If you have budget for one paid channel, should it be Google Ads or Facebook and Instagram ads? Both can work well for home service businesses in Surrey and across Metro Vancouver. They just work in very different ways.
The core difference: demand capture vs demand creation
Google Ads capture existing demand. Your ad appears when someone searches for what you do, such as "AC repair Surrey" or "roof leak repair Burnaby". These people already have the problem and are looking for a business to fix it.
Meta ads create demand. Your ad appears in someone's Facebook or Instagram feed based on who they are and where they live, before they start searching. A good offer and a strong visual can make them realize they need your service now.
When Google Ads usually win
- Urgent services: plumbing leaks, furnace breakdowns, emergency roof repairs, lockouts
- High-intent searches: people who type "near me" and want to call today
- Services people already know they need and compare on Google
The trade-off: clicks in competitive categories can be expensive, and you only reach people who are already searching.
When Meta ads usually win
- Visual services: fascia covers, gutter guards, exterior cleaning, landscaping, renovations
- Planned projects that people think about for weeks before acting
- Seasonal offers such as fall gutter cleaning or spring exterior washing
- Lower cost per lead, often with more volume but a wider range of lead quality
The trade-off: Meta leads need fast follow-up and good qualifying questions, because many people are earlier in their decision.
How to decide where to start
Ask yourself three questions:
- Do people search for my service when they need it urgently? If yes, start with Google.
- Can my service be shown in a strong before and after? If yes, Meta is a strong option.
- Do I need volume or only the highest-intent calls? Meta tends to give volume, Google tends to give intent.
Many of the most successful home service businesses use both: Google to catch urgent searches, Meta to fill the calendar with planned work.
Whatever you choose, fix the basics first
The channel matters less than the system around it:
- A landing page that matches the ad and makes it easy to call
- Tracking so you know which campaigns produce real enquiries
- Fast follow-up, because slow replies waste leads from any channel
Get a recommendation
We manage both Google Ads and Meta ads for contractors and service businesses across the Lower Mainland. On a free call we will look at your services and goals and tell you which channel to start with, and why.