Every now and then, someone asks us: “Isn’t Facebook a waste of time now? Isn’t everyone on TikTok?” It’s a fair question. But for trades and property service businesses in New Zealand, the answer is a clear no, and here’s why.

Your Customers Are Already There

Think about who your ideal customer is. A homeowner, probably 35–60 years old, living in a suburb near you, thinking about getting their kitchen renovated or a new deck built before summer. It’s most likely that the person is on Facebook. And they’re probably on Instagram too.

Meta (which owns both platforms) has over 3.2 billion daily active users globally, and in New Zealand, Facebook remains one of the most-used social platforms, particularly among the age groups most likely to hire a tradie. This is great for you!

The Targeting Is Unmatched

What makes Facebook and Instagram so powerful for local tradies isn’t just the audience size; it’s the ability to get incredibly specific about who sees your ads.

You can target homeowners (not renters) within a specific radius of your service area, at a specific age range, with interests that suggest they’re likely to need your service. 

That means your budget isn’t wasted on flatting students or people who live outside your service area. Compare that to a radio ad or a local Facebook group post, where you have almost no control over who hears or sees it, and the difference is pretty significant.

People Aren’t Searching, But They Are Scrolling

Google Ads are great when someone is actively searching “builder Wellington” right now. But most homeowners haven’t typed that yet; they’re just in the early stages of thinking about it.

The great thing about advertising on Facebook and Instagram is that you can reach people before they even start searching. A well-placed ad plants the seed: “Oh yeah, we’ve been meaning to get that renovation sorted.” So that when they do start shopping around, you’re already top of mind.

What About TikTok or Google?

TikTok is great for certain types of content, but its audience is younger, and it isn’t yet the place most NZ homeowners go when they’re thinking about renovations or building work. 

Google Ads are powerful but expensive for competitive trade categories, and they only catch people who are already searching. Enquiries tend to be urgent, which can make it difficult to plan and forecast work and, subsequently, grow your business. 

For most NZ trades and property service businesses, Facebook and Instagram offer the best combination of reach, targeting precision, and cost-effectiveness.

The Bottom Line

Facebook and Instagram haven’t lost their edge for local property service businesses. It’s just that most tradies don’t know how to use it strategically. 

With the right ad creative, the right audience targeting, and a proper lead form to capture enquiries, Facebook and Instagram can become your most reliable source of new work.

Want to see what a targeted lead campaign could look like for your business? Book a free 15-minute strategy call with Choice Digital. No jargon, no pressure, just a straightforward chat about what’s possible.