What budget split do you recommend?

Start with 60% Google, 40% Meta for brands with existing search demand. Shift toward Meta for new products or brands building awareness.

Which converts better?

Google typically has higher conversion rates because the traffic is higher intent. Meta has broader reach but lower per-click conversion. Both contribute to revenue.

Should we run both from day one?

If budget allows, yes. Start small on both, find what works, then scale the winner. Minimum viable budget: $3K/month per platform.

TikTok is excellent for younger demographics and viral products. Add it after Meta and Google are profitable. It functions more like Meta (demand creation) than Google (demand capture).

How do we measure cross-platform?

GA4 with proper UTM tracking. Compare blended ROAS across platforms. Attribution is imperfect but directional trends are reliable.

Paid Media Comparison

Should you spend your ad budget on Meta or Google? The answer depends on whether your customers know they want your product yet.

Meta Ads (Facebook and Instagram) create demand. They show your product to people who did not know they wanted it. Google Ads capture demand. They show your product to people actively searching for it.

Both are essential for eCommerce. The question is allocation — and it depends on your product type, brand awareness, and growth stage.

150+

Brands Managed

$23M+

Revenue Driven

3-8x

ROAS Range

Both

Use Together

Like email vs. social, this is not an either/or. Most eCommerce brands should run both. The split depends on your product and audience.

Facebook/Meta Ads vs Google Ads — feature by feature

Feature	Facebook/Meta Ads	Google Ads
Demand Type	Creates demand. Shows products to people who were not actively searching.	Captures demand. Shows products to people actively searching for them.
Best For	New/novel products, impulse purchases, visual products, building awareness.	Products with existing search demand, comparison shoppers, high-intent buyers.
Targeting	Interest, behaviour, lookalike audiences. AI-driven broad targeting (Advantage+).	Keyword intent, Shopping feeds, remarketing. Targets based on what people are searching for.
Creative	Visual-first. Video and image creative drive performance. Creative quality is the #1 lever.	Shopping images and text ads. Product feed quality is the #1 lever.
ROAS	2-5x typical for eCommerce. Higher ROAS at lower scale, diminishing at higher spend.	3-8x typical for eCommerce. Higher ROAS on branded and high-intent searches.
Scaling	Massive audience pool. Can scale spend significantly. Creative fatigue is the main scaling challenge.	Limited by search volume. Cannot create demand that does not exist. Scales with product catalog breadth.

Our recommendation

Early stage or novel products: start with Meta to build awareness and create demand. Add Google Shopping once search volume exists for your product.

Established brands: allocate 50-70% to Google (capturing existing demand) and 30-50% to Meta (creating new demand and retargeting).

Pick Facebook/Meta Ads if...

Prioritise Meta when your product is visual, impulse-driven, or novel. When you need to create awareness. When creative is your competitive advantage.

Pick Google Ads if...

Prioritise Google when search demand exists for your product category. When comparison shoppers are your buyers. When Shopping ads can showcase your product.

Questions our best clients asked first

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eCommerce growth consulting. Full-funnel strategy from a team that has driven $23M+ in revenue for 150+ stores. Traffic, conversion, retention — the complete growth system.

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