Meta, Google Ads or Tik Tok: Which Works Best?

There’s an old Kiwi saying (well, there should be): “Don’t put all your avocados in one reusable shopping bag.” The same rings true for digital advertising. With so many platforms vying for your ad dollars – Meta (that’s Facebook and Instagram, for those who haven’t had their coffee yet), Google, and TikTok – it can be a bit like standing in front of a food truck menu at 2am. Everything looks good, but what’s going to hit the spot and not blow the budget?

Let’s unpack the pros, cons, and clever bits of each, so you can make smarter decisions about where to invest your precious marketing dollars – whether you're handling it in-house or working with a digital agency in Auckland.

Meta Ads: The Veteran Campaigner

Facebook and Instagram (now under the Meta umbrella) have been around the block. They’ve seen it all – from status updates about someone’s lunch in 2012 to full-blown eCommerce stores in your newsfeed in 2025.

Pros:

• Incredible targeting options – demographics, interests, behaviours, life events – you name it. You want to target 30-something dog parents in Tauranga who’ve recently shopped for yoga mats? Meta’s got your back.
• Versatile ad formats – from carousels and Stories to Reels and lead forms, you’ve got multiple ways to engage your audience.
• Still decent reach, especially in New Zealand where Facebook remains one of the most-used social platforms.

Cons:

• It’s getting crowded. Organic reach has gone the way of the 1990s Warehouse jingle – nostalgic, but not reliable.
• Performance can plateau if you’re not consistently refreshing creatives and strategies. Fatigue is real, for both ads and advertisers.
• Privacy updates have made tracking conversions trickier. 

Best for:

Businesses with a clear understanding of their target audience, strong creative assets, and a willingness to test, tweak, and test again. Works especially well for lifestyle brands, retail, events, and local services. Partnering with a digital agency Auckland can help you maximise returns here, especially if you're using pay per click marketing services to support your campaigns.

Google Ads: The Intent Powerhouse

Google Ads are like the All Blacks of digital marketing – dependable, results-driven, and hard to ignore.

Pros:

• High intent – people are literally telling you what they want. If someone searches “emergency plumber Wellington” at 11pm, they’re probably not in the mood to browse Instagram Reels.
• Fast visibility – as soon as your campaign is live, you’re in the game.
• Multiple formats – Search, Display, YouTube, Shopping. It’s not just text ads anymore.

Cons:

• Can be pricey, especially for competitive keywords. You’re not the only one who’s had the bright idea to advertise under “best lawyer Auckland.”
• Requires constant optimisation – keyword bidding, negative keywords, Quality Score... it’s not a set-and-forget kind of party.
• Less “sexy” creative – If you're relying on text ads, there’s not much room to flex your brand voice unless you're a copywriting wizard.

Best for:

Service-based businesses, local operators, B2B, and any brand with a product or solution people are actively searching for. Also great for bottom-of-funnel conversions. It’s one of the core pay per click marketing services offered by most agencies – and for good reason.

Tik Tok Ads: The New Kid with All the Cool Friends

Ah, TikTok. Once the home of dance challenges and lip-syncing teens, it’s now a full-blown marketing machine – with a side of chaos. But delightful chaos, if you know what you’re doing.

Pros:

• Massive engagement, especially among Gen Z and Millennials. In NZ, usage is booming, and it’s not just for the kids anymore.
• Creative goldmine – if your brand can tell a good story or make someone laugh, TikTok is your playground.
• Lower CPMs (Cost Per 1,000 impressions) compared to more established platforms – for now, anyway.

Cons:

• Creative demands – TikTok ads need to feel native. Highly polished, corporate-looking ads tend to flop harder than a dropped pavlova.
• Not ideal for all industries – If you’re selling B2B software or funeral services, TikTok might not be your first pick.
• Short attention spans – You’ve got seconds to hook someone. It’s not for the faint-hearted.

Best for:

Brands with a strong visual or storytelling element, and those targeting younger audiences. Fashion, food, fitness, and fun = perfect match. With the right creative and the help of a savvy digital agency Auckland, TikTok can be a powerful addition to your digital marketing toolkit.

So... Where Should You Be Advertising?

Here’s the honest answer: it depends. (Yes, it’s annoying. But it’s also true.)

Ask yourself:

• Who am I trying to reach?
• Where are they spending their time online?
• Am I targeting people who already want what I offer, or those who need a nudge?
• How strong is my creative? Can I produce TikTok-style content or am I more comfortable with image-and-copy combos?
• What’s my budget, and how much time do I have for ongoing optimisation? 

In most cases, a blended approach works best. Think of your digital marketing like a great live band – Google Ads is the lead guitarist (sharp, powerful, and grabs attention), Meta Ads is the rhythm section (steady, adaptable, and keeps things flowing), and TikTok is the frontperson (bold, entertaining, and often what the crowd remembers most).

Don’t just follow the latest hype or do what your competitor’s doing. Start with your business goals, get crystal clear on your audience, then pick the platforms that fit the brief. A specialised digital agency Auckland can help map this out – including which pay per click marketing services will give you the best bang for your buck.

Final Thought: Test and Learn, Always

The digital landscape changes faster than Auckland weather. What worked six months ago might not fly today. That’s why continuous testing – of platforms, creatives, targeting and messaging – is crucial.

Track performance across all channels, not just vanity metrics like clicks and impressions. Look at conversions, return on ad spend (ROAS), and actual business outcomes. And don’t be afraid to pause what’s not working – there’s no shame in pulling the plug on a dud campaign.

So, should you be advertising on Meta, Google, or TikTok? Probably yes – but not all at once, and not without a strategy. Be smart, be bold, and maybe even have a little fun with it. After all, if your ads can’t make someone smile, stop scrolling, or hit ‘buy now’ – what are we even doing here?