It's not a contest between platforms but a pairing of intents: one captures existing demand, the other creates new demand.
Google ads capture someone searching for your product right now — high intent, limited volume. Meta ads show your product to people who don't know it yet — huge volume, colder intent. The mistake is judging both with the same expectations.
Splitting by product type
- Searched-for products (spare parts, emergency services, medicine): 70% Google
- Discovery products (fashion, accessories, gifts): 70% Meta & TikTok
- A brand-new product nobody knows: Meta first to build awareness, then Google to catch the search you created
The metric that settles reallocation
After 4–6 weeks compare true CAC between platforms, returns included. Then move 10–15% of budget monthly from the weaker to the stronger — sharp moves break algorithm learning.
COMMON MISTAKE
Pausing campaigns entirely in slow seasons loses your account learning and audience seeds. Cut budget to a third, but never to zero.
Want to apply this to your own project?
Book a free consultation and we will review where you stand together.
