Facebook Ads vs. Google Ads: Which Gets You More Local Leads (and Faster)?
Choosing where to spend your ad dollars is tough, especially when you’re running a local business and every lead counts
We broke down the pros, cons, and real-world use cases of Facebook Ads vs. Google Ads so you can pick the right tool (or combo) to fill your calendar with paying clients.
Let’s dive in.
Why Local Businesses Use Google Ads
If you want to catch people right when they’re searching for your service, Google Ads is where it’s at. Think “emergency plumber near me” or “roof replacement in Austin.” That kind of search = buyer intent. Google helps you show up at the exact moment they’re ready to book.
When to Use Google Ads:
You want qualified leads now
People search for your service in urgent situations
You have a fast-loading landing page or website
How It Works:
You bid on high-intent keywords, write short, compelling ad copy, and link to a page that makes it easy for them to contact you. The better your page and keywords match, the cheaper your cost per click.
Why Local Businesses Use Facebook Ads
Facebook Ads are your go-to when you want to get noticed before someone even starts searching. It’s all about visuals, storytelling, and staying top-of-mind so when the need hits, they think of you first.
When to Use Facebook Ads:
You want to build brand awareness in your area
You have a visually driven service (before/after photos, team videos)
You’re okay with leads coming over time, not instantly
How It Works:
You create engaging images or videos, set up audience targeting (by location, interests, behaviors), and run ads that drive people to message you, visit your website, or claim an offer.
Google Ads vs Facebook Ads: Side-by-Side Breakdown
| Feature | Google Ads | Facebook Ads |
|---|---|---|
| Audience Type | People actively searching | People passively interested |
| Ad Format | Text search ads + display/video | Image, Video, Carousel, Story |
| Best For | Urgent services, quote requests | Brand building, retargeting |
| Cost Model | Pay per click (CPC) | Pay per impression (CPM) |
Which Should You Use?
Use Google Ads if:
You want high-converting leads right away
You can handle competition for keywords
You have a sales-focused landing page
Use Facebook Ads if:
You want to build trust and awareness over time
You have strong visuals and testimonials
You want to retarget visitors or past leads
Use both if:
You want consistent lead flow
You want to cover both search and social visibility
You’re ready to scale
No matter what kind of local business you run—roofing, remodeling, HVAC, or landscaping—both Google Ads and Facebook Ads can deliver real results.
It all comes down to strategy:
Use Google to grab the buyers who are already searching
Use Facebook to get in front of them before they even start
Need Help Running Facebook Ads for Your Local Business?
At ADKO Media, we specialize in done-for-you Facebook Ads campaigns that generate high-quality leads for local service businesses. Want a free campaign audit to see what you could be doing better?