Google Ads vs Facebook Ads for trades

For most UK trades, Google Ads beats Facebook for paid lead generation. The reason is intent.

Google Ads, intent

Someone searching "emergency plumber Manchester" needs a plumber right now. They're ready to buy. Google Ads puts you in front of that intent. CPCs are higher (£1.50–£8 for trades) but conversion rates are much higher too.

Facebook Ads, interruption

Someone scrolling Facebook isn't looking for you. You're interrupting them. CPCs are lower but conversion rates are much lower too, and tracking is harder post-iOS-14.

When Facebook makes sense for trades

• Visual / before-after work (kitchen fitters, landscapers) where photos sell the work.
• Building a remarketing audience to re-engage site visitors.
• Seasonal / promotional campaigns where you can be cute with creative.

Suggested split for most trades

£800/month Google Ads (focused on high-intent emergency / immediate keywords) + £200/month Facebook for retargeting. Once the Google campaign is profitable, scale that before adding more Facebook.

Use the Google Ads budget calculator to plan numbers.