yet.
How the two platforms differ
On Google, someone types "water heater repair near me" and your ad shows up at that moment. They have a problem and want it solved today. You pay when they click.
On Facebook and Instagram, your ad appears while people scroll. They did not ask for you, so the ad has to catch their eye and give them a reason to act. That makes it great for things people want but do not search for every day, like a new look, a detail package or a spa treatment.
What each one costs, on average
Here are the latest industry-wide averages. Google numbers come from WordStream by LocaliQ's 2026 search advertising report, as summarized by Search Engine Journal (data from April 2025 to March 2026). Facebook lead campaign numbers come from WordStream by LocaliQ's 2026 benchmarks, as reported by Coupler.io.
| Average, all industries | Google search ads | Facebook lead ads |
|---|---|---|
| Cost per click | $5.42 | $1.80 |
| Conversion rate | 8.18% | 8.54% |
| Cost per lead | $66.69 | $27.39 |
Facebook looks cheaper, and per lead it usually is. But the leads are not the same. A Google lead searched for you with a need right now. A Facebook lead often filled out a quick form while scrolling and may need more follow-up before they book.
Costs also swing a lot by industry. In the same Google report, auto repair, service and parts had one of the lowest costs per lead at $29.96, while attorneys and legal services had the highest at $131.63.
When Google Ads makes more sense
- People search for your service when they need it. Plumbers, HVAC, roofers, auto repair, towing, locksmiths and lawyers fit here.
- The need is urgent. A leaking pipe or a car that will not start does not wait for a scroll.
- A job is worth enough to cover a higher cost per lead. If one customer is worth thousands, paying more for a ready-to-buy lead is fine.
Home service companies should also look at Google's Local Services Ads, the listings with the "Google Guaranteed" or "Google Screened" badge. According to Google's help page, you pay for valid leads such as calls, messages and booking requests, not for clicks, and leads found to be invalid can be credited back.
When Facebook ads make more sense
- Your work looks good on camera. Med spas, salons, detail and wrap shops, restaurants and remodelers can show real results in photos and short videos.
- Few people search for you by name or service. If the search volume is small, Google has little to show your ad on.
- You have an offer worth stopping for. A seasonal package, an event or a new service gives people a reason to act now.
- You want to stay in front of past visitors. Facebook and Instagram are good at reminding people who already know you.
Should you run both?
Often yes, but not on day one. Starting with both on a small budget splits your money so thin that neither platform gets enough data to learn. A simple order works better:
- Fix your Google Business Profile and make sure your website works well on a phone. Both ad platforms send people there.
- Start on the platform that matches how your customers find you: search for urgent needs, social for visual and want-based services.
- Track every lead to a booked job for two to three months.
- Once one channel is profitable, add the other with a separate budget.
Judge them by jobs, not clicks
The cheapest click or lead does not always win. Compare the two platforms on cost per booked customer. Write down where each lead came from and whether it turned into paid work. After a few months you will know which one earns its money for your business, which matters more than any industry average.
The bottom line
If customers search for you when they need you, start with Google. If they need to see you before they want you, start with Facebook and Instagram. Add the second platform once the first one pays for itself.
NexWealthMedia runs Google and Facebook ad campaigns for local businesses around Chicago. See our work or get in touch.