How to Use Google and Facebook Ads Together to Increase Sales

Key Takeaways

• Using Google and Facebook ads together captures intent and nurtures prospects effectively

• Install Meta Pixel and Google tracking before launching any campaigns

• Start with high-intent Google keywords, then retarget visitors on Facebook and Instagram

• Use email to bridge platforms and maintain direct prospect communication

• Budget allocation depends on your business, though industry standard is 60% Google, 40% Facebook

  
  

What Is Using Google and Facebook Ads Together?

The basics first then. Using Google and Facebook ads together creates a coordinated advertising system that guides prospects from their initial search right through to purchasing from you. Instead of running isolated campaigns that don't talk to each other, you're building something rather more sophisticated.

Here's how it works in practice: someone searches "web design Bournemouth" on Google, clicks your ad, browses your site, then leaves. Your Facebook Pixel captures this visitor, which means you can show them targeted Facebook and Instagram ads featuring your best portfolio pieces until they return and actually get in touch.

Funnel Stage	Platform	Purpose	Example
Awareness	Google Ads	Capture search intent	"Web design near me"
Interest	Meta Pixel	Track behaviour	Install tracking code
Consideration	Meta Ads	Nurture prospects	Show portfolio examples
Intent	Email	Direct communication	Send case studies
Action	Both	Drive conversion	Complete purchase

At Lucky Penny, we've seen this integrated approach work brilliantly for Bournemouth businesses. The thing is, it mirrors how customers actually research and buy these days, hopping between platforms like they're channel surfing.

Step 1: Install Cross-Platform Tracking

Before you get excited about launching campaigns, we need to sort out your tracking. I know it's not the exciting bit, but trust me on this one. Without proper tracking, you're essentially throwing money at the wall and hoping some of it sticks. Not exactly a sustainable business strategy, is it?

Meta Pixel Setup

First up, you'll want to add the Meta Pixel code to every page of your website. Pop it in your header section and it'll quietly track all your visitors and what they get up to on your site. Takes about 10 minutes to set up, but the insights you'll get are absolutely invaluable.

Google Conversion Tracking

Next, you'll need to place conversion tags on the pages where the magic happens. Your "thank you" pages after purchases, form submissions, that sort of thing. This tells you which Google campaigns are actually bringing in business rather than just pretty clicks.

Google Tag Manager Integration

Mind you, Google Tag Manager makes this whole process much less of a headache. Instead of editing website code every time you want to add tracking, GTM lets you manage everything from one dashboard.

Step 2: Build High-Intent Google Campaigns

Google Ads is where you'll capture people who are actively hunting for what you offer. But here's the clever bit: you want to focus on keywords that show someone's actually ready to part with their cash, not just having a casual browse.

Campaign Structure Strategy

What we've found works best is creating separate campaigns for different types of searches. Brand campaigns target people looking for your company specifically. Competitor campaigns catch folks comparing their options. And solution campaigns go after people who know they have a problem but haven't heard of you yet.

Ad Copy Optimisation

Your ad copy needs to bridge the gap between what someone's searching for and what they'll find on your page. If someone searches "affordable website design," your ad should mention affordability and send them to a pricing page, not your general homepage. Makes sense, doesn't it? Understanding Google Ads strategy fundamentals helps you avoid the common mistakes that drain budgets faster than a leaky bucket.

Start small with 5-10 solid keywords rather than trying to conquer the world from day one. Prove it works first, then expand. We're building a business here, not playing the lottery.

Step 3: Create Meta Retargeting Audiences

Once your tracking's up and running, this is where things get rather interesting. You'll build custom audiences based on what people actually do on your website. This is the clever bit where you reconnect with Google visitors who had a browse but didn't convert.

Key Audiences to Create

You'll want audiences for all website visitors from the last 30 days, people who've checked out your pricing page (they're keen, those ones), folks who spent a decent amount of time browsing, and specifically those who came from your Google Ads. Each group tells a different story about where someone is in their buying journey.

Exclusion Audiences

Here's a tip that'll save you money: exclude people who've already bought from you. No point pestering existing customers with ads trying to convince them to buy, is there? Also worth excluding people who visited in the last 24 hours. Give them a chance to come back naturally before you start following them around the internet.

Step 4: Build Your Meta Retargeting Sequence

Now, Facebook and Instagram advertising works differently to Google, doesn't it? People aren't actively searching for solutions, they're scrolling through photos of their mate's dinner. So you need to be a bit more subtle about things.

Content Sequence Strategy

In our experience, a phased approach works brilliantly. Days 1-7: share helpful tips and industry insights that show you know your stuff. Days 8-21: social proof time with customer testimonials and case studies. Days 22-30: now you can be more direct with offers and calls-to-action.

Creative Best Practices

Use visuals that actually stop the scroll. High-quality photos, videos that get to the point quickly, that sort of thing. Focus on telling stories rather than shouting "BUY NOW!" at people. This multi-channel approach consistently outperforms single-platform campaigns.

Step 5: Create Email Capture Systems

Email marketing is your safety net, really. Social media algorithms change overnight, but email? That's direct access to your prospects' inboxes. This omnichannel approach means you're not putting all your eggs in one basket.

Lead Magnet Development

Offer something genuinely useful in exchange for their email address. Industry guides, checklists, templates, that sort of thing. A Bournemouth business might offer "The Complete Local SEO Checklist for Dorset Businesses." Specific enough to attract the right people, valuable enough that they'll actually want it.

