If you're ready to spend money on advertising, the two big options are Google Ads and Meta Ads (Facebook and Instagram). Both can work very well for local businesses, but they work in different ways. Choosing the right one depends on how your customers decide to buy.
How Google Ads works
Google Ads shows your business to people who are actively searching for what you offer. Someone types "electrician near me" or "wedding florist Sydney", and your ad appears at the top of the results.
- Best for: services people search for when they have a need, such as trades, repairs, health, legal, accounting and urgent services.
- Strength: high intent. People are already looking to buy.
- Watch out for: competitive keywords in Sydney can be expensive per click, so a focused landing page and good tracking matter.
How Meta Ads works
Meta Ads shows your business to people on Facebook and Instagram based on who they are, such as their location, age and interests, while they scroll. They weren't searching for you, so your ad has to catch their attention.
- Best for: visual products and experiences, such as restaurants and cafés, beauty, fitness, retail, events and new offers.
- Strength: builds awareness and demand, often at a lower cost per click.
- Watch out for: creative matters a lot. Strong images or short videos make a big difference.
A simple way to choose
Ask yourself one question: do customers search for what I do when they need it?
- If yes, start with Google Ads to capture people who are ready now.
- If customers usually discover you by seeing you, start with Meta Ads to create interest.
- Many businesses get the best results using both: Meta to build awareness, Google to capture searches, and retargeting to remind people who visited your website.
What should you spend?
There's no single right budget. It depends on your industry, location and goals. Start with a test budget you're comfortable with for a few weeks, track every enquiry, then increase spending on the campaigns that bring in customers at a cost that makes sense for your business.
Before you launch any ad: make sure conversion tracking is set up and that your ad leads to a page built for that offer. These two steps often matter more than which platform you choose.
The bottom line
Google Ads captures existing demand. Meta Ads creates new demand. The right choice depends on how your customers buy, and the best results come from clear goals, good tracking and steady improvement.
Not sure which is right for you?
Newey Marketing plans and manages Google and Meta campaigns for Sydney businesses. Request a free quote and we'll recommend the right starting point for your goals and budget.