For smaller,nimbler stores, we usually recommend prioritizing Google Shopping and Search Ads to capture more immediate opportunities for a return.

For certain industries and business types, Facebook Ads can have a lower conversion rate and thus a higher cost. The strategy we’ve discussed so far about driving more brand awareness applies.

For example: Facebook and Instagram ad campaigns featuring your brand and products increases brand awareness. People within your target audience will start to search Google for your business as your brand awareness ads continue to run. Your Search Ads and Shopping Ads can help funnel this audience back to your website.