Quick summary
If you run a small service business (plumbing, HVAC, landscaping, cleaning, accounting, etc.), you have three basic choices: run Google Ads, run Facebook/Instagram Ads, or don’t run paid ads and use other channels. This guide helps you pick the best path for your situation, with plain checklists and simple decision rules.
What each option actually does
Google Ads (search)
Shows your ad to people actively searching for services (example: "emergency plumber near me"). Typically drives immediate leads with high intent. Best for people who need a service now.
Facebook & Instagram Ads
Shows your ad to people based on interests, location, and behavior. Good for brand awareness, promotions, and generating interest among people who aren’t actively searching. Works well for repeat services or seasonal offers.
Doing nothing (no paid ads)
Means relying on referrals, organic social posts, local SEO, directory listings (Google Business Profile, Yelp), and repeat customers. Low cost but slower growth and less control over lead volume.
Which option fits your business? Decision rule
Use this simple rule to decide quickly:
- If you need reliable, immediate calls or bookings and people search for your service, start with Google Ads.
- If you rely on appointments booked ahead, want to build a local brand, or sell recurring services, use Facebook/Instagram Ads.
- If you have steady referrals, full schedule, or tight budget, skip paid ads and focus on local SEO and referrals.
Quick examples
Example 1 — Emergency locksmith: start with Google Ads. People search with high intent. Budget sensible: $30–$80/day targeting local searches.
Example 2 — Lawn care subscription: run Facebook ads to homeowners in your service area with seasonal promotions and lead magnets (free lawn care checklist).
Example 3 — Small accounting firm with full roster: do nothing paid; spend time asking for referrals and optimizing Google Business Profile.
Budget and expected results (realistic)
These are rough ranges per lead depending on market and competition.
- Google Ads (search): $15–$200 per lead. Emergency trades lower funnel might be $30–$80 per booked job.
- Facebook/Instagram Ads: $10–$150 per lead. Warm leads often cheaper; conversions depend on follow-up.
- Doing nothing: $0 direct ad cost, but time cost. Expect slower growth and unpredictable lead flow.
How to test quickly (90-day test)
Follow this short test plan to learn fast without overspending.
- Pick one channel to test for 90 days (Google OR Facebook).
- Set a clear goal: e.g., 20 booked jobs or 100 qualified leads.
- Allocate a test budget: small local business: $1,500–$3,000 total (adjust by size).
- Measure cost per booked job and return on ad spend (ROAS) or profit per job.
- If cost per job < your target profit margin, scale. If not, stop and try the other channel.
Simple campaign setups that work
Google Search (for service calls)
- Keywords: use phrase and exact match for highly relevant terms: "[service] near me", "emergency [service]", "book [service]".
- Ad copy: mention location, price if fixed, and fast response. Use call extensions.
- Landing page: one-page with clear CTA: phone number, short form, trust badges, hours.
- Bid strategy: start with manual CPC or maximize conversions; set a daily cap.
Facebook/Instagram (for demand generation)
- Audience: target by ZIP codes, homeowner interests, age groups, or lookalike of your customer list.
- Ad creative: short video or carousel showing work before/after; include a clear offer (discount, free estimate).
- CTA: book now or lead form. Keep forms 3 fields max: name, phone, ZIP.
- Follow-up: immediate SMS or call within 1 hour increases conversion dramatically.
Checklist before you spend money
- Website landing page is clear and mobile-friendly.
- Phone number visible on every page and trackable (use call tracking).
- At least one way to book or request a quote online.
- Basic local listings set up: Google Business Profile, Yelp, Facebook page.
- Process to follow up: scripts for calls and 24-hour follow-up plan.
How to measure success (keep it simple)
- Track leads per week and how many turn into paid jobs.
- Cost per booked job = total ad spend ÷ number of booked jobs from ads.
- Lifetime value (LTV) estimate: average revenue per customer × repeat rate.
- Break-even cost per job = LTV × profit margin on first job. If cost per job < break-even, ads can be profitable.
Common mistakes and how to avoid them
- Bad landing page: too many links or no clear phone number. Fix: single CTA and click-to-call button.
- No follow-up: leads go cold. Fix: call within 1 hour, send SMS/email follow-up.
- Targeting too broad: wasting money. Fix: limit radius to service area and use negative keywords.
- Stopping too soon: ads need tuning for 2–4 weeks. Fix: adjust copy, bids, and landing page before killing a campaign.
When doing nothing might be best
Keep growing via referrals and local SEO when:
- Your schedule is full.
- Your profit per job is low and advertising would not be profitable.
- You can get steady work from contracts, referral partners, or repeat clients.
Decision checklist: Keep it short
Answer yes/no to these statements—pick the matching action.
- Do you need reliable, immediate leads? Yes = Google Ads.
- Do you sell recurring or seasonal services and want to build a local pipeline? Yes = Facebook Ads.
- Are you near capacity and have steady referrals? Yes = Do nothing and optimize referrals/SEO.
Next steps (practical)
- Run the 90-day test for the channel you picked. Budget $1,500–$3,000 or scale to your business size.
- Fix your landing page and call follow-up before turning on ads.
- Track cost per booked job every week. Stop if above break-even after 30 days of optimization.
One final tip
Your best option can change. If a channel works, scale it slowly. If it fails, switch channels or focus on referrals and local SEO. Track simple numbers and make decisions from real results, not guesses.