TikTok Ads vs. Google Ads: Where Should You Actually Spend?
Different platforms, different intent levels, different costs. Here's a framework for allocating budget across channels.
The "TikTok vs. Google" debate is the wrong question. The right question is: "what role does each channel play in my funnel?"
Google Ads: High Intent, Higher Cost
Google Ads capture demand that already exists. Someone searching for "best CRM for small business" has intent. They're actively looking for a solution.
- **Pros:** High intent, measurable, predictable
- **Cons:** Expensive CPCs in competitive niches, limited scale (you can only capture existing search volume)
- **Best for:** Bottom-of-funnel conversion, branded search defense, local service businesses
TikTok Ads: Demand Generation, Lower Cost
TikTok creates demand. Your ad introduces your product to someone who wasn't looking for it — but might want it once they see it.
- **Pros:** Lower CPMs, massive reach, viral potential, younger demographics
- **Cons:** Lower direct conversion rates, creative fatigue happens fast, harder to attribute
- **Best for:** Top-of-funnel awareness, product launches, brand building, reaching Gen Z and Millennials
The Framework: Allocate by Funnel Stage
Our recommended allocation for most B2C businesses:
Top of Funnel (Awareness): 30-40% of budget → TikTok Ads, Meta Awareness campaigns, YouTube
Middle of Funnel (Consideration): 30-35% of budget → Meta retargeting, Google Display, content marketing
Bottom of Funnel (Conversion): 30-35% of budget → Google Search, Meta conversion campaigns, branded search
This isn't rigid — it shifts based on seasonality, product launches, and what the data tells you. But starting with a funnel-based allocation prevents the common mistake of putting everything into bottom-of-funnel channels and wondering why growth stalls.