The Short Answer
Google Ads captures demand. Someone searches "roofer near me" — they need a roofer right now. You show up. They call.
Meta Ads creates demand. Someone scrolling Facebook sees your ad showing a beautiful roof transformation. They didn't know they needed a roofer — but now they're thinking about it.
Both work. But they work differently, and most contractors waste money by using them wrong.
We manage over 40 Google Ads accounts and 9 Meta Ads accounts for contractors. Here's the honest comparison based on real data.
Google Ads for Contractors
Best For
- Immediate lead generation
- High-intent customers actively searching
- Emergency services (roof leaks, HVAC failures, plumbing)
- Local service areas
Real Performance Data
| Metric | Average Across Our Accounts |
|---|---|
| Cost per click | $15-40 |
| Cost per lead (Search) | $40-80 |
| Cost per lead (LSAs) | $25-50 |
| Lead quality | High — they searched for you |
| Time to first lead | Same day |
| Best monthly budget | $1,500-5,000 |
Meta (Facebook/Instagram) Ads for Contractors
Best For
- Brand awareness and recognition
- Retargeting website visitors
- Storm damage campaigns (reach affected areas fast)
- Seasonal promotions
- Showcasing visual work (before/after transformations)
Real Performance Data
| Metric | Average Across Our Accounts |
|---|---|
| Cost per click | $1-5 |
| Cost per lead | $15-45 |
| Lead quality | Medium — they didn't search for you |
| Time to first lead | 2-5 days |
| Best monthly budget | $500-3,000 |
Head-to-Head Comparison
| Factor | Google Ads | Meta Ads | Winner |
|---|---|---|---|
| Lead intent | High | Medium | |
| Cost per lead | $40-80 | $15-45 | Meta |
| Lead quality | Higher | Lower | |
| Speed to leads | Same day | 2-5 days | |
| Visual storytelling | Limited | Excellent | Meta |
| Retargeting | Basic | Advanced | Meta |
| Storm response | Slow | Fast | Meta |
| Long-term brand building | Weak | Strong | Meta |
| Emergency services | Excellent | Poor |
Our Recommendation: Use Both
The best-performing contractor accounts we manage use both platforms strategically:
Google Ads handles the bottom of the funnel — people actively searching for a contractor. This is your primary lead engine.
Meta Ads handles the top and middle of the funnel — building awareness, retargeting website visitors, and staying top-of-mind until they're ready to hire.
The Ideal Split (by budget)
| Total Monthly Budget | Google Ads | Meta Ads |
|---|---|---|
| $1,500-2,500 | 100% Google | $0 Meta (start here) |
| $2,500-4,000 | 70% Google | 30% Meta |
| $4,000-8,000 | 60% Google | 40% Meta |
| $8,000+ | 50% Google | 50% Meta |
Start with Google. It generates immediate, high-intent leads. Add Meta once your Google campaigns are profitable and you want to scale.
The Retargeting Play (Where Meta Really Shines)
Here's the strategy most contractors miss:
- Someone searches "roof repair" on Google and clicks your ad
- They visit your website but don't call (this happens 90%+ of the time)
- A Meta retargeting ad follows them on Facebook and Instagram for the next 30 days
- They see your brand 5-10 more times with project photos and reviews
- When they're ready, they come back and call — because you're the roofer they remember
This costs $3-8 per 1,000 impressions. For a few hundred dollars per month, you stay in front of every person who visited your website until they convert.
Need Help With Both Platforms?
Book a free strategy call. We'll review your current advertising and build you a complete Google + Meta strategy.
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