30 July 2026 / Resources
Google Local Services vs Meta: where should builders spend?
Google puts you in front of people who are already searching. Meta lets you show your work to people who have not started looking yet. Which one deserves your budget depends on the job.
Intent versus interruption
Someone who types “bathroom renovation Parramatta” into Google wants a bathroom renovation now. Someone scrolling Instagram is not looking for a builder at all, but a great project photo might start the idea. These are two very different jobs for your advertising.
Google Search and Local Services
Search ads and Google’s local ad formats are strongest when people have an urgent or well-defined need: blocked drains, a new roof, a quote for a renovation. They tend to produce enquiries from people ready to talk. Availability of some local formats depends on your trade and area, so check what Google currently offers where you work.
Meta (Facebook and Instagram)
Meta works well for bigger, slower decisions such as extensions, custom homes and pools, where people browse for ideas for months. It is also very good at reminding people who have already visited your website.
A sensible way to split it
- Start with search if people actively look for your service, because it usually pays back fastest.
- Add Meta to show your best projects and to re-engage website visitors.
- Judge both by booked jobs, not clicks or likes.
- Review the split every month and move budget towards what produces work.
There is no fixed formula, because every trade and suburb is different. If you would like a view on yours, book a free strategy call.