The practical view
Google usually performs best when customers actively search for an urgent or specific service. Meta is stronger when visual proof, a compelling offer, or demand creation drives the decision.
What to focus on
Contractors and home services often begin with search, while renovation and visually strong trades can benefit from a blended approach. Longer B2B cycles require stronger nurture.
The takeaway
Channel choice should follow real demand, creative capacity, economics, and sales process—not a universal benchmark.