If you’re running a trade or home improvement business and wondering where to put your marketing budget — Google or Meta (Facebook/Instagram) — you’re not alone.
Both platforms can bring in high-quality leads… but they work very differently.
Think of it like this: Google Ads reaches people who are actively searching for your service, while Meta Ads reaches people who didn’t even know they wanted it — until they saw your ad.
1. Google Ads: For buyers ready to book
When someone searches “resin driveway near me” or “roof replacement quote”, they’re ready to buy. That’s where Google Ads shines. It puts you right in front of people who already know what they need and are comparing options.
✅ Best for: Driveway installers, roofers, bathroom/kitchen fitters, garden room builders, and any trade where customers actively search before buying.
✅ Pros:
• High intent leads (ready to take action)
• Easy to measure ROI
• Works well for local keywords
• Fast lead generation
🚫 Cons:
• Clicks can be expensive in competitive areas
• Easy to waste money on poor keywords
• Needs regular optimisation (no set-and-forget!)
💡 Quick tip: Don’t just bid on “driveway company near me.” Add intent words like “quote”, “installation”, “contractor”, or “cost” to attract people ready to buy — not just browsers.
2. Meta Ads: For brand awareness and inspiration
Meta Ads (Facebook & Instagram) are a completely different game. Homeowners aren’t searching for you there — but they are scrolling, dreaming, and planning. That’s your chance to inspire them.
✅ Best for: Garden rooms, resin driveways, extensions and renovations, landscaping, home interiors and design-based services.
✅ Pros:
• Fantastic for brand awareness and visual impact
• Cheaper clicks and impressions
• Great for storytelling and emotional connection
• You can target by interests, location, and even income level
🚫 Cons:
• Leads can be colder (they didn’t go looking for you)
• Requires follow-up systems to convert effectively
• Needs consistent creative updates to stay fresh
💡 Quick tip: Use short videos or carousels of transformations. Nothing stops a homeowner’s scroll faster than a “wow” moment — especially with a caption that connects emotionally, like “Say goodbye to mud and mess this winter.”
3. When to use both (the sweet spot)
The best results happen when you use Google and Meta together. Think of Google as your conversion engine and Meta as your brand builder.
When people see your Facebook ads first, they’re more likely to trust you when they later Google your service. In fact, ads seen across multiple platforms can increase conversion rates by over 50%.
A simple strategy that works brilliantly for trades:
Step 1: Run a Google Ads campaign targeting ready-to-buy customers.
Step 2: Run Meta Ads that show your best work, reviews, and videos.
Step 3: Retarget anyone who visited your website or clicked your ads.
4. The key metrics to track
For Google Ads:
Focus on:
• Cost per lead
• Conversion rate
• Search term quality
• Local performance by postcode
For Meta Ads:
Focus on:
• Cost per lead
• Cost per 1,000 impressions (CPM)
• Engagement rate (likes, comments, shares)
• Click-through rate
💡 Pro tip: Don’t panic if your Meta Ads leads cost more initially. They’re often colder at first, but once you nurture them, the conversion rate improves dramatically — especially with retargeting.
5. Common mistakes to avoid
Here’s what I see too often:
🚫 Running Meta Ads with zero follow-up.
🚫 Running Google Ads with no negative keywords.
🚫 Expecting instant results from Meta.
🚫 Stopping ads when it’s “quiet.”
Marketing isn’t about quick wins; it’s about staying consistent so homeowners see your brand again and again — until they’re ready to book.
6. Which is best for your trade business?
If your goal is immediate leads, start with Google Ads. If your goal is brand growth and long-term consistency, start with Meta Ads. But if you want the best of both worlds — combine them.
Because when you appear on Google and in your customers’ social feeds, you build trust, familiarity, and authority — and that’s when your business becomes the go-to name in your area.
Final thought
The question isn’t Google or Meta? It’s how can I make them work together? When used strategically, both platforms can help your trade business grow faster, attract better customers, and generate consistent leads — without relying on word of mouth alone.
👉 Need help choosing the right ad strategy for your trade business?
Book a free strategy call today and I’ll help you create a plan to turn your ad spend into consistent, high-quality leads.