Meta owns both Facebook and Instagram, so one ad account runs ads on both. The big difference from Google is timing. On Google, people are searching for you right now. On Facebook and Instagram, they're scrolling. You reach them before they need you, or while they're still thinking about it.
That makes Facebook ads good for:
- Work that looks good in a photo
- Decks, fences, kitchens, gardens, smiles, a clean office.
- Jobs people plan ahead
- A new deck in spring, a kitchen next year, braces for a teenager, a fall furnace check.
- Seasonal offers
- Spring pre-booking, a tune-up special before the slow weeks, "use your benefits before the year ends".
- Bringing people back
- Past customers, and people who visited your website but didn't call.
And not so good for emergencies. Nobody with a flooded basement scrolls Instagram for a plumber. For those calls, you want Google Ads management.