GOOGLE WORKS DIFFERENTLY FROM META FOR D2C
Meta is interruption marketing — finding people before they know they want your product. Google is intent marketing — capturing people already searching. Better CVR, smaller audience. For most D2C brands, Google should be the second channel after Meta. When Meta ROAS is above 3× and brand search volume is growing, add Google Shopping.
WHAT'S INSIDE — PREVIEW
01
Google Shopping: Product feed optimisation, bidding strategy, campaign structure for D2C.
Shopping · Product feed · Smart bidding
02
Performance Max: Set up PMax correctly, required creative assets, how to read the reports.
PMax · Asset groups · Reporting
03
Search campaigns: Brand vs. non-brand keywords, competitor targeting, Dynamic Search Ads.
Search · Brand terms · Competitor
04
Google vs. Meta: When to add Google to a brand already running Meta.
Channel comparison · When to add Google
05
Budget allocation: How to split Shopping, PMax, and Search at different spend levels.
Budget split · Channel allocation
06
ROAS targets: Shopping (5–8×), PMax (3.5–5×), Search-brand (8–12×), Search-non-brand (3–5×).
ROAS benchmarks · Targets by type
07
Conversion tracking: GTM, GA4 enhanced ecommerce, import from GA4.
Conversion tracking · GTM · GA4
08
Feed optimisation: Product feed changes that move Google Shopping ROAS by 40–60%.
Feed optimisation · Title · Images