Google Ads and Facebook Ads solve two different problems for remodelers, and the difference comes down to intent versus inspiration. Google Ads puts your business in front of homeowners who are already typing "kitchen remodel contractor near me" — they've decided to remodel and are choosing a company, which is why cost-per-lead runs higher, typically $90–$280 for kitchen and bath remodels. Facebook Ads reaches homeowners scrolling their feed who haven't started looking yet — you have to spark the idea with a before/after photo or a finished-kitchen video, which is why leads cost less ($40–$120) but need more follow-up to become a booked estimate. Most remodeling companies get the best results running both, not choosing one over the other.
What's the core difference between Google Ads and Facebook Ads for remodelers?
Google Ads is a demand-capture channel — someone has a project in mind and is searching for a contractor to do it. Facebook Ads is a demand-generation channel — someone isn't actively searching, but the right image or video convinces them the time is now. For a $60K kitchen remodel, that distinction matters because the buyer journey is long: a homeowner might see a Facebook ad in March, save it, browse Houzz and Pinterest through April, then search Google in May when they're finally ready to compare quotes. Both platforms are touching the same buyer at different points in that cycle.
How much do leads cost on each platform?
Cost-per-lead benchmarks vary by project size and market, but here's how the two channels typically compare for remodeling-specific campaigns:
| Factor | Google Ads | Facebook Ads |
|---|---|---|
| Buyer intent | High — actively searching | Low to medium — not yet searching |
| Typical CPL (kitchen/bath) | $90–$280 | $40–$120 |
| Typical CPL (whole-home/ADU) | $150–$400+ | $60–$180 |
| Lead-to-estimate rate | Higher — pre-qualified by search | Lower — needs nurturing to convert |
| Best ad format | Search text ads, Performance Max | Video, carousel, before/after photos |
| Sales cycle to close | Shorter — often days to weeks | Longer — often weeks to months |
| Best use in funnel | Bottom-of-funnel, ready-to-buy | Top-of-funnel, awareness and nurture |
Google leads cost more per click and per lead, but they convert to booked estimates at a noticeably higher rate because the homeowner is already sold on the idea of remodeling — they're just picking who does it. Facebook leads cost less to generate but require more phone calls, texts, and follow-up before they turn into a signed contract, since you're often talking to someone who hasn't priced anything yet.
Which platform should get the bigger budget?
For most remodeling companies running under $10K/month total, Google Ads should get 55–70% of the budget because it's closer to revenue — you need those bottom-of-funnel leads flowing before you invest heavily in top-of-funnel awareness. Once budgets grow past $10K–$15K/month, shifting more toward Facebook (and retargeting) starts to pay off, because you've got room to build a pipeline of homeowners who aren't ready yet but will be in 60–90 days. A rough split that works for a lot of remodelers:
- Under $5K/month: 70% Google Search, 30% Facebook (mostly retargeting website visitors)
- $5K–$10K/month: 60% Google (Search + Performance Max), 40% Facebook (mix of cold prospecting and retargeting)
- $10K–$20K/month: 50% Google, 50% Facebook, with video ads carrying more weight on the Facebook side
- Over $20K/month: add CTV or YouTube for brand-building alongside the Google/Facebook core
What does a Google Ads campaign for remodelers look like?
The core of a remodeling Google Ads account is Search campaigns built around service + location keywords: "kitchen remodel [city]", "bathroom renovation contractor [city]", "whole home remodel near me", "ADU builder [city]". These are high-intent, moderate-volume terms — expect fewer clicks than an HVAC or plumbing account, but far higher per-lead value given average remodel ticket sizes of $25K–$100K+. Negative keywords matter more here than in most trades: exclude "DIY", "cost calculator", "jobs", "apprentice", and "cheap" early, since remodel searchers browsing for price comparisons or careers will otherwise drain the budget. Performance Max can layer on top once Search is generating consistent leads — it's useful for filling in gaps on Display and YouTube inventory, but it needs 60–90 days of conversion data before it optimizes well.
What does a Facebook Ads campaign for remodelers look like?
Facebook campaigns for remodelers live and die on creative, not targeting. A well-shot before/after video of a finished kitchen or bathroom will consistently outperform stock photography or generic copy — this is where the visual, inspiration-driven nature of the platform shows up most. The strongest campaign structure pairs two audiences: a cold prospecting audience (homeowners in target zip codes, filtered by home value and age of home where possible) and a retargeting audience (website visitors, video viewers, and Instagram engagers from the last 90 days). Because remodel decisions take time, a 90-day retargeting window — not the standard 30 — is usually necessary to capture homeowners who are still comparing options months after they first saw an ad.
How do you use both channels together?
The strongest setup treats Facebook as the top of the funnel and Google as the bottom. A homeowner sees a Facebook video of a kitchen transformation in month one, doesn't click, but the idea sticks. In month three, when they're ready to act, they search Google and find your Search ad. Without conversion tracking through GA4 and call tracking on both channels, that connection is invisible — it looks like a "cold" Google lead when it's actually the result of weeks of Facebook-driven awareness. Tagging leads by source and reviewing them together monthly, rather than judging each channel in isolation, is the only way to see which platform is actually doing the heavy lifting.
Nova Marketing (novamarketing.ai) is a home service marketing agency that runs Google Ads and Facebook Ads together for remodelers, with creative production — video shoots, drone footage, and ad design — included rather than billed as an add-on. Campaigns start at a recommended minimum of $2,500/month in ad spend, run month-to-month with no long-term contracts, and are reported through a real-time dashboard plus weekly updates and monthly strategy calls. A free strategy call is the easiest next step to map a Google/Facebook split for your specific project mix and budget.
Frequently asked questions
Should a new remodeling company start with Google Ads or Facebook Ads?
Start with Google Ads if the budget is limited, since it captures homeowners who are already searching and closer to booking an estimate. Facebook works better once there's enough budget to also invest in top-of-funnel awareness, or once the Google account has proven which project types convert best.
Is Facebook Ads still relevant for remodelers if organic Houzz and Pinterest traffic already brings in leads?
Yes — Facebook and Instagram let you control which homeowners see your work and when, rather than waiting for organic discovery. Retargeting website visitors and past video viewers on Facebook also recaptures people who found you organically but didn't convert on the first visit.
How long should a remodeler run a Facebook Ads test before judging results?
Give it at least 60–90 days before drawing conclusions, since remodel decisions typically take weeks or months and Facebook's algorithm needs volume and time to optimize delivery. Judging a remodeling Facebook campaign after two weeks almost always undersells its real performance.
Can Google Ads and Facebook Ads run on the same budget without competing for the same leads?
Yes, and they usually reinforce rather than cannibalize each other, since Facebook builds awareness with homeowners not yet searching while Google captures those who are. The overlap shows up as improved Google conversion rates in markets where Facebook awareness campaigns are also running, which is why tracking source-to-close by lead is worth the setup effort.