For SaaS founders and marketing teams, the question isn't usually 'Which platform is better?' but 'How do I balance my budget between the two?' Google Ads and Meta Ads serve fundamentally different purposes in the SaaS growth funnel. Google is the king of 'Demand Capture'—reaching users who already know they have a problem and are searching for a solution with high intent. Meta is the powerhouse of 'Demand Generation'—creating awareness and interest among your ideal customer profile (ICP) before they even start their search. In this guide, we break down the technical differences, ROI expectations, and tactical implementations for both platforms to help you build a cohesive, multi-channel acquisition strategy that scales your pipeline efficiently. We explore how to leverage the unique strengths of each platform to create a 'Halo Effect' that drives sustainable growth across your entire software ecosystem.
Google typically has a lower CAC for direct conversions because of high intent. However, as you scale and bid on broader terms, Google CAC can spike. Meta often has a higher initial CAC but provides the volume needed to scale your overall MRR more aggressively across all segments of the market.
Absolutely. B2B decision-makers use Facebook and Instagram just like everyone else. The key is in the targeting. We use 'Job Title' and 'Company' targeting combined with custom lists (from your CRM) to ensure your enterprise SaaS ads are only seen by the right stakeholders in the right companies at the right time.
We use a combination of GA4 multi-channel funnels, server-side tracking (CAPI), and CRM data to attribute revenue correctly. By looking at 'Assisted Conversions,' we can see how an initial touch on Meta eventually leads to a closing search on Google, giving you a 360-degree view of your marketing ROI.
