What's better, Google Ads or Meta Ads for tradies?

Google Ads is better for urgent, searched-for work like emergency plumbing, electrical faults and lockouts. Meta Ads is better for visual, considered, high-value work like bathroom renovations, roof restorations and landscaping. If your budget only supports one channel, choose based on whether people actively search for your service.

Can I run both on a small budget?

Below about $1,500 per month in total ad spend, splitting usually hurts both channels — neither gets enough data to optimise. Start with one, prove it, then add the second.

Which produces cheaper leads?

Meta almost always produces a cheaper raw lead. Google usually produces a cheaper booked job, because the intent is higher. Compare cost per booked job, not cost per lead.

Google Ads vs Meta Ads for Tradies

This isn't really a versus question. Google Ads captures people who already want what you sell. Meta Ads creates want in people who weren't looking. Which you start with depends on whether your trade has existing search demand.

Head to head

	Google Ads	Meta Ads
Intent	High — actively searching	Low to medium — interrupted
Speed to first lead	Days	Days, but slower to qualified
Cost per lead	$30–$120	$25–$70
Close rate	Higher	Lower, longer cycle
Volume ceiling	Limited by search volume	Very high
Best for	Urgent, need-it-now work	Considered, visual, high-value work
Creative needed	Text ads	Constant photo and video refresh

Pick by trade

Emergency plumber, locksmith, auto electrician, mobile mechanic — Google, clearly
Bathroom renovator, roofer, concreter, landscaper, pool builder — Meta first, Google second
HVAC, solar, electrician — both, weighted to Google in peak season
New business with no reviews — Google, because intent covers for weak social proof

Running both is usually cheaper than running one

When a homeowner has already seen your before-and-after videos for two months, your Google ad gets a better click-through rate and your quotes close faster. The channels compound rather than compete.

How to split a limited budget

1
Under $1,500/month
Pick one. For most trades that's Google. Split budgets this small perform poorly on both platforms.
2
$1,500–$3,000/month
Go 70/30 toward whichever channel matches your dominant job type.
3
$3,000+/month
Run both properly, with separate landing pages and separate reporting.