If you’ve been trying to figure out whether to put your marketing budget into Google Ads or Meta Ads (Facebook and Instagram), you’re really asking a deeper question: Are you talking to people who are already searching, or showing your offer to people who didn’t know they needed it yet?
Neither platform is universally “better.” What matters is what you’re selling, who you’re targeting, and what you want them to do.
The Search Engine Reality in Australia
Let’s start with the obvious: Google isn’t just big in Australia. It’s enormous.
As of August 2024, Google holds nearly 94% of the search engine market share here. Its next-closest rival, Bing, scrapes in at about 4.7%.
That means when someone in Sydney types in a question, service, or product, chances are they’re doing it on Google.
But that dominance doesn’t automatically make Google Ads the winner. Because Meta isn’t competing in search – it’s competing for attention.
How Google Ads and Meta Ads Actually Work
Think of Google Ads as a pull strategy.
You’re capturing people who are already searching for what you offer.
They’ve typed something like “commercial electrician Parramatta” or “custom home builders in Western Sydney,” so they’re looking for help now. Your ad appears, they click, and if your landing page is decent, they call or fill out a form.
Meta Ads are the opposite – a push strategy.
You’re reaching people while they scroll through Facebook or Instagram. They’re not actively looking for your service, but Meta’s algorithm knows what they’ve engaged with before and shows them something they’ll probably care about. You’re planting the seed before the search ever happens.
Both platforms can drive serious results – they just do it in completely different ways. Here’s a quick comparison for better understanding:
| Factor | Meta Ads (Facebook/Instagram) | Google Ads (Search/YouTube/Display) |
| How it works | Push. Targets people by interests, behaviours, and lookalikes while they scroll. | Pull. Captures users already searching for specific keywords. |
| Where ads appear | Facebook, Instagram, Messenger, WhatsApp, Threads, and the Meta Audience Network | Google Search, YouTube, Display Network, Gmail, Google Maps, and partner sites |
| Ideal for | Awareness, demand creation, remarketing, and storytelling | High-intent leads, bottom-funnel capture, branded searches, and suburb/location queries |
| Creative format | Videos, carousels, before/afters, client stories, walkthroughs | Text ads, display banners, YouTube videos, remarketing visuals |
| Landing approach | Instant forms or landing pages with short, easy forms | High-intent landing pages with quote or call buttons and call extensions |
When Google Ads are the Right Choice
Say it’s 11:00 pm in Blacktown, someone’s toilet has just flooded, and they’re frantically typing “plumber near me.”
They’re not browsing – they’re begging for a solution in real-time. This is where Google Search Ads dominate. You’re reaching people who already know what they need and are ready to act. You just have to show up first.
Here’s an example: A family in Ryde types “home builder Ryde” into Google. Your ad appears at the top, they click through to your custom website, see your work, and fill out a “Request a Quote” form. That’s the power of intent.
Why Google Ads Work Here
These are the industries that typically struggle during colder months:
- You reach high-intent users who are ready to act.
- You only pay when they click.
- It drives immediate leads and phone calls.
- It’s perfect for “I-need-it-now” services.
Industries That Shine on Google Ads
Plumbers, electricians, home builders, fencing contractors, accountants, lawyers, medical clinics, mechanics – basically any service people look for when something breaks, leaks, or needs fixing.
When Meta Ads are the Better Option
Now let’s flip it.
You’re a builder promoting a new offer “Home & Land Packages from $799K in Western Sydney.”
No one’s searching for that exact phrase on Google yet. But plenty of people are scrolling through Instagram, liking home inspiration posts, or saving interior design ideas.
That’s where paid social media advertising through Meta comes in.
Meta doesn’t wait for intent – it creates it. The algorithm shows your ad to people who’ve engaged with similar content, followed builder pages, or visited real estate websites. They see your ad, stop scrolling, and start thinking, maybe it’s time.
When they finally are ready, guess who they’ll Google first? You.
Why Meta Ads Work in This Case
- Perfect for research-phase users and future buyers.
- Great for visual offers and brand awareness.
- Targets by behaviour and interests, not just search intent.
- Builds recognition before someone’s ready to enquire.
Industries That Perform Best on Meta
Custom home builders who are aiming to promote display granny flats or duplexes, e-commerce stores (fashion, homewares, furniture), real estate developments, gyms, restaurants, events, and event promotions.
If it’s visual, lifestyle-driven, or emotional, Meta is your platform.
Mapping the Customer Journey
To get the most from both platforms, match them to your buyer’s intent:
| Stage | User Intent | Platform | Example Message |
| Awareness | Not looking yet, but curious | Meta | “See our 4-bedroom home designs in Sydney starting from $799K.” |
| Consideration | Researching options | Meta + Remarketing | “Download our Free Home Building Guide.” |
| Decision | Ready to enquire | Google Search | “Custom Home Builder Sydney – Free Site Consultation.” |
In short, Meta builds awareness and trust. Google closes the deal.
How to Tell Which Platform Works Best for You
The truth? If you’re serious about growth, you’ll end up using both – just differently.
Meta Ads fill the top of your funnel: they introduce, educate, and nurture.
Google Ads sit at the bottom: they capture, convert, and measure.
Here’s how managing Google Ads campaigns can work alongside Meta:
- Meta Ads promote your display homes and design offers to property-interested audiences.
- People visit your site but don’t enquire – you retarget them with Meta ads showing client stories and testimonials.
- Weeks later, they search “custom home builder [suburb]” on Google.
- Your Google Ad appears, they click, and book a consultation.
Tips On How to Maximise Your Google Ads Campaign
If you’re running Google Ads, here are a few quick wins that make a real difference:
- Use location targeting properly: If you only service certain Sydney suburbs, don’t waste money showing ads across the whole city. Target Parramatta, Blacktown, Penrith, or wherever you actually operate.
- Write ads that match search intent: If someone searches for “emergency plumber,” your ad should say “24/7 Emergency Plumbing” not “Affordable Plumbing Services.”
- Use call extensions: On mobile, most people would rather call than fill out a form. Make it easy.
- Test your landing pages: A great ad with a terrible landing page is just wasted money. Make sure your page loads fast, the form is simple, and the call-to-action is obvious.
So, Which Platform is More Profitable?
It depends on the moment you’re trying to own.
If customers are actively searching for your service right now, go with Google Ads, they’re ready to buy or enquire.
If they need to see your product or offer details before they want it – go Meta.
If you want sustainable, scalable growth – use Meta to spark curiosity and Google to convert it into action. Run them together, track what converts, and double down on what works. That’s how the most profitable brands do it.
Let’s Build Smarter Campaigns Together
Still not sure which platform fits your goals or how to make both work without wasting budget? That’s where our digital marketing strategists come in.
At Netplanet Digital, we help businesses in Sydney and across NSW run more profitable ad campaigns across Google and Meta. Whether it’s refining your paid social media ads, improving your slow-loading website, or finding tips on how to maximise your Google Ads campaign, our team can map out exactly where to invest and how to track what’s working.
Book a FREE 30-minute strategy call with us today – and let’s make your ad spend work in your favour and deliver the results you’re after.
