Geek Speak Ep. 3: Combining Meta and Google Ads for Full-Funnel Success

In today’s digital landscape, relying on a single platform for your advertising is no longer enough. Consumers interact with multiple touchpoints before converting, and brands that succeed in 2025 will be the ones that leverage an integrated approach across Meta and Google Ads.

At Alphageek, the first thing we recommend to any client looking to implement a funnel that both generates awareness and capitalises on this in a systematic, trackable way is the pairing of Meta Ads with Google Ads. Meta, which we define as a “hunter” platform, places your ads in front of users with the aim of persuading them. Google, on the other hand, is a “gatherer”—bidding on relevant keywords to capture interest either created by your Meta Ads or already existing in the market. Together, these platforms create a dynamic synergy for full-funnel success.

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1. Awareness: Meta Ads for Discovery

At the top of the funnel, the goal is to capture attention and build awareness. Meta’s advanced targeting options and creative formats make it the ideal platform for this stage.

Tips for Meta Awareness Campaigns:

• Broad Targeting with AI Assistance: Use broad targeting to let Meta’s AI optimise who sees your ads. Lean into Advantage+ Campaigns for more efficient results, as these campaigns tap into Meta’s vast AI-driven insights.
• Video is King: Short-form video content on Instagram Reels and Facebook Stories grabs attention and encourages engagement.
• Dynamic Creative Testing: Test multiple variations of headlines, visuals, and CTAs to see what resonates most with your audience.
• Build Lookalike Audiences: Use your first-party data to create lookalike audiences, reaching new potential customers who share characteristics with your existing ones.

At Alphageek, we often explain to clients that lower ROIs from Meta advertising should be expected. As a higher-funnel tool, Meta typically won’t see the direct £ ROI efficiency of a lower-funnel platform like Google. Additionally, Meta has been significantly impacted by IOS 14.5—doing a tonne of work that often goes uncredited from an attribution perspective.

Key Metrics to Track:

• Cost Per Click (CPC)
• Click-Through Rate (CTR)
• ROI (In-Platform and Third-Party): A mix of 7-day click attributed ROAS in-platform and third-party tools like Wicked Reports provides the fullest picture.

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2. Consideration: Aligning Strategies on Both Platforms

Once awareness is built, you’ll want to move prospects into the consideration phase. This is where Meta as the hunter and Google as the gatherer truly shine. As Meta scales (once achieving a profitable ROAS and a number of successful ad iterations), expect Google to benefit from increased branded traffic.

Meta’s Role:

• Retargeting Warm Audiences: Retarget users who interacted with your awareness campaigns, visited your website, or added items to their cart but didn’t complete a purchase.
• Carousel Ads for Exploration: Showcase multiple products or features to give users more reasons to engage with your brand.
• Partnership Posts: Collaborate with influencers or creators to build trust and credibility.

Google’s Role:

• Display Ads: Keep your brand top-of-mind with visually engaging ads across Google’s Display Network.
• YouTube Ads: Reinforce your message with mid-funnel video ads targeting users who’ve interacted with your Meta campaigns.
• Search Ads: Target informational keywords like “Best [Product] for [Use Case]” to capture users researching their options.

Key Metrics to Track:

• Blended ROAS
• Cost Per Clicks (CPC)
• Click-Through Rates (CTR): Meta typically achieves lower CPCs than Google, making it an excellent traffic driver overall.

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3. Conversion: Google’s Sweet Spot

When it comes to driving conversions, Google’s ability to capture intent makes it a standout performer. However, it’s important to recognise that Google often benefits from intent created by higher-funnel activities on platforms like Meta—a point often overlooked in the never-ending debate about attribution.

Winning Strategies for Google Conversion Campaigns:

• Exact Match Keywords for High Intent: Use exact match to capture queries with the strongest purchase intent.
• Shopping Ads: For e-commerce, Google Shopping Ads showcase your products with images, prices, and reviews directly in search results.
• Performance Max: Consolidate your ad efforts with Google’s Performance Max campaigns, which use AI to optimise across all Google channels.

Meta’s Role in Conversion:

• Dynamic Retargeting Ads: Serve personalised ads showing products users viewed or added to their cart.
• Limited-Time Offers: Use urgency to drive conversions by highlighting discounts or expiring deals in your Meta ads.

Key Metrics to Track:

• Conversion Rate
• Cost Per Acquisition (CPA)
• Return on Ad Spend (ROAS)

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4. Loyalty: Building Relationships Post-Purchase

A full-funnel strategy doesn’t end at the conversion. Retaining customers and encouraging repeat purchases is crucial for long-term success.

At Alphageek, we recommend email marketing as the most direct and effective tool for re-purchasing. For larger sales or key times of the year, Meta can be extremely effective for reaching existing customers. Google would be the third choice for customer re-engagement, focusing on search intent or RLSAs.

Meta’s Role:

• Exclusive Content: Share behind-the-scenes content, tutorials, or VIP promotions to keep customers engaged.
• Custom Audiences: Retarget past purchasers with complementary product suggestions or new launches.

Google’s Role:

• Customer Match: Use email lists to retarget existing customers with tailored search, display, and YouTube ads.
• Remarketing Lists for Search Ads (RLSA): Adjust your bids or tailor ad copy for returning users searching for related products.

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5. Aligning Campaign Insights Across Platforms

Meta and Google operate in silos, but your strategy doesn’t have to. Integrating insights from both platforms can lead to smarter decisions and better results.

How to Align:

• Unified Reporting: Use tools like Google Analytics 4 (GA4) or third-party attribution platforms like Wicked Reports. These provide a single source of truth for brands running activity across both platforms, ensuring consistency in attribution windows.
• Test Consistently: Apply insights from one platform to another. For example, a top-performing creative on Meta may also work well as a YouTube ad.
• Coordinate Budgets: Shift spend dynamically between Meta and Google based on what’s driving the best results at different stages of the funnel.

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Final Thoughts: Alphageek’s Take on the Meta-Google Combo

The days of choosing between Meta and Google Ads are over. Success in 2025 comes from leveraging the strengths of both platforms to create a seamless, full-funnel strategy. Meta builds awareness and engagement, while Google captures intent and drives action. Together, they’re an unbeatable duo.

For brands looking to push their Meta/Google funnels or establish them from scratch, Alphageek emphasises budget fit. For e-commerce, we recommend starting with a Meta and Google cross-funnel strategy that represents around 8% of yearly revenue (inclusive of agency fees). This ensures ample ad spend without rushing funnels for immediate returns. Once a trackable and profitable funnel is established, scaling budgets can lead to significant growth.

At Alphageek, we believe in smarter, not harder. By aligning your campaigns across Meta and Google, you’re not just doubling your reach—you’re amplifying your results. Ready to craft a full-funnel strategy that works? Let’s talk.

Let’s build your integrated Meta and Google Ads strategy today. Reach out to Alphageek.