When to Fire Meta and Move Budget to Google

Body republishes 7 days after the LinkedIn edition. LinkedIn URL will be pasted above once the issue ships Tuesday 09:30 Dhaka.

Not a Meta hate post

Meta is still the best cold-demand engine on the internet for most DTC and lead-gen businesses under $500k/month. But every account has a ceiling, and the founders I work with hit it. Here is how to see it coming.

The four signals

1. CPM up 40% year-over-year with flat CTR. You are paying more to reach the same audience with the same interest. Auction saturation.
2. Branded search volume climbing month-over-month. People are Googling you. That intent is being handed to competitors bidding on your name.
3. Post-purchase survey shows 30%+ "I heard about you elsewhere." You have crossed from unaware to aware in your category. Google is the harvest layer for that.
4. Meta ROAS on cold campaigns has drifted below MER target for 6+ weeks. Not a bad month. A structural shift.

The reallocation move

Shift 25% of Meta budget into Google Search, split 60/40 between brand defence and category non-brand. Do not touch Meta prospecting for two weeks. Watch MER, not per-channel ROAS.

If MER holds or improves, keep shifting in 10% increments until you find the new equilibrium. Most accounts land at 55/35/10 Meta / Google / everything else within a quarter.

What to do next

• Book a growth audit: I run the four-signal check on your account and give you the exact reallocation plan.
• Try the free MER Calculator to see if your current channel mix is actually working.
• Reply with your Meta CPM trend for the last 90 days and I will tell you which signal you are already showing.

Morshed