Why advertise in the yellow pages?

Every year, we hear the same question from NZ businesses:

“Should I keep advertising in the Yellow Pages?”

Here’s the straightforward answer: times have changed. The Yellow Pages once dominated as the go-to resource for Kiwis looking for local products and services. Listing your business in the big yellow book was once essential for visibility in the community.

But today, with almost everyone online—including your customers—the internet is where people turn first when they need a service or want to find a business. Google has become the main gateway for Kiwis looking up everything from plumbers to cafe opening times.

What Do the Numbers Say?

Across our clients, Google and other search engines drive the most website visits by far. On average, 55–80% of all website traffic comes from search engines. In comparison, all online directories, including Yellow Pages and others, combined contribute less than 4% of total traffic for most businesses.

Is Yellow Pages Advertising Still Worth the Cost?

Yellow Pages ads—especially print listings—are expensive and can eat up a big chunk of your marketing budget. Once a “must-have,” they’re now far less relevant for most businesses. We recommend scaling back spend on Yellow Pages advertising, especially in their hard-copy books. Instead, invest in online marketing, like search engine optimisation (SEO), Google Ads, or social media.

Are There Any Exceptions?

The Yellow Pages may still matter if you’re a very small, local business without a website—think solo tradespeople or small workshop operators. But even here, local customers are increasingly using Google instead of flicking through the Yellow Pages.

Google My Business (now called Google Business Profile) is free and shows your business info—including phone number, address, and customer reviews—directly in Google search results and maps. With Google Ads, you can even drive leads straight to your business listing or phone number, without needing a website.

Where Should NZ Small Businesses Advertise in 2025?

Focus your marketing spend where your customers are actually looking:

• Google Search and Maps
  Be found by customers actively searching for your services.
  
• Google Ads
  Get instant visibility for high-intent searches.
  
• Your Own Website & SEO
  Build trust and provide info 24/7.
  
• Social Media
  Engage locals and build word-of-mouth.

Even the Yellow Pages advertises on Google to get traffic to their own website!

Need Advice on Maximising Your Visibility?

At Adhesion, we help Kiwi tradies and business owners make smart choices about where to advertise. If you want to make your marketing budget go further and ensure your business gets found online where it counts, get in touch with our team for expert advice.