Google Ads vs. Meta Ads: Which Is Best for Scaling Your eCommerce Brand?
If you’re trying to decide between Google Ads and Meta Ads (Facebook & Instagram) for your eCommerce brand, the choice isn’t as simple as “which is better?”. It’s about choosing the right platform based on where your business is right now, who your audience is, and what outcome you want.
The Fundamental Difference: Search Intent vs. Disruptive Engagement
Google and Meta have different algorithms and ad placements that set them apart.
Google Ads; Leveraging Search Intent
Google Ads is primarily built on search intent. When someone types in a query, they’re actively looking for a solution or doing research. Google’s algorithm will show your ads based on the keywords you bid for.
To keep it simple, we’re focusing on Google search traffic for this article, which also includes shopping placements. If you own an e-commerce brand, these are the most common placements you will want your ads to show.
For completeness, it’s worth mentioning that Google has other placement types such as discover and video, and the targeting for these works slightly differently to a standard search campaign.
Google is Best for: Taking advantage of what your customers are already searching, and showing them ads related to your product.
Example: If you sell high-end ergonomic office chairs, Google Ads allows you to target searches like “best ergonomic office chair for back pain.” That’s a buyer with intent.
Meta Ads; Disruptive Discovery & Interest Targeting
Meta Ads (Facebook, Instagram) don’t rely on search volume. They work by interrupting the scroll and capturing attention based on user interests, behaviors, and past engagements.
When you place ads on Meta, the targeting algorithm will deliver your ads to people most likely to engage and take the action you're optimising for.
Meta is Best for: Getting your ads in front of people who are scrolling on social media, without them needing to search for your specific business or product.
Example: If you launch a new eco-friendly fitness clothing brand, Meta’s algorithm can find fitness-conscious users and put your product in their feed, generating interest and sales without.
How Their Algorithms Work (and How to Win on Each Platform)
Google Ads Algorithm: Quality + Bidding
Google’s ad auction system isn’t just about who bids the most. It prioritises relevance and user experience. Here are some of the factors that determine ad placement:
- Conversion Objective (Optimise for the objective you want). The conversion event your campaigns are set to, such as call conversions, website purchases, or leads will impact how your ads are served and how they optimise going forwards.
- Bid. The bidding method you use such as Target CPA, Maximise Conversion Value, or Maximize Conversions will determine how Google optimises your campaigns.
- Quality Score. Google grades your ad based on keyword relevance, click-through rate (CTR), and landing page experience.
- Ad Rank - A mix of your bid and Quality Score determines if (and where) your ad appears.
Here is an article by Google covering how Ad Rank works.
Success Tip: Google rewards well-optimised landing pages. If your page loads slowly or isn’t relevant, you’ll pay more per click and lose placements to competitors.
Meta Ads Algorithm: Bid + Estimated Action Rates + Ad Quality
Meta uses a machine-learning system that optimises ad delivery.
Here’s some of the factors that impact performance:
- Conversion Objective (Optimise for the objective you want). Meta will deliver your ads to the people most likely to take the action you’re optimising for. If you optimise for purchases, Meta will show your ads to people who are likely to make a purchase.
- Data Signals (Conversion tracking & interactions). Meta takes into consideration the on-platform (on Meta) and off platform (your website) experiences users have with your business to optimise your campaigns. They use this data to predict how likely it is that someone will take the desired action when they see your advert, which impacts future ad delivery.
- Ad Quality (Better creatives and copy). Creative and copy significantly affect how often Meta shows your ad, and who it shows it to.
Here is an article from Meta that explains how their ad auctions work.
Success Tip: Focus on your creatives to better improve your Meta campaign performance.
Which One is Better for Scaling your eCommerce Brand?
The answer is: Test both. Your customers are on both platforms, and in most cases, your business can benefit from both Meta and Google ads.
If you test both, you can see which is more efficient for your business.
You ultimately want to build an ecosystem that uses both platforms to maximise your business growth and reduce platform related risk (For example if you get shut down on one platform and don’t have any alternative traffic sources).
Below are some considerations and paths to take based on common situations we’ve seen from our clients.
Your Niche
If you’re an e-commerce business selling a very niche or utility focused product (for example Van Storage or Gas Detectors, then Google ads would be our recommendation to start with, as it’s more based on search intent for that specific solution.
If Your Product Has Low Search Volume
This isn’t very common, but for some e-Commerce brands, your key search terms have very low volume.
If that’s the case, then a Meta focused approach might make more sense if you’re looking to scale.
Need Help Scaling? If you want a tailored ad strategy, book a call with our team. We’ll help you decide where to focus your budget for maximum growth.