Government, tech and professional services in a compact geography — a B2B market that behaves differently from the rest of the country.
Wellington's economy is unusually weighted toward government, professional services and technology, which makes it the most B2B-heavy market in New Zealand. The buying behaviour follows: longer consideration, more research, more people involved in a decision, and a working week that shapes search patterns more sharply than elsewhere.
The geography is compact and constrained by terrain. Suburb-level targeting matters less than in sprawling cities; the whole urban area is a short drive, so radius targeting is simpler and service-area boundaries are less of a constraint.
Competitive in professional services and technology categories, where clicks are expensive because deal values are high. Less contested in consumer and trade categories than the population would suggest. Public sector procurement runs on its own rhythm and rarely responds to search advertising at all.
Wellington usually rewards patience and content over aggression. Longer consideration cycles mean the last click gets credit for work done weeks earlier, so measurement that can see the whole path matters more here than in impulse-driven markets.
First month: tracking, with particular attention to attribution across a longer cycle, because last-click will mislead you here. Month two: build the mid-funnel content and offers that a considered purchase needs. Month three: scale what's producing qualified enquiries and connect outcomes back from your CRM.
Before any of that, we work out what a lead needs to cost for you to be profitable. That number decides which Wellington searches are worth chasing, which are a trap, and whether google ads is even the right first move. Sometimes it isn't — and we'd rather say so than take your money.
It's the best in the country for it, because of the concentration of government, professional services and technology employers. It also means competitors in those categories are more sophisticated than the national average.
Professional services and technology keywords are expensive everywhere, and Wellington's advertiser mix is weighted toward exactly those categories. High cost per click isn't a problem if deal values justify it — the number to watch is cost per qualified opportunity.
Rarely. The urban area is compact and people travel across it without thinking about it, so splitting by suburb usually fragments data without improving relevance.
No. We'd rather earn the next month than trap you in the current one. Thirty days' notice, and your accounts stay in your name throughout.
The team you meet. We're a small, senior team — you won't be handed to a junior after the sale.
Book a free discovery session. We'll audit what you're running, tell you what's leaking budget, and show you what we'd do differently — no obligation.