Google often captures demand while Meta creates and warms demand. Budget allocation should reflect that difference.
Google and Meta usually play different roles
Google often captures existing demand, while Meta and Instagram can create demand, warm audiences and support remarketing.
Budget should follow intent and capacity
The right split depends on search volume, creative capacity, landing page quality, sales cycle and measurement reliability.
Read channel performance together
A channel can assist decisions even when it is not the final click. The budget model should reflect the full decision journey.
Conclusion
Good digital marketing cannot be managed by reading one channel in isolation. Advertising, page experience, SEO/GEO visibility, analytics and sales follow-up should be evaluated together.