Full-Funnel Google Ads + Meta Ads Strategy for E-Commerce

Article by: Christian Horne, Paid-Ads Specialist

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.

Jake Cronin

Paid Acquisition 🚀

Christian Horne

Paid Acquisition 🚀

B2B & B2C Paid Acquisition

Brand Growth
Through Paid Ads.

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Working with HOC has been a game-changer for James' Places. Since the start of our working relationship, our online bookings and submissions have skyrocketed. Their Google and Meta planning and execution has been outstanding.

Christian, Jake, and the team's knowledge of paid advertising is second to none. They’ve consistently come through with thoughtful strategies and have delivered great results for fulfilmentcrowd.

Fantastic PPC agency! They quickly understood our goals and delivered impressive results with a targeted strategy. We've seen a big increase in quality leads since working together with HOC.. Highly recommend.

Professional and reliable white-label PPC team. Their expertise and thorough approach have positively contributed to our client campaigns. Communication has been clear and efficient, and they consistently meet expectations.

A team that quickly understood our goals and delivered on their prognosis. Our growth targets have been met YOY, enabling us to increase our media spend and recruit new staff. Happy to recommend their services.

If you are looking for more from your PPC partner than the usual out of the box cookie cutter solutions, then you should work with HOC. They are easy to get along with but also have an in-depth knowledge of this constantly changing space.

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