Facebook Ads vs Google Ads for Contractors — Which Gets More Leads? Reddit + Data

Quick answer

For most contractors in 2026, Google Ads produces higher-intent leads at $40 to $180 per lead while Facebook Ads produces higher-volume, lower-intent leads at $8 to $45 per lead. Reddit's r/Contractor and r/PPC consensus: run Google Ads if you need calls now, run Facebook Ads if you need to build a pipeline and can nurture leads. Best contractors run both.

The fundamental difference between the two platforms

Google Ads captures active demand: someone who just Googled 'emergency plumber near me' has a problem right now and is ready to hire. Facebook Ads creates demand: someone scrolling their feed sees a beautifully staged kitchen renovation and thinks 'we should really do that.' These are completely different customers at completely different points in the buying journey. That's why comparing the two on 'cost per lead' alone is misleading — a $30 Facebook lead is not the same asset as a $120 Google lead. Reddit contractors who understand this run both platforms; the ones who treat them as interchangeable get frustrated with one or the other.

Real cost-per-lead data for contractors in 2026

Based on data from Cloud Peak Solutions contractor clients plus published benchmarks from WordStream and Meta for 2024–2025, here's what contractors are actually paying per lead across categories.

• Emergency plumbing (Google Ads) — $65 to $180 per lead, close rate 25–40%.
• Emergency plumbing (Facebook Ads) — usually doesn't work; low emergency intent on the platform.
• Roofing (Google Ads) — $80 to $220 per lead, close rate 8–15%.
• Roofing (Facebook Ads) — $15 to $45 per lead, close rate 3–8%.
• HVAC (Google Ads) — $50 to $150 per lead, close rate 12–20%.
• HVAC (Facebook Ads) — $12 to $35 per lead, close rate 4–8%.
• Kitchen and bath renovation (Google Ads) — $90 to $250 per lead, close rate 10–18%.
• Kitchen and bath renovation (Facebook Ads) — $8 to $30 per lead, close rate 2–6%.
• Landscaping (Google Ads) — $40 to $110 per lead, close rate 15–25%.
• Landscaping (Facebook Ads) — $10 to $30 per lead, close rate 4–9%.

When Google Ads is the right call for a contractor

Google Ads wins when your customers actively search for what you sell. Emergency services, one-time repairs, seasonal urgent needs (furnace failure in January, AC failure in July, storm damage), and high-intent professional trades all benefit from Google. Reddit contractors report the fastest ROI when they run Google Ads for emergency-shaped services with clear geographic targeting (city + service type) and let Facebook rest until they have capacity to nurture longer-cycle leads.

When Facebook Ads is the right call for a contractor

Facebook wins when your service is discretionary, visually compelling, and involves a longer buying decision. Renovation, custom cabinetry, landscape design, pool installation, deck building, home additions, and premium services all get real returns on Facebook. Reddit's r/Contractor consistently notes that Facebook works best when contractors post their own project photos and short before-and-after videos — professional stock imagery underperforms authentic on-the-job content by wide margins.

The Reddit consensus on running both

The most experienced contractors on Reddit's r/Contractor and r/smallbusiness threads agree: run both platforms with different budgets and different goals. Google Ads for immediate calls; Facebook Ads for pipeline building. A typical split for a $2,000/month contractor ad budget in 2026: $1,200 to Google Ads for high-intent keywords, $800 to Facebook Ads for visual project content. Contractors who commit to this split for 6+ months consistently report the healthiest lead pipelines.

The lead-quality gap and why it matters

Facebook leads convert slower and require more nurturing. A contractor used to Google Ads is often shocked when 60% of Facebook leads never answer the phone — that's normal for the platform. Solve this with fast response (under 5 minutes if possible), text-first outreach (not phone), and a nurture sequence over 2 to 6 weeks. Contractors who treat Facebook leads like Google leads get frustrated and cancel; contractors who build a proper nurture process turn Facebook into their cheapest source of premium bookings.

Budget breakpoints — what actually works at each spend level

The right platform mix depends heavily on your monthly ad budget.

• Under $500/month — pick one platform. Usually Google Ads for emergency services, Facebook Ads for renovation.
• $500–$1,500/month — run one platform primary, other secondary. 70/30 split is typical.
• $1,500–$4,000/month — run both fully, 50/50 or 60/40 based on your service mix.
• $4,000+/month — layer in YouTube (video), Google Local Services Ads, and retargeting on Meta.

Common mistakes contractors make with paid ads

Six mistakes account for most contractor ad account underperformance we see.

• Sending ads to the homepage instead of a dedicated landing page.
• Running Google Ads without call tracking — you can't optimize what you can't measure.
• Broad keyword matching without negative keywords — burns budget on unqualified traffic.
• Facebook creative that looks like a corporate stock photo instead of a real job site.
• No lead follow-up under 15 minutes — 78% of leads go to whoever responds first according to a 2023 Harvard Business Review study.
• Killing campaigns after 30 days — most contractor ad accounts don't stabilize until 60–90 days.

How Cloud Peak Solutions runs paid ads for contractors

Cloud Peak Solutions runs Facebook Ads and Google Ads for contractors across Canada and the US as part of our lead-generation service. Every ad account gets a dedicated landing page, call tracking, weekly optimization, and monthly reporting tied to actual booked jobs — not lead form fills. Our contractor packages fold ad management, local SEO, Google Business Profile management, and web design into one monthly plan so budget and creative and follow-up are all aligned. Related reading: How to Get More Google Reviews as a Contractor — Reddit Tips + What Actually Works covers the review side of contractor lead generation.

The honest bottom line for contractors

Neither Google Ads nor Facebook Ads is universally better. Google Ads gets higher-intent leads faster and costs more per lead. Facebook Ads gets more volume at lower cost but requires nurturing. If you're a contractor with $500/month in ad spend and immediate cash-flow needs, start with Google Ads for emergency-shaped services. If you have $1,500+/month and can nurture a pipeline, run both. Either way — track calls, respond within 5 minutes, and commit for at least 90 days before judging results. See real launched contractor sites in our portfolio. Ready to grow your business online? Let's talk — Cloud Peak Solutions offers free strategy calls for small businesses across Canada and the US. Contact us to book yours.