If you’re running a business in Bunbury or across the South West, you’ve probably noticed that the way people find you has changed: fast. Back in the day, we just "Googled it." Now, half the time, we’re asking ChatGPT to plan our weekends, write our emails, or find the best local property management team.
With the recent rollout of ChatGPT Ads in Australia, small business owners are facing a new question: Should I stick with the tried-and-true Google Ads, or is it time to pivot to AI marketing?
The short answer? It’s not about choosing one over the other; it’s about understanding how they play different roles in your marketing ecosystem. Let’s break down the 2026 landscape.
Google Ads: The Keyword King
Google Ads is still the heavyweight champion of "I want this right now." When someone types "emergency plumber Bunbury" or "houses for sale in Eaton," they have a specific intent. They are looking for a solution, and they want it at the top of the search results.
- How it works: You bid on specific keywords. When someone searches for those words, your text or shopping ad appears.
- The Cost: In 2026, Google’s CPC (cost-per-click) remains highly variable. You might pay $2 for a general search or $20 for a high-competition real estate lead.
- The Audience: Everyone. From your grandma looking for knitting patterns to a CEO looking for a new commercial fleet.
Google is unbeatable for bottom-of-the-funnel sales. If you need the phone to ring today, Google Ads is usually your first port of call.
ChatGPT Ads: The Conversation Queen
ChatGPT Ads work differently. Instead of waiting for a keyword, these ads rely on context hints. The AI looks at the entire conversation a user is having. If someone is chatting about "moving to the South West and looking for schools," a property marketing ad for a local agency can appear naturally as a "chat-card" within the response.
- How it works: Instead of a list of links, your ad is a visually clean "card" that fits into the AI’s helpful advice. It feels less like an interruption and more like a recommendation.
- The Cost: We’re seeing a more stable CPC here, generally ranging between $3 and $5. It’s a premium placement for a premium audience.
- The Audience: Generally younger, more tech-savvy, and highly engaged. These users aren’t just scrolling; they are solving problems and making plans.
The Side-by-Side Comparison
| Feature | Google Ads | ChatGPT Ads |
|---|---|---|
| Targeting | Keywords & Demographics | Contextual Intent & Conversation |
| Format | Text, Image, & Video Links | Integrated Chat-Cards |
| Typical CPC | $1.00 – $15.00+ (Variable) | $3.00 – $5.00 (Stable) |
| User State | Searching for a specific result | Exploring, planning, or learning |
| Best For | Direct sales and lead gen | Influence, consideration, and B2B |
Why "Both" is the Winning Strategy
In 2026, the most successful Bunbury businesses don't put all their eggs in one basket. They use a full-service marketing agency to build a 3D ecosystem.
Imagine this: A potential buyer uses ChatGPT to research "the best suburbs for young families in Bunbury." Your property marketing ad appears as a helpful suggestion. Later, when they are ready to view a home and search "homes for sale in Bunbury" on Google, your search ad appears again. This double-tap approach builds massive trust and keeps your brand top-of-mind throughout the entire journey.
Southside Media: Your AI Marketing Partner
Managing multiple platforms, tracking context hints, and designing high-converting chat-cards is a lot to handle while you’re trying to run a business. That’s where we come in.
As a full-service creative agency based right here in Bunbury, Southside Media handles everything from high-end video production to AI-driven advertising campaigns across Google, Meta, and now, ChatGPT. We don't just "run ads": we build the systems that make your business the obvious choice for local customers.
Ready to see how ChatGPT ads can fit into your 2026 strategy?
Don't guess where your budget should go. Let’s sit down and look at the data. Whether you're a real estate agent looking to dominate the local market or a small business owner ready to scale, we can help you navigate the new world of AI marketing.