What budget split do you recommend between Google and Meta?

It varies by business, but a common starting point is 60/40 — 60% to whichever channel has proven results, 40% to the other for testing and scaling. After 90 days of data, we rebalance based on actual performance. Some brands end up 80/20 Google, others 70/30 Meta.

Which platform has better targeting?

Different kinds of targeting. Google targets based on intent (what someone is searching for). Meta targets based on behavior and demographics (who someone is). Google answers "what do you want?" Meta answers "who should see this?" Both are powerful for different reasons.

How do you handle the iOS tracking issues with Meta?

We use Conversions API (server-side tracking), UTM-based attribution in Google Analytics, and blended ROAS modeling. Meta's reported ROAS is usually under-counted by 20-30% post-iOS changes. We account for that gap in our reporting and decision-making.

Should I try TikTok Ads instead of Meta?

TikTok is a great addition, not a replacement. The audience skews younger and the creative style is different — raw, authentic, creator-led. If your product resonates with 18-35 year olds and you can produce TikTok-native content, add it. But Meta is still the more proven, scalable paid social channel for most eCommerce.

What ROAS should I expect in the first 90 days?

Google Shopping: 3-5x is a good starting benchmark. Meta prospecting: 2-3x while the algorithm learns. These numbers improve over time as we optimize. If your blended ROAS is above breakeven in month one, you're in a good position to scale.

Paid Media Comparison

A client asked us to pick one. We said no. Here's why.

Last year a supplement brand came to us spending $15K/month on Meta ads. Good creative, decent ROAS, steady growth. They asked: "Should we move budget to Google?" We said: "Don't move it. Add to it." Six months later, they're running both at a combined 5.2x ROAS. Google captures the people actively searching for their products. Meta creates demand from people who didn't know they needed them yet. These aren't competing channels — they're two halves of the same growth engine. But the budgets, strategies, and expectations for each are completely different. Here's what we've learned managing $2M+ in annual ad spend across both platforms.

$2M+

Annual Ad Spend Managed

4.2x

Avg. Blended ROAS

150+

Brands Managed

37%

Avg. CPA Reduction (90 Days)

The "Google vs Meta" debate is the wrong framing. It's like asking "should I eat protein or carbs?" You need both. But you need them in the right ratios for your specific business.

Google Ads captures existing demand — people actively searching for what you sell. Meta Ads creates new demand — putting your product in front of people who match your ideal customer but aren't looking yet. The strategy, creative, and metrics for each are fundamentally different. Here's the real breakdown from a team that runs both every day.

Google Ads vs Meta Ads — feature by feature

Feature	Google Ads	Meta Ads
Buyer Intent	High intent. People are actively searching for your product or solution. They're already in buying mode. You're meeting demand that exists.	Low intent, high discovery. People are scrolling, not searching. You're creating demand by interrupting with compelling creative. Impulse-driven.
Best For	Products people search for by name or category. "Buy creatine online," "best running shoes," "Shopify developer Dubai." Clear search intent.	Visually compelling products, impulse buys, and brand-building. Fashion, beauty, food, home decor — anything that sells on the strength of creative.
Creative Requirements	Text-based ads (Search) or product feeds (Shopping). Creative matters less — the keyword does the heavy lifting. Good ad copy improves CTR, but it's not make-or-break.	Creative is everything. Your ad lives or dies by the image or video. You need a constant pipeline of fresh creative — fatigue sets in fast. Plan for 10-20 new creatives per month.
Typical ROAS (eCommerce)	3-6x on Search, 4-8x on Shopping for well-optimized accounts. Higher intent means higher conversion rates. But CPCs in competitive niches can eat margins.	2-4x on prospecting, 6-10x on retargeting. Lower individual ROAS than Google, but Meta introduces new customers into your funnel that Google can't reach.
Scaling Behavior	Limited by search volume. You can only spend as much as people are searching. Scaling means expanding keywords, which eventually dilutes quality.	Scales with budget (to a point). More spend = more reach. But efficiency drops as you push past your core audience. The algorithm needs room to optimize.
Attribution Clarity	Clearest attribution of any channel. Someone searched, clicked, bought. The path is direct and measurable. Google Analytics and Google Ads data align.	Attribution is muddier. iOS privacy changes, cross-device tracking gaps, and view-through conversions make it hard to know exactly what Meta drove. Expect a data gap.
Minimum Budget to Test	$1,500-3,000/month to get meaningful Search data. Shopping campaigns need $2,000+ to optimize properly. Small budgets get eaten by CPCs before you learn anything.	$1,000-2,000/month to test. Meta's algorithm needs data to optimize, but it can work at lower budgets than Google — especially for retargeting.

Our recommendation

Run both. Seriously. The brands that grow fastest use Google to capture demand and Meta to create it. Your customer journey doesn't happen on one platform — they discover you on Instagram, research you on Google, and get retargeted everywhere in between.

If you can only afford one: start with Google Shopping if you sell products people actively search for. Start with Meta if your product is visual, new to market, or needs education. Then add the other channel within 90 days. The compounding effect of running both is significant — we typically see a 25-35% lift in total revenue when brands add their second paid channel.

Pick Google Ads if...

Lead with Google Ads if your product has strong search demand — meaning people are already Googling what you sell. Supplements, electronics, professional services, B2B, and anything with clear "buy" intent. Google Shopping is especially powerful for eCommerce because you show up with product images, prices, and reviews right in the search results.

Pick Meta Ads if...

Lead with Meta Ads if your product is visually compelling and impulse-friendly — fashion, beauty, home goods, food, and lifestyle products. Also the right starting point if you're launching a new brand that nobody is searching for yet. Meta is where you build awareness and create demand from scratch.

Questions our best clients asked first

Want to know if your ad spend is working hard enough?

We'll audit your Google and Meta ad accounts, identify where budget is being wasted, and show you exactly where to reallocate for better returns. Free, no strings attached.

Pick a Time

15 minutes. No pitch deck. Just your data and our honest take.

More comparisons

Traffic Strategy

"Just focus on SEO" is the most expensive advice in eCommerce.

SEO vs PPC for eCommerce — which drives better ROI? An agency running both explains why "just do SEO" is bad advice and when to invest in each channel.

Learn more

Channel Strategy

Email returns $36 for every $1 spent. Paid ads burn cash the moment you stop. But you need both.

Email marketing vs paid ads for eCommerce — 36:1 ROI vs instant traffic. An agency running both daily explains where your money should actually go.

Learn more

Marketing Strategy

The average in-house marketing hire costs $85K/year. Here's when that's worth it.

In-house marketing team vs hiring an agency — an honest comparison from an agency founder. When each option wins, real cost analysis, and what we'd do.

Learn more

eCommerce Platform Comparison

Shopify or WooCommerce — which one actually makes you more money?

Shopify vs WooCommerce — an honest comparison from an agency that builds on both. Which eCommerce platform is right for your store? Real data, no fluff.

Learn more

Not sure which to pick?

Book a free call

Book Call