Meta vs Google Ads for ecommerce: where to start

Both work. The right starting point depends on whether people already search for what you sell.

Google Search captures existing demand

If people type your product into Google, Search ads put you in front of buyers at the exact moment they want to buy. Intent is high, so conversion is strong — but you can only capture demand that already exists.

Meta creates demand

Meta ads interrupt people who weren't searching, using creative to spark interest. It's ideal for new or visual products people don't yet know to look for. It needs strong creative and a little patience while the algorithm learns.

How to split a starting budget

For most new ecommerce brands, start roughly 60/40 in favour of Meta for discovery, with Google Search capturing the branded and high-intent terms. Watch which delivers a better return over the first few weeks, then shift budget to the winner.

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