Google Ads or Meta Ads: which should a New Zealand business start with?

The short answer

If people already search for what you sell, start with Google Ads. If your product is something people do not know to look for, or is visual or emotional, start with Meta Ads. Many businesses end up using both, with Google to capture demand and Meta to create it.

How they differ

Google Ads (search) works from keywords. You choose words and phrases, and when someone searches for a matching term your ad can enter the auction to appear. You choose how keywords match, and negative keywords stop your ads showing for searches you do not want.¹ You pay when someone clicks.²

Meta Ads (Facebook and Instagram) works from audiences. Instead of keywords, you describe who you want to reach, and Meta's detailed targeting lets you narrow by things like demographics, interests and behaviours.³

Which suits which

• Start with Google when customers search with clear intent, such as "emergency plumber Christchurch" or "business accountant". Fewer clicks are wasted on people who are only browsing.
• Start with Meta when you need to reach people before they search: a new product, a visual offer, a local event, or a service people only think about when prompted.
• Use both once you have enough budget and tracking, with Meta retargeting visitors who came from Google.

A simple way to decide

1. Search Google for what you sell. If the results are full of ads and your customers clearly look for it, Google is a strong first choice.
2. If nobody searches for it, or it is a "why did I not know about this" product, test Meta.
3. Whichever you pick, make sure your website and tracking are ready first. See why websites do not get enquiries.

Budgets

You can learn a lot from a modest budget on either, as long as you focus it. Work backwards from the customers you want, as in my guide to Google Ads budgets.

I run both, and the right mix depends on your customers and goals. See my ads work, or say hello and I will tell you where I would start.

References

1. About keywords in Search Network campaigns. Google Ads Help. Accessed 5 October 2026.
2. Cost-per-click (CPC): Definition. Google Ads Help. Accessed 5 October 2026.
3. Use detailed targeting. Meta Business Help Centre. Accessed 5 October 2026.