Difference between FB and Google ads

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Difference between FB and Google ads

I thought I'd share a conversation with a prospect the other day.

We'll call him D.

D. is the CEO of an eCommerce brand.

He'd built his business to 6-figures primarily through Facebook ads.

But every time he tried to scale on Google and YouTube, his ROAS would plummet.

He was frustrated, knowing these platforms were key to his brand's next growth stage.

But the strategies that worked on social weren't cutting it.

And to be honest, I get it.

I started out my eCom journey on Facebook and TikTok.

And it took hundreds of hours to find a system that worked.

Here's the thing:

Google and YouTube are a different beast compared to social media ads.

The intent and mindset of users on these platforms is completely different.

On Facebook, you can grab attention with disruptive, scroll-stopping creative.

But on Google and YouTube, that approach falls flat.

Users are there searching for specific information or solutions.

Interrupting their experience with a hard sell doesn't work.

And that's exactly where D was going wrong.

His ads were designed for social media, not search intent.

As a result, his ROAS tanked every time he tried to scale.

So, what's the secret to profitably scaling on Google and YouTube?

It's all about crafting your ad content to align with search intent.

Your ads must flow seamlessly from what the user is searching for, naturally introducing your brand and products as the solution.

It's less about grabbing attention and more about providing relevant value.

Some tactics that work especially well:

- Answering common questions related to your products

- Establishing relevance in the first 30 characters

- Running ads to interactive tools like guides and think advertorials.

- Featuring influencer reviews and testimonials

- Offering limited-time promos or discounts

By adjusting D's ads to fit this framework, we were able to help him scale to $3k+/day in ad spend on Google and YouTube while maintaining a healthy 4x ROAS.

Want to see if your Google and YouTube ad creative is set up to scale?

Book a free strategy session with our team of eCommerce growth experts.

Click here.

We'll audit your current ads and provide a custom growth plan to unlock your brand's full potential on these critical platforms.

Spots are limited.

That’s it for this email.

See you in the next one.

Jackson,

CEO of Echelonn.