Marketero · Entrevistas
Google vs. Meta Ads: Which One Wins for Advertising in 2026
26 ideas de marketing sacadas de «Google vs. Meta Ads: Which One Wins for Advertising in 2026», de Perpetual Traffic. Sobre todo de canales de…
- 26 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 50 min
- Publicada en 2026
Ver la entrevista entera en YouTube
De qué habla
Las 26 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 26 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Optimización de campañas mediante conversiones offline y contratos cerrados
Medición y experimentosEn modelos de negocio con ciclos de venta largos, se debe alimentar el algoritmo de Google Ads con conversiones offline (como clientes o casos firmados) utilizando ventanas amplias (por ejemplo, 90 días), en lugar de optimizar únicamente por micro-conversiones como clics, llamadas o leads no calificados.
have to balance all of that in order to be able to feed the algorithm the right type of data. And we talked about this with offline conversions, 90-day conversion window, making sure that signed cases is your endpoint here, not just calls and clicks or leads, because a lot of that doesn't really even matter. Like, you have to be able to train the algorithm to be able to find those people using all the data points
Escúchalo en el minuto 12:46
Proteger las búsquedas de marca en Google al hacer campañas de notoriedad en Meta
Canales de adquisiciónInvertir en Meta Ads para generar notoriedad sin pujar por el nombre de tu propia marca en Google Search provoca fugas de clientes potenciales: los usuarios atraídos buscarán tu marca en Google y serán interceptados por competidores o intermediarios (brokers de leads) que pujan por tu nombre y revenden esos casos.
need people to notice me. If you want people to notice you, you go for meta. Remember, if you if you go for meta and you don't go for Google, it might contract your traffic because people would search your name and find other law firm again. and you're losing the traffic there. You're paying for traffic that you are losing on Google and you're losing some sign cases too. Remember also some vendors they obviously bid on the name. They don't really care. Other on a competitor name. So, and the vendors obviously get some cases from think, oh, maybe it's those guys, then they click and then they…
Escúchalo en el minuto 30:21
Sinergia entre Meta Ads para generación de demanda y búsqueda de marca en Google
Canales de adquisiciónUtilizar Meta Ads en la parte alta del embudo para generar reconocimiento de marca y combinarlo obligatoriamente con campañas de búsqueda de marca (branded search) en Google, capturando a los usuarios que buscan el nombre del negocio tras ser impactados en redes sociales.
machine. So the traffic really comes from meta and the intent goes to Google having the awareness. So you have YouTube but you have meta aside meta is getting more and more important and working better and better with a Google ads campaign. You have meta top of the funnel and then people for example on Facebook people notice your brand when they need you they type your brand on Google they do a Google search there is a branded campaign they click your name and maybe convert into a case what is dangerous if you don't use a branded campaign they see you on Facebook you do
Escúchalo en el minuto 10:17
Alimentar las campañas con microconversiones intermedias desde el CRM
Medición y experimentosAntes de escalar campañas publicitarias, se debe sincronizar el CRM y las herramientas de seguimiento de llamadas no solo para registrar la venta o caso cerrado, sino también eventos intermedios como el lead calificado para que el algoritmo optimice mejor.
be fed the right data. So one of the first thing before doing those campaign I'll probably check the tracking uh all tracking and then the the CRM set up everything uh all together make sure >> it's not messy work it up set it up to be able to send back not only the sign case but maybe some in between conversion like a qualified lead would be a good step and then go feed the campaign and work on it and tailor it a
Escúchalo en el minuto 25:07
Medición y experimentosPara maximizar la capacidad predictiva de Meta y Google Ads, el tracking debe estar configurado para alimentar al algoritmo con el evento final de negocio (como el caso firmado o venta cerrada) y no limitarse a métricas intermedias de captación de leads.
tracking. The tracking is such a huge part to this because otherwise you can't feed the algorithm the right data and you want to send it the right data which is the signed case event which is the most important event. But if you were to
Escúchalo en el minuto 23:40
Canales de adquisiciónEn subastas competitivas con costes por clic elevados, se debe utilizar Smart Bidding (como tCPA) en lugar de CPC manual, ya que el algoritmo de Google evalúa en tiempo real miles de puntos de datos e intención del usuario antes de pujar, evitando pagar clics caros con baja probabilidad de conversión.
