Brands that have succeeded in the Meta advertising system have mastered the art of thumbs-up creativity. But as competition grows. social media audiences become saturated. and advertising costs increase. it’s time to consider another channel for PPC advertising. such as Google Ads.
However. Google’s search intent-based advertising environment is fundamentally different from Meta. and focuses on targeting based on user interests and behavior. Learn how to leverage its capabilities to gain new customers and increase revenue.
When is the right time to try Google Ads?
Moving advertising activities to another platform is usually easier for brands that have been successful in one place (Meta) and have sufficient budget for expansion (Google) without negatively impacting existing growth strategies.
A big advantage of Google over social networks is that users actively search for the products or services they need and know exactly what they want.
To make the most of this advantage. you need to think about where you invest your advertising budget. The platform offers a variety of options. from older campaign types (Search. Shopping. YouTube) to modern ones like Performance Max or Demand Gen.
If you run an online store or e-shop for end consumers. focus on the following areas.
Bottom of the funnel
- A Search campaign will work if consumers are actively searching for your products or product categories. and if you have valuable. informative content on your website that helps potential customers make email list decisions mid-way through their purchase journey.
- In Shopping. you can present your product catalog as a quality source of products for shopping-savvy users.
Part of the funnel from halfway down
- Performance Max offers multiple ad placements across Search. Shopping. Display. YouTube. Google Discover. Gmail. and Maps. all within a single campaign. but at the cost of some loss of visibility and control.
Top of the funnel
- Demand Gen drives brand awareness and user engagement across YouTube. Gmail. and Discover channels. showing the best-performing creatives to people who may be interested in what you offer.
- YouTube can have a separate rd station partners bootcamp: we were there! Find out how the event went campaign separate from demand generation. best used to spread the word and interest in the brand. (The so-called VAC video action campaigns were upgraded to Demand Gen in Q1 2025.)
How does Google know all this?
Google’s vast user database is unparalleled. with access to millions of data points showing where people are on hundreds of different shopping journeys. Although you can’t see it. the system works very well. especially when the information is clear and understandable.
If your creatives are successful on fresh list Meta. you have a brand associated with your product or service. and consumers are Meta to Google Ads searching for what you offer. you have a great chance of turning Google Ads into another profitable channel.
