One of the most common questions I hear from e-commerce business owners is, "Where should my ad budget go? Google or Meta?"
It’s framed as an either/or choice, a battle between two giants for your marketing spend. But the world’s most successful brands know the secret: it’s a false choice. The goal isn’t to pick a winner, but to use both platforms in tandem for what they do best.
Having worked on the commerce teams at both Google and Meta, I had a unique, front-row seat to see how sophisticated brands build their advertising machines. They don't see these platforms as competitors, but as two essential halves of the same customer journey: one for creating desire, and one for capturing it.
Here’s how to build a true full-funnel strategy, with one critical element at its core that makes it all work.
1. Meta Ads (Facebook & Instagram): The Art of Discovery
Think about a user’s mindset when they are scrolling through Instagram. They are relaxing, catching up with friends, watching Reels. They are in a passive, entertainment-focused state of mind - they are not actively shopping.
This is where you generate demand.
The role of a Meta ad is to interrupt the scroll with something beautiful, inspiring, or intriguing. It’s your chance to introduce your brand to someone who didn’t know they needed your product a moment ago. This is "window shopping" at a global scale, powered by incredibly intelligent tools. Using Catalogue Ads, the platform’s algorithm can take your product data and find new audiences who have shown interest in similar items, putting your products in front of them long before they ever think to search for them.
Meta's Role: To make people aware of your brand and desire your product.
2. Google Shopping Ads: The Science of Intent
Now, think about a user’s mindset on Google. They have a specific need, and they are actively seeking a solution. They are typing "women's waterproof winter cycling jacket" or "oak bedside table with two drawers" into the search bar. Their intent to purchase is incredibly high.
This is where you capture demand.
The role of a Google Shopping ad is to be the most direct, relevant, and compelling answer to that specific query. There’s no need to be subtle. The goal is to show the exact product the user is looking for, display a competitive price, and make the click-to-purchase journey as frictionless as possible. The performance of these ads is almost entirely dependent on the quality and richness of the data you provide in your product feed.
Google's Role: To be there at the exact moment a customer is ready to buy.
3. The Unsung Hero: Your Shopify Catalogue Hygiene
So, how do you power both of these sophisticated systems efficiently? The answer lies in the single most critical, and most often neglected, element of e-commerce advertising: your product catalogue.
This data feed is the "single source of truth" that you sync from your Shopify store to both Meta and Google. It is the technical foundation upon which your entire ad strategy is built. If this foundation is cracked, the whole structure will fail.
Inconsistent or incomplete data will break the customer journey and waste your ad spend. With the crucial Q4 shopping season upon us, now is the time for a catalogue health check.
Your Q4 Catalogue Hygiene Checklist:
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Descriptive, Keyword-Rich Titles: A title should work for both discovery and search. Instead of
"The Luna Dress", use"The Luna - Navy Blue Floral Midi Dress". This helps Meta categorise it and Google match it to search queries. -
Real-Time Stock Levels: Your Shopify inventory must be perfectly synced. Showing ads for out-of-stock products is the fastest way to burn your budget and frustrate customers.
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100% Price Accuracy: The price in your catalogue must exactly match the price on your website. Any mismatch will lead to ad disapprovals (especially on Google) and destroy customer trust.
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High-Quality, Compliant Imagery: Your feed pulls your primary product image. It needs to be compelling enough for an Instagram ad, but also clean enough to meet Google’s strict rules (e.g., no text overlays).
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Complete Data Fields: Don't skip the "optional" fields. Attributes like
color,size,material, and especially thegoogle_product_categoryare vital data points that the algorithms use to target your ads effectively. The more you give them, the better they perform.
Building Your Full-Funnel Machine
The ultimate e-commerce strategy isn't about choosing a platform. It's about understanding the customer journey and being present with the right message at every key touchpoint.
Use Meta to make people want your product. Use Google to be there when they're ready to buy it. And use a pristine Shopify catalogue to power the entire machine seamlessly.
Building a true full-funnel advertising strategy requires deep expertise in both platforms. Drawing on my insider experience from both Google and Meta, I help e-commerce brands in Market Harborough and across the UK build these powerful, efficient advertising systems. With Q4 fast approaching, now is the time to get your data and strategy in order. Contact Brand Canyon for a comprehensive audit.
