Updated: May 01, 2025
Author: Vivienne Wang
Meta and Google have long dominated digital advertising — Meta with its platforms Facebook and Instagram, still the most populated social networks, and Google with its global reach across Search and platforms like YouTube.
In 2025, global antitrust pressure is intensifying, particularly from regulators like the US Federal Trade Commission (FTC), who are investigating Google and Meta’s market control. For NZ businesses, this raises a big question: should we still be relying so heavily on these platforms? Or is it time to diversify?
This post from the Adhesion team explores the pros, cons, and strategic considerations around ad platform diversification.
Google and Meta have recently been targeted by the FTC with allegations of antitrust practices — Google for its apparent monopoly in the digital advertising space, and Meta for its acquisitions of Instagram and WhatsApp, which have been deemed anticompetitive.
Meta’s acquisition of Instagram has been a cornerstone of its growth, especially in advertising, enabling greater reach and more accurate targeting through shared data across platforms. Meanwhile, Google has clearly cornered the market in terms of digital ad dominance — hence the legal scrutiny.
With proceedings ongoing, potential ripple effects loom for advertisers, including changes to targeting capabilities, data access, and algorithmic behaviour. While no repercussions are yet final, the conversation is already shaping the digital marketing landscape. Even in New Zealand, businesses must stay agile and ready to evolve their strategies.
Meta and Google have underpinned digital advertising over the past two decades thanks to their massive user bases, robust targeting capabilities, and proven Return on Investment (ROI).
Google offers powerful intent-based advertising through Search, Shopping, and Display ads. Meta excels at behaviour-based targeting across Facebook, Instagram, and its Audience Network.
For many NZ businesses, especially SMEs, these platforms remain the easiest and most effective way to reach customers. They offer a low cost of entry, built-in tracking tools, and familiarity — making it tempting to hold onto what’s reliable.
While sticking with the tried-and-true is easy, relying on one or two platforms can leave your business vulnerable — especially if targeting options or pricing performance changes. In 2025, cost-per-clicks (CPCs) are reportedly up 5% on Google, while Meta is up 14%. With few alternatives, smaller businesses are particularly impacted by these hikes.
Consider other fast-growing platforms:
While a TikTok ban isn't imminent in New Zealand, global shifts heavily impact our digital ecosystem. Diversifying your ad spend helps build resilience, expands reach, and balances risk — especially when supported by strong owned channels like email marketing.
Diversification is important, but it must be done strategically. Spreading your budget too thin can dilute results. Each platform demands its own creative assets, audience testing, and a learning curve — all of which require time and expertise.
Tracking and attribution also get more complicated, especially with tightening privacy regulations such as Apple’s Mail Privacy Protection and App Tracking Transparency.
NZ SMEs, in particular, must balance experimentation with maintaining a strong Return on Ad Spend (ROAS) to avoid wasting resources while still investing in necessary growth.
If Meta and Google are still working for you, don’t abandon them — but consider testing small budgets elsewhere. Start with platforms that align with your audience and goals.
For example, Bing Ads can be surprisingly effective for B2B audiences, especially as professionals using Microsoft systems default to Bing. Microsoft Advertising even allows you to duplicate your Google campaigns, making the transition efficient and cost-effective.
Above all, stay informed about international regulatory changes that may impact targeting or cost structures. The digital landscape is changing faster than ever — and adaptation will be crucial.
In 2025, digital advertising is evolving. As Google and Meta re-evaluate their businesses under regulatory pressure, it’s critical to consider what this means for yours.
Diversification isn’t just about ethics or trends — it’s about future-proofing your strategy.
Not sure where to start? Adhesion’s digital marketing experts can help you test new platforms, optimise your spend, and stay ahead of change. Get in touch today.
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