We get asked this one on nearly every first call. Should I be on Google Ads or Facebook ads? Which one gets better results for tradies?
The honest answer is that they do completely different jobs. Asking which is better is a bit like asking whether you need a drill or a saw. It depends what you're building. Once you understand what each one is good at, the choice gets a lot easier.
01Google Ads catches people who are already looking
Google is where people go when they already know they need something. A leaking hot water cylinder. A fence that blew over in the storm. A new deck before summer. They type it into Google and pick from whoever shows up.
That's what makes Google Ads so powerful for tradies. The person searching has a problem right now and they're ready to hire someone. You're not convincing them they need the job done. You're just convincing them to pick you.
Google Ads tends to work best for:
- Urgent and emergency work like plumbing, electrical, locksmiths and roof repairs
- Services people search for by name, like "heat pump installation" or "drainlayer"
- Trades where people want a quote fast and don't spend long deciding
The downside is that you're competing with every other business bidding on the same searches, so clicks can get pricey in busy areas. And if nobody's searching for what you do, there's nothing to show your ads against.
02Facebook ads reach people before they start looking
Facebook and Instagram work the other way round. Nobody opens Facebook to find a builder. They're scrolling through their feed, and your ad shows up between a photo of their cousin's dog and a news story.
That sounds like a weakness, but it's actually a big opportunity. Lots of homeowners are thinking about a new kitchen, a bathroom renovation or a landscaping job, but haven't got round to searching for anyone yet. A great before and after photo can be what gets them moving, and you get to them before your competitors do.
Facebook ads tend to work best for:
- Visual work like renovations, kitchens, bathrooms, decks, landscaping and painting
- Bigger jobs where people plan ahead and take time to decide
- Businesses with great photos and video of their work
The downside is that the leads are usually a little earlier in their thinking. Some will be ready to go, and some will be "just looking". That makes fast, friendly follow-up even more important. You can read more about how we handle that in why the first 3 minutes decide whether you win the job.
03The cost question
People often assume Facebook is cheaper. Per click and per lead, it often is. But a cheaper lead that's less ready to buy isn't automatically better value. What matters is what it costs you to land an actual job.
The only way to know for sure in your trade and area is to track both properly, all the way through to booked quotes and won jobs. That's exactly what we do, and it's how we decide where to put the next dollar each month.
04Why most tradies end up running both
In practice, the two channels help each other. Someone sees your Facebook ad showing a finished deck. A week later they decide to get a deck built and search Google. They recognise your name at the top of the page and click on you instead of the business they've never heard of.
Running both also means you're not relying on one platform. If Facebook costs jump for a month, or a new competitor floods Google, the other channel keeps the phone ringing.
05When to pick just one
If your budget is tight, start with the channel that suits your work best:
- Mostly urgent or emergency jobs? Start with Google Ads
- Mostly planned, visual projects? Start with Facebook and Instagram
- Not sure? Start with Google, because those people are already searching
Then add the second channel once the first one is consistently booking work.
06What actually makes either one work
Whichever you choose, the same three things decide whether it pays off. Real photos and video of your work instead of stock images. Tight targeting to the areas you actually service. And calling every lead back fast, before they ring someone else.
If you want to see how we put those together, have a look at our performance marketing page, or check out the results we've had for other NZ trade businesses.
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