Meta is built for demand generation - reaching people who aren't actively searching for your product yet. Google Search and Shopping capture demand that already exists.
Early-stage brands with an unproven offer typically get more signal per dollar from Meta, where creative testing is fast and cheap.
As branded search volume grows, Google Shopping and Search start pulling their weight - and ignoring them means leaving high-intent traffic to competitors.
Our rule of thumb: prove the offer on Meta first, then reinvest a portion of that lift into capturing the demand it creates on Google.
PS
Written by
Platino Sol Team
Notes from the team running paid media, funnels, and growth systems for Platino Sol clients every day.