For years, small business advertising came down to two choices: Google or Facebook and Instagram. In 2026 a third option arrived. Australian businesses can now run ads inside ChatGPT through OpenAI Ads Manager.
So where should your first advertising dollar go? This guide compares the three platforms honestly, including where ChatGPT ads are still limited.
The short version
- Google Ads catches people who are searching for you right now. It’s usually the best first choice for urgent, local services.
- Meta Ads (Facebook and Instagram) puts you in front of people before they’re searching. It’s strong for visual products, offers, events and retargeting.
- ChatGPT Ads reach people while they’re researching and comparing options in a conversation. It’s promising for considered purchases, but it’s new, and some industries can’t use it yet.
Side-by-side comparison
| Google Ads | Meta Ads | ChatGPT Ads | |
|---|---|---|---|
| Where ads appear | Search results, Maps, YouTube, websites | Facebook and Instagram feeds, Stories, Reels | Below ChatGPT answers, clearly labelled |
| How you target | Keywords, location, audiences | Location, interests, demographics, custom audiences | Conversation context plus your written context hints; no exact-match keywords |
| Mindset of the viewer | Actively searching | Browsing and scrolling | Researching, comparing, deciding |
| Ad formats | Text, call, image, video, shopping | Image, video, carousel, lead forms | One format: title, description, image, landing page |
| Billing | Mostly per click | Mostly per impression | Per click or per thousand impressions |
| Tracking | Google tag, conversions, GA4 | Meta pixel, Conversions API | OpenAI pixel, Conversions API, UTMs |
| Restricted categories | Some | Some | Many in Australia, including most health, legal and financial services |
| Maturity | Very mature | Very mature | New and still in beta |
When Google Ads is the better choice
If people already search for what you do, such as “emergency plumber Officer” or “wedding photographer Berwick”, Google Ads puts you in front of them at the exact moment of need. It’s the most reliable way to generate calls for local service businesses. It also works for businesses that ChatGPT’s policies exclude, such as clinics and law firms, within Google’s own rules.
When Meta Ads is the better choice
Meta suits businesses that can show something appealing: food, fitness, fashion, homewares, events and experiences. It creates demand among people who weren’t looking yet, and it’s excellent for retargeting people who have already visited your website. Our guide on how much to spend on Facebook and Instagram ads covers budgets.
When ChatGPT ads make sense
People use ChatGPT differently from a search box. They describe their situation in full sentences (“I have a small backyard with clay soil, what’s the best low-maintenance lawn?”), ask follow-up questions and weigh up options. An ad that appears at that point reaches someone who has explained exactly what they need.
ChatGPT ads are worth testing when:
- Your product or service involves research or comparison before buying
- Your category is allowed under OpenAI’s policies in Australia
- You have a landing page that clearly explains what you offer and who it’s for
- You can track enquiries or sales, so you can compare results against your other channels
- You want to reach the audience before most of your competitors arrive
The honest limitations of ChatGPT ads
- It’s a beta product. Features, reporting and policies are still changing.
- Less precise targeting. You guide matching with context hints, but you can’t force your ad into specific conversations the way an exact keyword can.
- Only part of the audience sees ads. Paid Plus, Pro and business plan users see none.
- Stricter category rules outside the US.
- Less benchmark data. Google and Meta have years of industry averages; ChatGPT ads don’t yet.
A sensible order for most small businesses
- Get the basics right first: a clear website, a Google Business Profile and a way to track enquiries. Ads can’t fix a page that doesn’t convert. See why your website gets visitors but no enquiries.
- Start with the channel that matches how customers find you. Urgent local services usually start with Google. Visual or impulse products usually start with Meta. The Google Ads or Facebook Ads guide goes deeper.
- Add ChatGPT ads as a test once tracking is in place. Give it a fixed budget and a few weeks, then compare cost per enquiry against your other channels.
- Move money to whatever produces enquiries at the best cost. Keep testing, because ChatGPT’s audience and ad tools are changing quickly.
Can you run all three?
Yes, and many businesses will end up doing that. Each platform reaches people at a different stage of deciding. The key is to track each one separately, using UTM links and each platform’s conversion tracking, so you know which is actually paying its way.
For a full walkthrough of the new platform, read how to advertise on ChatGPT.
Need a hand choosing?
Madexify manages Google Ads, Meta Ads and ChatGPT ads for small businesses, each for a flat monthly management fee, with ad spend billed straight to your own account. See the pricing page or get in touch for a straight answer about which channel suits your business.
This article is part of our Online Advertising Guide. Browse all our guides on the guides page.
