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This is the cleanest explanation of the one idea that decides your first channel: Google captures demand that already exists, Meta creates demand that does not yet. The piece walks straight into your exact situation (a product too new for anyone to search for) and lands on a concrete starting split rather than a vague both. Read it as a starting point for the reasoning, then pressure test the numbers against your own margins.
Meta Ads vs Google Ads for Ecommerce: The Demand Generation vs Demand Capture Framework
From Big Flare by Daryl Mander About a 12 minute read
- If nobody is searching for your category yet, there is no demand to capture, so Google search will sit idle and Meta becomes your realistic first move.
- A practical opening allocation for a genuinely new brand is roughly 70 percent Meta to build awareness and 30 percent Google, then shift toward Google as your own brand searches start rising.
- The two are not rivals: Meta manufactures the intent that later shows up as searches you can capture cheaply on Google.
