Google Ads and Meta ads (Facebook and Instagram) aren't competing versions of the same tool. They reach people at different points, and for most local service businesses starting with paid advertising, that difference should decide which one comes first.
Google Ads reaches people actively searching
A Google search ad shows up when someone has already typed "emergency plumber near me" or "roof replacement cost." That's about as close to ready-to-buy as advertising gets, which is why search ads tend to convert well even at a modest budget, for businesses selling something people search for at the moment of need.
Meta ads reach people who weren't looking
A Facebook or Instagram ad interrupts someone scrolling, rather than answering something they searched for. That makes it a better fit for building awareness, showcasing finished work visually, or reaching people before they realize they need the service, than for capturing someone mid-search.
For most home service and trade businesses, start with Google
If someone needs a plumber today, they're searching for one today. That immediate, need-based intent is exactly what Google Ads is built to capture, and it's usually the higher-leverage first dollar for a business whose customers come from "I have a problem right now."
Meta earns its place as a second channel
Once the immediate-need traffic on Google is being captured, Meta ads become useful for staying visible to people who aren't searching yet: retargeting past visitors, or showing off a photo-heavy portfolio to a local audience who might need the service eventually. See retargeting ads, explained simply.
Neither replaces a landing page that's ready for the traffic
Both platforms send a click somewhere. If that click lands on a slow, generic homepage instead of a page built for that specific offer, the ad spend is doing half its job. See what is a landing page, and why does ad traffic need one?
Questions
Can I run both at the same time on a small budget?
It's usually better to run one well than both thinly. A small budget split two ways often isn't enough on either platform to gather the data needed to optimize.
Is Google Local Services Ads the same as Google Ads?
No, they're a separate product with a different format and pricing model. See Google Local Services Ads vs. Google Ads: what's the difference.
How much should I expect to spend before I know if it's working?
Enough to gather a meaningful number of clicks and at least a handful of conversions, not just a day or two. See how much should a small business budget for paid ads?