Google is a capture engine, people already know what they want and are searching for it, so you're paying to be found, not to interrupt. Meta is a discovery engine, you're creating the want with creative. Most Indian D2C brands should run both, Google to catch existing demand (branded search, category search) and Meta to build new demand, and budget them differently rather than treating Google as an afterthought.
3 resources, 1 India-specific, 3 link-checked.
Free, official, and the source of truth for Google's own terminology and mechanics, start here before an agency's sales deck teaches you their version of how Google Ads works.
From Skillshop by Google
Google's own APAC case study featuring OnePlus scaling its D2C business through Google (130% revenue increase, 3x ROAS), a rare instance of the platform showing its own India playbook rather than just selling you the product.
From Think with Google APAC by Google
A thorough current reference covering setup through optimisation, useful as a single bookmark to return to as your PMax account matures past the first few weeks.
From Dataslayer by Dataslayer
The same ground, over in Grow & market, our Starting Up track.
