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.