The Truth About Google Ads for CPG Brands (and Why Meta Wins)
Most new founders assume Google Ads is the obvious starting point for growth. After all, billions of people search on Google every day. But if you’re building a consumer packaged goods (CPG) brand — beverages, snacks, skincare, supplements — Google Ads is often one of the most expensive and least effective places to start.
The truth? For emerging CPG brands, Meta Ads almost always outperform Google Ads in the early stages.
Why Google Ads Struggles for CPG Brands
Google is built on demand capture. Someone searches for a product, and your ad helps meet that demand. This works beautifully if you’re selling something people already know to search for.
But what if you’re a new CPG brand?
Nobody is searching for your brand name yet. You haven’t built that awareness.
Generic keywords are expensive. Competing for “protein bar,” “energy drink,” or “clean skincare” puts you up against global brands with million-dollar budgets.
High click costs, low conversions. Even if you pay $2.50+ per click, those shoppers don’t know you yet. That means your CAC (customer acquisition cost) shoots through the roof.
Why Meta Ads Win for Emerging Brands
Meta (Facebook & Instagram) is built for demand creation. It’s about getting your product in front of the right people before they even know they need it.
For CPG brands, this is a game-changer.
Lifestyle + interest targeting. Reach “yoga moms,” “college athletes,” or “snackers on the go” instantly.
UGC and video creative. TikTok-style content, influencer clips, and founder story videos work perfectly on Meta’s feed.
Lower CAC in the early stages. You don’t need people searching for you — you just need the right audience and the right creative.
We’ve seen brands consistently drive first-purchase CACs under $20 on Meta, even before they had a single branded search on Google.
When Google Ads Does Make Sense
Google Ads isn’t useless for CPG brands — but it’s usually a later-stage channel.
Here’s where it shines:
Branded search. Once customers know your brand name, you need to defend it on Google. (Otherwise competitors will bid on it.)
Long-tail search. Specific searches like “low-sugar electrolyte drink for runners” can work once you’ve carved out a niche.
Retargeting. Google Display + Shopping ads can follow shoppers who’ve already visited your site.
Think of it like this: Meta builds demand. Google captures it.
Case in Point
Earlier this year, we worked with a newly launched CPG brand. On Meta, we drove CACs in the $14–$16 range with lifestyle-driven creative. On Google, clicks were $2.50+ with no conversions.
The lesson: until people are actively searching for your brand, Meta is where you scale.
Founder Takeaway
If you’re an emerging CPG brand under $50K/month in sales, don’t burn your cash trying to compete with billion-dollar incumbents on Google Ads.
Start with Meta. Test lifestyle creatives, build audiences, and drive discovery. Once people know your name, then layer in Google to capture demand.
That’s how you scale without wasting money.
