$35 Facebook Leads vs $450 Google Leads: What Contractors Get Wrong

These aren't better or worse—they're different tools that require different approaches.

Why Lead Cost Is Misleading

When you compare a $35 Facebook lead to a $450 Google lead, you're comparing apples to oranges and pretending they're the same fruit. They're fundamentally different products sold at different stages of the buying journey.

A Facebook lead is someone scrolling through their feed who happens to see your ad. They might not be actively looking for your service right now. They're in awareness mode, or maybe consideration mode. They clicked because your ad caught their attention—maybe the photo, the offer, or the timing. They're not necessarily ready to buy today, or even this month.

A Google lead is someone actively searching for what you do. They typed "kitchen remodeling contractor near me" into Google. They're in the decision stage. They're ready to move forward, probably soon. They clicked your ad because they're actively looking for a solution.

These aren't better or worse leads—they're different leads that require different handling. But when you only look at cost, you miss everything that actually matters.

The Intent Difference

Google leads feel "better" because they're actively searching. They have immediate intent. They're ready to talk, get quotes, and make decisions. When you call a Google lead, they answer. They're expecting your call. They want information. They're engaged from the first conversation.

Facebook leads are different. They saw something interesting while doing something else. They filled out a form because the offer was compelling or the timing was right, but they might not be actively researching your service. When you call, they might not answer. They might not remember filling out the form. They might need nurturing before they're ready to move forward.

This isn't a Facebook problem—it's an intent problem. Facebook leads need more work, more follow-up, and better systems. But when contractors compare the two platforms, they see Facebook leads as "lower quality" instead of seeing them as leads that need different handling.

Why Facebook Leads Need Better Systems

I've watched contractors give up on Facebook after two weeks because "the leads don't answer the phone." They're comparing Facebook leads to Google leads and expecting the same experience.

Facebook leads don't answer the phone because they weren't expecting a call. They weren't actively searching for your service. They need a different approach: email follow-up, text messages, retargeting, nurture sequences. They need you to stay top-of-mind until they're ready to move forward.

The contractors who make Facebook leads work have built systems around them. They have automated email sequences that go out immediately after a lead submits a form. They send text messages that feel personal, not robotic. They have sales processes designed for leads that might need three or four touchpoints before they're ready to book a consultation.

These systems don't happen by accident. They require intentional setup. Most contractors try Facebook, get leads that don't immediately convert, blame the platform, and go back to Google—where they pay 10 times more per lead but get leads that feel easier.

But here's the thing: easier doesn't always mean better. And cheaper doesn't always mean worse.

A Simple Facebook Lead Nurture Sequence That Actually Works

Here's the exact sequence I use for Facebook leads. Copy this, adapt it to your service, and implement it this week.

Immediate SMS (sends within 2 minutes of form submission, under 160 characters):

"Hi [First Name], this is [Your Name] from [Company]. Thanks for your interest in [service]. I'd love to learn about your project. Is now a good time for a quick 2-min call, or should I reach out tomorrow? -[Your Name]"

Voicemail Script (if no answer on first call, within 15 minutes of form submission):

"Hi [First Name], this is [Your Name] from [Company]. I saw you're interested in [service] and wanted to personally reach out. I know you're probably busy, but I'd love to learn about your project and see if we can help. Give me a call back at [phone], or I'll try you again tomorrow. Thanks."

Email Sequence (sends automatically):

Email 1 — Immediate (within 5 minutes):

Subject: Thanks for your interest, [First Name]

Hi [First Name],

Thanks for reaching out about [service]. I wanted to personally let you know we received your inquiry and I'll be calling you shortly.

While you wait, here's what makes us different: [one specific differentiator—like "we've done 200+ [projects] in [area] over the past 5 years" or "we guarantee [specific outcome]"].

Talk soon, [Your Name] [Company] [Phone]

Email 2 — Day 2 (if no response):

Subject: Quick question about your [service] project

Hi [First Name],

I tried reaching you but haven't connected yet. No worries—I know life gets busy.

Quick question: Are you looking to move forward in the next month, or is this more of a planning stage for something later?