>> with the the multiple thousand point and on the exact keywords they're going to type they know with that keywords that oh that person with all the background and all that we did they did it might convert into a case or it might not you that at such a price Google will think that's quote this worth 600 bucks >> that's how the intent work in the past manual CPC to get that case you would have to bit the 600 without having the knowledge from Google thinking about the intent it even if the intent is not there that keyword at that period it will make you pay 600 and maybe it won't convert…
Escúchalo en el minuto 10:54
Sinergia multicanal entre Meta y Google Search para capturar demanda latente e inmediata
Canales de adquisiciónEn servicios basados en eventos imprevistos (como firmas de abogados de accidentes), Meta Ads funciona para generar reconocimiento previo de marca y activar demanda latente (casos antiguos no resueltos), mientras que las campañas de búsqueda sin marca en Google capturan la intención de compra urgente en el momento exacto en que ocurre el incidente.
evolved. It's almost like you created the awareness for the brand on Meta to a certain degree and then captured that intent on Google. Or am I just It's usually people they didn't think about, oh maybe I should call the lawyer for that accident that I had last year. I didn't get enough money or whatsoever or they see your brand, they notice your brand and when they have an accident, they know your brand and then they're going to call. But you have also those people where they don't know your brand and they just get an accident. So they an accident that just arrived or again we talk about the…
Escúchalo en el minuto 16:16
Medición y experimentosUn alto volumen de conversión o clics en búsquedas de marca en Google Ads suele estar impulsado por la exposición en Meta; el análisis de atribución cruzada debe validarse en el CRM y no juzgarse aislando canales.
If you see some good result on the Google ad site and even on the on the non-branded and in the branded, it doesn't mean that your meta campaign is not working. So you have to find the right balance in between those two traffic sources and search into the source of truth which is your CRM. the Lord CRM CRM is one of the most important thing here. So good traffic
Escúchalo en el minuto 28:31
El proceso posclic determina entre el 50% y 70% del éxito publicitario
ConversiónLa eficacia de la publicidad pagada en el front-end depende en un 50% a 70% de la infraestructura posterior al clic (velocidad del equipo de intake/atención y la sincronización de datos entre el CRM y las plataformas publicitarias), especialmente en industrias de respuesta urgente.
occupation here. So, your case managers have to be really on. you've certainly experienced this technical issues that you have between the CRM and that communicating back with the ad platform because it's 50 60 70% of the effectiveness of the advertising on the
Escúchalo en el minuto 45:17
Diversificar la captación combinando Local Services Ads (LSA) con Google y Meta Ads
Canales de adquisiciónLos Local Services Ads (LSA) funcionan como una caja negra con poco control sobre la personalización o el escalado; por ello, aunque logren adquirir casos por debajo de los 2.000 o 3.000 dólares, deben utilizarse como un componente más dentro del mix y combinarse siempre con campañas en Google Ads y Meta.
remember you don't control anything you can't really tailor your campaign you can't really when you want to scale it you can't really scale and part of the mix and you can do those LSA. If you manage to find, okay, those LSA are getting me cases under 3,000 or 2,000, do some LSA, but do some Google and some meta aside. Don't leave it everything to a black box.
Escúchalo en el minuto 35:24
Canales de adquisiciónAl trabajar con concordancia amplia en Google Ads, negativizar términos de búsqueda de manera excesivamente estricta puede limitar el rendimiento del algoritmo, ya que búsquedas aparentemente imprecisas pueden generar conversiones efectivas.
still a lot of work there especially if you use the less expensive broad keywords where you have to negate again it's not negate everything because you when you negate too much you cut the legs of the algo also some keywords >> if you think in the past would negate them with the intent machine would lead to a sign case. So you don't want to be too negative. It's part of the game too.
Escúchalo en el minuto 27:54
Transición de Google Search exclusivo a una estrategia multicanal combinada con Meta ante la subida de CPCs
Canales de adquisiciónCuando los CPCs en Google Search se encarecen drásticamente por la compra de intención en nichos competitivos, resulta insostenible depender de un solo canal con presupuestos moderados; conviene sincronizar campañas de Meta y Google para optimizar el costo global por caso cerrado en lugar de medir canales de forma aislada.
even radically changed. I mean it was largely a Google type of arrangement when we first started but then it slowly became more multi-channel >> When we started this it was mostly focus on Google ads or Google search and we in 2022 you could buy mostly traffic but the cost per click increase increase and traffic you are more buying an intent so we going going to make you pay the intent instead of paying you the have a budget from 30 to 100K, it started to be difficult to pay 800 a box a click. And around 24 25 we started to see that oh maybe meta instead of being a separated entity started to…
Escúchalo en el minuto 7:33
Optimización del equipo de atención y respuesta inmediata cuando el tráfico es de costo ultraalto
ConversiónCuando el tráfico de pago tiene costos extremadamente elevados (como clics de 1.000 USD), el éxito del embudo depende del proceso post-clic: disponibilidad de respuesta 24/7, rapidez para contactar al lead y un trato tranquilizador en la llamada para buscar tasas de conversión de llamadas de al menos 40-50%.
