The difference in one sentence On Google, the person is already looking for what you sell. On social, they are looking for nothing and you show up on your own. Everything else follows from that. # When to choose Google ## The need already exists and it is urgent A burst pipe, a dead air conditioner, a tow truck, a toothache. The person picks up the phone and searches. They are ready to pay now, and the only question is who appears first and answers. For these services Google usually costs more per click and less per customer: people arrive with intent. ## People search by the name of the service If your service has a plain name that people type into a search box, search works. Immigration attorney, window installation, carpet cleaning, towing. ## What to know - In these categories in the US, clicks are rarely cheap, and that is normal. - Negative keywords are mandatory, otherwise you pay for "jobs", "DIY" and "free". - Each group of searches needs its own page, not one home page for everything. # When to choose Meta ## The need has to be created Cosmetology, braces, full renovations, classes, home services people can postpone. Nobody is searching, but they recognize themselves in the ad and leave a lead. ## The picture does the selling Before and after, interiors, a finished dish, a property walkthrough. Where showing beats telling, social wins. ## You need a tight radius A radius around your location is simpler and cheaper to set on social than in search. ## What to know - Leads are usually cheaper but colder: nobody was looking for you. - Response speed matters more: by tomorrow they forgot they tapped. - Creative burns out. The same ad stops working after a few weeks. # The rule Ask yourself one question: does your customer type the name of your service into a search box when the problem appears? - They do, and they are in a hurry: start with Google. - They do not, or they deliberate for weeks: start with social. - They do, but rarely, and the city is small: social gives volume, search picks up the ready ones. # What about both You can, but not at the start on a small budget. Splitting a modest sum across two platforms gives you two unconvincing tests instead of one clear answer. A sensible order: one platform, one month, a clear cost per customer. Then the second, measured the same way. # Maps and reviews Your Google Business Profile deserves separate attention. For local services it often brings calls with no advertising at all, especially with fresh reviews and photos. It does not replace ads, but it is the free place to start. # The point No platform works better in general. One of them matches how your customer behaves. Answer the question about search and the choice becomes obvious. On a review call we can look at what people search for in your city and your category and tell you whether there is demand worth paying for.
