Should you spend on Google or Meta first? The answer depends on your product’s demand profile:
Demand Capture vs Demand Generation
Google Search & Performance Max: Captures existing commercial intent. If people are actively searching for “buy leather shoes in Dhaka” or “emergency AC repair UK”, Google Ads will deliver immediate, high-intent traffic.
Meta (Facebook & Instagram): Generates new demand. Through compelling visual hooks and UGC videos, Meta introduces your brand to prospective buyers who didn’t know they needed your solution today.
The Ideal Budget Ratio
For most lifestyle and D2C brands, an optimal starting split is 65% Meta Ads (Top/Middle of Funnel) and 35% Google Ads (High-intent Search + Brand Protection).