Google catches people whose AC already died. Meta is how you get in front of them before that happens. Different job, different tool.
Search only works when somebody is already looking. That's great in July and in the first cold week of November. It's thin the rest of the year.
Meta is the other half. Nobody wakes up wanting a maintenance plan, so you have to put it in front of them. Same with financing offers, seasonal tune-ups, water heater replacement before it fails instead of after, and the work you'd rather schedule than get called out for at 9pm.
It's also where your job photos are worth something. A clean before and after on a panel upgrade does more than any ad copy I could write.
Offer first. A Meta ad without something specific attached is just a picture of a truck. Tune-up pricing, a financing promo, a seasonal check, something a person can say yes to.
Targeting built around homeowners in your actual service area, not the whole region. Creative from your own job photos wherever possible, because stock images of smiling technicians get scrolled past and everybody uses the same three.
Then leads routed somewhere you'll actually see them, instead of sitting in a Facebook inbox nobody checks.
Meta is slower than search. You're building interest rather than catching it, so the first month is usually about finding out which offer people respond to.
If your budget is tight and you can only fund one channel, put it into Google first. I'd rather tell you that than take the money.
Service businesses that already have search running reasonably well, have decent job photos, and want to smooth out the slow stretches between seasons.
If you've got an offer worth putting in front of people, I'll tell you whether Meta is the right place for it. If it isn't, I'll say so.