For most project-based tradies doing jobs worth $5,000 or more, Facebook (Meta) Ads is the better starting platform because it delivers a lower cost per qualified lead ($40 to $80 versus $80 to $200+ on Google), generates exclusive enquiries, and builds a steady pipeline of work. Google Ads is stronger for emergency and urgent services like burst pipes where the customer is searching right now.
This is probably the most common question tradies ask when they are thinking about running ads. And the answer everyone gives, "it depends," is technically true but completely useless.
So let us make it useful. Here is how the two platforms actually work, what they are good at, and which one makes sense depending on the kind of work you do.
The Fundamental Difference
Google Ads captures existing demand. Someone searches "plumber Canberra emergency" or "kitchen renovation Sydney North Shore." They need something right now. Your ad appears at the top. They click, they call.
Facebook (Meta) Ads creates new demand. Nobody wakes up and scrolls Facebook looking for a concretor. But when a tradie's ad lands in their feed showing a stunning polished concrete driveway with a before-and-after, something clicks. "We have been meaning to do that." They enquire.
These are fundamentally different jobs. One catches people who are already looking. The other puts you in front of people who did not know they were looking yet.
When Google Ads Makes Sense
Google Ads is strongest for:
- Emergency and urgent services. Burst pipe. Power outage. Hot water system died. These are "I need someone right now" searches. Google Ads wins here because intent is immediate.
- Low-ticket, high-frequency jobs. Tap repairs, power point installs, drain unblocking. Jobs under $1,000 where the customer searches, calls the first result, and books.
- Tradies who want leads today. Google Ads can start delivering within 24 hours of launching. No warm-up period. If your phone is quiet right now, Google can fill it fast.
The downside: Google Ads is expensive in competitive trades. According to Google Ads benchmarks for Australian service industries, "plumber Sydney" can cost $15 to $40 per click. And you are competing with every other plumber running ads in that area. The moment you stop paying, the leads stop.
Google also requires constant management. Negative keywords, bid adjustments, ad testing, landing page tweaks. If you set it and forget it, you will burn money fast. Most tradies who try Google Ads themselves waste their first $1,000 to $2,000 before they even understand what is happening. Understanding your marketing budget upfront helps avoid this.
When Facebook (Meta) Ads Make Sense
Facebook and Instagram Ads are strongest for:
- Project-based, high-ticket trades. Renovations, landscaping, concreting, decking, tiling. Jobs worth $5,000 to $100,000+. These are considered purchases. The customer does not Google "bathroom renovation" at 2am because the shower is leaking. They think about it for weeks or months. Facebook puts you in their feed during that thinking period.
- Building a pipeline, not just getting calls today. Meta Ads build a consistent flow of enquiries over time. Not "the phone rings when the ad runs." More like "3 to 5 qualified enquiries come in every week, and my calendar is booked 4 to 6 weeks ahead."
- Visual trades where the work sells itself. If your finished work looks impressive in a photo or video, Meta is your platform. Before-and-afters, time-lapses, job walkthroughs. This content stops people scrolling and gets them thinking, "I want that."
- Tradies who want to own their suburb. Meta lets you target by suburb, age, homeownership, income bracket. You can put your ads in front of every homeowner in a 10km radius. Over time, you become the name they recognise when they are ready to get quotes.
The downside: Meta leads take longer to close. These people were not actively searching, so they need a bit more follow-up. A good system handles that automatically (instant responses, text follow-ups, reminders), but if you are relying on calling back manually at 7pm, you will lose them.
The Real Answer: It Depends on Your Trade
Here is the breakdown by trade type:
The pattern is clear. If the customer has a problem right now and needs it fixed today, Google Ads wins. If the customer is planning a project and you need to be in their head when they are ready, Meta wins.
Why We Use Meta for Most Trades Clients
Most of the tradies we work with are in project-based, high-ticket trades. Renovators, concretors, tilers, landscapers. Their average job value is $15,000 to $80,000+.
For those trades, Meta is the better platform because:
- Cost per lead is lower. We consistently see $40 to $80 per qualified lead on Meta vs $80 to $200+ on Google for the same trades (source: LVRG client campaign data across Australian metro markets). To see what a real qualified lead looks like at that price point, read what a $57 lead actually looks like.
- The leads are exclusive. When someone fills out your landing page form from a Facebook ad, they are responding to your business specifically. On Google, they might click three ads and call all three. Compare this to shared leads on platforms like Hipages.
- You can build a pipeline. Meta creates a steady, predictable flow of enquiries. Google is more feast or famine depending on search volume and competition that week.
- Visual content converts. Trades work is inherently visual. A 15-second video of a finished kitchen renovation does more selling than any Google text ad ever could.
That said, we are not against Google Ads. For the right trade and the right situation, it works well. But if you are a project-based tradie wondering where to start, Meta is usually the smarter first move. You can also read our comparison of SEO versus paid ads to understand the full picture.
The Mistake Most Tradies Make
The biggest mistake is not choosing the wrong platform. It is running ads without a proper landing page and follow-up system behind them.
It does not matter whether you are on Google or Facebook. If your ads point to your homepage, you will waste money. If there is no pre-qualification form, you will get flooded with junk leads. If there is no automated follow-up, you will lose leads while you are on site. This is why so many tradies feel like they hired an agency and got nothing.
The platform is just the front door. What is behind it is what determines whether you get booked jobs or just burnt cash. Make sure you understand the difference between lead quality and lead quantity before spending a dollar on any platform.
Common Questions
Should tradies use Facebook Ads or Google Ads?
It depends on the type of work. Google Ads is best for emergency and urgent services like burst pipes or power outages where the customer is searching right now. Facebook (Meta) Ads is better for project-based, high-ticket trades like renovations, landscaping, and concreting where the customer is planning over weeks or months. For most project-based tradies, Meta Ads delivers a lower cost per lead and more exclusive enquiries.
What is the cost per lead on Facebook Ads vs Google Ads for tradies?
For project-based trades, Meta (Facebook/Instagram) Ads typically deliver qualified leads at $40 to $80 per lead (source: LVRG client data). Google Ads for the same trades usually costs $80 to $200+ per lead. Google Ads click costs in competitive trades like plumbing can reach $15 to $40 per click before you even get a lead.
Are Facebook Ads worth it for plumbers?
For emergency plumbing work, Google Ads is usually more effective because customers are searching for help right now. But for planned plumbing projects like bathroom renovations or hot water system upgrades, Facebook Ads can generate quality leads at a lower cost. Many plumbers run both platforms to cover urgent and planned work.
What is the biggest mistake tradies make with paid ads?
The biggest mistake is running ads without a proper landing page and follow-up system. It does not matter whether you use Google or Facebook. If your ads point to your homepage, there is no pre-qualification form, and there is no automated follow-up, you will waste money on either platform.
Can I run both Facebook Ads and Google Ads at the same time?
Yes, and some trades benefit from running both. For example, a roofer can use Google Ads for emergency leak repairs and Meta Ads for full roof replacements. The key is having a proper landing page and lead system behind each platform so every dollar is tracked back to booked jobs.