Generating leads for your hardwood flooring business can be challenging. It can be difficult to know where to advertise, especially online. There are several different advertising options, but two of the most popular options are Google Ads and Facebook Ads.
Let’s start with breaking down what exactly these types of ads are and how they can benefit your business. Next, let’s take a look at the pros and cons of the two, and then we will finish with recommendations based on your unique situation. So, let’s dive in!
Target Audience
One of the main differences between Facebook Ads and Google Ads is how they target users. Facebook Ads target user demographics, interests, and behaviors. For example, target women aged 25-35 who live in Houston, Texas with an interest in home renovations. Google Ads target based on the keyword a user is searching on Google. For example, someone who types into Google “Best Hardwood Flooring Contractor Near Me.”
Work Your Leads
In my experience, this makes a big difference in lead quality and quantity between the two. Generally, you’ll find Google leads almost always are more qualified than Facebook, mostly because people are searching for a solution to their problem. In this case, to fix or replace their hardwood flooring. Yet, even though Facebook leads typically are less qualified, there will be a higher volume of them than Google. This can be nice if you have a sales team or if you’re willing to work your leads a bit more.
Facebook Ads and Google Ads are great for growing your business. They each have their unique strengths and weaknesses. Facebook Ads will give you more leads, but they’ll be less qualified. Google will bring you highly qualified leads, but they’ll be more expensive, and fewer of them.
Pricepoint
Another key difference between these two platforms is the cost. Google Ads almost always will be more expensive than Facebook Ads per lead. This is because, as I mentioned earlier, Google leads will be more-qualified. That creates a lot of competition for valuable keywords, which drives up the cost to bid on them. Facebook doesn’t have this problem so much, although prices have been increasing slightly.
Skills or No Skills
Now let’s talk about ease of entry. When creating ad campaigns, Facebook Ads generally are easier to set up. That’s because you don’t need a website or as many “techie skills” to get going. Google has a lot more moving parts and technical experience involved. You’ll need a good website and an understanding of keyword analysis and traffic. The platform will be a lot more confusing at first, too.
For overall media capabilities, Facebook is better. On Facebook, you can use pictures, videos, and more to grab people’s attention. On Google, you’re limited to the text you write in the search ad. That means standing out from the competition will be a little more difficult.
Make the Choice
So, which is better for you? My first recommendation would be to run both at the same time. Google Ads will give you the quality leads you need to get the type of returns you’re looking for. However, Facebook will bring the number of leads you need to start scaling your business. Between the two, you’ll have a good mix of leads to keep you busy!
If you don’t have much of a budget, and you’re a small team, I would recommend just Facebook Ads. You can start with a modest budget, it’ll be easier to learn, and you’ll land some great jobs from there (if you follow up). If you’re looking for bigger jobs, have a little more to spend, and don’t need a ton of leads, Google is your best bet. It’s going to be a little more of an investment, but you’ll get some excellent quality leads.
In conclusion, Facebook Ads and Google Ads are great for growing your business. They each have their unique strengths and weaknesses. Facebook Ads will give you more leads, but they’ll be less qualified. Google will bring you highly qualified leads, but they’ll be more expensive, and fewer of them. Ultimately, the choice between the two will depend on what stage your business is at and your goals.
Matt Thibeau is CEO of Savant Marketing Agency and author of Digital Marketing Secrets for Contractors. He can be reached at mmatt@mattthibeau.com or 613.619.5319. To request a free strategy call, visit savantmarketingagency.com.
