A brand spending $200K/month on Meta and $30K on Google kept watching blended ROAS decline. The diagnosis everyone gave them: "scale back Meta" or "test new audiences." Both wrong.
The real problem: every customer who saw their Meta ad and later searched on Google found a competitor instead. They were paying Meta to create demand, then losing the conversion to whoever showed up on Google with the right page. As the data shows, e-commerce brands allocate 78% of ad spend to Meta, but turning off Meta only drops revenue 20%. That gap means over-attribution - and leaked conversions.
We built landing pages matched to each stage of the customer journey. Brand search pages captured Meta-warmed traffic. Comparison pages intercepted customers evaluating alternatives. Advertorials caught early-stage researchers before competitors could. Each page served a different role in what we call the Cascade - Capture, Surround, Convert.
Results: the Google Ads account went from a $30K afterthought to a $95K primary conversion channel. Blended ROAS across both platforms improved because they stopped losing Meta-generated demand to competitors on Google.
Key insight: Every customer who searches you on Google and finds a competitor instead is a customer you already paid to acquire on Meta. Landing pages are the defense system.