we we come on the after click and we go to the intake and maybe the intake doesn't answer because [snorts] it's during the night or uh the on the phone they're like uh their their voice on board and you don't feel uh cherry perished or reassured when you call. So you might not convert you the call that are going. That's why it's really important to try to convert at that price as much as possible as 40 50% pre-click. But so much of the success of this is your followup, the speed to lead. It's your ability to be able to your organization who are answering the phone, you know, virtually 247. I…
Escúchalo en el minuto 43:51
Estrategia inicial para bufetes legales: Priorizar Meta y marca orgánica antes de escalar Google Ads
Canales de adquisiciónPara construir presencia digital en sectores de alta competencia como el legal, conviene priorizar campañas de reconocimiento y autoridad en Meta junto a una estrategia orgánica sólida (SEO y YouTube) y protección de marca en Google, antes de escalar la inversión en palabras clave de búsqueda de alta intención en Google Ads.
meta first then for for if you want the awareness and branded a branded campaign aside in in Google but yeah meta first and a solid strategy aside for organic also but meta first and then you scale going but if you are not notice you want to become an authority or you want more traffic general in the beginning and you want to find your seat into that location region whatsoever make that brand known as an authority. So push it there. You can use also YouTube. It's firm that work on their organic by doing video on YouTube which can help also and paid ads. Aside remember that giving value is the…
Escúchalo en el minuto 41:50
Desplazamiento del tráfico orgánico en búsquedas por la saturación de anuncios e IA
Canales de adquisiciónLos resultados orgánicos tradicionales (SEO) han perdido visibilidad crítica en la página de resultados de Google, especialmente en móvil, debido a la acumulación de anuncios locales superiores, paquetes de mapas patrocinados y resúmenes de IA, obligando a las marcas a combinar SEO con publicidad de pago para mantener cuota de clics.
>> It's simple. it today. You take your phone and you type in car accident lawyer near me and you you're going to have all those uh local search ad on top. Then you have uh the Google my business so Google places and inside of that you have the paid ads. So the sponsored result into the map and then under it you have the AI result. uh and then underneath you have the search uh sponsored result and then if you're lucky you are there are three seats there like you are in the top three maybe for organic in the past you had 10 now you see in the bottom oh there are pages so the organic result is…
Escúchalo en el minuto 32:39
Arrancar con un reparto 70/30 hacia Meta si el CPC de Google es prohibitivo
Canales de adquisiciónAl lanzar campañas combinadas en mercados locales con un costo por clic excesivo en Google, es recomendable asignar un 70% del presupuesto a Meta y un 30% a Google para generar primeras conversiones rentables y alimentar la data del píxel antes de escalar en búsqueda.
average CPC over there. Ideally I would like to start with both. If the cost is too heavy on the Google side then work more on the meta side in the beginning spend more there like 7030 and see how it goes. When you get started to have some sign cases at least you have the brand data side. So I would work make them work together and then scale at a point either balance or have more into
Escúchalo en el minuto 24:40
Necesidad de posicionarse en el top 3 de Google Search para captar leads de alta urgencia
Canales de adquisiciónEn campañas de búsqueda sin marca orientadas a situaciones de urgencia, los usuarios suelen comparar haciendo clic únicamente en los tres primeros resultados; captar al prospecto de inmediato genera casos de mayor valor, ya que una intervención temprana suele mejorar las probabilidades y montos de compensación económica.
Now it's the search campaign. It's a what we call a non-branded campaign. That's the most important thing here. You want to rank in the first three because people either might decide they might be a little bit of shopping. So they might click on three different the whole process. But those cases usually are bigger because they might be sorry for that but injured and they are in the moment. So this is the the kind to me, "The longer a victim waits, the worse my chances are of getting them a settlement." So, I was always like,
Escúchalo en el minuto 16:54
La construcción de autoridad de marca es esencial para aparecer en respuestas de motores de IA (AEO)
Marca y posicionamientoA medida que los usuarios recurren a modelos de IA para buscar proveedores locales o servicios profesionales, los algoritmos seleccionan marcas que ya poseen autoridad digital y reconocimiento previo construido a través de contenidos y publicidad en canales como YouTube y Meta.
this this morning and for people are doing that more and more either in chat GBT or or in Google but they're going to type they need a lawyer. Oh, what are is going to give you for now or kind of organically going to give you the three lawyers are so remember that organic and brand it's even more important now because you want to be in that top three when people they believe more the AI three. Oh I know that lawyer because I heard and I saw uh on metad they were doing some video or YouTube they were doing some uh some video with value as with it. So don't don't forget the work on the on the…
Escúchalo en el minuto 38:05
Google Ads tasa el costo por clic según el valor de la intención y no por volumen de tráfico
Canales de adquisiciónEn sectores de alto valor, los motores de búsqueda como Google operan cobrando por el valor potencial de la intención del usuario y la probabilidad de conversión en un cliente lucrativo, en lugar de vender tráfico masivo indiferenciado.
