Google or Meta? How to split your ad budget
It's not a contest between platforms but a pairing of intents: one captures existing demand, the other creates new demand.
Read articleThe most common line we hear from new clients: 'campaigns bring sales, but I don't feel the profit.' Usually it's because return is measured on the platform's number, not real operating figures.
Platform ROAS lies to you a little
Ad platforms credit themselves with any conversion they touched even once. Instead compute: (tracked revenue − cost of goods − shipping & returns) ÷ ad spend. That's profit ROAS — the one that pays your bills.
- Below 1: the campaign loses — pause and rethink the offer itself
- 1 to 2: roughly break-even — improve targeting and landing page
- Above 3: scale budget gradually in 20% steps
Don't forget lifetime value
If your product gets repurchased, the customer who cost EGP 200 today may buy four times a year. Estimate LTV even roughly — many campaigns 'losing' on first order are very profitable over a year.
RULE OF THUMB
Review numbers weekly, not daily. Day-to-day swings are normal, and decisions made on one day's data kill campaigns that would have won.
