Dutch e-commerce brands are leaving money on the table.
Literally.
I see it every week in audits:
- 80% budget on Google Shopping
- 15% on Search
- 5% on Meta (if anything)
And then they wonder why growth stalled.
What happens when we rebalance
The brands that shift to 3x their Meta investment (vs Google) consistently outperform.
Not because Google is bad.
Because Meta does something Google can't:
It builds demand before someone searches.
The 2016 strategy problem
Had a call with my co-founder today.
Client was still running 2016 Meta strategy:
- Micromanaged audiences
- Separate retargeting campaigns
- Interest stacking
In 2026.
The algorithm has changed.
Your pixel already knows your customer.
Broad targeting + right creative beats detailed targeting every time.
The real question
The real question isn't "Google or Meta?"
It's "Am I capturing demand or creating it?"
If you only capture, you'll always be competing on price.
If you create, you own the customer before they even search.
What's your split?
I'm genuinely curious - what's your Google vs Meta budget split?
Most brands I audit are 80/20 or worse. The ones scaling profitably? Usually closer to 50/50 or even Meta-heavy.
The shift is uncomfortable. But the numbers don't lie.