Google Ads captures people who are already looking. Meta (Facebook and Instagram) finds people who look like your buyers before they search. In 2026 you rarely pick only one — you assign each a job. This guide is how we plan Google and Facebook Ads for ROAS, not for vanity CTR.
Google: intent, Shopping, and Performance Max
Search campaigns intercept commercial queries with exact, phrase, and carefully controlled broad match plus negatives. Shopping and PMax need a clean Merchant Center feed. YouTube and Display support demand capture with cheaper reach. Quality Score still rewards message match between keyword, ad, and landing page — which is why we often send paid traffic to pages built by web development, not a generic homepage.
Meta: prospecting, leads, and retargeting
Interest stacks, lookalikes, and Advantage+ work when the pixel sees conversions. Lead forms reduce friction on mobile. Retargeting should match the funnel stage (viewed product vs started checkout). Creative testing is the lever that usually beats another 10% bid tweak.
Full funnel beats bottom-funnel only
Awareness on YouTube/TikTok, consideration on Meta, conversion on Search and retargeting is the standard map. Running only branded search starves growth; running only cold Meta without a landing page wastes spend. Organic social fills warm audiences that make Meta cheaper.
Measurement and learning phases
GTM, GA4, Ads tags, and Meta Pixel (plus CAPI when possible) ship before we scale. We report CPC, CTR, CPA, ROAS, and impression share with commentary — not a CSV dump. Budgets are set so campaigns can reach ~50 conversions/month where bidding algorithms need them.
Paid and organic are allies: SEO lowers long-term CAC; paid keywords tell us what copy deserves a landing page.
Next steps
Request a free audit on the Google and Facebook Ads service or contact us with your target CPA and current spend. You will get a launch plan or a fix list within 48 hours.
Frequently asked questions
Straight answers on google & facebook ads from the Cybis Technologies team.
Start with Google Search if people already search for your offer (plumbers, software categories, local services). Start with Meta if you must create demand (new brands, visual products, lookalikes). Most accounts end up using both: Google for high intent, Meta for reach and retargeting.
Under about $500 in media spend it is hard to exit learning phases and gather conversion data. Hyper-local campaigns can work with less; we will say so after seeing the market and target CPA.
Return on ad spend is revenue attributed to ads divided by spend. A “good” ROAS depends on margin. E-commerce might target 3–4x; lead-gen should track cost per qualified lead, not ROAS alone.
Google Smart Bidding and Meta delivery need conversion volume. The learning phase often lasts 2–4 weeks. Pausing and rebuilding campaigns resets it. We brief this before launch.
Yes — headlines, descriptions, statics, and light video. High-production film can involve the social team. We A/B test from week one and refresh before fatigue kills CTR.
Yes. We manage Merchant Center feeds, product groups, and asset groups. Feed errors are the usual reason products never show — we treat the feed as a first-class deliverable.
We implement Consent Mode where required, GA4, Google Ads conversions, and Meta Pixel via GTM, plus server-side events when the stack allows. Imperfect attribution is expected; we triangulate with first-party leads and CRM.
Share account access or your goals on the Google and Facebook Ads service page. Live accounts are audited within 48 hours with a prioritised fix list.
Need Google & Facebook Ads?
Our team at Cybis Technologies can scope, estimate, and deliver this work. Start with a free consultation — we reply within 24 hours.