Every month, I hear the same thing:
“Google doesn’t work for me.”
“Facebook leads are garbage.”

But here’s the truth: it’s not the platform failing. It’s your setup.

Think about the last time you lost a job you should’ve had. The customer didn’t go with you because they never heard back, or because they didn’t see why you were worth more. That wasn’t Google’s fault. That wasn’t Facebook’s fault. That was your system (or lack of one).

I’ve seen crews with 100 reviews and lightning-fast callbacks dominate Google LSAs. I’ve seen others burn thousands on Facebook because they couldn’t follow up fast enough. Both ad platforms with completely different outcomes.

The difference isn’t the ads. It’s how you’re set up to handle what comes after.

You wouldn't send your newest groundsman to handle a 60-foot oak removal over a house.

You'd match the job complexity to your crew's experience level.

Same logic applies to choosing your first paid advertising platform.

Here's your decision tree:

Start with Google LSAs if: You can respond to leads within 5 minutes (seriously, set a timer) and you have at least 20+ solid reviews. LSAs are like handling routine pruning jobs straightforward, but you need to be fast and credible.

Tack on Google Search Ads if: You want the highest buyer intent but can handle more complexity. People searching "tree removal near me" are ready to buy. But setting up profitable search campaigns is like rigging a complex removal, more skill required, bigger payoff when done right.

Try Facebook Ads if: You have a bulletproof lead qualification system and can respond instantly (or have automation that does it for you). Facebook leads are like door-to-door sales you're interrupting people who weren't actively looking for you. They need more nurturing, faster responses, and better filtering.

The biggest mistake? Starting with Facebook because it seems "easier" or "cheaper."

It's not easier. It's different.

Facebook leads who don't hear back within 5 minutes are gone forever. They're swiping back to cat videos and forgetting you exist. Meanwhile, someone who searched Google for "emergency tree service" will wait hours for a callback because they have a real problem to solve.

Know your strengths. Match the platform to your capabilities. Scale from there.

→ Google LSA booking link trap - As of February 25, 2025, Google automatically opted you into charging LSA rates for booking link submissions from your Business Profile. These leads might be going to a "black hole" you're not monitoring. Check your LSA settings and opt out if you're not ready to handle (and pay for) these leads.

I see tree service owners every week jumping into Facebook ads because they heard their buddy's landscaping company is "crushing it."

Here's what they don't tell you:

That landscaping company has a full-time office manager who responds to leads within 2 minutes. They've got automated follow-up sequences. They've spent months perfecting their pre-qualification questions.

You? You're running jobs all day, checking Facebook leads during lunch, and wondering why your "cost per lead" looks good but your "cost per customer" is terrible.

Facebook leads require a different playbook than Google leads. It's like the difference between responding to storm damage calls and doing proactive tree health consultations. Same industry, completely different approach.

But a lot of folks want to start with Facebook because the ads look pretty and the targeting seems magical.

Start with what matches your current operation. 

Master one platform before you chase the next shiny object.

Or let us wrangle your ad platforms.

Want us to look at your marketing and show you how to get an extra 3-5 jobs per week?

Refundable if it's not worth 10x that. All you have to do is ask.

Written by Jacob Hastings
Head of Growth & Client Strategy at Growth Ring Media