If you’re running both Google Ads and Meta Ads for an e-commerce brand, it’s essential to align them across the funnel. Here’s a clear, structured breakdown of how to do just that – five campaign strategies mapped to each funnel stage.

1. Top-of-Funnel: Cold Traffic Acquisition

  • Meta Ads: Run short, benefit-led video ads to introduce your product and build interest. Aim for a CTR of 1–3%.
  • Google Ads: Target discovery-intent keywords (e.g. “best shoes for standing all day”) to catch early-stage searchers.
  • Cross-Platform: Retarget Meta video viewers with UGC-focused carousel ads that include reviews and testimonials.

Tip: Use UTM tracking to unify audience insights between platforms and streamline your retargeting.

2. Mid-Funnel: Add-to-Cart Recovery

  • Google Display: Re-engage visitors who viewed product pages but didn’t purchase.
  • Meta Catalogue Ads: Dynamically show abandoned items to users based on their behaviour.
  • Creative Flow: Sequence ads in stages – reminder, then review/testimonial, then urgency (e.g. low stock countdown).

Tip: Leverage dynamic creatives for higher ROAS with less manual effort.

3. Bottom-of-Funnel: Checkout Optimisation

  • Google Performance Max: Focus on high-intent keywords and best-performing products.
  • Meta DPAs: Use direct response copy (e.g. “Complete your order”) alongside social proof.
  • Audience Hygiene: Exclude recent buyers across both platforms to avoid overlap.

Tip: Cross-channel audience exclusions can immediately reduce wasted ad spend.

4. Post-Purchase: Upsell & Retain

  • Meta Retargeting: Within 7 days of purchase, promote complementary or upgraded products.
  • Google Search: Bid on brand + upsell terms (e.g. “[Brand] accessories”).
  • Retention Flows: Introduce loyalty or referral campaigns to keep customers engaged.

Tip: Post-purchase is the beginning of the next funnel – not the end of the journey.

5. High-Value Buyer Acquisition

  • Meta Lookalikes: Build audiences based on top LTV customers for better quality reach.
  • Google Search: Target premium-intent keywords like “luxury”, “artisan”, or “eco-friendly”.
  • Offer Strategy: Direct traffic to high-AOV bundles or subscriptions.

Tip: Segment by LTV and bid accordingly. Premium buyers deserve premium strategy.

Topics
PPC Optimisation
Christian Horne
Written by

Christian Horne

Founder of HOC. Almost a decade in paid media, managing multi-million-pound budgets across B2C and B2B. Lives in Lancashire, hates fluff.

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