Google Ads vs Facebook Ads for Home Improvement Companies
In this article
Every home improvement company that considers online advertising faces the same question: Google or Facebook? Both platforms promise leads. Both cost money. Both require someone to manage them. But they work in fundamentally different ways, and understanding that difference is the key to spending your marketing budget wisely.
This article compares Google Ads and Facebook Ads specifically for UK home improvement companies - windows, doors, conservatories, extensions, and garden rooms. No jargon. Real numbers. Clear recommendations.
Key takeaways:
- Google catches people searching now (high intent, high cost). Facebook reaches people before they search (lower cost, larger audience).
- Facebook leads cost £20-50 each. Google leads cost £60-150 each.
- Google leads convert at higher rates. Facebook leads cost less per sale when you factor in volume.
- The best strategy is running both - Facebook for volume and awareness, Google for high-intent capture.
- Start with Facebook if you are new to online advertising. Add Google once Facebook is working.
The fundamental difference
Google Ads is intent-based. Someone types "conservatory installation Surrey" into Google. They are actively looking for your service right now. Your ad appears at the top of the search results, they click, and you have a lead from someone who is ready to buy.
Facebook Ads is interest-based. A homeowner in Surrey who owns a detached house and is interested in home improvement sees your ad whilst scrolling through their feed. They were not searching for a conservatory - but your ad, showing a beautiful conservatory transformation, plants a seed. They click, fill in a form, and now you have a lead from someone who is interested but was not actively looking.
Both types of lead are valuable. But they are at different stages of the buying journey, and they require different follow-up approaches.
How Google Ads works for home improvement
The bidding system
When someone searches "window installers near me," Google runs an instant auction. Every company bidding on that keyword competes for the top spots. You set a maximum cost per click, and Google ranks you based on your bid, your ad quality, and your landing page relevance. The highest bidder does not always win - Google rewards relevance.
What it costs
Home improvement keywords in the UK are competitive. Expect to pay:
- Windows and doors: £8-15 per click
- Conservatories: £10-20 per click
- Extensions: £12-25 per click
- Garden rooms: £5-12 per click
Not every click becomes a lead. A typical conversion rate on Google is 5 to 15 percent, meaning you need 7 to 20 clicks for each lead. At £10 per click and a 10% conversion rate, each lead costs £100. This adds up quickly.
The advantage
Google leads are actively searching. They have a problem and they want it solved. This means higher close rates - typically 30 to 50 percent for Google leads compared to 20 to 35 percent for Facebook leads. The person calling you from a Google ad is often ready to book a survey.
How Facebook Ads works for home improvement
How targeting works
Instead of keywords, Facebook uses audience targeting. You define your ideal customer by location, age, homeownership status, property type, and interests. Facebook shows your ad to people who match your criteria whilst they scroll through their feed. The ad needs to be compelling enough to make someone stop scrolling and take action.
What it costs
Facebook is significantly cheaper than Google for home improvement leads:
- Windows and doors: £28-40 per lead
- Conservatories: £25-35 per lead
- Extensions: £25-35 per lead
- Garden rooms: £25-35 per lead
These are costs per lead, not per click. Facebook's lead generation campaigns include a built-in form, so you are paying for actual enquiries, not just website visitors.
The advantage
Facebook's audience is vastly larger than Google's search volume for any given keyword. Only a small number of people search "conservatory installation" on any given day. But thousands of homeowners with detached houses in your area are scrolling Facebook right now. Facebook lets you reach people before they start searching - which means you can be first in their mind when they eventually do.
Cost comparison: side by side
| Google Ads | Facebook Ads | |
|---|---|---|
| Cost per lead | £60-150 | £20-50 |
| Lead intent | High (actively searching) | Medium (interested but not searching) |
| Close rate | 30-50% | 20-35% |
| Effective cost per sale | £150-500 | £80-200 |
| Audience size | Limited to search volume | Large (all homeowners in area) |
| Brand building | Minimal (text ads) | Strong (visual ads in feed) |
| Minimum budget | £1,000+/month | £500/month |
| Lock-in | None | None |
| Exclusivity | Shared (multiple ads on same search) | Exclusive with the right agency |
| Best for | Capturing ready-to-buy customers | Generating volume, building awareness |
Which is better for each product type?
