Running a local service-based business comes with a familiar challenge: your budget isn’t endless, but the competition for new customers feels like it is. Whether you’re a plumber trying to keep the phone ringing, a dentist filling your appointment book, or an auto repair shop bringing in steady traffic, you’ve probably asked yourself:

“Should I invest in Google search ads or Facebook/Instagram ads?”

The truth is, both channels can deliver results—but in very different ways. Choosing the right one (or knowing how to use both strategically) can mean the difference between wasting ad dollars and consistently landing new, high-quality leads.

In this article, we’ll break down the key differences between search ads vs. social media ads for local service businesses, show you real-world examples, and help you decide where your money works hardest.

Search ads (Google Ads and Local Service Ads) show up when someone actively types in a keyword like “emergency plumber near me” or “chiropractor in Portland.”

For local service businesses, this is powerful because it connects you with people who are already looking for what you offer.

• High intent leads: Customers are ready to book or buy now.
• Local targeting: You can set your ads to show only in your city, neighborhood, or service area.
• Pay-per-click efficiency: You only pay when someone actually clicks.
• Instant visibility: Appear above competitors—even if their SEO isn’t strong.

• Higher competition = higher cost: Industries like legal or HVAC can have expensive clicks.
• Limited audience reach: You only appear if people are actively searching.
• Less brand building: Great for capturing demand, but not always for creating it.

Example: A dentist in Beaverton using Google Ads can instantly show up when someone searches “teeth whitening near me.” That patient is likely ready to book an appointment.

• A dentist in Beaverton using Google Ads can instantly show up when someone searches “teeth whitening near me.” That patient is likely ready to book an appointment.

• Google Ads (Search): Cost-per-click (CPC) for local services often ranges $5–$50, depending on the industry. Legal and healthcare are on the higher end.
• Facebook/Instagram Ads: Cost-per-click typically ranges $1–$5. However, these clicks may not convert as quickly since they’re less intent-driven.

For ROI, search ads usually bring in fewer but higher-quality leads, while social ads bring more clicks and impressions but with lower immediate conversions.

• Search Ads: The customer is already looking. Expect higher conversion rates, sometimes 15–30% depending on the industry.
• Social Ads: More top-of-funnel. Leads need nurturing (follow-up emails, retargeting). Conversion rates may range from 2% to 10%, but they can pay off over time with brand exposure.

• Google Ads (Search): Cost-per-click (CPC) for local services often ranges $5–$50, depending on the industry. Legal and healthcare are on the higher end.
• Facebook/Instagram Ads: Cost-per-click typically ranges $1–$5. However, these clicks may not convert as quickly since they’re less intent-driven.

For ROI, search ads usually bring in fewer but higher-quality leads, while social ads bring more clicks and impressions but with lower immediate conversions.

• You offer urgent, high-intent services (emergency plumbing, dental, HVAC repair).
• You want immediate lead flow and are willing to pay more per lead.
• Competing businesses are already dominating local searches.

• You want to build brand awareness and stay top of mind.
• You have seasonal promotions, discounts, or new services to showcase.
• Your service isn’t urgent, but benefits from education (wellness programs, elective dental, chiropractic).

The best local businesses don’t choose one—they combine both:

• Search ads capture active demand (“I need a roofer now”).
• Social ads create demand by building awareness, so people think of you when the need arises.

For example, a chiropractor could use Facebook ads to promote wellness content and brand recognition, while running Google Ads to capture “back pain relief near me” searches.

If you’re a local service provider with a limited budget, start with search ads such as Google Ads and Local Services Ads to capture ready-to-book leads. But don’t stop there—layering in social ads ensures long-term growth, stronger branding, and a full pipeline of customers.

The smartest local businesses combine both channels strategically

At Prime Local, we specialize in helping local service-based businesses like yours get the most out of both Google and social media ads. Whether you need immediate lead flow, long-term growth, or both, our team knows how to optimize your campaigns so every dollar works harder.

Book a free strategy call and discover how we can help you get more calls, leads, and ROI through Google Ads and Facebook Ads.