Meta Ads vs. Google Ads for Beauty Brands: What Works Best (and When)

Narrative Digital
Apr 23
2 min read

If you’re running a beauty or skincare ecommerce brand, you’ve likely asked the question: Should I invest in Google Ads or Meta Ads?

The short answer: it depends on your goals and where your customer is in the buying journey.

This post breaks down the strengths of each platform — so you can stop wasting ad spend and start driving real results.

1. Google Ads: Capture High-Intent Search Traffic

Google Ads is built to catch shoppers who are already searching for products like yours. It’s intent-based marketing, and it works best when someone knows what they want.

Best for:

Bottom-of-funnel searches (e.g., “best retinol serum for sensitive skin”)
Branded keyword protection (e.g., “[Your Brand] reviews”)
Driving ready-to-buy traffic

63% of people say they’ve clicked a Google Ad while shopping online(source: HubSpot)

Ad formats to use:

Search Ads: Appear at the top of Google results
Shopping Ads: Product images + pricing within search
YouTube Ads: Great for tutorials or product demo videos

Google Ads Pros:

High intent and ROI
Easy to measure conversions
Ideal for your top-selling or seasonal SKUs

Things to watch:

Competitive industries = higher cost-per-click
You need strong keyword research and negative keyword lists
Creative options are limited

2. Meta Ads (Facebook + Instagram): Build Awareness and Demand

Meta Ads are more about creating interest. These are interruption-based ads that show up in feeds while people scroll — so the goal is to inspire desire, not respond to a search.

Best for:

New product launches
Storytelling and brand awareness
Retargeting warm traffic
Promoting bundles or quiz opt-ins

78% of consumers say they’ve discovered products on Facebook or Instagram(source: Meta for Business)

Ad formats to use:

Reels & Stories: High engagement, ideal for UGC
Video Ads: Demonstrate how products work
Carousel Ads: Show routines, bundles, or ingredient callouts

Meta Ads Pros:

Super visual (perfect for skincare)
Smart targeting based on behaviors and interests
Great for scaling new brands

Things to watch:

Lower initial buying intent
Requires lots of creative testing
Attribution can be murky without proper tracking

Need help creating high-converting creatives? Contact us for assistance today.

3. Use Both Platforms in a Full-Funnel Strategy

The smartest skincare brands don’t pick one — they use both strategically across the funnel.

Top of Funnel (Awareness):

Meta Ads to introduce the brand and generate curiosity
YouTube Ads for skincare education and tutorials

Middle of Funnel (Consideration):

Google Display Ads to stay top-of-mind
Meta retargeting with social proof and product comparisons

Bottom of Funnel (Conversion):

Google Search and Shopping Ads to capture ready-to-buy shoppers
Meta Ads with urgency, bundles, or abandoned cart offers

Pair this strategy with email marketing automations to recover carts and nurture buyers.

Make Your Ad Spend Work Harder

Meta and Google Ads each play a role in a successful skincare marketing strategy. Google helps you reach shoppers ready to buy. Meta helps you build a following, educate, and drive future demand.

The key isn’t picking a winner — it’s knowing how to use both platforms together to create a seamless customer journey.