Which Platform Scales Better for E-commerce: Google Ads or Facebook Ads?

h0rj

h0rj

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Hi everyone,


I'm currently running ads for an e-commerce product and exploring the best way to scale. I've seen success with both Google Ads (Search + Performance Max) and Facebook Ads (Meta), but I'm unsure which platform provides better scalability in the long run.


Here are some questions I’d love your insights on:


  1. In your experience, which platform scales better — Facebook Ads or Google Ads — and why?
  2. Which one gives you more room to scale profitably without sacrificing ROAS/CPA too quickly?
  3. How do you usually approach scaling on each platform? (e.g., budget increases, creative testing, campaign duplication, audience expansion)
  4. Which platform gives you more consistent performance at higher ad spends (e.g. $5k/day or more)?
  5. What product types or offers tend to scale better on Facebook vs Google?
  6. Have you found success using both in a hybrid funnel? If so, how do you allocate spend between the two?
  7. Any red flags or mistakes to avoid when trying to scale aggressively on either platform?

Would really appreciate any real-world experiences, benchmarks, or frameworks you've found helpful when trying to scale.


Thanks in advance!
 
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Facebook scales fast but can drop ROAS quickly. Google scales slower but is more stable at high spend. Use FB for demand, Google for intent. Scale FB with creatives, Google with keywords. Hybrid funnel works great, just track everything and scale slowly.
 
As per my experience, Both platforms work well in different ways. Facebook can grow fast if your ads and visuals are good, but results can drop quickly too. Google is slower, but more steady in the long run.
 
Both Google Ads and Facebook Ads can be highly effective for e-commerce.

But Google Ads excels at capturing high-intent traffic from users actively searching for products, while Facebook Ads shines at building brand awareness and nurturing customer relationships through targeted engagement.
 
Google for searchable products. I'd say Google for non searchable products, too, but at the end of the day it mostly depends on what *you're* good at.
 
When I scale, I use bid cap with a small budget but big bids, and I scale by duplicating multiple campaigns. Do you think that’s the right way to do it?
 
roydan said:
Google for searchable products. I'd say Google for non searchable products, too, but at the end of the day it mostly depends on what *you're* good at.
Click to expand...
Do you mean using Google Search instead of Google Shopping Ads ? Or using Google Demand Ads?
 
h0rj said:
Do you mean using Google Search instead of Google Shopping Ads ? Or using Google Demand Ads?
Click to expand...
Depending on what your skill level, bur essentially, if the product is searchable, use shopping and pmax shopping first, and make sure your product feed is optimized (titles, images..).
 
Use FB to create demand and Google to capture intent, it works great if you track everything and scale gradually.
 
h0rj said:
Hi everyone,


I'm currently running ads for an e-commerce product and exploring the best way to scale. I've seen success with both Google Ads (Search + Performance Max) and Facebook Ads (Meta), but I'm unsure which platform provides better scalability in the long run.


Here are some questions I’d love your insights on:


  1. In your experience, which platform scales better — Facebook Ads or Google Ads — and why?
  2. Which one gives you more room to scale profitably without sacrificing ROAS/CPA too quickly?
  3. How do you usually approach scaling on each platform? (e.g., budget increases, creative testing, campaign duplication, audience expansion)
  4. Which platform gives you more consistent performance at higher ad spends (e.g. $5k/day or more)?
  5. What product types or offers tend to scale better on Facebook vs Google?
  6. Have you found success using both in a hybrid funnel? If so, how do you allocate spend between the two?
  7. Any red flags or mistakes to avoid when trying to scale aggressively on either platform?

Would really appreciate any real-world experiences, benchmarks, or frameworks you've found helpful when trying to scale.


Thanks in advance!
Click to expand...
Both platforms are effective, each in their own way. Facebook can generate rapid growth if your ads and visuals are compelling, but performance can also drop just as quickly, especially if competition increases or the algorithm changes.
Google, on the other hand, grows more slowly but offers long-term stability and often attracts more qualified traffic, as users are actively searching.
In reality, combining the two allows you to benefit from Facebook’s speed and Google’s solidity, creating a balance between rapid acquisition and sustainable growth.
 
Both media have large traffic, so it is best to test both.
 
fb scales fast but can tank ROAS quick; google scales slower but stays steady. use FB to build demand, Google for intent. Combine both in a funnel and scale smart
 
both have pros and cons, if you want to scale up fast then go with meta but if you want steady but high quality traffic then go with google ads but the cost will be much higher. since you are doing ecom i'd recommend go with the shopping ads (if you can get an merchant account without getting suspended).
 
h0rj said:
Hi everyone,


I'm currently running ads for an e-commerce product and exploring the best way to scale. I've seen success with both Google Ads (Search + Performance Max) and Facebook Ads (Meta), but I'm unsure which platform provides better scalability in the long run.


Here are some questions I’d love your insights on:


  1. In your experience, which platform scales better — Facebook Ads or Google Ads — and why?
  2. Which one gives you more room to scale profitably without sacrificing ROAS/CPA too quickly?
  3. How do you usually approach scaling on each platform? (e.g., budget increases, creative testing, campaign duplication, audience expansion)
  4. Which platform gives you more consistent performance at higher ad spends (e.g. $5k/day or more)?
  5. What product types or offers tend to scale better on Facebook vs Google?
  6. Have you found success using both in a hybrid funnel? If so, how do you allocate spend between the two?
  7. Any red flags or mistakes to avoid when trying to scale aggressively on either platform?

Would really appreciate any real-world experiences, benchmarks, or frameworks you've found helpful when trying to scale.


Thanks in advance!
Click to expand...
I see my colleagues choose Facebook Ads more. Although sometimes the account is flagged, warned or disabled, the provider will replace it for them so it does not affect their work. The quality is higher than Google Ads, probably due to more traffic or a larger number of young people.
 
Facebook grows fast but can see ROAS drop, while Google scales slower but stays steady. FB is great for generating demand with strong creatives, and Google captures high-intent traffic through keywords. A hybrid approach- FB for awareness, Google for intent - works best if you track closely and scale gradually.
 
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