Introduction
Everyone knows what it’s like to launch ads for the first time: you learn the ropes, understand campaign objectives, and realize quickly that traditional traffic objective campaigns are an absolute scam—they don’t get quality traffic. Then, you move on. Until you launch your ads, check your Facebook Ads Manager, and see 0 sales after spending $100 on absolutely nothing.
But over time, you get the hang of it. You understand that non-overlapping ad structures are essential to running successful campaigns and that refreshing creatives is key to preventing ad fatigue. Then, when the first success comes through, it feels like a warm hug.
However, this feeling is often fleeting. Once your ads start performing, your manager will inevitably ask, "What about the Google Ads—how are they running?" You switch to the Google Ads Manager and feel a sense of dread. Despite Facebook ads performing well, your Google ads are underperforming.
I’d hate for you to feel this way. It's not necessarily your fault for focusing on one platform over the other, but there’s an art to running multi-platform ads that you need to master. And I’m here to help you learn the ropes. If you’re curious about how to create cross-platform ad strategies that drive results, keep reading.
Why Meta and Google Ads Need to Work Together
Here’s the deal—your campaigns, just like your objectives, each have pros and cons. Meta excels at discovery-based marketing, while Google captures high-intent searches. It’s like a concert—you can’t expect the guitarist to pull up and start singing Adele; their job is to play the guitar. Well, the same goes for your ad strategy: each platform plays a massive part in the success of your overall campaigns.
To maximize ROI, businesses must align both platforms instead of running them in silos. For instance, a report from Google in 2023 estimated that for focusing on the Google search network was capable of increasing returns on investment to up to 8. That’s $8 dollars for every dollar invested into the ad account!
When Meta and Google work together, they can create increased traffic, higher conversions, and what I like to call ad synergy—at a much lower cost than scaling one platform over the other. They’re not horses racing against each other, but rather the ingredients of an incredible ad strategy.
This is backed by facts: according to a Google study, campaigns running on both platforms outperform those on a single platform by 20-25%. Meta Ads and Google Ads are not just for brand awareness; they are powerful tools for competitor analysis and maximizing ad creative AI—two areas that can push your ROI even higher when combined across both platforms.
Moreover, the combined advertising revenues of Google, Meta and amazon accounted for 51% of global ad revenues in 2024, highlighting their dominant roles in the digital advertising landscape and underscoring the importance of leveraging both platforms to maximize reach and engagement.
How to Create a Cross-Platform Ad Strategy
A successful multi-platform strategy starts with audience alignment—matching Facebook’s lookalikes with Google’s intent-based segments. Consistent messaging across platforms and balanced budget allocation are key to ensuring that each platform plays its role effectively. But before you dive into your cross-platform strategy, take a moment to review the performance of past campaigns.
Every brand can expect different results: for some, Google Search campaigns provide a great opportunity, while others might see Facebook ads driving higher conversions. By analyzing your ad history, you’ll understand which platform works best at each stage of the funnel.
If you’re running ads for the first time, don’t worry. I recommend checking out this blog that goes over the average CPC for different countries, so you can get an idea of how much you’ll need to invest to create an effective ad campaign. For instance, we recently ran AI ads for Hakan Mücevherat, a leading jewelry brand in Turkey, and found that Meta was overall the more effective platform for turning their website visitors into paying customers. Our AI remarketing campaigns on Meta resulted in a 80% higher return on ad spend compared to Google Ads.
If you’re interested in learning more about the differences between Facebook and google ads you can read more here
Running Ads Across Facebook and Google Effectively
Most users don’t convert after seeing just one ad—they need multiple touchpoints. By running ads across both Meta and Google, you create a seamless journey where potential customers discover your brand on social media and later search for it on Google. This cross-platform strategy can significantly improve conversion rates and reinforce brand recall.
- Maintain Consistent Messaging: Ensure your brand messaging and CTAs are consistent across platforms. If you’re running an archive catalog campaign with discounts, make sure both your Google and Meta ads communicate the same offer. This consistent messaging reinforces your brand’s identity and maximizes your ad synergy. You can read more about this here
- Audience Segmentation: Create clear funnel objectives and map your audiences accordingly. If you’re running a new user conversion campaign, your ads should introduce your product. If you’re running remarketing campaigns, focus on product features, discounts, or other incentives to drive conversions. This strategy helps leverage each platform's unique targeting capabilities to segment your audience effectively. Studies show that retargeted ads have a click-through rate (CTR) of 0.7%, ten times higher than the 0.07% CTR of standard display ads.
- Cross-Platform Retargeting: Implement retargeting strategies where users interacting with your ads on one platform are re-engaged on the other. This creates a holistic experience for the customer and increases conversion opportunities. According to research by Google, companies that use cross-platform retargeting experience a 40% increase in ad performance.
- Budget Allocation: This is the tricky part with cross-platform targeting—you’ll need to consistently monitor your campaigns and adjust the budget based on performance. For example, if Google ads are converting stronger with remarketing rather than new user campaigns, you can allocate more budget to Facebook’s new user conversion campaign. It’s vital to adjust your budgets without compromising your presence on both platforms.
- Performance Tracking: Use unified tracking tools, such as the AI Ads Reporter, to monitor user interactions across platforms. This allows you to get a clearer understanding of the full customer journey and adjust your strategies accordingly. With tools like Enhencer’s AI Ads, you’ll gain insights that help you refine your approach and maximize results across both platforms.
Alligning Meta and Google Ad Strategies with AI Advertising
If you’re looking to supercharge your cross-platform ad strategy, you should try Enhencer AI Ads. Enhencer provides a comprehensive AI platform that helps unify your Meta and Google ad strategies with ease. By tapping into global audience pools that are actively searching for products like yours, Enhencer helps you acquire new customers across Meta, Google, and Instagram.
Enhencer’s AI optimizes your remarketing efforts by analyzing website behavior and identifying the best audience segments. This results in a non-overlapping ad structure, minimizing wasteful spending while maximizing ad performance. Our users see an average 76% increase in return on ad spend after using the platform.
When you launch ads with Enhencer, they are automatically optimized to keep them performing at their best. This means you can launch your cross-platform strategy, focus on other important business tasks, and return to a significant number of sales. Plus, our AI Ads success team is available to guide you throughout the process. With over 1,000 brands benefiting from Enhencer’s AI-powered platform, we help businesses unlock their true ad potential. Ready to boost your sales? Get your discovery meeting scheduled today and speak with one of our ad experts!
Conclusion
Alright, let’s wrap this up. If you’ve been wondering how to create cross-platform ad strategies that actually work, aligning your Meta and Google ad strategies is your golden ticket. It’s not just a smart move—it’s the ultimate cheat code for boosting conversions while slashing those annoying acquisition costs. Imagine running your campaigns with both platforms working in sync, like a well-oiled machine, rather than as competitors. No more worrying about Facebook outperforming Google, or vice versa. With Enhencer AI Ads, you get the best of both worlds: smarter ads that deliver serious performance.
And let’s be real—if you’ve ever thought your ad budget was just disappearing into thin air, it’s worth a shot. With AI-powered optimization that actually works, you can stop pulling your hair out and focus on what matters (like taking that much-needed lunch break or finally replying to all those emails). So, if you’ve been asking yourself how to run ads across Facebook and Google without losing your mind, Enhencer is here to help. Ready to align your Facebook and Google ad strategies with ease? Schedule your discovery meeting today, and let’s turn your ad struggles into serious wins. It’s time to level up and make your competition wonder how you’re doing it.
