Facebook vs Google. Which Is Best For Your Company? (Part 2: A Simple Walkthrough)

In part 1, We discussed how to make that million-dollar decision, what platform is best for your company when it comes to running ads.

Choosing the right one can make all the difference. It really comes down to your customers wants and needs.

If they have an urgent need, such as a broken pipe or a hole in their roof, Google is your best choice when running ads. Your target customer is more likely to search the problem on Google.

If their need is more of “want” then Facebook is your best choice. If they want new cabinets or a brand new bathroom, they are more likely to get those ideas on Facebook.

But that's something you already know, you're reading this article because these platforms make it real easy to click one wrong button and BOOM… you get no clients because they love to tell you that “A.I can handle everything.”

But as the truth is A.I will never ever be able to beat a human. That’s for one simple reason,

It’s a computer, they have no feelings, no creativity.

How many times have you heard “This new technology is going to take out the entire workforce.”

It never does, it never will.

That's my one rant for the day. Let's get to it.

“I Have A Problem And I Need It Fixed Now.”

When you get incoming calls from customers, most of the time are they wanting things done now? 

Is it an urgent problem where they are asking you if you can fix it?

When you are dealing with more urgent needs rather than wants, Google is your secret weapon.

What makes Google so effective when dealing with urgent needs of potential customers is a large part of the amount of results you get are based on what keywords you use.

Whether you are bidding on keywords such as “emergency plumbing services” or “HVAC repair near me” Google helps place your Ad at the top of the search results when people type in those relevant keywords.

When you use Google Ads, you pay only when someone clicks on your ad (this is known as pay-per-click, or PPC). 

With proper keyword targeting, Google Ads can drive qualified leads to your business, especially for high-demand services.

Most of the results contractors get that I work for start coming in within a day or two from when they first started the campaign. 

People who are clicking on google ads are often already searching for a service that's related to your ad. So they're more likely to be or convert into a paying customer.

One thing that makes Google so effective when running Ads is you can target by location, time of day, and even the device the searcher is using, helping you optimize your ad spend.

When someone searches for your service “near me” that they need done right now, your ad or your website pops up at the top of the page. 

The one downside to Google Ads I try to tell contractors about before we start our campaigns, is the cost.

It can start getting expensive for some keywords since it's so competitive, especially in the construction industry. 

However, I’ve noticed that as long as I stay on top of managing the campaigns, cost generally stays down.

“I Want That In My House.”

If your company is helping customers fulfill their “wants” that is a superpower in itself.

Facebook allows you to target the people that are still just looking or that are interested in the service or product but not quite sure they want to buy it yet.

By targeting those users, based on their interests, location, and behaviors, Facebook helps you reach those people that fit your customer profile.

For example you can target people who are interested in home renovations or people who recently just moved into a new home.

You can use a variety of formats to showcase your contracting business.

It's a lower cost per ad compared to Google which makes it the favorite when just getting into advertising your business.

Because of this, some of the people you reach aren't actively looking for the product or service, so conversions might take a little longer.

Below I have put the similarities and differences between the two:

Google Ads vs Facebook Ads: Similarities and Differences

Reach

• Google Ads: Reaches people who are actively searching for your services, making it more effective for immediate leads.

• Facebook Ads: Reaches a broader audience, even those who aren’t actively looking for services yet. Perfect for creating brand awareness.

Targeting Options

• Google Ads: Primarily uses keywords to target search queries. It’s great for targeting people who are actively looking for a contractor.

• Facebook Ads: Allows you to target based on interests, demographics, behaviours, and life events, which makes it ideal for long-term brand-building.

Ad Formats

• Google Ads: Mostly text-based ads on search result pages, although there are options for image ads and video ads via YouTube.

• Facebook Ads: Highly visual with options for images, videos, carousels, and more.

What To Do Now?

Both Facebook and Google Ads can help home improvement business owners gain powerful results.

If you’re looking for immediate leads and high-intent customers, Google Ads is the way to go. If you want to build brand awareness and reach a wider audience, Facebook Ads might be a better fit.

Ultimately, the best strategy might be using both platforms together to maximize your reach and ensure your business stays top-of-mind for potential clients.

If you'd like to know what I’d be able to do for your business, fill out the form here and I will be in contact within 24 hours.

I always have time to look at your business, there is always a way to start bringing in more clients to your company using Facebook and Google. And I'll help you find that.

Always remember. More clients = More Money.

Talk soon,

Aaron Secaur

AMS Construction Service