If you run a local business in St. Louis, you have probably asked this: should I spend my ad money on Google or on Facebook? Both can work. Both can also burn money fast if they are pointed at the wrong kind of customer. The right answer comes down to one thing: how your customers find you.
The simple rule: searched or seen
Some services are searched. Nobody scrolls Instagram hoping to find a glass repair company. Their window breaks, they grab their phone and type “glass repair near me.” Plumbing, HVAC, towing, locksmiths, appliance repair and most urgent services work this way. The customer already knows what they need. They are just picking who to call.
Other purchases are seen. People do not wake up searching for an exotic car rental, a kitchen remodel or a new clothing brand. They see it, they want it, and then they act. That demand gets created by a great photo or video in front of the right person.
That is the whole decision:
- If people search for what you sell, start with Google Ads.
- If people have to see it to want it, start with Facebook and Instagram ads.
When Google Ads is the right first move
Google Search ads put you in front of people at the exact moment they are looking. That intent is why Google clicks usually cost more, and why the leads are usually hotter. Google is usually the better first move when:
- Customers need you now, like repairs and emergency services
- People already know the name of the service they want
- You serve a clear local area, like St. Louis or the Metro East
- One new job is worth a lot compared to the cost of a click
For home service businesses, Google Local Services Ads are also worth testing next to regular Search ads, because they show at the very top of the results with your reviews.
When Facebook and Instagram ads win
Meta ads (Facebook and Instagram) are built for reach and visuals. You pay to put your offer in front of people who match an audience, not people who are searching. Meta is usually the better first move when:
- Your product or service is visual: cars, food, fashion, remodels, events
- You are creating demand that does not exist yet
- You want to bring back people who visited your website but did not call
- Your offer works well with a lead form right inside Facebook
One tip that saves a lot of wasted budget: when you run lead forms on Meta, use the higher intent form setting and ask one or two qualifying questions. It cuts down on junk leads from people who tapped a button without reading.
What about running both?
Most growing businesses eventually run both. Google catches the people who are ready now. Meta builds demand and brings back people who were not ready yet. But if your budget is tight, do not split a small budget across two platforms. Put it all where your customers already are, prove it works, then add the second channel.
The mistakes that waste the most money
- Sending ads to your homepage. A dedicated landing page with one offer and one call to action almost always converts better.
- No call tracking. If you cannot see which ads made the phone ring, you are guessing.
- Slow follow up. A lead that waits an hour for a callback is often already talking to your competitor. Respond in minutes, not hours.
- Changing everything too fast. New campaigns need time and data before you judge them. Constant edits reset the learning.
Not sure which one fits your business?
We run Google Ads and Facebook and Instagram ads for local businesses in St. Louis, the Metro East and across the country. On a free 15 minute call we will tell you which platform to start with and why. Get a free quote or call or text (618) 593-7175.
