Expanding from Meta Ads to Google Ads
Why Expand into Google Ads?
1. Rising Costs on Meta Ads
As competition increases and audiences saturate, acquisition costs on Meta tend to rise. Diversifying into Google Ads can help mitigate these challenges.
2. Intent-Driven Targeting
Unlike Meta’s behavioural targeting, Google Ads focuses on search intent, making it ideal for capturing high-intent buyers actively searching for your products or services.
3. Broad Campaign Options
Google offers a variety of campaign types:
- Search & Shopping: Capture bottom-funnel conversions.
- Performance Max: Automate targeting across Search, Shopping, YouTube, and more.
- Demand Gen & YouTube: Build awareness and nurture top-of-funnel audiences.
When Should You Expand?
Platform diversification works best for brands that:
Have already achieved success with Meta Ads.
Have sufficient budget to expand without disrupting existing operations.
Ensure your brand has product/market fit and that people are actively searching for your offerings before transitioning to Google Ads.
Step-by-Step Guide to Expanding into Google Ads
1. Audit Your Meta Setup
Analyse your top-performing Meta campaigns to identify winning creatives and audience insights that can be repurposed for Google Ads.
2. Budget Allocation
Google Ads requires a different budgeting approach:
Allocate funds based on campaign goals (e.g., bottom-funnel vs. top-funnel).
Reserve 10–30% of your total budget for testing and learning.
For Performance Max, expect higher budgets due to its learning phase (4–6 weeks).
3. Repurpose Creative Assets
Leverage existing Meta creatives to save time and resources:
Use static images for Display, Discovery, or Demand Gen campaigns.
Adapt video assets for YouTube Shorts or Performance Max campaigns.
Utilise product catalogue assets in shopping campaigns.
4. Select the Right Campaign Types
Choose campaigns based on your objectives:
Search & Shopping: Ideal for capturing mid-to-bottom funnel conversions based on search intent.
Performance Max: Automates targeting across multiple placements but requires patience during the learning phase.
Demand Gen & YouTube: Best for top-of-funnel engagement and brand awareness with video content.
Key Differences Between Meta and Google Ads
| Feature | Meta Ads | Google Ads |
|---|---|---|
| Targeting Method | Interest-based targeting | Intent-driven targeting |
| Audience Signals | Lookalikes & interests | Keywords & search behavior |
| Campaign Types | Prospecting & retargeting | Search, Shopping, Demand Gen |
| Budget Pacing | Real-time adjustments | Daily budget x 30.4 (monthly pacing) |
Common Pitfalls to Avoid
Oversegmenting Campaigns: Consolidate data instead of creating too many small campaigns.
Ignoring keyword intent: Treating Google like another social platform can lead to poor results.
Neglecting Negative Keywords: Use negative keywords in search and shopping campaigns to refine targeting.
Scaling Too Quickly: Test audience signals in Performance Max before scaling aggressively.
Conclusion
Expanding from Meta Ads into Google Ads can unlock new growth opportunities when done strategically. By leveraging intent-driven targeting, repurposing winning creatives, and optimising campaign structures, you can effectively diversify your PPC strategy.
Remember that Google isn’t Meta—they require distinct approaches tailored to their strengths. With careful planning and testing, you can scale beyond social advertising into a broader ecosystem for sustained success.
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