Google Ads vs Meta for trades.
They do different jobs. Google captures people already searching for your trade; Meta creates demand and keeps you in front of people who are not searching yet. Here is how each performs for trades and local service businesses — and how to decide where your first pound goes.
For most trades, start with Google Ads — it captures people actively searching for your service, so leads convert faster. Meta (Facebook and Instagram) costs less per click and excels at demand generation, showcasing work, and retargeting. Run Google first for capture, then add Meta for awareness and remarketing once it is profitable.
How the two channels compare
| Factor | Google Ads | Meta (Facebook & Instagram) |
|---|---|---|
| Intent | High — people searching now | Lower — interrupting the feed |
| Best for | Capturing ready-to-book demand | Creating demand, showing off work |
| Typical cost per click | £3–£12 | £0.40–£2 |
| Typical cost per lead | £15–£45 | £8–£30 |
| Lead quality | Higher — actively looking | More variable — needs qualifying |
| Speed to first job | Days | Days, but more nurturing |
| Visual / brand building | Limited | Excellent |
| Retargeting power | Good | Excellent |
Pick by the job you need done.
- People actively search for your service ("electrician near me").
- You handle urgent or emergency work.
- You want booked jobs as fast as possible.
- Budget is limited and must work hard now.
- Your work is visual — landscaping, renovations, kitchens.
- You want to retarget website visitors who did not call.
- Demand for your service needs creating, not just capturing.
- Google is already profitable and you want to scale reach.
The honest answer for most trades is "both, in order" — Google to capture the demand that already exists, Meta to create more of it and recover the visitors Google sends who do not convert first time. Whichever you run, the accounts stay in your name. You own them.
Not sure which fits your trade?
Tell us your trade, area and budget. We send back a free written recommendation within 3 business days — no call required.
Common questions
Should a tradesman use Google Ads or Facebook ads?+
Most trades should start with Google Ads because it captures people actively searching for their service — high intent, ready to book. Meta (Facebook and Instagram) is better for generating demand, showcasing finished work, and retargeting. The strongest setup runs Google for capture and Meta for demand and remarketing once budget allows.
Which is cheaper, Google Ads or Meta ads?+
Meta usually has a lower cost per click and lower cost per lead because you are interrupting people rather than bidding on searches. Google clicks cost more but convert at a higher rate for service searches because the intent is stronger. Judge by cost per booked job, not cost per click — a pricier Google lead often closes more often.
Can I run Google Ads and Meta at the same time?+
Yes, and for many trades that is the ideal setup. Google captures ready-to-book demand while Meta builds awareness and retargets people who visited but did not convert. Scalepoint’s Spark bundle runs both — Google Search, Performance Max and Demand Gen plus Facebook and Instagram — for £750/month, ad spend at cost.
How much should I budget to test both channels?+
A workable starting point is around £500–£750/month of ad spend per channel so each gathers enough data to optimise. If budget is tight, start with Google Ads alone, prove the cost per job, then add Meta for retargeting and demand generation once the first channel is profitable.
Which channel is better for emergency trades like plumbers?+
Google Ads, clearly. When someone has a burst pipe they search "emergency plumber near me" — that is search intent Google captures and Meta cannot. Meta still helps emergency trades through brand awareness and retargeting, but the booked jobs come from search.