Meta vs Google
Facebook Ads vs Google Ads for HVAC
HVAC contractors ask this every week. The honest answer: they are not the same homeowner. Google is someone already looking. Meta is someone you interrupted. Pick based on the job, not based on which platform a guru likes this month.
I grew an electric and HVAC shop with my own marketing spend. Real tests, not theory. How Lead Junkies got built.
When Google usually wins
No-cool. No-heat. “AC repair near me.” Emergency intent is search. Local Services Ads and search campaigns exist for this. If your trucks live on service calls, ignoring Google because Facebook felt cheaper is how you miss the homeowner with a dead unit tonight.
When Meta (and TikTok) make sense
Memberships, tune-ups, replacement conversations, proof content. Social is interruption. It works when the hook is a real HVAC job and someone answers DMs or calls. Instant Forms without speed-to-lead is a junk list with a nice CPM.
You might need both — or neither yet
If follow-up is broken, both platforms will look like they “don’t work.” If the website can’t convert, Google will look expensive. I burned my own money finding that out. Talk about your shop before you split a budget down the middle because a blog said so.