Cross-Channel Paid Media Strategy: Connecting Google Ads and Meta Into One Funnel
This version pulls out the cross-channel strategy from the larger campaign optimization project. Instead of treating Google Ads and Meta Ads as two separate systems, it reframes the work as a funnel design problem: capture demand in search, recover intent in social, and use budget in a way that supports both.
The proposed mix favored Google Ads for high-intent demand capture while protecting efficient retargeting on Meta.
The strongest paid media system is not just about better ads. It is about how traffic moves between channels.
Better role separation can reduce blended CPA while helping each platform do the job it is best at.
Cross-Channel Strategy: Treat Search and Social Like One Funnel
The most useful recommendation in this project was not just budget shifting. It was recognizing that Google and Meta each do different jobs well and should feed one another instead of operating in silos.
Why this matters
Search and social become much more efficient when search is used to capture demand and social is used to continue the conversation, recover drop-off, and build better downstream audiences.
Conclusion
This case study shows how campaign performance often improves not because more money is added, but because spend is redistributed toward the parts of the system already proving themselves.
Scale what already fits intent
Strong keyword groups should be protected and expanded before weaker terms are allowed to keep draining budget.
Retargeting deserves priority
Meta was most efficient when it stayed close to conversion intent, not when it chased broad traffic too aggressively.