Every builder wants quality enquiries, not tyre-kickers asking for “a quick quote.” But when it comes to digital marketing, one question comes up again and again: Should I invest in Facebook Ads or Google Ads?
Both platforms can deliver results, but they work in very different ways. The key is understanding which one attracts better clients, and how to use each strategically to fill your pipeline with serious, ready-to-build leads.
Let’s break it down.
The Core Difference, Intent vs Discovery
The simplest way to understand the difference is this:
- Google Ads = Intent. Homeowners are actively searching for a builder.
- Facebook Ads = Discovery. Homeowners aren’t searching, but they’re open to inspiration.
In other words, Google Ads catch people ready to talk, while Facebook Ads attract people ready to dream. Both are valuable, you just need to know when to use each.
When Google Ads Win: Capturing Ready-to-Build Clients
When someone searches “custom home builder Sunshine Coast” or “bathroom renovation company near me,” they already have a project in mind. That’s what makes Google Ads so powerful.
Why Builders Love Google Ads
- High Intent: Every click comes from someone actively looking for a service.
- Faster ROI: Leads are closer to making a decision.
- Local Targeting: Perfect for builders who work within specific postcodes or suburbs.
Google Ads Work Best When…
- You have a strong website or dedicated landing page.
- You can handle fast follow-up (via a CRM or automation).
- You want predictable lead flow and measurable ROI.
Pro Tip: Add “negative keywords” like jobs, DIY, or cheap to filter out time-wasters and protect your budget.
When Facebook Ads Win, Building Awareness and Trust
Facebook Ads are a completely different game. Instead of waiting for people to search, you put your brand in front of them while they’re browsing, relaxing, or planning future builds.
Why Builders Love Facebook Ads
- Visual Power: Perfect for showcasing stunning builds, before-and-afters, and client stories.
- Lead Nurturing: Build relationships long before people request quotes.
- Retargeting: Re-engage website visitors or past leads with follow-up campaigns.
Facebook Ads Work Best When…
- You want to build brand visibility and authority.
- You have a strong content pipeline (photos, videos, testimonials).
- You’re nurturing longer-term projects like custom builds or renovations.
When combined with pre-qualification forms and CRM automation, Facebook becomes one of the most efficient ways to build a long-term lead pipeline.
The Smart Move, Use Both Together
The truth? The best builders don’t pick one, they use both.
The 1-2 Punch Strategy
- Google Ads capture people who are ready to enquire now.
- Facebook Ads nurture those still in the research phase.
For example:
- A homeowner clicks your Google Ad and visits your website.
- They leave without enquiring.
- A Facebook retargeting ad then shows them your completed builds, testimonials, and a call to action, reminding them to get in touch.
This combination keeps your brand front-of-mind and increases conversions dramatically.
Automation Makes It Work
When both platforms feed into a builder-specific CRM (like Arrow’s Builder CRM), every lead, no matter where it came from, is tracked, nurtured, and followed up on automatically.
That means no wasted spend and no lost opportunities.
Which Platform Gets Better Clients?
If you’re chasing quick, ready-to-quote jobs, Google Ads usually deliver the best short-term ROI.
If you’re building brand awareness and want to attract design-savvy, higher-margin clients who resonate with your style and quality, Facebook Ads are the better long game.
But the real answer?
➡️ The best clients come from a combination of both, because buyers don’t live on one platform. They search on Google, then check your Facebook, read reviews, and compare before enquiring.
Builders who show up consistently across both platforms look established, trustworthy, and professional, and those are the builders who win.
Conclusion: Stop Choosing, Start Systemising
Instead of asking “Facebook or Google?”, the smarter question is: How do I make both work together?
By pairing Google Ads for conversion with Facebook Ads for trust and visibility, and connecting both through a CRM automation system, builders can create a predictable, profitable flow of qualified leads month after month.
Ready to find out which mix works best for your building business?
Book a Strategy Session with Arrow Agency and see how we help builders generate better clients, not just more clicks.