Use Google alongside Meta with a clear role for each campaign
This walkthrough argues for reducing dependence on one advertising channel and demonstrates a Google setup beside Meta. The useful work is to distinguish demand capture from acquisition and build inputs the team can maintain across both platforms.
Separate the diversification idea from the diagnosis
The opening discusses vulnerability to platform changes. Adding another channel can broaden the acquisition plan, but it does not establish that an algorithm update caused every performance decline. Review the existing account and business evidence while planning the additional channel.
Give branded search a defined coverage goal
The first campaign covers the brand and relevant variations with controlled settings and costs. Keep its purpose distinct from broader acquisition. A high return from people searching directly for the business should not become the assumed return for every new customer opportunity.
Build Performance Max from relevant inputs
The setup reviews product data, images, search themes, and first-party audiences. Use assets suited to the product rather than filling the campaign with unrelated creative. Check the current brand and customer settings and verify how the resulting traffic is being classified.
Assess the system across both platforms
The broader plan also includes shopping coverage and a deliberate allocation of budget. Compare store revenue, customer acquisition, and contribution alongside each platform's reports. The goal is a more resilient growth process, not simply moving attributed purchases from one dashboard to another.
