When I started testing products and searching for that elusive “winning product,” I knew advertising was going to be a big part of the process. What I didn’t know was just how different the platforms would perform. After spending close to $5,000 testing ads on Meta (Facebook and Instagram) and Google, I’ve learned some key lessons. Here’s what worked for me—and what didn’t—so you can avoid wasting your money.
Meta Ads: The King of Video Ads and One-Product Stores
From my experience, Meta ads (Facebook and Instagram) excel when it comes to video-based advertising. Testimonial videos, unboxings, and review-style content seem to thrive here. If you’re running a one-product store, Meta ads are your best bet. These platforms are designed for visual storytelling and capturing attention quickly, which makes them perfect for showcasing a single product’s features or benefits.
However, Meta ads come with a few challenges:
1. Budget Requirements: I found that you need to spend at least $15 daily to see meaningful results. Anything less, and it feels like the algorithm doesn’t have enough data to optimise properly.
2. Learning Phase: Meta ads take time to “learn” your audience. Expect to burn through about two weeks’ worth of budget (roughly $200+) before you start seeing results. While this can feel like a lot upfront, once you find a winning ad, Meta’s scalability is fantastic.
3. Scaling Potential: The great thing about Meta ads is that once you’ve hit a sweet spot, scaling becomes seamless. The algorithm gets smarter the more data it has, allowing you to reach even more of the right audience.
Google Ads: The Search King and Catalogue Champion
Google Ads, on the other hand, shines in a completely different way. If you’re running a dropshipping store or any store with a large catalogue (100+ products), Google is where you want to be. My experience has shown that Google excels in these areas:
1. Search Term Ads: These ads target people who are actively searching for specific products, meaning you’re hitting high-intent buyers.
2. Banner and Image Ads: Display ads are great for remarketing or showcasing products to people who’ve already visited your site.
3. Product Catalogues: Google Shopping ads work incredibly well for stores with a wide range of products. If you’ve ever searched for something on Google and seen the row of product images and prices at the top, that’s the power of Google Shopping.
On the downside, video content doesn’t seem to perform as well on Google. Testimonial and review videos that kill it on Meta don’t generate the same engagement here.
My Strategy: When I Use Meta vs Google
So, which platform do I prefer? It depends.
I primarily run niche stores, and Google Ads has become my go-to platform for these. The combination of search, display, and shopping ads works perfectly for driving consistent traffic to a wide range of products.
That said, when I’m testing a new one-product store or hoping for a seasonal hit, I turn to Meta ads. They’re perfect for grabbing attention quickly and driving conversions for individual products.
Key Takeaways and Tips
Here are a few things I’ve learned that might help you decide which platform to focus on:
1. Meta Ads Work Best For:
• One-product stores.
• Video-heavy campaigns (testimonials, reviews, unboxings).
• Businesses with a budget for testing and scaling ($15/day minimum).
2. Google Ads Work Best For:
• Stores with 100+ products.
• Search-based ads targeting high-intent buyers.
• Display and remarketing campaigns.
3. Adapt to Algorithms: Both platforms are constantly changing, so what works today might not work tomorrow. Stay flexible and test new strategies regularly.
4. Start Small: No matter the platform, don’t blow your budget in one go. Start with smaller campaigns, gather data, and then scale what works.
Conclusion
Spending $5,000 across Meta and Google ads taught me that these platforms serve very different purposes. Meta is all about visual storytelling and capturing attention quickly, making it ideal for one-product stores. Google, on the other hand, focuses on intent-driven advertising and works wonders for stores with large product catalogues.
The key is knowing your audience, your product type, and how much time and budget you’re willing to commit to testing. Take my experience as a guide, but don’t be afraid to experiment and find what works best for your specific business.
In future posts, I’ll dive into specific strategies for creating ads that convert and how to scale them effectively. Stay tuned—and happy advertising!
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