You don’t need a religion. You need results. Both Google and Facebook work—if you use them for what they’re good at.
Intent vs interruption (and why it matters) - **Google = intent.** People search when pain hits. “AC repair near me,” “roof leak,” “dock builder [city],” “garage floor coating.” Click → call → book. Fewer touches. Higher close. - **Facebook/Instagram = interruption.** People scroll. You earn attention with visuals and offers. More touches. Lower close per lead, but cheap volume and brand lift.
If you sell emergency service, Google wins the phone. If you sell visual projects, Facebook earns demand. Most service businesses need both.
Numbers that decide budgets Your market varies, but the pattern holds. Realistic ranges from the field:
- **Google LSA:** $20–$120/lead depending on trade/market. Close rate 25–50% when phones answer fast.
- **Google Search (PPC):** $50–$300/lead. Close 20–45% on emergency, 15–30% on projects.
- **Facebook/Instagram:** $20–$90/lead. Close 8–25% depending on offer and follow‑up.
Unit economics beat opinions. Example splits by trade:
- **HVAC repair:** 80% Google (LSA/Search), 20% Facebook (tune‑ups, installs, retargeting).
- **Roofing:** 60% Google (LSA/Search), 40% Facebook (storm radius, neighbor proof) during storm season. Off‑season 70/30 Google.
- **Epoxy flooring:** 50/50 to start. Shift to the cheaper CPL that holds close rate.
- **Marine construction:** 70% Google/Bing (low volume, high intent), 30% Facebook (video case studies, marina targeting).
How to make each platform pay - **Google setup:** - LSA first. Fill profile, reviews, respond fast. Turn off junk categories. - Search with exact/phrase only. Single‑keyword ad groups. Tight negatives: “DIY,” “jobs,” “salary,” “kit,” “cheap.” - Landing pages per service with call/SMS CTAs, reviews, offer, financing. - Call tracking + import offline conversions from CRM. - **Facebook setup:** - Creative that stops thumbs: time‑lapse installs, neighbor proof, before/after, UGC. - Lead forms only if you can call in 60 seconds. Otherwise send to a fast page with SMS. - Audiences: 1–5 mile radius around job sites, lookalikes of customers, homeowners 28+, interest stacks by trade. - Retarget site visitors and video viewers with offers and reviews.
Scheduling matters. Spend more when capacity exists. Pull back when the board is full and push higher‑ticket work.
Tracking and traps - **Don’t judge by CPL alone.** A $150 Google lead that closes at 35% beats a $35 Facebook lead that closes at 10%. - **Guard brand.** Exclude brand from Performance Max or it fakes ROAS. - **Attribution:** Import “Booked Job” and “Sold Job” back to ad platforms. Optimize for dollars, not clicks. - **Speed‑to‑lead:** Under 60 seconds or the math falls apart. Missed call text back is mandatory.
Red flags:
- Broad match everywhere. You’ll buy “roofing jobs near me.”
- Boosting posts with no offer. Vanity views.
- Slow pages. If it loads in 5 seconds, you’re paying for bounces.