Facebook Ads vs Google Ads for Home Service Contractors: Which Generates Better ROI?

By Ryan Goering, Founder of BaaDigi | Published: July 22, 2025 | Reading Time: 15 minutes

Choosing between Facebook Ads and Google Ads can make or break your contractor marketing budget. With average costs varying dramatically between platforms—and your target customers behaving differently on each—the wrong choice could cost you thousands in wasted ad spend.

This comprehensive analysis examines real 2025 data to help home service contractors make informed decisions about where to invest their advertising dollars for maximum ROI.

The Current Digital Advertising Landscape for Contractors

The home services advertising market has experienced dramatic shifts in 2025. According to WordStream's latest Google Ads benchmarks, Home & Home Improvement businesses face an average cost per click of $7.85 on Google Ads, with an average cost per lead of $90.92.

Meanwhile, Facebook advertising data shows significantly different metrics. Facebook Lead Ads average cost per lead across industries is $21.98, substantially lower than Google Ads' average of $66.69.

But lower costs don't automatically mean better ROI. Let's examine the complete picture.

Platform Overview: Understanding the Fundamental Differences

Google Ads: Intent-Based Advertising

Google Ads operates on search intent—your ads appear when potential customers actively search for your services. Google Ads catch people when they're hunting for solutions, appearing exactly when they're ready to buy.

Key Characteristics:

• High Intent: Users are actively searching for solutions
• Immediate Need: Often emergency or urgent situations
• Higher Conversion Rates: Ready-to-buy mindset
• Premium Pricing: Pay for high-intent traffic

Facebook Ads: Interest-Based Advertising

Facebook Ads reach people based on interests and behaviors rather than active searches. Facebook Ads interrupt people during their downtime, needing to stop them mid-scroll and plant the seed for a future purchase.

Key Characteristics:

• Interest-Based: Target demographics and behaviors
• Awareness Building: Create demand rather than capture it
• Visual Storytelling: Showcase work quality and processes
• Lower Initial Costs: Less expensive per click and lead

2025 Cost Analysis: Real Data Breakdown

Google Ads Costs for Home Service Contractors

According to LocaliQ's 2025 home services benchmarks:

Average Performance Metrics:

• Average CTR: 6.37% across home services
• Average CPC: $7.85 for home services
• Average CVR: 7.33% for home services

Industry-Specific Breakdown:

• Roofing & Gutters: $10.70 CPC, $228.15 CPL
• Electricians: $12.18 CPC
• Paint & Painting: $13.74 CPC
• Plumbing: 4.97% CTR

Seasonal Impact: Recent data shows roofing contractors face $18.55 average CPC but spikes to $60+ during storm season, while HVAC repair sees winter and summer peaks reach 3x off-season costs.

Facebook Ads Costs for Home Service Contractors

WordStream's Facebook benchmarks reveal different cost structures:

Traffic Campaign Averages:

• Average CPC for traffic campaigns: $0.77 across all industries
• Facebook Lead Ads CPC: $1.88 compared to $4.66 in Google Ads

Lead Generation Campaign Performance:

• Average cost per lead: $21.98 for Facebook Lead Ads
• 50% reduction in cost per lead vs Facebook campaigns going to landing pages

Home Improvement Specific Data: According to Varos data, median CPM on Facebook Ads for home improvement companies decreased by -12.44% compared to last month.

Performance Comparison: Which Platform Delivers Better ROI?

Conversion Rate Analysis

The data reveals significant differences in how each platform converts prospects:

Google Ads Conversion Rates:

• Home & Home Improvement average CVR: 7.33%
• Best performing: Cleaning/Maid Services at 17.65%
• Higher intent leads to faster conversions

Facebook Ads Conversion Rates:

• Average conversion rate across all industries: 9.21%
• Facebook's average conversion rate is higher at 9.21% compared to Google's 0.77%
• Longer nurturing cycle but potentially higher overall conversion

Cost Per Lead Reality Check

Here's where the platforms show their biggest differences:

Google Ads:

• Home & Home Improvement average CPL: $90.92
• Roofing & Gutters: $228.15 CPL
• Construction & Contractors: $165.67 CPL

