One of the most common questions service business owners ask before investing in advertising is simple: should I use Google Ads or Facebook Ads?
Both platforms promise leads, enquiries, and growth. Both can work extremely well. Yet many businesses pick one, try it briefly, and decide that “ads don’t work” when results fall short.
In reality, Google Ads and Facebook Ads serve very different purposes. Understanding those differences is the key to choosing the right platform, or using both together effectively.
How Google Ads Actually Work for Service Businesses
Google Ads are intent-driven. People search because they already have a problem and are actively looking for a solution. This makes Google incredibly powerful for capturing demand that already exists.
For service businesses, this often means enquiries from people who are closer to making a decision. Someone searching “commercial electrician near me” or “solar panel installers UK” is signalling urgency.
However, this intent comes at a cost. Competition is high, clicks are expensive, and margins can disappear quickly if landing pages and follow-up systems are weak.
Google Ads work best when:
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The service solves an urgent or obvious problem
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The search volume exists in your area
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The business has clear pricing, messaging, and conversion paths
How Facebook Ads Work Differently
Facebook Ads are interruption-based. People are not searching for your service. They are scrolling. This changes everything.
Instead of capturing demand, Facebook creates it. Ads introduce a problem, highlight a risk, or challenge a belief the user already has. For service businesses, this is incredibly valuable, especially in competitive markets.
Facebook Ads are particularly effective for:
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Educating prospects before they search
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Promoting services people delay or avoid
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Building awareness in crowded industries
Costs per click are usually lower than Google, but leads may need more nurturing. This is where many businesses misunderstand Facebook’s role.
Why Businesses Often Choose the Wrong Platform
Many service businesses default to Google Ads because it feels safer. Others jump into Facebook Ads because they are cheaper to start.
Both decisions are often made without strategy.
Google Ads fail when businesses expect volume without optimisation. Facebook Ads fail when businesses expect instant buyers instead of conversations. In both cases, expectations don’t match how the platform actually works.
Which Platform Delivers Better Leads?
The quality of leads depends less on platform and more on process.
Google Ads often deliver fewer leads, but with higher immediate intent. Facebook Ads usually deliver more leads, but they need qualification and follow-up.
For high-ticket service businesses, Facebook leads can outperform Google over time, especially when speed-to-lead and education are handled properly. The mistake is judging quality too early or without context.
Cost Differences in the UK
In the UK, Google Ads are typically more expensive per click, particularly in trades, construction, legal, and renewable energy sectors.
Facebook Ads tend to offer cheaper reach and engagement, making them ideal for warming audiences before they search.
The most profitable businesses in 2025 rarely rely on just one platform.
The Smart Approach: Using Both Together
The strongest service business ad strategies combine both platforms.
Facebook Ads build awareness, educate the market, and retarget engaged users. Google Ads capture high-intent searches when people are ready to enquire.
This reduces pressure on Google Ads to do everything and lowers overall cost per acquisition. It also increases trust, because prospects often recognise the brand when they finally search.
Follow-Up Is the Real Difference
Regardless of platform, the biggest factor in success is what happens after the lead comes in.
Many businesses lose Google leads because responses are slow. Many lose Facebook leads because they are never qualified properly. Automation, fast response times, and clear next steps matter more than platform choice.
At My Media Agency, we consistently see better results when paid ads are paired with instant SMS follow-up and appointment setting.
Bringing It All Together
So, Google Ads vs Facebook Ads for service businesses — which is better?
Neither is better on its own. Google captures intent. Facebook builds it. Businesses that understand this stop guessing and start building systems that scale.
In 2025, the best-performing service businesses use Facebook Ads to stay visible and educate their market, then use Google Ads to capture demand when it appears.
If you want to stop choosing between platforms and start using them properly together, My Media Agency helps service businesses build ad systems that convert attention into real conversations.
Outbound Link: https://www.facebook.com/business/ads