Compare Facebook ads vs Google ads for building companies

In 2026, the "better" ROI for extensions and renovations depends entirely on whether you're trying to capture current demand or create new demand.

For high-value projects like extensions (typically £50k+), a blended strategy is usually the most profitable. Here is the direct comparison of how they perform for building companies.

Google Ads vs Facebook Ads: Head-to-Head

Metric	Google Ads (search)	Facebook Ads (social)
Primary goal	Intent: Capturing people actively searching for a builder.	Discovery: Showing beautiful projects to local homeowners.
Lead quality	High: These users have a specific problem they want to solve now.	Variable: Often "tyre-kickers" or people in the early dreaming phase.
Close rate	Higher (15–30% on average).	Lower (8–20% on average)
Cost per lead	Expensive (£40–£100+).	Cheaper (£10–£40).
Visual factor	Low (mostly text-based).	High: Essential for showing off craftsmanship.

Which has the better ROI?

1. Google Ads: The "High-Intent" Winner

If you want a signed contract as quickly as possible, Google Ads (specifically Google Local Services Ads with the "Google Guaranteed" badge) is superior.

• The ROI Logic: You're paying more per click, but you're appearing for high-intent keywords like "house extension builders near me". These leads are "warm" and ready to book a site visit.‌

• Best for: Filling immediate gaps in your schedule or scaling a specific service quickly.

2. Facebook Ads: The "Visual ROI" Winner

For extensions and renovations, Facebook (and Instagram) can actually produce a higher long-term ROI because it allows you to use visual storytelling.

• The ROI Logic: While Google captures people who know they need a builder, Facebook reaches people who didn't know they wanted an extension until they saw your stunning "before and after" video.‌

• The "Cheaper Job" Factor: Because Facebook leads are significantly cheaper, even with a lower close rate, the cost-per-closed-job is often lower on Facebook than on Google.‌

• Best for: Building a local brand and generating a consistent pipeline of "dream projects" that aren't purely price-driven.

The 2026 "Full-Funnel" Strategy

The most successful UK construction firms in 2026 don't choose one; they use a 70/30 split:

1. 70% of budget on Google Search: To capture the "ready-to-buy" homeowners in your local radius.‌

2. 30% of budget on Facebook retargeting: To show ads to the people who visited your website from Google but didn't enquire yet.‌

Pro Tip: In 2026, Google Local Services Ads (LSA) are outperforming traditional search ads for builders.You pay per lead (phone call) rather than per click, which significantly protects your ROI from "window shoppers." 

Summary Recommendation

• Pick Google Ads if you need a lead today and have a sales process ready to handle high-intent enquiries.

• Pick Facebook Ads if you have stunning project photos and want to build a long-term pipeline of local homeowners who aren't just looking for the cheapest quote.

Remember don't just spend money on ads. It shouldn't be a simple Facebook ads vs Google ads match up.

It should be combined with ensuring your digital footprint is working for you. Speak to us and we can help ensure that all of your digital channels are working for you.