Windows and doors: Facebook
Window replacements are often triggered by events - a cold winter, a rising energy bill, a neighbour getting new windows. These triggers happen offline. By the time someone searches Google, they may have already contacted a local company they remembered from a Facebook ad. Facebook's ability to reach homeowners proactively is particularly valuable for windows.
Conservatories and orangeries: Facebook
Conservatories are aspirational purchases. People dream about them for months before enquiring. Facebook's visual format - showing beautiful conservatory transformations - plants and nurtures that desire over time. Google captures the people who are finally ready to act.
Extensions: both
Extensions are the most considered of home improvement purchases. The buying cycle can be six months or longer. Google captures the high-intent searches ("extension builder near me"). Facebook builds awareness and stays top of mind during the long consideration period. Use both.
Garden rooms: Facebook
Garden rooms are a relatively new product category and many homeowners do not know they want one until they see one. Facebook is perfect for this - showing a beautiful garden room to a homeowner who works from home creates desire that did not exist before. Google search volume for garden rooms is lower than for established products like windows.
Using both together
The most effective home improvement marketing strategy uses both platforms together. Here is how:
Facebook for top of funnel
Run Facebook campaigns to reach homeowners in your area. Build awareness. Generate leads. The leads that convert immediately are great. The ones that do not convert today are still valuable - they now know your name.
Google for bottom of funnel
Run Google campaigns on your brand name and key product terms. When a homeowner who saw your Facebook ad three months ago finally decides to get quotes, they search your company name on Google. Your Google ad appears at the top. They click. They become a customer.
This is a marketing funnel that works with human behaviour rather than against it. Facebook creates awareness. Google captures the conversion. Together, they outperform either platform alone.
Budget allocation
For a company new to online advertising, we recommend starting with 100% Facebook. Get it working first. Once you have consistent results, split your budget 70% Facebook / 30% Google. As your brand awareness grows, the Google campaigns become more efficient because more people are searching specifically for you.
If you want to know exactly what combination of Facebook and Google would work best for your business, get your free ad audit. We will analyse your area, your competition, and your budget, and show you where the biggest opportunities are.
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Frequently asked questions
Are Google Ads or Facebook Ads better for tradespeople?
Neither is universally better - they serve different purposes. Google Ads reaches people actively searching for your service right now, which means higher intent but higher cost. Facebook Ads reaches homeowners before they start searching, which means lower cost per lead and a larger audience. Most successful home improvement companies use both: Google for high-intent capture and Facebook for volume and brand building.
How much do Google Ads cost for home improvement?
Google Ads for home improvement keywords are expensive in the UK. Cost per click ranges from £5 to £25 depending on the keyword and location. Conservatory and extension keywords sit at the higher end. A typical cost per lead on Google is £60 to £150, compared to £20 to £50 on Facebook. However, Google leads tend to convert at higher rates because the person was actively searching.
Can you run Google and Facebook Ads at the same time?
Yes, and it is the recommended approach for established home improvement companies. They complement each other rather than compete. Facebook builds awareness and generates volume. Google captures people who are actively searching. A homeowner might see your Facebook ad in February, remember your name, and then search for you on Google in April. Running both creates a complete marketing funnel.
Which platform gets cheaper leads for window companies?
Facebook consistently delivers cheaper leads than Google for window and door companies. Typical cost per lead on Facebook is £28 to £40, compared to £80 to £120 on Google. However, Google leads often have higher purchase intent because the person was actively searching for window installation. The cheapest leads are not always the best leads - compare cost per sale, not just cost per lead.
Should I start with Google Ads or Facebook Ads?
If you have never advertised online before, start with Facebook Ads. The cost of entry is lower, you can test with £500 per month, and you will start generating leads within the first week. Google Ads requires a higher minimum budget to be competitive and the learning curve is steeper. Once Facebook is delivering consistent results, add Google Ads to capture high-intent searches.