Is Facebook advertising cheaper than Google Ads?

Often yes, per click and per lead, because Meta isn't priced on search intent. But Google leads can close at a higher rate, so compare cost per sold job, not just cost per lead.

Should a small local business run both?

With a very small budget, start with one channel that matches how customers buy. Once that is profitable, add the second and compare results.

Do real estate ads on Facebook have restrictions?

Yes. Real estate and housing ads must use Meta's Housing special ad category, which limits targeting by age, gender and detailed demographics.

Meta Ads vs Google Ads for Local Service Businesses: Which Is Better?

Meta Ads vs Google Ads for Local Service Businesses

By Rashid Khaliq, expert media buyerUpdated 13 November 2026

Short answer: Google Ads is usually better for urgent, high-intent services where people search right now (emergency HVAC, roof leaks). Meta ads are better for reaching homeowners before they search and are often cheaper per lead (roof replacement, remodeling, solar, property). Most local service businesses get the best results by running both with tracking that compares cost per booked job.

The core difference: intent vs reach

Google Search shows ads to people typing what they need, such as "AC repair near me". Intent is high, competition is high, and clicks can be expensive. Meta (Facebook & Instagram) shows ads to people based on who they are and where they live. Intent is lower, but you reach homeowners before they start comparing quotes, often at a lower cost per lead.

When Google Ads usually wins

Emergency services: burst pipes, AC breakdowns, roof leaks, lockouts.
Services people always search for before buying.
Markets where Google Local Services Ads are available, which put verified providers at the very top of results.

When Meta ads usually win

Planned, higher-value projects: roof replacement, kitchen remodels, extensions, solar.
Offers that need a visual: before/after, financing, seasonal promotions.
Real estate and property projects. Note that Meta requires the Housing special ad category for property ads, which limits some targeting options.

Comparing them fairly

Cost per lead is misleading on its own. A Google lead may cost more but close at a higher rate. Track every lead to the end result:

Tag every lead with its source (form, campaign, keyword).
Send leads to a CRM. See Facebook leads to CRM with Zapier.
Compare cost per booked appointment and cost per sold job by channel.

A simple starting split

If budget allows both, many local businesses start with Google Search for high-intent keywords and Meta for demand generation, then shift budget monthly toward whichever channel gives the lowest cost per sold job. With a small budget, start with the channel that matches how your customers buy: urgent services on Google, planned projects on Meta.

Need help deciding? See lead generation ads for local services and Google Search ads.

About the author

Rashid Khaliq is an expert media buyer and Meta ads specialist with 3+ years of experience and 100+ clients, running Meta, Google, TikTok and Snapchat ads for e-commerce brands and local service businesses. More about Rashid.