Which paid channel deserves the bulk of your Australian marketing budget in 2025 — Google Ads or Meta Ads?
Google Ads: high-intent capture
People searching "emergency plumber Melbourne" have their credit card ready. Google Ads is perfect for capturing that in-market demand. Average AU CPCs range from $2 (info queries) to $25+ (legal, finance).
Meta Ads: interest-based discovery
Facebook and Instagram excel at introducing your brand to people who don't yet know they want you. AU CPMs are around $8-$20 depending on industry.
Industry benchmarks (Australian data)
- Trades & home services: Google wins 3:1
- Ecommerce fashion: Meta wins 2:1
- B2B services: Google + LinkedIn wins
- Local hospitality: Meta wins for awareness, Google for bookings
- Wellness & fitness: Meta wins for lead-gen funnels
The best answer? Both, at the right ratio
Most SiteHarbour clients run a 60/40 or 40/60 split between the two. Google captures demand; Meta creates it.
Getting started right
Never start ads without conversion tracking, a fast landing page, and at least 3 creative variants. Our Growth ads package handles all of it for $899/month + spend.