Every local business owner eventually asks the same question: should I put my ad budget into Google or Meta? The honest answer is "it depends on what you're selling and how people shop for it," but there's a clear way to think it through.
Google Ads: capturing demand that already exists
Google Ads (and Local Services Ads) show up when someone is actively searching: "emergency plumber near me," "best facial Leslieville." You're capturing intent that already exists. This makes Google Ads the better starting point for services people search for when they have an urgent or specific need: contractors, clinics, auto repair, legal services.
Best for: urgent or high-intent services, businesses with a clear "near me" search pattern.
Meta Ads: creating demand that didn't exist yet
Meta Ads (Facebook and Instagram) work differently: you're interrupting someone's scroll, not answering their search. This makes Meta stronger for businesses that are visual, impulse-driven, or benefit from showing the work: restaurants, salons, boutique retail, fitness studios.
Best for: visually appealing offers, promotions, businesses that benefit from before/after or lifestyle content.
The hybrid approach
Most of our clients end up running both, but not with the same budget split. A contractor might run 80% Google / 20% Meta, while a salon might flip that entirely. The right mix depends on:
- How often people search for your service by name
- Whether your work is visually compelling
- Your average customer lifetime value (higher LTV can justify higher-intent Google spend)
Don't skip the boring part
Regardless of platform, the campaigns that actually make money share three things: proper conversion tracking, call tracking on every ad, and a landing page that matches the ad's promise. Skipping any of these means you're paying for clicks you can't measure.
Not sure where to start?
Our free AI SEO audit also flags whether your foundational tracking is in place before you spend a dollar on ads, worth checking first.