Google Ads or Meta Ads for landscapers: when do you use which channel?

If you have €500 a month for advertising, the question is simple: where do you put it? Google or Meta? Both platforms claim they deliver the best results. Both are right — for a different type of enquiry.

This article gives you a decision rule. No theory, no platform preference. Based purely on what works for landscaping businesses with serious project values.

The fundamental difference

Google Ads captures existing demand. Someone types "landscaper Amsterdam" — that's a purchase-ready client. They're already searching. You just need to find them before your competitor does.

Meta Ads creates demand that didn't exist yet. Someone scrolls through Instagram and sees your before/after of a terrace garden. They weren't thinking about it — now they are. You plant the idea.

When Google Ads wins

Google Ads is strong when the client already knows what they want. "Landscaper Amsterdam garden design quote" is a search from someone ready to call. That lead has higher intent than a Meta lead.

Google Ads works best for: urgent jobs (pond leak, tree pruning before the storm), maintenance (people actively searching for a regular landscaper), and local searches (landscaper + city name).

The pitfall: Google Ads on broad terms like "garden" or "landscaper" is expensive and delivers little. Use specific keywords with location and project type.

When Meta Ads wins

Meta Ads is strong for projects people don't plan every day. A complete garden renovation at €15,000 isn't an impulse purchase — but someone can start thinking about it after seeing a great before/after.

Meta Ads works best for: large installation projects (garden renovation, terrace, pond), seasonal campaigns (early spring campaign for summer projects), and remarketing to people who already visited your website.

The Meta advantage: you can target extremely specifically. Owner-occupied homeowners above €350K in your service area, aged 35–60. They have the budget — and they're on Instagram and Facebook.

The decision rule in one sentence

Project value of €5,000+ and want to reach clients not yet actively searching? Meta. Want to capture the client already typing on Google? Google. Have the budget? Both — but start with Meta.

Meta delivers a lower CPL for large projects on average. Google delivers faster leads but higher cost per enquiry. If you can only pick one channel, choose Meta for installation and Google for maintenance.