Either way, I'd love to help. Here are a few projects we recently completed that might be similar to what you're thinking: [link to 2–3 case studies or project photos].

Let me know what works better—a quick call this week or we can schedule something next week.

Best, [Your Name]

Email 3 — Day 5 (if still no response):

Subject: Still interested in [service], [First Name]?

Hi [First Name],

I haven't heard back, so you're either all set or things got busy. Either way, no problem.

If you're still interested in [service], I'm here. If you went another direction, I'd love to know why—it helps us improve.

Quick recap of what we offer: [2–3 bullet points of key benefits]. If this sounds like a fit, reply to this email or call [phone] and we'll get you scheduled.

If not, no worries at all. Best of luck with your project.

[Your Name]

Day 3 Retargeting Ad (Facebook/Instagram):

Headline: "Still Thinking About [Service]?"

Primary Text: "We've helped [X] homeowners in [area] with [service]. Ready to move forward? Book your free consultation today. [Call-to-action button: 'Schedule Consultation']"

Qualifier Questions (ask these before booking consultation):

1. "What's the main thing you're trying to accomplish with this project?" (Understands motivation and scope)

2. "Are you looking to move forward in the next 30 days, or is this more exploratory for something later?" (Timeline qualification)

3. "What's your approximate budget range?" (Ensures alignment before investing time)

If they're not ready or budget doesn't align, stay in touch but don't book a full consultation yet. Nurture them in your sequence for 30–60 days and check back in.

Why Google Leads Feel Better But Scale Poorly

Google leads convert faster. They answer the phone. They're ready to move forward. The sales process feels smoother. Everyone on your team prefers Google leads because they're easier to work with.

But Google leads are expensive. Really expensive. And the market for actively searching customers is limited. You can only scale so far with Google Ads because there are only so many people actively searching for your service at any given time.

When you're spending $450 per lead and trying to grow, you hit scaling limits quickly. Your cost per lead goes up as you try to reach more people. Your conversion rates might drop as you expand into less targeted keywords. You're competing with every other contractor trying to reach those same actively searching customers.

Facebook leads, when handled correctly, can scale much further. You're not limited to people actively searching. You can reach people who will need your service in the future, people who are planning projects, people who might not know they need you yet. You can build an audience, nurture them over time, and convert them when they're ready.

The contractors who use both platforms understand this. They use Google for immediate, high-intent leads. They use Facebook to build a pipeline of future customers. They don't compare the platforms—they use them for different purposes.

Follow-Up Speed and Qualification Matter More Than Platform

The fastest follow-up in my business is for Google leads. We call within five minutes. These people are actively searching, they're ready to talk, and if we don't call fast, someone else will. Speed matters here.

For Facebook leads, we still call fast—but we also have email sequences, text messages, and retargeting campaigns set up. We know they might not answer the phone the first time. We know they might need more information before they're ready to move forward. We built systems that don't depend on one phone call.

But here's what I've learned: follow-up speed matters more than which platform the lead came from. A Google lead that sits for an hour before you call might as well be a Facebook lead. A Facebook lead you call immediately and qualify properly can convert as fast as any Google lead.

The platform tells you about intent and timing, but your systems determine conversion. Contractors who blame Facebook for "bad leads" usually have slow follow-up, poor qualification, and no nurture systems. They're comparing their worst Facebook lead experience to their best Google lead experience and pretending the platform is the variable.

When Calling Ahead Helps—and When It Hurts

I've heard contractors say they "call ahead" for Google leads but not for Facebook leads. This doesn't make sense to me. If a lead filled out a form asking for information, they expect a call. The timing and messaging matter more than the platform.

For Google leads, calling immediately makes sense. They're actively searching, they're ready to talk, and speed is a competitive advantage. But calling ahead—sending a text first—can still help. "Hi, this is [name] from [company]. I see you're looking for [service]. Is now a good time for a quick call?"

For Facebook leads, calling immediately can feel aggressive. They weren't actively searching, they might not be expecting a call, and you might catch them at a bad time. A text message first, or an email, can warm them up. "Thanks for your interest in [service]. I'd love to learn more about your project. Is today or tomorrow better for a quick call?"

