Google Ads vs Facebook Ads: Which One Is Right for Your Business?

It is one of the most common questions we get from Christchurch business owners. You have a budget to spend on advertising and need to decide where to put it: Google or Facebook?

The honest answer is that they do different jobs. Understanding the difference makes the decision much easier.

The core difference

Google Ads puts you in front of people who are already searching for what you offer. Someone types “electrician Christchurch” and your ad appears at the top of the results. They are looking for you right now.

Facebook Ads puts your business in front of people who are not searching for anything but match a profile you have defined, such as their age, location, interests, or behaviour. You are interrupting their scroll rather than responding to a search.

This difference matters more than anything else when deciding which platform to use.

When Google Ads works better

Google Ads tends to work best when:

• People are already searching for your service. Trades, professional services, healthcare, legal, automotive, and home services all have clear search demand. If someone needs a plumber at 7pm, they Google it.
• You need enquiries quickly. Google Ads can start generating leads as soon as a campaign goes live. If you need the phone to ring this week, it is usually where to start.
• Your service has high purchase intent. Someone searching for “heat pump installation quote Christchurch” is close to making a decision.
• Your customers know what they need. If they can describe what they want in a search query, Google Ads can capture that demand well.

Our Google Ads management service for Christchurch businesses is built around this high-intent traffic.

When Facebook Ads works better

Facebook Ads tends to work best when:

• Your product needs to be seen to be wanted. Fashion, homewares, food, fitness, events, and beauty are often discovered visually.
• You want to build awareness over time. Facebook can get your name in front of people before they need you.
• You are targeting a specific audience. It can reach people by location, life events, interests, job title, and other audience signals.
• Your average sale value is lower. Facebook clicks are often cheaper, which can suit lower-margin products or impulse purchases.
• You have something visual to show. Products and services that photograph well have a natural advantage.

The cost difference

Facebook clicks are generally cheaper than Google clicks. In New Zealand, Facebook clicks often run between $0.50 and $3. Google clicks in competitive industries can be $5 to $20 or more.

But cheaper clicks do not always mean better value. A $1.50 Facebook click from someone who was not looking for your service may convert far less often than a $10 Google click from someone who searched for your exact service five seconds ago.

What matters is cost per enquiry, not cost per click. For more context on search costs, see our guide to how much Google Ads costs in New Zealand.

The intent gap

Google Ads captures demand that already exists. People are searching because they want something now, and you meet them at the point of need.

Facebook Ads creates demand. You show your business to people who were not thinking about you. Some will be interested, but most will not act immediately.

For most local service businesses in Christchurch, Google Ads tends to produce enquiries faster and more predictably. Facebook usually takes longer and requires more creative testing.

What about running both?

A lot of Christchurch businesses use both platforms, and it makes sense when the budget allows.

A typical approach is to use Google Ads to capture people searching now, then Facebook to stay visible to people who visited your website but did not enquire. This is remarketing, and it works well because the audience already knows who you are.

You can also use Facebook earlier in the funnel to build recognition and collect leads, then rely on Google Ads to pick up people when they are ready to search.

Our online advertising service can help you plan the right mix rather than treating every platform the same.

Which one should you start with?

If you are a local service business in Christchurch and need leads, start with Google Ads. The intent is there, targeting is geographic and keyword based, and results are easier to measure.

If you sell something people discover rather than search for, or want to build awareness before a busy season, Facebook is worth considering.

Ask yourself one question: do my customers search Google when they need what I offer? If yes, start there.

A simple guide by business type

If you want to talk through which platform makes sense for your business, contact Tui Digital. We will give you a straight answer based on what you are trying to achieve.