Google Ads and Meta Ads are both paid advertising platforms, but they reach people at a fundamentally different moment: Google Ads targets people who are actively searching, Meta Ads targets people who aren't searching yet but are still reachable.
This distinction determines which platform is most effective for a trade business, and in which situation you use both at the same time.
How Google Ads Works
Google Ads shows ads the moment someone types something into the search bar. Someone searching for "flooring contractor Amsterdam" or "hardwood floor installation price" is actively looking for a solution. That person already has a need and is willing to take action.
For trade business advertising, this is the strongest argument for Google: you're buying intent. You only pay when someone clicks, and that click comes from someone who already knows what they want.
Characteristics of Google Ads:
- Based on keywords
- You reach people at the moment of need
- Higher cost per click than Meta ($2 to $8 on average for trade related keywords)
- Fast results: leads possible within the first week
- Works best when there's already sufficient search volume for your service and region
How Meta Ads Works
Meta Ads (Facebook and Instagram) work differently. People are scrolling through their timeline and aren't actively looking for a flooring contractor or general contractor. Still, you can reach them based on demographic data, interests, and behavior.
Meta excels at creating awareness. Someone who sees your ad while scrolling through Instagram might think, "That looks great, I want that too." Weeks later, when their renovation plans become more concrete, they remember your name.
Characteristics of Meta Ads:
- Based on audience characteristics (age, location, interests)
- Low cost per 1,000 impressions ($5 to $15 on average)
- Longer purchase decision: people don't submit a request right away
- Visually oriented: photos and videos of completed work perform well
- Works best if you want to build a recognizable brand or reach a larger area
When Do You Choose Which Platform?
| Situation | Recommended platform | |---|---| | You want new leads quickly | Google Ads | | There are few searches in your region | Meta Ads | | You want to build brand awareness | Meta Ads | | You offer a specific service with clear search intent | Google Ads | | You want to show your portfolio to future customers | Meta Ads | | Your budget is limited and you want direct conversion | Google Ads | | You target a niche audience (for example, new construction projects) | Meta Ads |
Practical Recommendations by Situation
Trade businesses just starting out with a small budget
Start with Google Ads. Focus on 3 to 5 specific keywords in your service area. Make sure the landing page matches the search query. A request form with one clear question converts better than a general contact page.
Trade businesses that want to grow in a region
Combine both platforms. Use Google Ads for direct requests and Meta Ads to establish your name with people who aren't actively searching yet. With a budget of $700 per month, for example, you could spend $500 on Google and $200 on Meta.
Trade businesses with visually strong work
If your portfolio is convincing, beautiful finishes, recognizable projects, before and after photos, Meta Ads is a powerful tool. People share this kind of content, and the ad has a longer lifespan than a click on a search result.
Seasonal services
For services with a clear season (landscaping, roof maintenance), Google Ads works best during peak periods when people are actively searching. Outside the season, you can use Meta Ads to stay top of mind with future customers.
Common Mistakes in Trade Business Advertising
- Advertising too broadly on Google without location restrictions. A flooring contractor from Breda gets nothing out of clicks from Seattle.
- Running Meta Ads without follow up. A lead from Meta is warmer than a cold caller, but requires quick follow up, preferably within an hour.
- Not differentiating the message. Google ads are functional ("Need a flooring contractor in Rotterdam?"), Meta ads are visual and emotional ("Here's what this living room looked like after our work").
- Stopping after two weeks. Both platforms need time to optimize. Google Ads needs at least 30 to 60 clicks per keyword to produce meaningful data.
Summary
Choosing the right ads platform for your trade business starts with the question: are people already actively searching for my service, or do I need to create that need first?
Google Ads equals intent. Meta Ads equals awareness. The combination of both, when set up properly, gives trade businesses a consistent flow of leads over both the short and longer term.