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There are likely a couple of things that are contributing to the lack of trackable traction on non-Google channels. Yes, targeting and copy matter most, but it’s also about expectations.
You can’t expect Meta to behave like Google. Google is always going to capture the highest intent individuals, while Meta (and other social channels) are more likely to drive awareness at the top of the funnel, and conversions at the bottom.
The thing is that Meta users don’t even have to click on your ad for there to be value. They can open another browser tab or come back to your site directly later. Yes, some will click and convert directly, that’s not the only focus.
Did you Google ads “magically” improve while you were running ads on the other channels?
