Instagram vs Facebook vs Google

The Verdict: Google Business Profile Wins

For home service businesses, Google Business Profile (GBP) is the most important platform. Here's why:

• 76% of local searches lead to offline purchases - When someone needs a contractor, they search Google
• GBP appears in both Google Search and Google Maps - Double the visibility
• Direct path to customers - Customers can call, message, or get directions without leaving Google
• Visual content drives decisions - Before & after photos on GBP get 200% more engagement
• Regular posting improves rankings - Businesses that post weekly see 5x more views

This doesn't mean you should ignore Instagram and Facebook—but Google Business Profile should be your priority.

Google Business Profile: The #1 Priority

Why It Matters Most

When someone needs a roofer, plumber, or landscaper, where do they go? Google. Your GBP listing is often the first (and last) thing potential customers see before calling you.

• Primary search destination - Most customers find home services on Google
• Appears in search results - Your posts can show up when people search for your services
• Local SEO power - Regular posting improves your local search rankings
• Trust signals - Reviews, photos, and regular updates build credibility
• Direct booking path - Customers can contact you directly from the listing

Best Content for GBP

• Before & after project photos (highest engagement)
• Service updates and special offers
• Completed project highlights
• Seasonal service announcements
• Customer testimonials and reviews

Posting Frequency

Post 2-3 times per week minimum. Consistency matters more than frequency—regular posting signals an active, engaged business.

Pro tip: Use tools like EasyStory to post to GBP in 30 seconds via text message, making consistency effortless.

Facebook: The Community Builder

Why It Matters

Facebook isn't as critical as GBP for discovery, but it's valuable for building community and maintaining relationships with past clients:

• Local community reach - Connect with people in your service area
• Past client engagement - Stay top-of-mind with previous customers
• Longer-form content - Share detailed project stories and testimonials
• Facebook Groups - Engage with local community groups
• Targeted advertising - Run ads to reach homeowners in your area

Best Content for Facebook

• Complete project stories with multiple photos
• Behind-the-scenes content and team spotlights
• Customer testimonials and reviews
• Educational content and tips
• Seasonal promotions and special offers

Posting Frequency

Post 1-2 times per week. Focus on quality over quantity—Facebook rewards engagement, not just frequency.

Limitations

• Less important for discovery than GBP
• Organic reach has declined over the years
• Requires more engagement to be effective

Instagram: The Visual Showcase

Why It Matters

Instagram is perfect for showcasing your work visually, but it's less critical than GBP for lead generation:

• Visual-first platform - Perfect for before & after photos
• Reach younger homeowners - Especially important for certain services
• Highly shareable content - Transformations can go viral
• Stories and Reels - Multiple content formats for engagement
• Hashtag discovery - Reach people searching for specific services

Best Content for Instagram

• Before & after transformations (most engaging)
• Process videos and time-lapses
• Behind-the-scenes Stories
• Quick tips and educational Reels
• Before & after carousels

Posting Frequency

Post 2-3 times per week. Instagram rewards consistency, so regular posting is important.

Limitations

• Less direct path to bookings than GBP
• Requires more visual content creation
• Younger demographic (may not match your target customers)
• Time-consuming to create engaging content

Platform Comparison for Home Service Businesses

The Winning Multi-Platform Strategy

You don't have to choose—the best strategy uses all three platforms, but prioritizes GBP:

Priority 1: Google Business Profile

• Post 2-3 times per week minimum
• Focus on before & after photos
• Respond to all reviews
• Keep business information updated

Priority 2: Facebook

• Post 1-2 times per week
• Share longer project stories
• Engage with local community groups
• Run targeted ads when budget allows

Priority 3: Instagram

• Post 2-3 times per week
• Focus on visual transformations
• Use Stories for behind-the-scenes content
• Engage with relevant hashtags

The key: Post the same content to all platforms simultaneously. Tools like EasyStory make this effortless—one text message creates posts for GBP, Facebook, and Instagram at once.

Content Strategy Across Platforms

The same content can work across all platforms—just format it appropriately:

• Before & after photos - Work everywhere, especially powerful on GBP and Instagram
• Project highlights - Share the same project across all platforms
• Service updates - Announce new services or promotions everywhere
• Testimonials - Build trust across all platforms

Don't create separate content for each platform—create once, post everywhere. This saves time and ensures consistent messaging.

Managing Your Time Across Platforms

The biggest challenge with multi-platform posting is time. Here's how to make it manageable:

• Prioritize GBP - If you can only post to one platform, choose GBP
• Post simultaneously - Use tools that let you post to all platforms at once
• Repurpose content - Same photos and stories work across platforms
• Automate what you can - Use tools like EasyStory to automate image creation and caption writing
• Focus on consistency - Regular posting on GBP is more important than perfect content everywhere

Time-saving tip: With EasyStory, you can post to GBP, Facebook, and Instagram in 30 seconds via text message. One text creates content for all three platforms simultaneously.

Measuring Success on Each Platform

Different platforms require different success metrics:

Google Business Profile

• Views and searches
• Phone calls and messages
• Direction requests
• Website clicks
• Review quantity and quality

Facebook

• Engagement (likes, comments, shares)
• Reach and impressions
• Page likes and follows
• Message inquiries

Instagram

• Likes and comments
• Profile visits
• Story views
• DM inquiries
• Follower growth

Remember: For home service businesses, GBP metrics matter most because they directly correlate with leads and bookings.

The Bottom Line

For home service businesses, Google Business Profile is the most important platform—it's where customers search when they need your services. Facebook and Instagram are valuable additions, but GBP should be your priority.

The best strategy? Post to all three platforms simultaneously, but prioritize GBP. Use tools that let you post everywhere at once, saving time while maximizing reach.

With EasyStory, you can post to GBP, Facebook, and Instagram in 30 seconds via text message. Start your free trial today and experience multi-platform posting made simple.