One of the most common questions we get from NZ business owners is: should I be spending my marketing budget on Google Ads or Facebook Ads? It’s a great question — and the honest answer is that it depends on your business, your customers, and what you’re trying to achieve.

Both platforms work. Both can deliver brilliant results. But they work in very different ways, and picking the wrong one for your situation can mean wasted money and frustration. Let’s break it down properly.

How They’re Different — The Fundamental Idea

The key difference comes down to intent. Google Ads targets people who are already looking for what you offer — they’ve typed a search query and they’re ready to find a solution. Facebook Ads targets people based on who they are — their interests, demographics, and behaviours — even if they’re not actively searching right now.

Think of it this way: Google Ads is like putting your shop in front of someone who’s already walking down the street looking for exactly what you sell. Facebook Ads is like putting up a billboard and hoping the right people drive past.

Neither is better — they just serve different purposes.

When Google Ads Makes More Sense

  • You offer a service people actively search for: Plumbers, electricians, accountants, lawyers, dentists, IT support — if people Google for what you do, Google Ads puts you right in front of them at the exact moment they need you.
  • You want fast results: Google Ads can start driving traffic and enquiries within days of launching. It’s the fastest way to get found online if your SEO isn’t there yet.
  • You have a higher-value product or service: Google Ads tends to convert better for considered purchases — when someone has already decided they need something and they’re comparing providers.
  • You’re targeting local customers: Google’s local search ads are incredibly powerful for NZ businesses targeting customers in a specific city or region.

When Facebook Ads Makes More Sense

  • You’re building brand awareness: Facebook is brilliant for getting your brand in front of people who don’t know you yet — especially for e-commerce, food and beverage, fashion, and lifestyle businesses.
  • You have a visually compelling product: If what you sell looks great in a photo or video, Facebook and Instagram ads can be phenomenal. Think cafes, homewares, clothing, beauty, real estate.
  • You want to reach a specific audience: Facebook’s targeting lets you zero in on people by age, location, interests, job title, and more. This is gold for niche products or services.
  • You’re retargeting past visitors: Facebook’s retargeting is world-class — you can show ads specifically to people who’ve visited your website but didn’t buy or enquire.
  • You have a lower-cost product: Impulse purchases work really well on Facebook because you’re catching people while they’re browsing, not actively searching.

What About Using Both?

The truth is, the most successful NZ businesses we work with use both — but strategically. A typical approach might be:

  • Google Ads to capture high-intent searchers actively looking for your service
  • Facebook Ads to build awareness and retarget people who’ve visited your site
  • Google for B2B and service businesses, Facebook/Instagram for B2C and product businesses

You don’t need a massive budget to do both. Even splitting $500–$1000 a month across both platforms, with the right targeting and ad creative, can deliver strong returns for a NZ business.

So, Which Should You Choose?

Here’s a simple way to decide: if someone in your city is likely Googling for what you offer right now, start with Google Ads. If your business is more about building awareness, telling a story, or selling something visually compelling — start with Facebook.

If you’re not sure, talk to us. We’ll look at your specific business and give you an honest recommendation — not just tell you what you want to hear.

→ Get in touch with WeDigitUs for a free paid ads consultation: wedigitus.co.nz

Tags: