The Core Difference That Changes Everything
Before comparing costs, targeting options, or any other feature, there is one fundamental difference between Facebook Ads and Google Ads that should inform every decision: intent.
Google Ads show to people who are actively searching for something. When someone types "emergency plumber Auckland" into Google, they need a plumber right now. Your Google Ad can appear at that exact moment of maximum intent. This is called search intent advertising, and it's incredibly powerful for capturing demand that already exists.
Facebook Ads show to people based on who they are, not what they're searching for right now. You can target people by age, location, interests, behaviours, job title, income range, and dozens of other factors. Facebook is about creating demand — reaching the right people with compelling messaging before they've necessarily started searching.
Understanding this distinction is the key to choosing the right platform for your business and your specific goals.
When Google Ads Wins
Google Ads is the right choice when:
- Purchase intent is high and specific: Emergency services (plumbers, locksmiths, towing), professional services (lawyers, accountants, doctors), and B2B services where people search specifically for what they need
- The purchase decision is research-driven: When people Google comparison terms, review searches, and specific product queries
- Your market is actively searching: If there's decent search volume for your service in NZ, Google Ads can capture that demand efficiently
- You need immediate, trackable results: Google Ads can generate phone calls and enquiries within hours of launching
- Local reach matters: Google's location targeting is highly precise for local service businesses
When Facebook Ads Wins
Facebook (and Instagram) Ads is the right choice when:
- You're selling something people don't know to search for: New products, unique services, impulse purchases, and anything where you need to create awareness before people would ever Google it
- Visual content is central to your sale: Fashion, food, beauty, home decor, travel — products and services that sell through imagery
- You're targeting a specific demographic: Facebook's demographic and interest targeting is unmatched for reaching precisely defined audiences
- Your average order value is higher: E-commerce businesses with higher-ticket products can use Facebook's retargeting to nurture purchases over time
- Brand building is a goal: Facebook is excellent for building brand awareness and recognition over time
The Cost Comparison for NZ Businesses
In the NZ market, typical costs vary significantly by industry. For Google Ads, cost per click ranges from $1–3 for general retail searches to $15–45 for competitive professional services like lawyers and financial advisors. Cost per lead typically ranges from $25–180 for service businesses.
For Facebook Ads, cost per click is generally lower ($0.50–$2.50 for most audiences), but click-to-lead rates are lower because intent is lower. Cost per lead for Facebook typically ranges from $15–80 for most NZ businesses, but lead quality varies significantly.
The right comparison is cost per acquired customer, not cost per click or even cost per lead. A Google lead that converts at 25% is worth far more than a Facebook lead converting at 8%, even if the Facebook lead cost less.
The Case for Running Both
For many NZ businesses, the best answer is both — but allocated based on your specific goals and budget. A typical split for a service business might be 60% Google (capturing high-intent search demand) and 40% Facebook (building brand awareness and reaching new audiences through compelling content).
The platforms also work synergistically. Someone who sees your Facebook ad first is significantly more likely to click your Google Ad when they search for your services later. Businesses running both typically see their Google Ads perform better — higher click rates and lower costs — because of the brand familiarity built through Facebook.
The wrong approach is choosing one platform based purely on what a competitor is doing, or what you've heard works well for someone else's business. Your industry, your market, your average deal value, and your specific goals should drive the decision. When in doubt, start with a small budget on both, measure the results carefully, and scale what's working.