Quick Answer
Google captures demand that already exists and produces higher-intent, higher-cost inquiries. Meta creates demand that did not exist today, producing more volume at lower cost but requiring stronger qualification and follow-up. Urgent services lean Google; considered, discretionary projects often lean Meta.
Search captures, social creates
Someone searching for emergency drain cleaning has already decided to buy. Someone scrolling a feed has not thought about their driveway today. Both can be profitable, but they demand different offers and different sales handling.
Cost and quality trade off predictably
Search inquiries cost more and close faster. Social inquiries cost less and require more qualification and follow-up. Judging both on the same cost-per-lead benchmark leads to bad decisions.
Which categories lean where
Plumbing, HVAC emergencies, garage doors, lockouts and pest problems live on search. Remodeling, moving, hardscaping, painting and roof replacement often perform well on paid social with a strong offer.
The real deciding factor
Whichever channel is used, results depend on what happens in the first minute after the inquiry. A great campaign with slow follow-up loses to a mediocre campaign with instant response.
How Furlan Systems applies this
We fund and operate this work directly: capital, advertising, technology, follow-up, sales and closing. Operating partners provide capacity, operations, fulfillment and customer experience.