Google Ads vs. Meta Ads for Home Services
By ADEL — 2026-10-20
Google catches demand that already searched. Meta creates the inquiry. Neither replaces follow-up. Buy the channel that matches how people find you — then attach the OS.
Home-service ads arguments are usually tribal: “Google is intent” vs “Meta is cheaper leads.” Both can be true. The conversion event is still a conversation you kept, not a form you bought.
Search is for people who already typed the job: kitchen remodel, shower door, AC repair. You pay for position on that sentence. Landing pages and call tracking have to match the query. If the form dies in email, you bought a name for a competitor.
Meta
Meta is for people who were not searching this morning. Creative and offer matter more. Lead forms are fast and often thin. That is fine if an agent continues from those fields the same hour. It is expensive if a manager opens Ads Manager on Monday and starts dialing stale forms.
We do not paste Meta dashboards into ADEL case studies and call them the OS. Ads reporting is ads reporting. The sales file is the OS.
Which to buy first
- Empty calendar, strong reviews, clear service area — Google is the usual first channel.
- Visual product (kitchens, glass, furniture) and a follow-up OS already live — Meta can fill the top.
- No follow-up yet — fix that before either media budget. Read follow-up first.
ADEL runs ads as an add-on to implementation, not as a bundle inside AI OS. If you already have inquiries, the kitchen playbook matters more than another campaign.