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Performance marketing agency Cómon: Google and Meta advertising as a system
Performance marketing is an approach in which advertising is judged by what it does for the business: leads, sales and cost per customer. Clicks, impressions and reach are only intermediate numbers. The core channels are Google Ads and Meta Ads, and results depend on whether they work as a pair.
Why Google and Meta work better together
Google finds people at the moment they are already looking for a product or service. That means fast leads, but limited by the volume of search demand. Meta works with people who are not searching yet: it shows the product in the feed, Stories and Reels and builds interest. If you only run search, growth hits the ceiling of demand. If you only run Meta, you pay for warm-up that nobody closes. In a system the channels hand the audience to each other: someone who saw your ad on Instagram later finds you in search, and someone who came from search without enquiring sees your Meta remarketing.
What goes wrong when channels are run separately
Usually it means two contractors or two separate reports. Each ad account credits conversions to itself, so one lead appears in the reports twice and the combined cost per customer looks better than it is. Audiences do not share data, creative is not reused and responsibility is blurred: Google points at Meta, Meta points at the website. We put everything under one marketer and one set of numbers.
What our work consists of
- Economics. We work out customer value and an affordable cost per lead.
- Tracking. GA4, Tag Manager, the pixel and Conversions API, conversion import, cookie consent compliance.
- Campaigns. Search, Shopping, Performance Max, and Meta with cold audiences and remarketing.
- Creative and website. Tests of messages, offers and landing pages.
- Feedback loop. Lead quality from your CRM goes back into the ad accounts.
How we measure success
We look not at cost per click but at cost per qualified lead and cost per customer. For online stores we count ROAS on margin. We reconcile each platform’s numbers with GA4 and the CRM, because every platform has its own attribution logic and they do not always agree.
Who it suits and who it does not, yet
The approach works for services, education, B2B and e-commerce, where the value of a customer can be calculated. If the budget is so small that two channels cannot gather data, we will honestly suggest starting with one. And if the problem is the product or the website rather than the ads, we will say so before launch.
What it costs and where to start
Meta paid social starts from $500 per month, Google Ads and a two-channel package are calculated after the audit, and the ad budget is paid separately. Start with a brief: we will run an express audit free of charge, show where you lose money and propose a plan. If you also need social media or a website, we can add full-service digital marketing.
