Your phone rings. A homeowner needs emergency plumbing repair. They found you through an online ad. But which ad platform made that phone ring?

That's the million-dollar question for local service businesses. Google Ads and Facebook Ads both drive customers, but they work completely differently. One catches people actively searching for help. The other creates awareness before people even know they need you.

Let's break down which platform works best for your business—and when to use each one.

Google Ads: Catch Customers Ready to Buy

Google Ads puts you in front of people typing "emergency plumber near me" at 2 AM. These aren't casual browsers. They have a problem. They need it fixed now. They're ready to spend money.

This is intent-based marketing. Someone searches "roof repair Austin." Your ad appears. They click. They call. Simple.

When Google Ads Shine for Service Businesses

  • Emergency services: Plumbing, HVAC repair, locksmith services
  • Planned projects: Kitchen remodeling, landscaping, pest control
  • Seasonal needs: Pool cleaning, snow removal, AC maintenance
  • Immediate needs: Appliance repair, electrical work, garage door fixes

Google Ads work because people search when they're ready to hire someone. No convincing needed. You're solving an existing problem.

Real Google Ads ROI Example

Austin HVAC company spends $1,200 monthly on Google Ads. They get 40 clicks. 8 people call for quotes. 3 book jobs averaging $1,800 each. Total revenue: $5,400. ROI: 350%.

The math works because these customers already decided they need HVAC repair. Your ad just helps them find you instead of your competitor.

Facebook Ads: Build Awareness Before They Need You

Facebook Ads work differently. They target demographics, interests, and behaviors. Someone scrolling Facebook sees your ad for deck building. They're not searching for deck builders. But they own a home. They're interested in home improvement. Maybe they'll remember you when they're ready.

This is awareness marketing. You're planting seeds for future business.

When Facebook Ads Work Best

  • Preventive services: Gutter cleaning, carpet cleaning, lawn care
  • Luxury services: Pool installation, high-end landscaping, custom closets
  • Seasonal prep: Tree trimming before storm season, AC tune-ups before summer
  • Want vs. need services: Home staging, interior design, decorative concrete

Facebook excels when you can target specific homeowner demographics. Age 35-55. Household income over $75K. Homeowners in certain zip codes. These people might need your service but aren't actively searching yet.

Real Facebook Ads ROI Example

Landscaping company targets homeowners aged 40-60 with household income $100K+ in affluent Austin suburbs. Spends $800 monthly. Gets 25 leads. 5 convert to projects averaging $3,500 each. Total revenue: $17,500. ROI: 2,088%.

Lower conversion rate than Google Ads, but higher ticket values because you're reaching people who can afford premium services.

Budget Recommendations for Small Service Businesses

Starting Budget: $500-$1,000 Monthly

Option 1 - Google Ads Focus: Put 80% on Google Ads ($400-$800) and 20% on Facebook Ads ($100-$200). Perfect for emergency services, repair businesses, and immediate-need services.

Option 2 - Balanced Approach: Split 60/40 Google to Facebook. Good for businesses with both emergency and planned services, like general contractors or full-service plumbers.

Option 3 - Facebook Focus: Put 70% on Facebook Ads and 30% on Google Ads. Works for luxury services, want-based purchases, and businesses targeting specific affluent demographics.

Growing Budget: $1,000-$3,000 Monthly

Run both platforms. Google Ads for immediate leads. Facebook Ads for building your pipeline. Test different approaches. Scale what works.

Many successful service businesses use Google Ads for quick wins and Facebook Ads for long-term growth.

Which Platform Should You Choose?

Ask yourself these questions:

Do people search for your service when they need it? If yes, start with Google Ads. Think: "broken garage door," "clogged drain," "no hot water."

Is your service something people plan ahead? Facebook Ads might work better. Think: kitchen remodeling, pool installation, landscape design.

What's your average job value? Higher-ticket services ($3,000+) often work better on Facebook because you can afford longer sales cycles.

How quickly do you need leads? Google Ads deliver faster. Facebook Ads build momentum over time.

Pro Tips for Better Results

Google Ads Success Tips

  • Use location-specific keywords: "plumber in Cedar Park" not just "plumber"
  • Include your phone number in ads for mobile users
  • Run ads when customers need you most (evenings, weekends for emergency services)
  • Track phone calls, not just website clicks

Facebook Ads Success Tips

  • Use before/after photos—they grab attention
  • Target homeowners in your service area
  • Create lookalike audiences from your best customers
  • Follow up quickly when people show interest

The Bottom Line

Google Ads catch customers ready to buy. Facebook Ads create customers who aren't ready yet. Most successful service businesses use both.

Start with Google Ads if you need immediate revenue. Add Facebook Ads when you want to build long-term growth.

The best strategy? Test both. Track everything. Double down on what drives real customers to your business.

Ready to get more customers calling your service business? We help Austin service companies get better results from both Google Ads and Facebook Ads. Let's talk about which platform makes sense for your business and budget. Schedule your free strategy call today.