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Is Google cheaper than Meta for eCommerce?

The comparison people make is the wrong one.

CPC is not the comparison

Google clicks often cost more and convert far better, because the person described what they wanted. Meta clicks are cheaper and colder.

The comparison that matters

Cost per order, against your break-even. For a product people search for, Google usually wins on that measure. For a product nobody knows exists, Google Search has nothing to harvest and Meta or Demand Gen has to create the demand first.

Why most scaled stores run both

Meta creates awareness, Google captures the resulting searches — which is also why brand search grows when Meta spend grows, and why splitting brand out matters when you judge either channel.

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