Are Google Reviews Enough? Why Home Services Need Facebook Too

Nearly every lawn care, pest control, and home services business uses Google My Business to market their services–and for good reason. A profile is free to set up, and Google reviews fuel local SEO, influence customer decisions, and give business owners a window into their customer experience. We dive deeper into the power of reviews in our free guide, How to Get Real 5-Star Reviews for Your Home Services Business–a must-read if you want to grow your reviews.

Because Google is so accessible and widely used–81% of consumers rely on it for reviews–competition is fierce. And you’re only sending reviews to Google, you may be missing out on the 74% of consumers who use more than one review platform to research local businesses. One of those platforms is Facebook.

With over 246 million users in the U.S., Facebook has become a trusted source for local recommendations. In fact, 51% of consumers say they use Facebook to research products and services. Like Google, it’s free to set up, supports local SEO, and helps influence buying decisions.

In this post, we’ll break down why Facebook reviews matter, how they differ from Google reviews, and how tools like Applause can help you collect reviews on both, without adding more to your plate.

How Facebook Reviews Work Differently Than Google’s

What differentiates Facebook from Google is how reviews circulate and reach new audiences. While Google reviews typically live on your business listing and appear in search results, Facebook reviews exist in a dynamic social environment. They often appear in users’ feeds or local neighborhood groups where word-of-mouth recommendations are actively shared.

If a customer leaves you a five-star review and tags your business in a group like “Springfield Parents” or “Tacoma Homeowners,” others can respond, share their experiences, or click through to your business page. These organic interactions often spark conversations that drive new inquiries—and they don’t cost you a dime in advertising.

This kind of visibility gives Facebook reviews a longer shelf life. As others engage with the post or share it, your reputation continues to grow through authentic, social proof.

Build Trust Where Customers Already Spend Time

Not every customer discovers your business by searching for you at the moment they need you. Many come across a recommendation while casually browsing. Facebook is where these passive moments happen.

Someone might be scrolling through their feed on a Tuesday night when they spot a neighbor recommending your lawn care service. That interaction—timed perfectly without your input—plants a seed. And when the time comes for that person to hire a lawn care service, they already trust your name.

Reviews on Facebook also encourage more expressive storytelling. Due to its social nature, customers are more likely to share photos of your completed work, mention technicians by name, or describe the experience in more detail than a standard five-star rating on Facebook. The result? Reviews that feel personal, relatable, and more likely to stick with someone scrolling by.

Add in Messenger, and you’ve got a direct line for interested customers to reach out as soon as they see a post, turning casual interest into actual leads with little effort on your part.

Relying on One Platform For Reviews Is Risky

Google isn’t going anywhere, but it shouldn’t be your only review strategy. Platforms change policies, reviews get flagged, and algorithm updates can unexpectedly impact visibility. If something disrupts your presence on Google, your pipeline of leads could take a hit.

Diversifying your review strategy gives you more stability. Facebook offers a second stream of reviews and a different kind of audience—one that tends to trust recommendations from friends and community members over strangers in a search result.

A presence across multiple platforms also improves your overall SEO. Facebook reviews help your business rank in local search results, especially when your business is actively generating reviews, and they send credibility signals to both customers and search engines alike.

Should You Collect Reviews on Multiple Platforms?

For most home service businesses, the answer is yes, but it helps to weigh the tradeoffs.

Pros of Multi-Platform Reviews

• Reach more potential customers across different platforms

• Improve overall search visibility and credibility

• Reduce reliance on any one platform’s algorithm or review policy

• Build trust with a broader audience through a consistent reputation

Cons of Multi-Platform Reviews

• Requires more effort to track and respond

• Risk of spreading reviews too thin if not managed well

• Some platforms may require more maintenance (e.g., keeping pages updated)

• Harder to manage manually without tools or automation

If you want to build a broader online presence without adding to your team’s workload, you’ll need a system that makes it easy to stay organized, responsive, and intentional about where reviews go.

How Applause Simplifies Multi-Platform Reviews

Managing reviews across multiple platforms can feel time-consuming, but it doesn’t have to be. Applause helps you collect reviews on both Google and Facebook without the added complexity.

By automating review requests, Applause ensures that customers are asked for feedback when the service experience is still top of mind. If they’ve already reviewed your business on Google, you can follow up with an automated prompt for Facebook, which will help you build a broader presence without chasing down responses.

You can also tailor where reviews are directed based on your current needs. If your Facebook presence is lagging, Applause can help you shift the focus until it’s back in balance.

To help you stay responsive, Applause includes a Reply with AI feature that generates thoughtful, on-brand responses to reviews. Whether the feedback is glowing or constructive, your business appears engaged and attentive without hours of manual writing.

Applause also integrates with your CRM, allowing reviews to be matched to individual team members. This gives you insight into who’s delivering standout service, so you can:

• Recognize high performers

• Coach based on real feedback

• Tie reviews to incentive programs without extra admin work

If a pest control technician were to complete a service call and the customer leaves a review, Applause automatically links that feedback to the team member who performed the work. This lets you track individual performance, recognize great service, and use genuine customer feedback to guide team development. You can also set up automated bonuses tied to five-star reviews, so recognition happens consistently without being managed manually.

Final Thought: Stronger Reputation, Wider Reach

In a competitive home services market, great work is not enough—you need customers to talk about it where people are paying attention. Google reviews will always matter, but a single-channel approach leaves too much on the table.

Facebook adds an additional layer of trust, insight, and engagement, especially in the local, word-of-mouth-driven spaces where home services thrive.

Building a well-rounded reputation with the right strategy and tools doesn’t have to be complicated. It just has to be intentional.

Want more tips? Download our free guide, How to Get Real 5-Star Reviews for Your Home Services Business, for proven strategies to collect more reviews, motivate your team, and win online.

Not using Facebook reviews yet? Start by ensuring your Facebook Business Page is set up, accurate, and easy to find. It’s the foundation for collecting feedback, connecting with customers, and building trust beyond search results.

Want to grow your reviews on Google and Facebook without doubling your workload? Schedule a demo with Applause and see how easy it can be to manage your reputation across platforms.