Meta vs. google ads
Meta vs. Google Ads Campaign for a Furniture Company
By Siraj Dawar, Digital Marketing Manager
Objective: 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:
- Ad Types: Carousel ads (showcasing furniture collections), Video ads (demonstrating product quality), and Dynamic 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.
- Budget: $5,000/month.
Google Ads:
- Ad Types: Shopping Ads (product listings), Search Ads (keywords: “buy sofa UAE,” “modern dining table Dubai”), and Display Retargeting Ads.
- Audience Targeting:
- High-intent keywords with commercial intent (e.g., “best office chair near me”).
- In-market audiences: Home & Garden shoppers.
- Budget: $5,000/month.
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.