Google Ads and Meta Ads, judged on the same blended number.
Each platform claims the sale, so the two dashboards never add up. Patricia reads both, dedupes the double-count, and tells you which channel earns the next dollar, and which is already capped.
@Pati we've got $30k/mo split across Google and Meta for Fernbrook. If I add $5k next month, where should it go?
Not where the platform dashboards say. Added up, Google claims 610 conversions and Meta claims 540, but 190 of those are the same people counted twice, so blended it's about 960 real, not 1,150.
On the deduped numbers, here's the efficiency and, more to the point, the headroom:
- Blended MER is 3.1, and new-customer CAC is $47. Google non-brand runs a $41 CAC, Meta Advantage+ Sales a $52 CAC.
- Google non-brand still has impression share left on its converting keywords, so it can absorb more spend at that CAC.
- Meta prospecting can scale on fresh creative, but the Meta retargeting set is capped: it's already at frequency 4.1 on a small pool, so more budget there just raises frequency, not sales.
So the $5k goes to Google non-brand and Meta prospecting, nothing into the retargeting set. Agreed. Draft it.
Queued for approval, nothing spending yet. Draft: $3k to the Google non-brand campaigns with impression share to spare, $2k to the Meta Advantage+ prospecting set, and I've left the capped retargeting budget flat. I also flagged that the Meta prospecting creative is at frequency 3.2, so a refresh should ship alongside the increase.
Say go and I apply the Google budget change and stage the Meta increase for one-click launch.
1 + 1 > 2
What Google Ads and Meta Ads do together.
Each is useful alone. Joined, they answer the question neither can on its own.
See one cross-channel view of Google Ads and Meta Ads spend and results
She reads spend, conversions, and revenue from both platforms and puts them in one place, so you stop toggling between two dashboards that each tell only half the story.
Get blended MER and new-customer CAC across both channels
She works out the marketing efficiency ratio and new-customer CAC on combined spend, so the account is judged on one blended number that reflects the whole media mix, not each platform grading its own homework.
Dedupe conversions so both platforms are not counting the same sale
Google and Meta both over-report and claim overlapping conversions post-ATT. She reconciles them against a single source of truth so the blended result is the real one, not the inflated sum of two dashboards.
Find where the next dollar works hardest, and where it is capped
She compares CAC and remaining headroom across campaigns on both sides, so an increase goes to the non-brand keywords or prospecting sets that can absorb it, never into a capped retargeting audience that just climbs in frequency.
Rebalance budget between the channels on your approval
Once the blended picture is clear she drafts the exact shift, applies the Google change and stages the Meta one for launch, and leaves anything that spends waiting for your yes.
How it works
Google Ads and Meta Ads, connected in minutes.
Add Patricia to Slack
She joins your workspace like any teammate. Two minutes, no engineering.
Connect Google Ads and Meta Ads
One click each, per client account. She gets only the access you approve, and you can disconnect anytime.
Ask
Mention @Pati with the question. She reads both channels on her own; anything that shifts budget or launches an ad waits for your yes.
Say it like you'd say it
Things to ask her.
Across Google and Meta for Fernbrook, what's the blended MER and new-customer CAC?
Are Google and Meta double-counting the same conversions, and what's the deduped number?
If I add $5k next month, which channel and campaign has the headroom to take it?
Which sets are capped and would just climb in frequency if I added budget?
Draft the cross-channel budget shift for my approval
More combinations
Other pairs that work like this.
The stack rarely stops at two. These combinations pull the same trick.
FAQ
Google Ads + Meta Ads, answered.
What does connecting Google Ads and Meta Ads together let Patricia do?
She reads spend and results from both, then answers the cross-channel questions no single dashboard can: blended MER and new-customer CAC, deduped conversions instead of two platforms claiming the same sale, and where the next dollar has real headroom versus where it is capped.
How does she avoid double-counting conversions between the two?
Both platforms over-report and claim overlapping conversions after ATT, so their totals cannot simply be added. She reconciles them against a single source of truth for conversions so the blended number reflects real sales, not the inflated sum of two dashboards.
Does she move budget between channels on her own?
No. She reads and compares both freely. Any budget shift, on either platform, is drafted with the numbers and waits for your explicit yes, and on Meta she builds and stages the change but leaves it paused until you launch it.
Why not just add the new budget to retargeting on whichever channel looks cheap?
Because retargeting pools are small and cap fast: adding budget there mostly raises frequency, not sales. The scalable headroom is in high-intent non-brand keywords and broad prospecting, so that is where an increase should go.
Do I need both connected?
For the blended, cross-channel view, yes: Google Ads and Meta Ads. Each also works on its own.
What does it cost?
Nothing extra. Every integration is included, on every plan.
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