Google Ads vs Meta Ads for Service Businesses: Which to Use?

A clear 2026 comparison of Google Ads and Meta ads for service businesses — intent vs. discovery, cost, and why the best businesses run both.

Which is better for a service business, Google or Meta?

They do different jobs. Google Ads captures people actively searching for a treatment — the highest intent, ready to book. Meta creates demand and re-engages people who showed interest. Most businesses get the best return running both, weighted to their goal.

Which is cheaper?

It depends on competition and creative. Google clicks cost more but carry higher intent; Meta is often cheaper per click but needs strong creative and retargeting to convert. Cost per booked customer — not cost per click — is the number that matters.

Can I start with just one?

Yes. If you need bookings fast, start with Google for high-intent search. If you're building awareness for a newer treatment or location, start with Meta. Then add the other once your conversion system is solid.

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