Facebook Ads:

• Average CPL: $21.98 for Lead Ads
• Home services CPL expected to decrease from $25 in 2024 to $22 in 2025

ROI Calculation Example

Let's examine a real-world scenario for a roofing contractor:

Google Ads Scenario:

• Monthly Budget: $3,000
• Average CPC: $10.70
• Total Clicks: 280
• Conversion Rate: 7.33%
• Leads Generated: 21
• Cost Per Lead: $142.86
• Average Project Value: $12,000
• Closing Rate: 25%
• Projects Won: 5
• Revenue Generated: $60,000
• ROI: 1,900%

Facebook Ads Scenario:

• Monthly Budget: $3,000
• Average CPC: $1.88
• Total Clicks: 1,596
• Conversion Rate: 9.21%
• Leads Generated: 147
• Cost Per Lead: $20.41
• Average Project Value: $12,000
• Closing Rate: 8%
• Projects Won: 12
• Revenue Generated: $144,000
• ROI: 4,700%

Note: Facebook typically has lower closing rates due to lower intent, but the volume advantage can offset this in many scenarios.

When to Use Each Platform: Strategic Recommendations

Choose Google Ads When:

Emergency Services Dominate Your Business

• Plumbing emergencies, HVAC breakdowns, electrical issues
• Google Ads excel at capturing high-intent searches when people need immediate solutions
• Customers ready to pay premium prices for immediate service

High-Value, Low-Volume Strategy

• Targeting fewer, higher-intent prospects
• Premium service pricing justifies higher cost per lead
• Quick sales cycles (same-day or next-day service)

Seasonal Business Spikes

• Storm damage restoration, HVAC seasonal maintenance
• Capitalize on urgent, time-sensitive needs
• Weather-related emergency services

Established Brand Recognition

• Strong local reputation that aids conversion
• Existing customer base providing referrals
• Brand searches and competitor comparisons

Choose Facebook Ads When:

Visual Services Benefit Your Sales Process

• Remodeling, landscaping, custom work
• Facebook allows for powerful visual storytelling through photos and videos
• Before/after showcases drive engagement

Building Long-Term Relationships

• Planned renovations with longer consideration cycles
• Educational content marketing approach
• Brand awareness and trust building

Targeting Specific Demographics

• Facebook's detailed targeting allows reaching specific homeowner demographics
• New homeowners, specific income brackets, life events
• Geographic targeting for expansion areas

Budget-Conscious Lead Generation

• Higher volume, lower-cost lead generation
• Nurturing prospects through extended sales cycles
• Building pipeline for future projects

Platform-Specific Strategies for Maximum ROI

Optimizing Google Ads for Contractors

Keyword Strategy:

• Focus on high-intent, local keywords
• Emergency-related terms ("emergency plumber," "roof repair near me")
• Service + location combinations
• Seasonal opportunities

Ad Copy Elements:

• Emphasize immediate availability and response times
• Include pricing transparency when competitive
• Highlight emergency services and 24/7 availability
• Local trust signals (years in business, local references)

Landing Page Optimization:

• Mobile-first design for emergency searches
• Prominent phone numbers and click-to-call buttons
• Service area maps and coverage information
• Customer reviews and trust signals

Optimizing Facebook Ads for Contractors

Creative Strategy:

• High-quality before/after photo galleries
• Time-lapse project videos
• Customer testimonial videos
• Behind-the-scenes process content

Targeting Optimization:

• Homeowners with equity (purchased before 2020)
• Life event targeting (new homes, renovations)
• Interest-based targeting (home improvement shows, DIY content)
• Lookalike audiences from best customers

Lead Form Design:

• Use conditional logic to filter leads based on project type and budget
• Qualification questions about timeline and budget
• Service area validation
• Follow-up preference collection

Audience Behavior Differences: Understanding Your Customers

Google Ads User Mindset

Immediate Problem Solvers:

• Active research phase
• Comparing multiple contractors
• Ready to schedule consultations
• Price-sensitive to urgency premium

Typical Journey:

