Meta vs Google Ads

Meta vs. Google Ads Campaign for a Furniture Company By Siraj Dawar, Digital Marketing Manager

A UAE-based furniture company aimed to boost online sales and brand visibility. As the Digital Marketing Manager, I launched parallel campaigns on Meta (Facebook/Instagram) and Google Ads to compare performance, optimize budget allocation, and identify the most effective platform for driving conversions in the furniture niche.

Campaign Setup

Meta Ads Google Ads
Ad Types
Carousel ads (showcasing furniture collections), Video ads (demonstrating product quality), and Dynamic Retargeting Ads.
Shopping Ads (product listings), Search Ads (keywords: “buy sofa UAE,” “modern dining table Dubai”), and Display Retargeting Ads.
Audience Targeting
  • Interest-based: Home decor enthusiasts, interior design groups. 
  •  Behavioral: Users who engaged with competitor pages or visited home improvement websites. 
  •  Custom Audiences: Retargeting website visitors and abandoned cart users. 

  • High-intent keywords with commercial intent (e.g., “best office chair near me”). 

  • In-market audiences: Home & Garden shoppers. 
Budget
$5,000/month
$5,000/month

Key Metrics Comparison

Metric Meta Ads Google Ads
CTR
2.8%
1.5%
CPC
$0.80
$2.20
Conversion Rate
3.2%
6.5%
ROAS
3:1
5:1
Avg. Order Value
$450
$650

Analysis & Learnings

Meta Ads Strengths: 

  • Higher CTR: Visual ads (carousel/video) resonated well, especially with younger audiences (25–35 age group). 
  • Brand Awareness: Generated 40% increase in social media engagement and follower growth. 
  • Retargeting Success: Dynamic retargeting recovered 15% of abandoned carts. 

Google Ads Strengths:

  • Intent-Driven Conversions: Users searching for specific products (e.g., “luxury bed frames”) had a 6.5% conversion rate. 
  • Higher ROAS: Shopping Ads outperformed, driven by precise keyword targeting and higher AOV. 
  • Cost Efficiency: Retargeting via Display Ads achieved 20% lower CPC than Meta. 

Strategic Takeaways: 

  • Combine Platforms for Full Funnel Impact: Use Meta for top-funnel awareness (video ads) and retargeting. Leverage Google for bottom-funnel conversions (Shopping Ads) to capture high-intent buyers. 
  • Creative Optimization:
    • Meta: A/B test lifestyle imagery vs. product close-ups. 
    • Google: Prioritize keyword-rich ad copy and negative keywords to avoid irrelevant clicks. 
  • Budget Allocation: Shifted 70% of budget to Google Ads (for direct sales) and 30% to Meta (for retargeting and engagement). 

Conclusion

For the furniture company, Google Ads delivered superior ROAS and conversions, aligning with high commercial intent. However, Meta Ads played a critical role in building brand equity and nurturing mid-funnel audiences. The synergy of both platforms, combined with precise audience segmentation (leveraging tools like Google Analytics and Meta Ads Manager), resulted in a 28% overall increase in sales within three months.