Google captures demand, Meta creates it
The division of labour nobody states plainly.
Not filmed yet
The lesson is written out below. The video comes after.
These two platforms are doing different jobs and people keep comparing them as if they were doing the same one.
Google captures demand that already exists. Somebody wants the thing, they type it, you are there. Meta creates demand — nobody was looking, and now they are interested. Judging Meta on last-click conversion is judging it on the job Google does.
The practical consequence is that running them in separate silos, with separate reporting and separate budgets defended by separate logic, means neither platform ever sees the full path. The interesting work is in the handoff between them, and almost nobody looks at it.
The one thing to keep
Run them as separate silos and neither platform sees the full path.