Decision guide
Google Ads or Facebook Ads: where should a small NZ business start?
Start with Google Ads if people already search for what you sell, because you reach them at the moment they want it. Start with Facebook and Instagram ads if people do not know to search for you yet, or if your product is visual and impulse-driven. Many businesses eventually use both, one to capture demand and one to create it.
The core difference
- Google Ads (search) shows your ad when someone types a search. They are already looking, so the ad meets existing demand.
- Facebook and Instagram ads show your ad to people while they browse. They were not looking for you, so the ad has to earn attention and create interest.
Side by side
| Google Ads (search) | Facebook and Instagram ads | |
|---|---|---|
| Customer mindset | Actively searching, often ready to act | Browsing, not yet looking |
| Best for | Services and products people search for: plumbers, accountants, urgent or local needs | Visual products, new or unfamiliar offers, events, building awareness |
| Main creative job | Words that match the search and promise the answer | An image or video that stops the scroll, plus clear copy |
| Limits | Only reaches people who search; can be costly in competitive categories | Needs attention-getting creative and regular refreshing |
| Targeting by | Search terms, location, and other signals | Location, interests, behaviours and audiences |
How to decide
- Would your customer type it into Google? If "emergency plumber Christchurch" or "tax accountant" is what they search, begin with Google.
- Is your offer new, visual or an impulse buy? If people will not think to search for it, begin with Facebook and Instagram.
- How much creative can you produce? Meta ads depend on fresh creative. Search ads depend more on keywords and landing pages.
- How soon do you need enquiries? Search often reaches ready buyers faster. Social can take longer but builds awareness.
- What is the budget? Start with one platform and learn before splitting a small budget across two.
Using both
A common pattern is to use Google to capture people who are actively looking, and Meta to reach people earlier and to remind those who visited your site. Keep tracking separate for each so you can see which brings customers. See the UTM tracking guide and the Google Ads checklist.
Where creative fits
On Meta the creative is the ad. On Google the words and landing page do most of the work, and image assets support them. Our creative subscription covers image concepts for Meta, in Feed and Story sizes.