The platform doesn't determine your approach—the lead's buying stage does. Google leads are further along, so immediate calls work. Facebook leads are earlier in the journey, so they need a softer approach. But they both need follow-up, qualification, and systems that move them toward a sale.

Why Distance and Geography Matter More for Facebook Leads

Google leads are usually local. They search for "kitchen remodeling contractor near me" because they need someone in their area. The geography is built into the search.

Facebook leads can be anywhere. You can target by location, but people travel, move, or might have filled out a form while browsing somewhere else. Facebook leads need more qualification around location, service area, and whether you can actually serve them.

This isn't a quality problem—it's a targeting and qualification problem. If you're getting Facebook leads outside your service area, your targeting is wrong. If you're not asking location questions on your form, you're wasting time on unqualified leads.

The contractors who make Facebook work have tight geographic targeting and qualification questions built into their forms. They know where the lead is located before they call. They don't waste time on leads they can't serve.

Why Experienced Companies Use Both Platforms Differently

I know contractors running both Facebook and Google Ads successfully. They don't use them the same way. They don't compare them directly. They use each platform for what it does best.

Google gets immediate, high-intent leads. They budget for higher costs per lead because these leads convert faster and at higher rates. They use Google when they need immediate revenue, when they have capacity to fill, when they want leads that are ready to move forward now.

Facebook builds future pipelines. They budget for lower costs per lead but build systems to nurture them over time. They use Facebook to build awareness, create future customers, and scale beyond the limits of actively searching customers. They don't expect Facebook leads to convert immediately—they expect them to convert eventually, with proper follow-up.

They measure success differently for each platform. Google success is immediate conversions and revenue. Facebook success is pipeline building, cost per lead, and lifetime value of nurtured customers.

They don't debate which platform is "better." They use both. They understand they're different tools for different purposes.

What "Good Leads" Actually Means

A good lead isn't defined by where it came from or how much it cost. A good lead is a lead you can convert profitably with the systems you have in place.

If you have fast follow-up, good qualification, and strong sales processes, you can convert expensive Google leads and cheaper Facebook leads. If you have slow follow-up, poor qualification, and no systems, you'll struggle with both.

The best leads are the ones that turn into customers at a cost that makes sense for your business. Sometimes that's a $450 Google lead that closes quickly. Sometimes that's a $35 Facebook lead that needs nurturing but eventually becomes a customer—and when you factor in lifetime value and referral potential, the economics work out.

The worst leads are the ones you can't convert, regardless of cost. A free lead you can't convert is worse than a $500 lead you can. Cost only matters in relation to your ability to close.

Your marketing platform doesn't determine your success. Your systems do. A contractor with great systems can make any lead source work. A contractor with poor systems will struggle with any lead source, no matter how expensive or "high quality."

Your 7-Day Implementation Plan

Stop debating Facebook vs Google. Stop comparing cost per lead across platforms that serve different purposes. Stop blaming platforms for leads you can't convert.

Here's what to do this week:

Day 1: Set up SMS automation for new leads. Use the template above, customize it for your service, and make it send within 5 minutes of form submission.

Day 2: Write your three-email sequence. Use the templates above as a starting point. Adapt them to your voice and service. Load them into your email marketing tool or CRM.

Day 3: Record your voicemail script. Practice it a few times so it sounds natural. Use it whenever you call a lead and they don't answer.

Day 4: Add the three qualifier questions to your sales process. Have your team practice asking them naturally during initial conversations.

Day 5: Review your last 30 days of leads. Categorize them by source (Facebook vs Google vs other). Calculate your actual contact rates, appointment rates, and close rates. Don't guess—measure.

Day 6: Set up retargeting ads for Facebook leads who haven't responded after 3 days. Use the ad copy template above.

Day 7: Create a simple tracking spreadsheet. Track: lead source, cost per lead, contact made (yes/no), appointment set (yes/no), closed (yes/no), revenue. Review it weekly.

If you do nothing else this week, implement the SMS automation and email sequence. That alone will improve your Facebook lead conversion rate.

When your systems are solid, you can make any lead source profitable. When your systems are weak, even the "best" leads won't close.

The question isn't which platform gives better leads. The question is: do you have systems that can convert whatever leads come your way?