The Ultimate Advertising Showdown for Home Service Businesses

If you run a home service business, whether it’s plumbing, HVAC, roofing, or electrical work, you need a reliable way to attract local customers. The two biggest players in digital marketing for home service providers? Google Local Service Ads (LSAs) and Facebook Ads.

But which platform actually delivers better leads and higher ROI for your home service business? Should you invest in Google Local Service Ads for home services, or is Facebook advertising the better choice?

Let’s break it all down.

What Are Google Local Service Ads for Home Services?

Google Local Service Ads (LSAs) are a pay-per-lead advertising model designed specifically for home service businesses. Unlike traditional Google Ads, LSAs prioritize verified service providers and display them at the top of Google search results with a Google Guaranteed badge or a Google Screened badge.

How Google Local Service Ads Work:

  • Appear at the very top of Google search results—above standard Google Ads
  • Pay only for qualified leads—not just clicks
  • Showcase your Google Business Profile, Google Reviews, and business hours
  • Earn trust with a Google Guaranteed or Google Screened badge

Why Home Service Businesses Should Use LSAs:

  • Capture High-Intent Leads – Your ad appears when a local customer searches for a home service provider on Google Search or Google Maps.
  • Pay-Per-Lead Model – Unlike PPC ads, you only pay when a customer contacts you.
  • Google Guarantee Badge – Boosts trust and credibility with customers.
  • Google Business Profile Integration – Your ad displays Google Reviews and service area for transparency.

Best for: Emergency services and high-intent leads. If someone searches “emergency plumber near me,” LSAs put your business at the top of Google Search Results.

What About Facebook Ads for Home Services?

Unlike Google Local Services Ads, Facebook Ads rely on interest-based and demographic targeting. While Google Local Service Ads capture people actively searching for a service, Facebook Ads put your business in front of potential customers before they need you.

How Facebook Ads Work for Home Service Businesses:

  • Target specific audiences based on location, age, and interests
  • Use engaging images and video ads to attract customers
  • Retarget website visitors and people who engaged with your content
  • Run lead generation ads to collect contact information

Why Home Service Providers Should Use Facebook Ads:

  • Builds Brand Awareness – Even if a homeowner doesn’t need your service today, they’ll remember your brand when they do.
  • Cheaper Cost-Per-Click (CPC) – Facebook Ads often cost less than Google Ads management fees.
  • Showcases Reviews & Testimonials – Use Google Reviews or before-and-after project images in your ads.
  • Targeted Local Ads – You can reach specific service areas and zip codes.

Best for: Long-term brand awareness, retargeting, and seasonal promotions.

Google Local Service Ads vs. Facebook Ads—Which One Wins?

1. Cost & Pricing Model

  • Google Local Service Ads: Pay-per-lead (you only pay for actual inquiries).
  • Facebook Ads: Pay-per-click (or per impression, depending on the campaign type).

Winner: Google Local Service Ads because you only pay for genuine leads.

2. Lead Quality

  • Google LSAs: Leads come from people actively searching for your service.
  • Facebook Ads: Leads are interruption-based, not always ready to buy.

Winner: Google Local Service Ads high-intent searches = better leads.

3. Brand Awareness & Reach

  • Google LSAs: Only appear when users search for services.
  • Facebook Ads: Let you target local customers before they need your service.

Winner: Facebook Ads for businesses focused on brand awareness and visibility.

4. Best for Urgent Home Services

  • Google LSAs: Perfect for emergency plumbing, HVAC repairs, electrical work.
  • Facebook Ads: Better for long-term customer nurturing.

Winner: Google Local Service Ads for fast, high-intent leads.

5. Best for Retargeting & Nurturing Customers

  • Google LSAs: No retargeting capabilities.
  • Facebook Ads: Can retarget website visitors and past customers.

Winner: Facebook Ads are perfect for repeat business.

The Best Strategy? Use Both.

Instead of choosing one, combine Google Local Service Ads for home services with Facebook Ads for a complete marketing strategy.

Use Google Local Service Ads If:

  • You need immediate leads from Google Search and Google Maps
  • You offer emergency services (plumbing, HVAC, roofing, electrical, etc.)
  • You want high-intent leads who are ready to buy

Use Facebook Ads If:

  • You want to increase brand awareness in your service area
  • You want to retarget potential customers and nurture leads
  • You offer seasonal promotions, discounts, or home improvement tips

By combining both Google Local Service Ads and Facebook Ads, you can:

  • Capture immediate leads through LSAs
  • Build long-term brand awareness through Facebook
  • Use retargeting to re-engage past website visitors

Final Thoughts: Maximizing Your Home Services Advertising Strategy

Both Google Local Services Ads and Facebook Ads offer unique benefits.

Winning Strategy for Home Service Businesses:

  • Use Google LSAs for high-intent leads
  • Run Facebook Ads for brand awareness & customer engagement
  • Optimize your Google Business Profile to improve local SEO and Google Reviews

Ready to Dominate Local Home Services?

Let New Reach Digital create a data-driven ad strategy that combines Google Local Service Ads, Facebook Ads, and local SEO to bring more customers to your business.

Contact us today to get started.