Facebook vs Google Ads for Contractors

Facebook vs Google Ads for Contractors: Which Platform Wins in 2025?

Choosing the Right Advertising Platform Can Make or Break Your Business

If you're a contractor, roofer, plumber, or builder trying to grow your business in 2025, you've likely asked yourself:
Should I use Facebook Ads or Google Ads to get more leads?

The short answer: both platforms can work—but they serve very different purposes. Understanding those differences is key to building a lead generation strategy that actually works.

In this guide, we’ll break down Facebook vs Google Ads for contractors, so you can choose the right platform—or combine them—to get the results you’re after.

What Are Facebook Ads?

Facebook Ads are visual advertisements that appear in a user’s Facebook and Instagram feeds, Stories, and Messenger. These ads target people based on interests, behavior, location, and demographics—not based on what they’re actively searching for.

They’re great for creating awareness, showcasing your work, and capturing leads through simple forms or direct messages. Facebook Ads are particularly effective for contractors with visual work (think landscaping, painting, remodeling) and service offers that benefit from discovery rather than urgency.

What Are Google Ads?

Google Ads are text-based ads that appear at the top of Google search results when someone searches for a service. These are “intent-driven” ads—meaning the user is actively looking for help.

For example, if someone types in “roof repair in Nanaimo,” and you’re running Google Ads for that keyword, your ad could appear at the top. These are excellent for capturing leads from homeowners who are ready to hire.

Key Differences Between Facebook Ads and Google Ads for Contractors

Let’s compare some of the biggest differences between these two ad platforms—without the technical table.

1. User Intent

Google Ads target people with high purchase intent—someone actively searching “emergency plumber” or “contractor near me.” Facebook Ads reach people who weren’t necessarily searching, but may still need your service when it’s presented visually or at the right time.

2. Lead Quality and Cost

Google leads are often more qualified but come at a higher cost per click or conversion. Facebook leads may be more affordable and higher in volume, but they’re earlier in the buying process—so nurturing becomes important.

3. Speed to Results

Both platforms can deliver fast results, but in different ways. Google is great for urgent or high-intent services, while Facebook builds consistent lead flow and trust over time.

4. Ad Formats

Facebook thrives on images, videos, and dynamic storytelling—perfect for showing before-and-after projects. Google relies on keyword-targeted text ads, which need strong headlines and compelling landing pages.

5. Targeting Capabilities

Facebook excels in interest- and behavior-based targeting, allowing you to reach homeowners, new movers, or those planning renovations. Google, meanwhile, relies on keywords to reach people with immediate intent.

When Should Contractors Use Facebook Ads?

Facebook Ads are a smart choice when:

• You want to show off the visual side of your work
• You’re running a promotion or seasonal offer
• You need a steady flow of leads for nurturing
• You want to retarget website visitors who didn’t convert the first time

For example, if you're a deck builder in BC, showing a scroll-stopping image of a recent build can capture interest and lead to inquiries—even if the viewer wasn’t searching for it at that moment.

When Should Contractors Use Google Ads?

Google Ads are ideal when:

• You offer time-sensitive or urgent services (e.g., plumbing, HVAC)
• You want leads from people actively searching for your service
• You’re targeting niche services like “garage epoxy flooring” or “custom home builder in Kelowna”
• You have a well-optimized landing page that converts visitors quickly

This is the platform that meets people at the decision stage—when they’re ready to call or book.

Pro Tip: The Best Strategy Is to Use Both

The smartest contractors we work with at Rega Marketing combine the power of both platforms.

Here’s how:

• Use Google Ads to capture high-intent leads now
• Use Facebook Ads to build awareness, generate interest, and follow up with retargeting
• Connect both to high-converting landing pages and automated lead follow-up systems

This approach creates a full-funnel lead system that runs consistently and predictably—perfect for growing your contracting business.

Retargeting = Your Secret Weapon

When someone visits your website but doesn’t convert, you can follow up with visual Facebook Ads that keep you top-of-mind. This increases conversion rates dramatically—often by 2x to 3x—especially when combined with email or SMS automation.

Final Take: Which Ad Platform Is Best for Contractors?

If you're looking for brand visibility and cost-effective lead generation, start with Facebook Ads.
If you're after hot leads who are ready to hire now, Google Ads is your tool.
If you want a scalable system, combine both with a clear strategy.

🛠 Let Rega Build a Winning Ad Strategy for Your Business

We help contractors across BC and beyond:

• Set up and manage Facebook Ads and Google Ads
• Build landing pages that convert
• Automate follow-ups and track every lead