Facebook Ads vs Google Ads: Which is Better for Movers?

The Great Debate

"Should I run Facebook Ads or Google Ads?"

It's one of the most common questions we get from moving company owners. And the honest answer is: it depends—and ideally, both.

But if you're just starting out or have a limited budget, you need to make strategic choices. Let's break down exactly when each platform shines.

Understanding the Fundamental Difference

#

Google Ads: Capturing Demand

Google Ads reaches people who are actively searching for moving services. When someone types "movers near me" into Google, they have intent. They need a mover, probably soon.

This is demand capture. You're not creating interest—you're catching people who already have it.

#

Facebook/Meta Ads: Creating Demand

Facebook Ads reaches people based on demographics, interests, and behaviors. Someone scrolling Facebook isn't searching for a mover—but they might see your ad if they match your target profile.

This is demand generation. You're introducing your service to people who might need it.

Google Ads: The Breakdown

#

Pros

High Intent Traffic
People clicking your Google ad are actively looking for movers. They're further down the buying journey and more likely to convert.

Immediate Results
You can start generating leads within hours of launching campaigns. There's no waiting for algorithms to learn.

Measurable ROI
Direct attribution is straightforward. Someone searches, clicks, calls—you know exactly what you paid for that lead.

Local Services Ads
Google's LSA program is incredibly effective for movers. Pay-per-lead pricing and prominent placement above regular ads.

#

Cons

Higher Cost Per Click
Moving-related keywords can cost $15-40+ per click in competitive markets.

Limited Reach
You can only reach people actively searching. That's a small percentage of your potential market at any given time.

Competition
Everyone's bidding on the same keywords. It can become a race to the bottom on margins.

#

Best For

• Companies needing immediate leads


• Limited budgets (when you need every dollar to drive direct response)


• Local/regional service areas


• Peak moving season when search volume is high




Facebook/Meta Ads: The Breakdown

#

Pros

Lower Cost Per Impression
You can reach thousands of people for the cost of a few Google clicks.

Precise Targeting
Target homeowners, people who recently changed their relationship status, people who like real estate pages—the options are powerful.

Visual Storytelling
Video ads, carousel ads, and image ads let you showcase your team, trucks, and happy customers.

Retargeting Power
Show ads to people who visited your website but didn't convert. This is often the highest-ROI campaign you can run.

Brand Building
Facebook builds awareness and familiarity, making people more likely to choose you when they do need to move.

#

Cons

Lower Intent
People aren't actively searching. They're scrolling through family photos and memes. Converting them takes more touchpoints.

Learning Curve
Facebook's algorithm needs time and data to optimize. Expect the first few weeks to be a learning period.

Attribution Complexity
Someone might see your Facebook ad, then search for you on Google later. Tracking that full journey is tricky.

#

Best For



Building brand awareness in your market




Retargeting website visitors




Targeting specific demographics (new homebuyers, people moving out of apartments)




Generating leads during slow season when search volume drops




Companies with compelling visual content





The Verdict: Our Recommended Approach

#

If You Can Only Pick One

Start with Google Ads. The high-intent traffic and direct attribution make it easier to prove ROI and generate immediate leads. This is especially true if you're a new company or have a limited budget.

#

If You Have Budget for Both

Here's how we typically allocate budget for our clients:

Peak Season (May-September):


Google Ads: 70%




Facebook Ads: 30%



Search volume is high during peak season. Capitalize on that demand with Google.

Off-Season (October-April):


Google Ads: 50%




Facebook Ads: 50%



Search volume drops, so lean more into Facebook to generate demand and stay top-of-mind.

#

The Power Play: Full Funnel Marketing

The most successful moving companies we work with use both platforms together:

1. Facebook Ads build awareness and drive traffic to their website
2. Google Ads capture people actively searching
3. Facebook Retargeting follows up with website visitors who didn't convert
4. Google Remarketing reinforces the message across YouTube and display network

This full-funnel approach typically generates 30-40% more leads than single-channel strategies at a 20-25% lower cost per acquisition.



Budget Recommendations

#

Starting Out ($1,500-3,000/month)
Focus 100% on Google Ads. Get your campaigns profitable first.

#

Growing ($3,000-7,000/month)
Split 70/30 between Google and Facebook. Start building your retargeting audiences.

#

Scaling ($7,000-15,000/month)
Full funnel approach. Google Search, Local Services Ads, Facebook prospecting, and retargeting across both platforms.

#

Dominating ($15,000+/month)
All of the above plus YouTube ads, display advertising, and expanded geographic targeting.



Real Numbers From Our Clients

Here's actual performance data from moving companies we manage:

Google Ads (Search)


Average cost per click: $18-35




Average cost per lead: $45-85




Conversion rate: 8-15%




Lead quality: High



Local Services Ads


Average cost per lead: $35-60




Lead quality: Very high (verified leads)




Competition: Moderate



Facebook Prospecting


Average cost per lead: $25-50




Lead quality: Medium-High




Best for: Awareness + specific targeting



Facebook Retargeting


Average cost per lead: $15-30




Lead quality: Very high (already familiar with you)




Best for: Converting warm traffic

The Bottom Line

There's no universal "better" platform. The right answer depends on your goals, budget, and timeline.

Choose Google Ads if: You need leads now, have a limited budget, or want straightforward ROI tracking.

Choose Facebook Ads if: You want to build brand awareness, have compelling visual content, or need to target specific demographics.

Choose both if: You want to dominate your market and have the budget to execute a full-funnel strategy.

Need Help Deciding?

We've managed millions in ad spend across both platforms specifically for moving companies. We know what works, what doesn't, and how to allocate your budget for maximum ROI.

[Schedule a free strategy call](/schedule) and let's build a custom advertising strategy for your moving company.