The question we get asked most often: should I advertise on Facebook/Instagram or Google?
The honest answer: it depends. Both can generate excellent results for service businesses. They work differently, and the right choice depends on your specific situation.
How Google Ads works
Google captures demand. When someone searches "emergency plumber Dublin" at 11pm with water flooding their kitchen, they're ready to buy immediately. Google Ads puts you in front of that person at their moment of need.
Best for: Emergency services, high-intent searches, services people actively seek.
Challenges: Higher cost per click. Limited by search volume. Competitive keywords can be expensive.
How Meta Ads works
Meta creates demand. You show your offer to people who match your ideal customer profile. They weren't searching for you, but your ad interrupts their scroll with something relevant.
Best for: Services people need but don't actively search for. Building awareness. Creating desire for your specific offer.
Challenges: Requires stronger creative. Longer sales cycle. More follow-up needed.
Our recommendation
For most service businesses, we recommend starting with Meta Ads for three reasons:
1. Lower barrier to entry. You can test at smaller budgets and scale what works.
2. Better data. Meta's pixel gives you visibility into the entire customer journey.
3. More control. You're not limited by search volume. You can scale by reaching more of your ideal audience.
Then, once your Meta system is profitable, add Google to capture the high-intent searches you're missing.
We've seen businesses try Google first, burn budget on expensive clicks that don't convert (because they have no follow-up system), and conclude that digital marketing doesn't work. Starting with Meta, building the system, then adding Google tends to produce better results.