Google Ads vs Facebook Ads for Tradies: Which One Actually Works?

Google Ads captures tradies high-intent leads — people searching for your services right now. Facebook Ads builds awareness and keeps you top of mind. The best strategy? Use both, but start with Google Ads if you need leads today. Here's how to decide where your ad budget should go.

Every tradie we talk to asks the same question: "Should I be on Google or Facebook?" And every time, the answer is the same — it depends. But not in a vague, hand-wavy way. It depends on very specific things: what you need right now, how much you want to spend, and whether you have a system to actually handle the leads that come in.

Because here's what nobody tells you: the platform you choose matters far less than what happens after someone clicks. If you're not following up within minutes, if you don't have a system capturing every enquiry, if you're letting leads slip through the cracks — it doesn't matter whether you're on Google, Facebook, or carrier pigeon. You're burning money.

Let's break down exactly how each platform works for tradies, when to use which, and how to make sure every dollar you spend actually turns into a paying job.

Google Ads for Tradies: Catching People Who Need You Now

Google Ads is the closest thing to a customer raising their hand and saying "I need a tradie right now." When someone types "emergency plumber near me" or "electrician Central Coast" into Google, they're not browsing. They're not thinking about it. They need someone today — maybe in the next hour.

That's what makes Google Ads so powerful for trades. You're not interrupting someone scrolling through their phone. You're showing up at the exact moment they're looking for what you do.

How Google Ads Works for Tradies

• You bid on keywords — terms like "roof repair Sydney" or "bathroom renovation Melbourne." When someone searches those terms, your ad shows up at the top of Google.
• You only pay when someone clicks — not when the ad shows. So you're paying for actual interest, not just eyeballs.
• You control the budget — set a daily limit, pause when you're booked out, ramp up when things are quiet. Full control.
• You target by location — only show ads to people in your service area. No wasted spend on people three suburbs too far.

What Google Ads Costs for Tradies

Costs vary by trade and area, but here's a rough guide for Australian tradies:

• Cost per click: $3–$15 depending on competition
• Cost per lead: $15–$50 for most trades
• Monthly budget: $500–$1,500 is a solid starting point

Compare that to hipages at $30–$80 per shared lead, and the maths speaks for itself. Google Ads leads are exclusively yours. No other tradie gets the same customer's details. We break this down further in our guide on alternatives to hipages.

When Google Ads Works Best

• You need leads now, not in three months
• Your trade has high-intent search volume (plumbing, electrical, roofing, building)
• You have a landing page or website that converts visitors into enquiries
• You can respond to leads quickly (or have a system that does it for you)

Facebook Ads for Tradies: Building Awareness Before They Need You

Facebook Ads work completely differently. Nobody opens Facebook and thinks "I need an electrician." They're scrolling through photos, watching videos, checking what their mates are up to.

So why would a tradie advertise on Facebook? Because not every customer is searching for you right now. Some need you in two weeks. Some in two months. And when they do need a tradie, you want to be the first name that pops into their head.

Facebook Ads put your name, your work, and your brand in front of people in your area — before they even know they need you. And when the time comes, they remember you.

How Facebook Ads Work for Tradies

• You target by demographics and location — show ads to homeowners in your area, people aged 25–55, people interested in home renovation. Facebook's targeting is incredibly specific.
• You use visual content — before-and-after photos, video walkthroughs, customer testimonials. This is where your best work sells itself.
• You can collect leads within Facebook — using lead forms, people can submit their details without even leaving the app. Low friction, high volume.
• You can retarget website visitors — someone visited your website but didn't call? Show them a Facebook ad the next day. This is incredibly effective.

What Facebook Ads Cost for Tradies

• Cost per lead: $10–$40 depending on trade and targeting
• Monthly budget: $300–$800 is a good starting range
• Cost per impression: Much cheaper than Google — great for brand awareness

The leads are cheaper, but there's a catch. They're colder. Someone who fills out a Facebook form while scrolling is less committed than someone who Googled "plumber near me" and clicked your ad. That means your follow-up needs to be fast and persistent.

When Facebook Ads Work Best

• Your trade is visual (landscaping, painting, renovations, tiling)
• You want to build brand awareness in a specific area
• You have great before-and-after photos or video content
• You're launching a seasonal promotion or special offer
• You want to retarget people who've already visited your website

Google Ads vs Facebook Ads: Side-by-Side Comparison

The Real Answer: It's Not the Platform — It's the Follow-Up

Here's what we see constantly. A tradie spends $1,000 on Google Ads, gets 30 leads, and says "ads don't work." But when we look under the hood, they missed 8 calls because they were on site, took 4 hours to respond to form submissions, and never followed up the 12 people who didn't answer their callback.

That's not an advertising problem. That's a systems problem.

The tradies who win with ads — whether Google or Facebook — have one thing in common: a system that captures every lead and follows up automatically. No lead slips through the cracks. No missed call goes unanswered. No quote sits in limbo without a follow-up.

What That System Looks Like

• Missed-call text-back — someone calls while you're on a roof? They get an instant text: "Hey, sorry I missed your call. I'm on a job right now. What do you need help with?" That lead stays warm.
• AI assistant — handles enquiries 24/7. Answers questions, provides quotes, books appointments. Even at 11pm on a Saturday when you're at the pub.
• Automatic follow-up sequences — a lead fills out a Facebook form on Tuesday. They get a text straight away, a call reminder for you on Wednesday, and a follow-up text on Friday if they haven't booked. All automatic.
• All leads in one place — Google Ads leads, Facebook leads, calls, messages, form submissions. Everything in a single inbox. Nothing gets lost.

This is exactly what My Digital Group does. Starting from $197/month, you get the system that makes your ad spend actually work. Because the best ad in the world is worthless if nobody picks up the phone.

The Best Strategy: Combine Both Platforms

If your budget allows, the most effective approach for tradies is using both platforms together. Here's how:

Step 1: Start With Google Ads

Get your Google Ads running first. Target your core services in your service area. Make sure you have a landing page that converts and a system capturing every lead. This gets you immediate, high-intent leads — people who need you today.

Step 2: Install the Facebook Pixel

Even before you run Facebook Ads, install the Facebook pixel on your website. It starts tracking everyone who visits. This builds an audience you can retarget later — and retargeting is where Facebook Ads really shine.

Step 3: Layer in Facebook Retargeting

Once your pixel has data, start showing Facebook Ads to people who visited your website but didn't enquire. These people already know who you are — they just need a nudge. Retargeting ads are cheap and convert incredibly well.

Step 4: Add Facebook Awareness Campaigns

Once your retargeting is running, add broader awareness campaigns. Showcase your best work, share customer testimonials, run seasonal promotions. Build your brand in your area so that when people need a tradie, they think of you first.

Common Mistakes Tradies Make With Ads

• No dedicated landing page. Sending ad traffic to your homepage is like sending a customer to a shopping centre and hoping they find your shop. Build a specific page for each service you advertise. A custom-built website with dedicated landing pages makes all the difference.
• Targeting too wide an area. If you service a 30km radius, don't target the entire state. Tighter targeting means less wasted spend and more relevant leads.
• Not tracking conversions. If you don't know which ads are generating actual jobs (not just clicks), you're flying blind. Set up conversion tracking from day one.
• Giving up too early. Ads need 2–4 weeks of data before you can optimise properly. Don't run ads for a week, get 3 leads, and declare it doesn't work. Give the platform time to learn.
• No follow-up system. This is the biggest one. You can have the best ads in Australia, but if you're taking 6 hours to respond to a lead, someone else has already won the job. We explain exactly why small businesses lose leads and how to fix it.

Frequently Asked Questions