It's a question we hear all the time: should I spend my marketing budget on Google Ads or social media? For tradespeople in the UK, the answer is almost always Google Ads, and here's why.
Social media platforms like Facebook and Instagram are great for brand awareness. You can post photos of your work, share customer reviews and build a following. But there's a fundamental problem: people scrolling through social media aren't actively looking for a tradesperson. They're watching videos, catching up with friends or browsing memes. Your ad is an interruption, not a solution.
Google Ads work differently. When someone types "plumber near me" or "emergency electrician in Leeds" into Google, they have an immediate need. They want to find someone right now and they're ready to pick up the phone. Your ad appears at the exact moment they're looking for your service. That's the difference between interruption marketing and intent-based marketing.
The numbers back this up. Across our 15,000+ campaigns, Google Ads consistently deliver a higher conversion rate than social media for trades businesses. The average cost per lead is often lower too, because you're targeting people who are already in buying mode rather than trying to convince someone to need your service.
That's not to say social media is worthless. It plays a role in building trust and credibility. When a potential customer sees your Google Ad and then checks your Facebook page to see photos of your work and five-star reviews, it reinforces their decision to contact you. But social media works best as a supporting channel, not your primary lead source.
Our recommendation for tradespeople? Start with Google Ads to drive immediate enquiries and fill your diary. Use social media to showcase your work and build your reputation. And if you're going to invest in one channel, make it the one where customers are actively searching for what you do.
At Leads Every Day, we specialise in Google Ads for tradespeople. We handle everything from building your landing page to managing your ad campaigns, so you can focus on the work you do best.