Google Ads vs Facebook Ads for NZ Services

The Great Debate: Google Ads vs Facebook Ads for NZ Service Businesses

“Should I invest in Google Ads or Facebook Ads for my service business?”

This is one of the most common questions we hear from plumbers, electricians, builders, and other service providers across New Zealand. With limited marketing budgets and the pressure to generate quality leads, choosing the right platform is crucial.

The truth? There’s no one-size-fits-all answer. Each platform has distinct strengths and weaknesses that make it more or less suitable depending on your specific business, goals, and target audience.

In this comprehensive comparison, we’ll break down exactly how Google Ads and Facebook Ads perform for New Zealand service businesses in 2025, using real data and case studies from our client campaigns.

Understanding the Fundamental Difference

Before diving into specific metrics and recommendations, it’s essential to understand the core difference between these platforms:

• Google Ads: Intent-based (captures people actively searching for your services)
• Facebook Ads: Interruption-based (puts your services in front of people who might need them)

This fundamental distinction shapes everything from cost structures to conversion rates and lead quality.

Performance Comparison: Key Metrics for NZ Service Businesses

Based on our analysis of over 200 service business campaigns across New Zealand, here’s how the platforms compare on key metrics:

Average Cost Per Lead (CPL)

Industry	Google Ads	Facebook Ads
Plumbing	$45-80	$35-60
Electrical	$40-75	$30-55
Building/Construction	$60-120	$40-80
Landscaping	$35-70	$25-50
Cleaning	$30-60	$20-40

Facebook typically delivers a lower CPL across most service industries in New Zealand.

Lead Quality and Conversion Rates

While Facebook often produces cheaper leads, Google Ads typically generates higher quality prospects:

Metric	Google Ads	Facebook Ads
Lead-to-Quote Conversion	60-75%	30-50%
Quote-to-Job Conversion	40-60%	25-45%
Average Job Value	10-20% higher	10-20% lower

This quality difference means that despite the higher CPL, Google Ads often delivers a better return on investment for many service businesses.

Time to First Lead

Another important consideration is how quickly you can expect results:

• Google Ads: Typically generates first leads within 24-48 hours of campaign launch
• Facebook Ads: Often requires 5-7 days for algorithm optimization before leads flow consistently

For service businesses needing immediate lead flow, Google Ads offers a clear advantage in speed to market.

When Google Ads Outperforms Facebook Ads for NZ Service Businesses

1. Emergency Services

For emergency services like after-hours plumbing, electrical work, or flood restoration, Google Ads is virtually unmatched. When someone has a burst pipe at 10 PM, they’re searching Google, not browsing Facebook.

Case Study: Auckland Emergency Plumbers saw a 320% ROI from Google Ads compared to just 140% from Facebook, with emergency callouts specifically coming almost exclusively through Google campaigns.

2. High-Value Services

For higher-value services with longer consideration periods like home renovations, new builds, or major landscaping projects, Google Ads often performs better because:

• These searches are more intentional
• Clients research extensively before deciding
• The higher average order value justifies the increased acquisition cost

Case Study: A Wellington-based home renovation company found that while Facebook generated more total leads, their Google Ads leads resulted in 2.5x higher average project value ($24,000 vs $9,600).

3. Specialized Trade Services

For specialized trade services like commercial electrical work, custom joinery, or specific construction specialties, Google Ads typically outperforms because:

• Search queries are highly specific
• Competition is often lower for specialized terms
• Conversion intent is extremely high

When Facebook Ads Outperforms Google Ads for NZ Service Businesses

1. Visual Services

For services where visual appeal is a major selling point, Facebook Ads often excels:

• Landscaping and garden design
• Deck and outdoor living construction
• Home staging and interior design
• Pool installation and maintenance

Case Study: North Shore Landscapes generated 45 qualified leads at $42 per lead using image carousel ads showcasing before/after transformations, significantly outperforming their Google campaigns.

2. New Businesses with Limited Brand Recognition

New businesses without established online presence often struggle with Google Ads initially due to:

• Lower quality scores affecting ad costs
• Limited reviews and trust signals
• Difficulty competing against established competitors

Facebook allows new businesses to build brand awareness while generating leads.

Case Study: A new Auckland cleaning company with no website reviews started with Facebook, generating 32 leads in their first month at $28 per lead, building enough social proof to later succeed with Google Ads.

3. Maintenance and Regular Services

Services that require regular booking or maintenance often perform well on Facebook:

• Regular house cleaning
• Lawn care and garden maintenance
• Pool servicing
• HVAC maintenance

These services benefit from Facebook’s remarketing capabilities to remind customers when it’s time to schedule again.

The Hybrid Approach: Why Most Successful NZ Service Businesses Use Both

While we’ve highlighted when each platform shines, the truth is that the most successful NZ service businesses we work with use both platforms strategically:

The Complementary Strategy

1. Google Ads: Captures active, high-intent leads that need services now
2. Facebook Ads: Builds brand awareness and captures customers earlier in the buying journey

This approach creates a comprehensive marketing funnel.

Budget Allocation for the Hybrid Approach

For most service businesses, we recommend:

• New businesses: 40% Google Ads / 60% Facebook Ads
• Established businesses: 60% Google Ads / 40% Facebook Ads
• Emergency services: 80% Google Ads / 20% Facebook Ads

These ratios can be adjusted based on your specific service offerings, seasonality, and competitive landscape.

Platform-Specific Optimization Strategies for NZ Service Businesses

Google Ads Optimization Tips

1. Focus on local keywords - Include city and suburb names in your targeting
2. Use call extensions - Many service customers prefer calling directly
3. Implement negative keywords - Filter out irrelevant searches
4. Optimize for mobile - Most service searches happen on mobile devices

Facebook Ads Optimization Tips

1. Use video content - Video ads consistently outperform static images
2. Leverage lookalike audiences - Target users similar to your best customers
3. Test different ad placements - Instagram often performs well for visual services
4. Implement retargeting - Re-engage website visitors who didn’t convert

Conclusion: Making the Right Choice for Your NZ Service Business

The Google Ads vs Facebook Ads debate doesn’t have a universal winner. The best platform depends on:

• Your specific service type
• Your budget and business stage
• Your target customer’s behaviour
• Your competitive landscape

For most NZ service businesses, a strategic combination of both platforms delivers the best results. Start with the platform that best matches your immediate needs, then expand as you grow.

Need help determining the right advertising strategy for your service business? Contact Lucid Leads today for a free consultation and discover how we can help you generate more quality leads.