• Problem identification (leak, breakdown, damage)
• Immediate online search
• Compare 3-5 local contractors
• Contact within 24-48 hours
• Schedule service quickly

Facebook Ads User Mindset

Future Planners and Browsers:

• Inspiration and idea gathering phase
• Longer consideration periods
• Building wish lists and project plans
• Price comparison shopping

Typical Journey:

• Content consumption (home improvement posts)
• Initial interest and engagement
• Research and planning phase (weeks/months)
• Multiple touchpoints before contact
• Extended evaluation process

Integration Strategy: Why Successful Contractors Use Both

Recent research shows many businesses underestimate how much Facebook influences Google performance, and vice versa. Strong campaign synergy often means social introduces the brand, while search closes the deal.

The Complete Customer Journey Approach

Facebook Ads Role (Top of Funnel):

• Brand awareness and consideration
• Showcase work quality and expertise
• Build trust through content and social proof
• Collect leads for nurturing

Google Ads Role (Bottom of Funnel):

• Capture high-intent searches
• Convert warm prospects from Facebook
• Handle emergency and urgent requests
• Close ready-to-buy customers

Cross-Platform Retargeting Strategy

Facebook to Google Flow:

• Facebook ads build awareness and capture initial interest
• Website visitors get added to Google remarketing lists
• Google Search ads appear when they search for contractors
• Higher conversion rates due to prior brand exposure

Google to Facebook Flow:

• Google searchers visit your website
• Facebook retargeting shows portfolio content
• Nurture prospects not ready to buy immediately
• Stay top-of-mind for future projects

Budget Allocation Recommendations

Small Contractors ($2,000-5,000/month total budget)

Recommended Split: 60% Google, 40% Facebook

• Google: $1,200-3,000 for high-intent traffic
• Facebook: $800-2,000 for awareness and lower-cost leads
• Focus Google on emergency/urgent services
• Use Facebook for planned work and portfolio building

Medium Contractors ($5,000-15,000/month total budget)

Recommended Split: 50% Google, 50% Facebook

• Google: $2,500-7,500 for competitive keyword coverage
• Facebook: $2,500-7,500 for comprehensive targeting
• Test seasonal adjustments based on business patterns
• Implement cross-platform retargeting

Large Contractors ($15,000+/month total budget)

Recommended Split: 45% Google, 55% Facebook

• Google: Focus on premium keywords and competitive defense
• Facebook: Scale successful campaigns and test new audiences
• Advanced attribution modeling across platforms
• Comprehensive remarketing and nurturing funnels

Industry-Specific Recommendations

Roofing Contractors

Google Ads Priority:

• Despite high costs ($228.15 CPL), emergency storm damage justifies investment
• Weather-triggered campaigns for storm seasons
• Insurance claim assistance keywords

Facebook Ads Opportunity:

• Planned replacement projects with visual showcases
• Drone footage and aerial before/after content
• Homeowner education about maintenance and replacement timing

Plumbing Contractors

Google Ads Strength:

• Emergency services dominate search behavior
• High urgency leads to faster conversions
• Local "near me" searches very effective

Facebook Ads Application:

• Preventive maintenance education
• Upgrade and replacement planning
• Fixture and efficiency improvement showcases

Remodeling Contractors

Facebook Ads Advantage:

• Visual-heavy content performs exceptionally well
• Longer consideration cycles suit Facebook's nurturing approach
• Demographic targeting for renovation-ready homeowners

Google Ads Support:

• Branded searches from Facebook-influenced prospects
• Project-specific searches ("kitchen remodel cost")
• Competitive searches and comparisons

Measuring Success: Key Metrics for Each Platform

Google Ads KPIs

Primary Metrics:

• Cost per lead (target: under $100 for most home services)
• Lead-to-customer conversion rate
• Average customer value
• Return on ad spend (ROAS)

Secondary Metrics:

• Click-through rate (target: above 6.37% industry average)
• Quality Score improvements
• Search impression share
• Geographic performance variations

Facebook Ads KPIs

Primary Metrics:

• Cost per lead (target: under $22 industry average)
• Engagement rates and social proof generation
• Lead quality scores
• Long-term customer value

