If you are a business owner or a digital marketer, there is a common questions in everyone’s mind: should one start with Meta Ads or Google ADS? Which platform will prove more effective for our specific business needs, and where are we likely to generate more business? Different individuals may have different opinions on this topic, as everyone shares their own experiences with when and where they use Google Ads, and under what specific circumstances each platform performs best for them
So, the first example I chose is from the perspective of D2C brands.Now, in this context, we’ve seen that if we run Meta Ads and Google ADS – specifically with respect to Google Ads, I’m primarily referring to Performance Max campaigns using Shopping Ads or Listing Ads versus Google Ads in general ROAS is seen less on Facebook.We see higher ROAS on Google Ads. However, Facebook ads allow us to expand our reach significantly.
We can scale. If we want to generate a higher volume of orders, we can achieve this faster by using Meta ads. The reach there is wide—right? with Google Ads, we are primarily able to serve only those users who are inherently inbound—those who are actively searching for us. The introduction of Performance Max has expanded our inventory somewhat; However, sometimes, it is not necessary that you purchase a large number of that specific list. Otherwise, it does not contribute much. So, your main contribution is related to discovery. For example, I’m talking about campaigns that you put under the Shopping standard. Now that you rely so heavily on search, you can’t just increase search volume. You can only serve people who search on Google, and competition is intense. So, scaling is very difficult there. It is not possible to increase the number of orders there. You don’t have many options to experiment.
Meta ADS
when it comes to Meta ads, you can experiment extensively with your creative. You can also experiment with your audience. The scope for scaling is always greater in this context, as the ability to create a larger number of campaigns also expands.
google ADS
Google Ads, we’re referring to your standard Shopping campaigns or Performance Max campaigns – strategies that are basically used more from a D2C perspective. Another observation we made is that Meta ads can exhibit instability in their performance. This means that, at times, ROS (return on expenditure) may be higher; At other times, it may be slightly less; And then, suddenly, ROS may disappear altogether, or you may stop seeing any performance results. Then you make some changes—apply some adjustments—and later you start to see
performance bounce back once again. It just takes some time for Facebook ads to stabilize. In contrast, with Google Ads, we have seen that they tend to be slow at first. This is because, in many scenarios, you cannot start expanding in Google Ads from day one. As a result, the initial ramp-up phase takes a little time. However, once the campaign becomes stable, the likelihood of such instability becomes much less. In short, your Google ads go into a steady state quite easily.If I had to share my experience with regards to lead generation, I would suggest that if you are able to ensure that there is a significant volume of search queries for your offering, then Google Ads would be an excellent place to start. Facebook Ads take some time to stabilize. On the other hand—in the case of Google Ads—we’ve noticed that they’re slow to get started. This is because, in many scenarios, you may not be able to get into Google Ads right from the start. So, it takes some time in the beginning. However, once it stabilizes, the chances of instability are significantly reduced. So, your Google Ads settle into a stable state quite easily.