Use Google to capture specific intent
Build campaigns around services and locations you genuinely cover. Separate materially different job types and review search terms for irrelevant intent. A focused landing page should answer the same need as the ad.
Use Meta to create consideration
Project imagery, customer questions and clear offers can make a homeowner consider an improvement. That earlier-stage interest may need different qualification and follow-up from an urgent search enquiry.
Allocate on qualified outcomes
Compare the channels using the same definitions and sufficient time for sales outcomes. Account for overlapping journeys rather than adding platform-reported conversions together as if they were all unique customers.
Put it into practice
Review one recent group of enquiries with your sales team. Agree the quality criteria, identify the largest recurring mismatch and decide what to change before buying more traffic.