If you’re thinking about paid advertising, you’ll hit this question pretty quickly. Google or Meta? Search or social? And if both, where do you start?
Here’s how we think about it.
Google is for people who are already looking
When someone searches “plumber Wellington” or “heat pump install Christchurch,” they want help now. They have a problem and they’re looking for someone to fix it. A well-set-up Google Search campaign puts your business in front of those people at exactly that moment.
For reactive work, callouts, repairs, and jobs with a clear search term, Google Search is usually the right place to start. People are looking, the intent is high, and the path from click to call is short.
Meta is for building awareness
Meta works differently. People aren’t searching for you. They’re scrolling. So it’s less about catching someone at the exact right moment and more about making sure they know you exist before that moment arrives.
For planned work like renovations, new installations, or anything where the customer will take their time deciding, Meta works well. It’s also great for staying visible to people who’ve already been on your website, and for building recognition in your area over time.
So which one first?
For most trades businesses, we’d start with Google Search if people are actively searching for your service. Once that’s working, Meta becomes a useful addition, keeping your name in front of people who’ve already shown some interest.
If your work is more visual or isn’t something people typically search for, Meta might be the better starting point.
The honest answer is it depends on your service, your location, and what you’re working with. If you want a straight answer on what makes sense for your business, get in touch.