Secondary Metrics:

• Video view completion rates
• Post engagement and sharing
• Audience growth and lookalike performance
• Cross-platform attribution impact

Common Mistakes to Avoid

Google Ads Pitfalls

Budget Misallocation:

• Spreading budget too thin across too many keywords
• Ignoring negative keywords for irrelevant searches
• Not adjusting bids for mobile vs. desktop

Geographic Errors:

• Targeting outside actual service areas
• Not accounting for drive time in radius settings
• Missing local search optimization

Facebook Ads Mistakes

Targeting Problems:

• Audiences too broad (lack of focus) or too narrow (limited reach)
• Not excluding past customers and unqualified prospects
• Ignoring lookalike audience optimization

Creative Fatigue:

• Not refreshing ad creative regularly
• Using low-quality images or videos
• Focusing on company instead of customer benefits

Future Trends: Preparing for 2026 and Beyond

AI and Automation Impact

Google Ads Evolution:

• Performance Max campaigns becoming more sophisticated
• AI-driven bid strategies improving efficiency
• Voice search optimization gaining importance

Facebook Ads Development:

• AI algorithms enhancing targeting, creative adjustments, and budget allocation
• Advantage+ audiences expanding capabilities
• Video content prioritization continuing

Privacy and Tracking Changes

iOS 14.5+ Ongoing Impact:

• Conversion API implementation becoming critical
• First-party data collection increasing in value
• Attribution modeling becoming more complex

Preparation Strategies:

• Implement server-side tracking solutions
• Build email lists and customer databases
• Focus on lifetime value metrics over short-term attribution

Conclusion: Making the Right Choice for Your Business

The Facebook Ads vs. Google Ads debate isn't about choosing one over the other—it's about understanding how each platform serves different stages of your customer acquisition strategy.

Key Takeaways:

• Google Ads Excel for Emergency Services: Despite higher costs ($90.92 average CPL), the immediate intent justifies investment for urgent needs
• Facebook Ads Deliver Volume: Lower costs ($21.98 average CPL) enable higher volume lead generation for planned projects
• Integration Amplifies Results: Businesses using both platforms see social introduce the brand while search closes deals
• Success Requires Platform-Specific Strategy: Each platform demands different creative approaches, targeting methods, and success metrics

For most home service contractors, a balanced approach leveraging both platforms will deliver optimal results. Start with the platform that best matches your immediate business needs, then expand to create a comprehensive digital marketing ecosystem.

The contractors winning in 2025 aren't choosing between platforms—they're mastering the strategic use of both to create predictable, scalable lead generation systems.

About the Author

Ryan Goering, Founder & CEO of BaaDigi

Ryan Goering began his career serving in the United States Marine Corps, where he traveled to over 24 countries and developed a global perspective on business operations. This experience led to a successful career in marine sales, where he became one of the top-performing sales consultants on the West Coast, representing world-class boat builders at national and international shows.

His transition from hands-on sales to digital marketing was driven by a passion for measurable results and operational efficiency. Today, Ryan leads both, specializing in B2C for contractor businesses, B2B lead generation for IT Services, abd Managed Service Providers. MSP’s

"Where most marketing efforts create noise, I build systems that create pipeline. My unique advantage is blending a background in real-world sales with data-driven digital marketing."

Ryan's expertise spans SEO, email marketing, paid advertising, and conversion optimization, with a focus on engineering lead generation systems that deliver predictable ROI for service-based businesses.

Connect with Ryan:

• LinkedIn: https://www.linkedin.com/in/ryan-goering-5687968/
• Company: www.baadigi.com

Ready to optimize your Facebook and Google Ads strategy for maximum ROI? Contact BaaDigi today for a free platform assessment and discover which advertising approach will deliver the best results for your contracting business.

Get Your Free Advertising Strategy Consultation:

• Phone: (714) 707-2483
• Email: Contact BaaDigi
• Website: BaaDigi Facebook Ads & Lead Generation Services

Transform your contractor marketing with data-driven strategies that deliver measurable results. Contact BaaDigi's digital advertising experts today.