Compare · Google vs Meta
Google Ads vs Meta Ads for Home Services
The short version
For home services in 2026, Google Ads averages a $6.25 CPC with a 5.1x ROAS, while Meta Ads averages $1.80 CPC and 3.0x ROAS. Meta wins on click cost; Google wins on return. Net cost-per-lead is about $73.53 on Google versus $42.86 on Meta.
| Metric | 🔍 Google Ads | 📘 Meta Ads |
|---|---|---|
| Avg CPC | $6.25 | $1.80 |
| Conversion Rate | 8.5% | 4.2% |
| Cost Per Lead | $73.53 | $42.86 |
| ROAS | 5.1x | 3.0x |
Which platform should home services advertisers choose?
Meta offers the lower entry cost at $1.80 per click, but Google delivers the better return at 5.1x ROAS. The deciding factor is intent: Google captures users actively searching for home services solutions, while Meta builds demand through interest targeting. Most home services advertisers run both, weighting budget toward Google for efficiency.
Model your own split with the Google Ads vs Meta tool, or see the full industry benchmarks.
FAQ
Is Google Ads or Meta Ads cheaper for home services?
Meta has the lower cost-per-click for home services in 2026: Meta averages $1.80 versus Google's $6.25. But lower CPC does not always mean lower cost-per-lead — Google's higher conversion rate often closes the gap.
Which platform has better ROAS for home services?
Google delivers the stronger return on ad spend for home services: Google returns 5.1x versus Meta's 3.0x. ROAS reflects intent — Google captures active searchers, while Meta drives discovery demand.
What is the cost-per-lead difference between Google and Meta for home services?
For home services, Google's cost-per-lead is about $73.53 versus Meta's $42.86 — Meta runs -42% versus Google. This factors in both click cost and each platform's conversion rate.