Google captures what Meta created.
Google and Meta get run as rivals and they're not. Meta makes somebody want the thing. Google is there when they go looking for it. Run one without the other and you either create demand you never collect, or you spend your way into a search term nobody is typing yet.
Meta creates the want
Nobody woke up looking for your product. The creative is what makes them care.
They go and search
Your name, or the category. This is the moment Google exists for.
Google collects it
Search, Shopping and Performance Max, so the demand you paid to create lands.
Intent, not interruption
Nobody on Meta woke up wanting your product. On Google they typed it in. That changes everything about the work: the job isn't to make somebody care, it's to be the obvious answer at the moment they already do, which is a feed and a landing page problem far more than a bidding one.
The feed is the creative
In Shopping and Performance Max the product feed is doing the work an ad does on Meta. Titles, images, attributes, the lot. Most accounts we open have a feed nobody has touched since the store was built, which caps everything above it however the campaigns are structured.
Branded search isn't performance
A big slice of most Google accounts is people typing your name, who were going to arrive anyway. It reports beautifully and proves nothing. We separate it out so the number you judge the channel on is the traffic it actually went and found.
Performance Max, with the lid off
Left alone it's a black box that spends most of its budget on the cheapest traffic it can find. Structured properly, with the feed sorted and branded terms handled, it's useful. The difference is entirely in the setup.
Where Google sits in the mix
For most ecommerce brands at most stages, Meta is the bigger lever and Google is the one that stops the demand leaking. If you're choosing, start with the one that creates the want. If there's already search volume on your name and your category, Google is often the faster money and we'll say so.
All of it, every month.
- Search, Shopping and Performance Max, managed together
- Product feed audit and the fixes that come out of it
- Branded and non-branded reported separately
- Landing page work through the CRO hours in the retainer
- Monthly performance reporting against contribution
- Full access to the account, which stays yours
Ads we made, that carried spend.
The platform is the easy part.
A fractional creative strategist in your business, and the team that makes the work. For less than one hire.