Every local service owner eventually asks the same question: should we spend on Google or on Facebook and Instagram? The honest answer is that they do different jobs. Once you understand the difference, the budget split becomes much easier.
The core difference: demand capture vs demand creation
Google Ads captures existing demand. Someone types "emergency AC repair near me" or "fire sprinkler inspection company". They already have the problem and are actively looking. Your ad appears at the moment of intent.
Meta Ads creates demand. Nobody opens Instagram looking for a furnace tune-up. But a well-targeted video about lower energy bills, or a seasonal maintenance offer, can plant the idea — and reach people before they ever search.
When Google should get most of the budget
- Urgent, need-based services — HVAC repair, plumbing, restoration, locksmiths. People search when something breaks.
- B2B and compliance services — fire protection, inspections, commercial maintenance. Facility managers search for providers.
- Clear search volume in your area — if people are already searching for what you sell, capture them first.
Google formats worth knowing:
- Search campaigns for high-intent keywords.
- Local Services Ads (LSAs) — the "Google Guaranteed" or "Google Screened" ads above everything else, charged per lead in eligible categories and countries.
- Performance Max — useful once conversion tracking is solid, but watch where the budget actually goes.
When Meta deserves a bigger share
- Considered or emotional decisions — assisted living, med-spa and wellness services such as IV therapy, home upgrades. Trust and storytelling matter.
- Offers that need explaining — memberships, maintenance plans, new treatments.
- Building local awareness — new locations or new services with little search demand yet.
- Retargeting — reaching people who visited your site but did not book.
A sensible starting split
There is no universal ratio, but a common starting point for an established local business:
| Business type | Meta | |
|---|---|---|
| Emergency home services (HVAC, plumbing) | Majority | Smaller share for retargeting and seasonal offers |
| B2B services (fire protection) | Majority, plus LinkedIn if relevant | Small, retargeting only |
| Wellness and med-spa (IV therapy) | Balanced | Balanced |
| Assisted living | Balanced | Balanced, focused on adult children as decision makers |
Then let the data move the money. After 60–90 days, shift budget toward the channel with the lower cost per booked job, not the lower cost per click.
Mistakes we see often
- Optimizing for clicks or form fills instead of booked jobs. Connect your call tracking and CRM so both platforms learn from real customers.
- Sending ads to the homepage. Use dedicated landing pages that match the ad's offer and location.
- Ignoring phone calls. For local services, many conversions are calls. Track them.
- Running Meta like Google. Social ads need thumb-stopping creative, not keyword-style headlines.
- Being too cautious with LSAs and reviews. For eligible categories, reviews directly influence where LSAs rank.
The bottom line
Use Google to catch the customers who are already looking. Use Meta to reach the ones who will be looking soon — and to bring back the ones who left. Measure both on cost per booked job, and the right budget split will become obvious.
Want us to audit your current split and tracking? Book a strategy call.