Google Ads

If you're building a new category, most of your energy usually goes into creating demand. If you're selling into an established category with active search intent, Google may be the lead channel from day one. The skill is knowing which game you're playing and allocating accordingly.

The Role of Google in Your Channel Mix

The "Meta creates, Google captures" framing is useful, but it's a spectrum, not a binary. A brand inventing a new product category might put 80% of budget into Meta to create awareness, then use Google to catch the search intent that follows. A supplements brand where thousands of people are already searching "best magnesium supplement" every month might put 60% into Google from day one, because the demand already exists.

Most DTC brands sit somewhere in between and shift the balance as they scale. What matters is understanding where your customers are in their journey. If they don't know your product exists, you need to create demand first. If they're already searching for what you sell, capture that intent before spending on awareness.

ROAS ranges vary significantly by category, margin structure, and stage. Use as directional starting points.

These percentages shift by stage. Early brands typically start with Shopping only, add Brand Search when competitors bid on their terms, then layer in Non-Brand and PMax as conversion volume grows. Don't launch all five campaign types on day one. Build the account as the data justifies each addition.

Brand search decision framework:

• Nobody bidding on your terms? Skip brand search. Your organic listing is free.
• Competitors bidding? Minimal campaign with a low bid. Don't chase impression share - make the store the obvious choice instead.
• Resellers bidding? Address the root cause with exclusive products and a better buying journey.

Don't waste budget fighting resellers in Google's auction. Make the .com the only place to get the full experience: exclusive products, colourways, bundles, better warranty and loyalty programmes, guided product selectors, and post-purchase onboarding. When the store offers things nobody else has, the need to bid on your own brand name drops away.

This connects to your broader distribution strategy. See Section 23: Marketplaces & Wholesale for the full picture and Section 11: Website & Conversion for building the direct experience that makes this work.