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Let’s talk about the difference between ads on Google and ads on Meta and what that really means for your home service business. The obvious part: Google Ads and LSAs show up on Google, while Meta ads run on Facebook and Instagram. But here’s the real difference that matters to your results.
Overview: Google vs. Meta
Google is about meeting people who are already searching. Meta can do some of that, but it shines for creating demand by getting on a homeowner’s radar before they start searching. That difference drives how these channels convert and how you should set expectations.
Google Ads: Capture Demand
Google is where you capture demand that already exists. If someone searches “AC repair near me,” they have a problem and they’re ready to book. That’s why conversion and close rates are usually higher on Google. You’re meeting people at the bottom of the funnel when they’re ready to buy.
Meta Ads: Create Demand
Meta can capture some of that, but it’s also used for creating demand. Think of it as planting seeds. Someone sees your ad for duct cleaning - maybe they weren’t thinking about it, but now it’s on their radar. That’s top or middle of the funnel. Conversion rates are usually lower because you’re building awareness and developing demand, not just catching people already in market.
Key Takeaways & Next Steps
Quick takeaway: Google Ads help you capture the ready-to-buy jobs. Meta helps you get in front of people earlier, build your brand, and create tomorrow’s customers. A strong marketing strategy usually needs both. Set expectations so you know what each channel is doing for your business, and consider follow-up content that explains how to create and capture demand from Meta ads.
