A €50 click on Google.
Or €10 CPM on Meta with video.
Which gets you more?
Let's do the math
Google (€50 click):
- 1 person
- High intent, yes
- But just 1 person
Meta (€10 CPM):
- 1,000 impressions
- Video engagement
- Brand building while you convert
Same €50 on Meta?
- 5,000 impressions
- Hundreds of video views
- Pixel learning who engages
"But Google has intent!"
Sure. That one person was searching.
But Meta found 5,000 people who didn't know they wanted your product yet.
Some of them will search tomorrow.
And when they do? They'll search for YOUR brand.
The shift I see in successful e-commerce brands
They stopped thinking "Google OR Meta."
They started thinking "Meta builds demand, Google captures it."
The brands doing both?
They're not competing on CPCs anymore.
The bottom line
Google Ads people will hate this math.
But the numbers don't lie.
The question isn't which platform is better. It's whether you're only capturing demand (Google) or also creating it (Meta).
If you only capture, you'll always be competing on price.
If you create, you own the customer before they even search.