Google Ads vs Facebook Ads: Which Works Best for Builders?

If you’ve ever spoken to a so-called “marketing expert,” you’ve probably heard this advice:

“You need to be everywhere. Run Google Ads. Dominate Facebook. Don’t forget Instagram. Maybe even TikTok.”

Before you know it, you’re spreading your budget thinner than paint on a cost-plus job. You’re doing a little bit of everything… and getting excellence in nothing.

Here’s the truth nobody wants to admit: for most residential builders, trying to master both Google Ads and Facebook Ads at the same time is a recipe for wasted money and constant frustration. But choosing the wrong one for your business model is just as dangerous—it can burn cash faster than a dodgy tradie on site.

The builders who are crushing it right now aren’t trying to do everything. They’ve figured out which platform matches their target market, growth goals, and sales process—and they’ve gone all-in on mastering it.

This article isn’t about declaring which platform is “better.” It’s about finding out which platform is better for you, right now, with your specific circumstances. After managing millions in ad spend for Australian builders, we’ve learned exactly when Google Ads dominate, when Facebook Ads win, and when using both is a game-changer.

Let’s break it down.

The Case for Google Ads (High-Intent Builder Leads)

Think of Google Ads like fishing in a stocked pond—where the fish are already hungry and biting.

Nobody types “custom home builder near me” by accident. If someone’s searching for “knockdown rebuild specialists Sydney” or “luxury builders Melbourne,” you know two things:

1. They already have land (or are actively considering it).

2. They’re not just dreaming—they’re looking to start building.

And that’s the magic of Google: search intent.

Each search reveals where that person is in their journey:

• Someone typing “how much does it cost to build a house in Melbourne” is in the research phase.

• Someone typing “best custom builders Eastern Suburbs” is in the decision phase.

• Someone searching your company name is ready to contact you.

For builders, this makes Google Ads incredibly efficient. Why waste money reaching 10,000 random homeowners scrolling Facebook when you can target 100 people actively searching for a builder?

Conversion Rates Don’t Lie

Our campaigns consistently see 20–25% conversion rates from Google leads. Compare that to the 2–5% conversion rates you’ll get from cold Facebook traffic.

And here’s the kicker: with Google Ads, you can launch today and get leads tomorrow. There’s no need to spend months “warming up audiences” or building brand awareness. If someone needs a builder now, Google can deliver them straight to you.

The Search Volume Goldmine

In Sydney alone, there are over 5,000 monthly searches for builder-related terms. These aren’t “browsers.” They’re buyers.

With the right campaign structure, you can dominate high-value niche searches like:

• “Luxury home builders [Suburb]”

• “Energy-efficient builders [Region]”

• “Sustainable home design [City]”

Meanwhile, your competitors are wasting money fighting over broad, expensive terms like “home builders Sydney.”

The Case for Facebook Ads (Demand Creation for Builders)

Facebook plays a different game. Instead of waiting for people to search, it lets you create demand before they even realise they need a builder.

Think about your best clients. Did they wake up one morning and decide, “I’m going to build a home today”? No. Their journey started months—or even years—earlier:

• Following home design accounts.

• Joining renovation groups.

• Saving inspiration photos on Instagram or Pinterest.

Facebook Ads let you tap into this audience long before they’re searching on Google.

Hyper-Targeted Audiences

Google knows what people search for. Facebook knows who people are.

Want to target homeowners aged 40–55, earning $150k+, who follow luxury home design pages and just joined a local community group? Easy. That’s a Tuesday on Facebook Ads.

Storytelling at Scale

For builders, visual storytelling sells. Unlike Google’s text-heavy ads, Facebook allows you to showcase:

• Stunning project videos

• Client testimonials

• Behind-the-scenes build content

This matters because building a home is an emotional decision. A family choosing you over another builder often comes down to trust and connection. Facebook helps you build that trust before you ever speak with them.

The Retargeting Funnel

This is where Facebook really shines. Someone watches your video, sees your testimonial, downloads your free “Building Guide,” and then books a consultation.

This process might take 3–6 months—but when they book, they’re not shopping around. They already want you.

Cost Comparison: Google vs Facebook for Builders

Let’s talk real numbers.

Google Ads (Australia – Builder Benchmarks):

• Cost per click: $5–15 for niche searches; $20–50 for highly competitive terms.

• Cost per lead: $100–300.

• Consultation conversion: 15–25%.

• Cost per booked consultation: $400–1,200.

Facebook Ads (Australia – Builder Benchmarks):

• Cost per click: $1–3.

• Lead magnet downloads: $20–50.

• Direct consultation leads: $150–400.

• Lead-to-consultation conversion: 5–10%.

• Cost per booked consultation: $800–2,000.

On paper, Google looks cheaper. But here’s what raw numbers don’t show:

• Google leads are ready now. They often get multiple quotes, which means more competition.

• Facebook leads are nurtured. They’ve been following your brand for months, and often choose you exclusively.

• Google stops when you stop paying. Facebook builds compounding audiences you can retarget for years.

The Power of Using Both

Here’s where the magic happens: Google + Facebook = dominance.

Not a 50/50 budget split. Not “set and forget.” But strategic integration.

1. Start with Google – Capture high-intent leads searching today.

2. Retarget on Facebook – 96% of visitors won’t convert on their first visit. Retarget them with testimonials, videos, and proof.

3. Use Facebook for brand building – Run video ads showcasing your best projects to cold audiences. Later, they’ll search your name on Google.

4. Feed insights between platforms – Use Facebook data (who’s engaging) to refine Google targeting. Use Google data (which keywords convert) to refine Facebook ad copy.

This is how you create a closed-loop marketing system that captures both short-term leads and long-term dream clients.

Which One Should You Choose? (Decision Framework)

Here’s the no-BS breakdown:

Go Google Ads if:

✅ You need leads immediately.
✅ You’re in a competitive market with lots of active searches.
✅ Your average project value exceeds $500k.
✅ You have a sales team ready to handle enquiries.
✅ Your website is optimised for conversions.

Go Facebook Ads if:

✅ You want to build a premium brand.
✅ You’ve got killer visual content.
✅ You’re targeting specific demographics.
✅ You can invest 3–6 months for results.
✅ You want to build a database for long-term nurturing.

Use Both if:

✅ You have at least $8k/month to invest.
✅ You have tracking systems in place (multi-touch attribution).
✅ You can create platform-specific content.
✅ You want to dominate your market and play both short and long game.

🚨 The worst decision? Trying to do both half-heartedly with no budget or strategy. Better to master one platform and get consistent results than to flop on both.