Facebook vs Google. Which Is Best For Your Company? (Part 1)

The Million Dollar Question

It is almost guaranteed when you say the word “advertising” to a construction owner you'll get ignored or laughed at. 

For as long as I can remember, word of mouth and referrals have always been the go-to method for getting leads in the construction business. 

It’s still a very effective method; however, there’s two other highly effective advertising tools used by local contractors to reach residents—and they’ve been proven winners for years.

Facebook and Google.

Here’s the comparison of these two tools to help you decide which one is suitable for your needs and demands.

The First Decision. The Most Important.

The first thing to factor in is whether your company is a Customer Urgency Need vs Customer Want service.

Is the service urgently needed such as a broken pipe, a shorted wire or a hole in the roof? Or is it a “nice to have” service such as new cabinets, new wood floors or a deck built for the summer?

For a service that is required by the client on an emergency basis like a leak, broken A/C unit, mold or pest control Google ads will most likely perform better. 

When a customer has an emergency they will most likely search those services on google.

They're probably not going to pull Facebook up to find a contractor to fix a broken pipe in their wall.

If your service is more of a “want” for the customer such as a kitchen remodel, new patio deck, or a new stone firepit, etc. can benefit from both Facebook and Google ads. 

You can create very attractive Facebook ads for these services, and it'll convert at a much higher rate. 

So, if your company falls into this category, Facebook will convert a lot higher for a much better price. 

What Makes These Two Platforms So Effective?

Every person with internet access, when they get home from work, they get on Facebook to see what's been going on. 

What they missed out on. 

Most aren’t in work mode. They're in relaxation mode. Just scrolling away looking at funny dog videos, catching up with friends.

They don't want to be sold. But nice attractive pictures of a brand new set of cabinets or a nice looking back deck will get second looks, and convert better.

Another benefit of using these two platforms is that it helps give you…..

Top Of Mind Awareness

Every time someone gets on these two platforms, they see your name, your work, updates on what’s going on. 

If your company name is always on their mind, you’re the first call when they need help.

With Facebook, you can make sure your exact target customer sees your work every time they log on. 

It lets you get as specific as you want down to the interests and groups your audience is a part of.

Google is a bit more versatile of a platform when it comes to the tools you can use.

It lets you discover the best keywords to target with your ad. Also, negative keywords can be added so when those keywords are searched, your ad doesn't show.

When someone searches for  “Best tree service in town.” Your name will pop up on the first page. 

If you don't do a specific service you can also exclude words like “commercial” or “cheapest”.

Facebook and Google’s ultimate goal is for you to spend money advertising on their platforms, so they made it extremely easy to do so even without a professional. 

You can create a very basic ad with just a few clicks.

However, keep in mind that Smart Campaigns on Google or Facebook that their A.I system are far from the real power that advertising has when taking time to do it yourself.

Besides, you won’t have access to all the great tools that make your ad work.

What To Do Now?

The last thing when deciding which platform is best for your company is the price.

Generally it'll be cheaper when running Facebook leads, You'll get a lot more conversions because there's much more active scrolling and traffic on the daily. 

There is one thing I tell contractors when talking about facebook leads. Some of the people you talk to will not be qualified. Just want to “see what's out there”. 

The good thing though is the number of conversions you get on facebook will count out all the bad ones.

All in all, it comes down to how much you can lower the cost per click of your ads. 

If you’re working with someone good at it, you can sell a $30k job at the cost of a few bucks, which is 100% worth it.

One more thing to keep in mind when changing and running different variations of your ad.

TIME….

It takes a few days for the metrics to pick up and really start showing results. People don’t like advertising solely on the basis of the time it takes to create, and see results on the pieces of content you're running.

There is one good thing that comes out of this if you don't have time though… 

I always have time to look at your content or company.  Fill out this form here and I'll personally get back to you within 24 hours, and we can see how this strategy could get you results faster, within 30 days. 

Some contractors want jobs now, some want them lined up and ready, and some just want more views and attention for their social media. 

Whatever your goal is with your company, We can always figure out and execute a plan that will take you to that level.

I have a simple guarantee: If I'm not able to get you more clients, more money in your pocket within those 30 days, you don't pay anything. 

I help contractors get Real Results. Every time.

Talk soon,

Aaron Secaur

AMS Construction Services

P.S. If you'd like a simple walkthrough guide on how to set up both of these campaigns click here.