Landing Page Optimisation

Here's something we've noticed: Google visitors and Facebook visitors are in quite different mindsets. Google folks are often ready to buy, whilst Facebook visitors might need a bit more convincing. Effective landing page design can dramatically improve your conversion rates. Worth getting right, wouldn't you say?

Email Automation Setup

Tag your subscribers based on where they came from, then send them relevant follow-up content. Someone who subscribed after searching for pricing should get different emails than someone who engaged with your Facebook tips post. Makes perfect sense when you think about it.

Step 6: Set Budget Allocation

Now, budget allocation is where our collaborative approach at Lucky Penny really comes into play. We don't just apply a standard split to every client because, frankly, every business is different. What works for a Bournemouth restaurant isn't going to work for a software company in Poole, is it?

That said, the industry typically starts with a 60-40 split, giving Google the bigger slice. Why? Well, Google tends to bring in sales more quickly, whilst Facebook does the longer-term relationship building. But this is just a starting point, mind you.

Platform Distribution

If you're following the standard approach, you'd put 70% of your Google budget towards search campaigns, 20% on display retargeting, and 10% on testing new things. For Facebook, the usual split is 60% on retargeting, 30% on finding new people through interests, and 10% on lookalike audiences.

Performance-Based Adjustments

Here's where the collaborative bit really matters though. Review your numbers weekly, not monthly. If something's working brilliantly, feed it more budget. If it's not pulling its weight, cut it loose quickly. Businesses using data-driven marketing strategies consistently achieve better returns. Can't argue with that logic, can you?

Step 7: Coordinate Messaging Across Platforms

Keep your brand consistent, but don't just copy and paste the same message everywhere. Each platform has its own personality, hasn't it?

Google Ads Messaging

On Google, be direct and to the point. People are searching with purpose, so give them what they're looking for straight away. Lead with clear benefits, mention your key selling points, use those ad extensions to show off your phone number and location.

Meta Content Strategy

Facebook and Instagram are more about storytelling and social proof. Share customer success stories rather than just banging on about your features. This coordinated approach is essential for effective digital marketing strategies that actually move the needle on your bottom line.

Step 8: Implement Attribution Tracking

Here's where things get a bit tricky. Both Google and Facebook will try to take credit for the same sale, which makes your reports fantastic but doesn't help you make sensible decisions about where to spend your money.

Google Analytics 4 Setup

Use GA4 as your single source of truth. Set up custom events that track what people do regardless of which platform they came from. This way, you can see the whole story, not just bits and pieces from each platform.

Platform Attribution Settings

As it happens, shorter attribution windows work better for Google search campaigns (people tend to convert quickly), whilst longer windows suit Facebook campaigns that build awareness over time. Bit of a balancing act, but you'll get the hang of it.

Step 9: Avoid Common Cross-Platform Mistakes

Let me save you some grief by sharing the mistakes we see businesses make time and again. Learn from others' pain, I always say.

Audience Overlap Issues

Don't bombard the same people with ads from both platforms at once. It's annoying for them and expensive for you. Use exclusion audiences to prevent this happening. Your wallet will thank you for it.

Attribution Confusion

Never optimise based solely on what each platform tells you about its own performance. They're biased, aren't they? Focus on what your overall business results actually show in GA4 instead.

Step 10: Measure Performance

Measuring success across platforms can feel like herding cats, but stick with the fundamentals and you'll be fine.

Essential KPIs

Track your overall cost per acquisition across both platforms, customer lifetime value by where they first found you, and conversion rates for different customer journeys. Businesses tracking the right KPIs consistently outperform those focusing on vanity metrics.

Weekly Reviews

Check your numbers weekly, identify patterns, and don't be afraid to make changes when something's not working. The data doesn't lie, even if we sometimes wish it would.

Start Building Your Cross-Platform Success

Truth be told, getting Google and Facebook to work together isn't rocket science, but it does require a bit of planning and patience. Start with proper tracking, get your Google campaigns running smoothly, then layer in the Facebook retargeting. Don't try to do everything at once or you'll create unnecessary complications.

Come to think of it, the key insight here is understanding that your customers aren't living in neat little platform silos. They're bouncing between Google, Facebook, Instagram, and probably checking their emails whilst having their morning coffee. Businesses see significantly higher conversion rates when prospects encounter consistent messaging across multiple touchpoints. Makes you think, doesn't it?

At Lucky Penny, our collaborative approach means we work alongside clients rather than just taking their money and disappearing. If you're ready to stop treating your advertising like separate experiments and start building something that actually works together, we'd love to help you build a funnel that converts prospects at every stage.

Caio for now!

Ali Puglianini

Frequently Asked Questions

• What budget do I need for a cross-platform ad funnel? Start with £1,000-£1,500 monthly split between platforms. This provides sufficient data for optimisation whilst maintaining sustainable spending. Focus on proven keywords initially rather than spreading budget too thinly.

  
  

• How quickly will I see results? Initial data appears within days, but meaningful patterns emerge after 2-4 weeks of consistent spending. Full cross-platform benefits become clear after 6-8 weeks when retargeting audiences reach optimal size.

  
  

• Can I set this up myself? Basic setup is manageable for most business owners, but sophisticated tracking and ongoing optimisation require technical expertise. Many businesses find partnering with specialists more cost-effective.

  
  

• What's the biggest mistake to avoid? Treating platforms as separate campaigns rather than connected systems. This leads to audience overlap, inconsistent messaging, and missed opportunities for enhanced performance.

  
  

• How do I measure success? Focus on blended metrics like overall cost per acquisition and customer lifetime value across your entire funnel rather than individual platform performance. Use Google Analytics 4 for accurate cross-platform attribution.