Google has transformed into an intent machine, not a traffic machine. You >> We Google will think, let's quote this worth 600 bucks a click because it might transform into a case going to make you pay the intent instead of paying you the traffic.
Escúchalo en el minuto 0:00
Escalado de presupuesto de anuncios en Meta a nivel geográfico local
Canales de adquisiciónUn bufete de abogados escaló su inversión mensual en Meta Ads de 7.000 a más de 70.000 dólares mensuales concentrándose en un área geográfica muy reducida para dominar el mercado local.
in Facebook now Meta ad spend from like $7,000 a month to 70,000 plus per month. and you're really going after in a very small geographic area which is like
Escúchalo en el minuto 19:53
Canales de adquisiciónEn campañas de búsqueda pagada para áreas legales de alta competencia (como lesiones personales o litigios masivos), el CPC puede oscilar entre 600 y más de 1.000 dólares por clic (registrando casos reales de hasta 873 dólares por un solo clic que resulta en cliente firmado).
this worth 600 bucks a click because it clicks in this space, what you pay for a click in the personal injury law space Cost per click uh can go up to the roof like in the 1,000. we talk about you paid like $817 or $873 I think it was for one click. >> And it actually turned into a signed case and that's how we could pay $873.
Escúchalo en el minuto 0:15
Rendimiento y MER 10x en captación publicitaria para servicios legales
Medición y experimentosUna estrategia de captación multicanal a largo plazo para un bufete de abogados de lesiones generó más de 3.000 casos firmados, con acuerdos promedio entre $30.000 y $60.000, sumando más de $55 millones en ingresos brutos para la firma y un Media Efficiency Ratio (MER) estimado en 10x sobre el gasto publicitario.
11 got this client over 3,000 signed cases at about $60,000 per settlement is an average in which would then bring in about 184 million in settlement amounts for those well over 50 $555 million in revenue. Is guess would be 20. Uh but the average you can find is like between 30 to 60 conservative estimate, that's a 10x MR. It's a 10x media efficiency ratio. Uh you know, which is income for or revenue
Escúchalo en el minuto 46:11
Costo por clic en Google Ads para litigios de lesiones personales
Medición y experimentosEn el sector legal de lesiones personales (personal injury), los clics en palabras clave de alta intención en Google Ads pueden alcanzar o superar los 1.000 dólares por clic.
still spending on some of those high intent keywords like hundreds of dollars what's the most you've paid for a click >> in the thousand? In the thousand, but 1,000 click and you don't get the case. lost that 1,000 click and it go to they got their $1,000. Well, we could do
Escúchalo en el minuto 43:05
Costos por clic de 800 a 1.000 USD en Google Search para firmas legales hipercompetitivas
Medición y experimentosEn sectores legales de alta competencia (como litigios masivos), el costo por clic en Google Search puede situarse entre 800 y 1.000 USD, lo que hace inviable basarse únicamente en tráfico de búsqueda exacta con presupuestos de 30.000 a 100.000 USD mensuales.
average traffic uh cost per click is like 800 1,000. Some law firm can afford this, some law firm can't. When when you have a budget from 30 to 100K, it started to be difficult to pay 800 a box a click. And around 24 25 we started to
Escúchalo en el minuto 9:05
La experiencia en marketing de afiliados entrena el rigor en la gestión del presupuesto publicitario
Estrategia y decisiones de negocioAprender marketing de respuesta directa como afiliado obliga a arriesgar capital propio y enfrentar pérdidas directas por leads no calificados, lo que desarrolla un sentido de propiedad y responsabilidad esencial para gestionar presupuestos de clientes en entornos hipercompetitivos.
lot of them started in the affiliate space. I mean, that's how I started. I time. You got to know what you're doing but it's a great way to learn this whole marketing is basically you have a company that will pay you per lead or per a certain conversion, and you have to figure out how to pay for the traffic so that it's less than whatever the commission is that you get for the lead sent me a bunch of crap leads. You lose $2,000 a day." And that happened to me many, times. It really is an eat what you kill kind of scenario. And you're affiliate marketer, it's your own money that you put on the…
Escúchalo en el minuto 5:18
Presupuesto anual de 1 millón de dólares sin configuración precisa de tracking
Medición y experimentosEl bufete Mike Morse Law llegó a invertir 1 millón de dólares al año en publicidad digital antes de implementar un seguimiento adecuado que vinculara el gasto con eventos de conversión reales.
Mike Mors law. You started relative like they were spending a million dollars a year. Uh we've got a screenshot of that which actually shows how much they were spending and didn't really have their tracking set up accurately at that point in time. We helped obviously with the
Escúchalo en el minuto 23:24
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.