Which Is Better: Google Ads or Facebook Ads in 2025? (Home Services)

If you run a home services business in 2025 — whether it’s plumbing, roofing, HVAC, landscaping, or cleaning — the right advertising can mean the difference between a slow week and a fully booked schedule. The two biggest players are Google Ads and Facebook Ads. Both work, but they serve different purposes. The best choice depends on whether you want to capture ready-to-buy customers or create demand before they search.

Google Ads for home services

Google Ads is built for intent-driven searches. When someone’s air conditioner breaks, they don’t scroll social media — they type “AC repair near me” into Google. That’s where your ad can appear at the exact moment they’re ready to book.

Strengths of Google Ads:

• High-intent leads actively searching for your service
• Strong local targeting to reach customers in your service area
• Multiple formats including Search, Display, and Local Service Ads

Facebook Ads for home services

Facebook Ads, which includes Instagram Ads, is ideal for building awareness and staying top-of-mind in your community. You can show your work, run promotions, and target homeowners who fit your ideal customer profile — even if they’re not currently looking for your service.

Strengths of Facebook Ads:

• Excellent for showcasing before-and-after project photos and client reviews
• Targeting based on location, demographics, and homeowner status
• Perfect for retargeting people who have visited your website or engaged with your page

When Google Ads is better

• If you want immediate leads from customers ready to hire
• If you offer emergency services like plumbing, electrical, or HVAC repair
• If you need to fill last-minute availability in your schedule

When Facebook Ads is better

• If you want to build brand recognition in your local market
• If you are promoting seasonal services like lawn care or holiday lighting
• If you want to nurture past customers for repeat business

The best strategy in 2025

For most home service businesses, the winning formula is to use both. Google Ads captures demand from people actively searching, while Facebook Ads keeps your business visible and memorable year-round. When combined, these platforms help you get quick wins and build a steady flow of loyal customers.

Want a home services ad strategy that fills your schedule fast? Contact us for a customized plan.