Meta Ads vs. Google Ads: Which platform delivers better results for e-commerce?

Gabriel Ribeiro · 2026-10-07

Average cost per click

On Meta, the average cost per click (CPC) can range from R$ 0,50 to R$ 3,00, depending on the target audience and industry. For e-commerce, the average is usually around R$ 1,20. On Google Ads, CPC tends to be higher, ranging from R$ 1,00 to R$ 5,00, with an average of R$ 2,50 for competitive keywords. So, for an e-commerce business with a limited budget, Meta may be a more affordable option to start with.

Conversion analysis

Conversion rates on Meta generally range from 1% to 3%, while on Google Ads they can reach 3% to 5%, especially with search campaigns. However, Meta can generate a higher volume of qualified traffic thanks to its visual format and social engagement. So, if your focus is on building brand awareness and an optimized sales funnel, Meta can offer good value for money.

Targeting and personalization

Meta stands out for targeting by interests, behaviors, and demographics, allowing for highly personalized ads. This makes it possible to reach very specific audiences, such as people who engage with similar products. Google Ads, on the other hand, offers targeting based on search intent, which is powerful but less customizable in terms of interests. If your product is aimed at a specific niche, Meta may be more effective.

ROI metrics

The return on investment (ROI) in e-commerce can vary considerably across industries. In fashion and beauty, ROI on Meta can be 300% to 500%, while on Google Ads, it’s common to see ROI between 200% and 400%. Industries like electronics may see lower ROI on both platforms, between 150% and 250%. So, evaluate your profit margin and acquisition cost to determine the best option.

Remarketing effectiveness

Remarketing on Meta tends to perform very well, achieving conversion rates of up to 10% due to users’ ongoing engagement with the platform. On Google Ads, remarketing campaigns are also effective, with rates that can range from 5% to 8%. If you’re investing in remarketing, consider testing both channels to see which one drives more returns for your specific audience.

What are your current average CPC and conversion rate on each platform?