For most UK direct to consumer brands, the honest answer in 2026 is kind of that Meta and Google are not really competitors, not in the same sense; they’re kinda two different jobs. Google captures demand from people already looking. The best London DTC accounts use both, but if you are early and choosing where to start, Meta is usually the better first channel for visual DTC products because it is cheaper to reach new buyers and it builds the demand that Google later harvests.
Key takeaways
- Meta creates demand, Google captures it. They do different jobs.
- Average Meta CPC costs $0.78 while Google Search CPCs are around $5.26 for industries (Ryze, 2026).
- The median Meta cost per lead stands at $27.66 compared to Google’s cost of $70.11 (2026).
- Since Google provides more purchase intent, the high cost will be able to convert successfully.
- For visual DTC brands in London, Meta is often the stronger demand engine to lead with.
The core difference: intent versus discovery
Google is an intent channel. Someone types a query, and you answer it. That intent is why Google can convert at a high rate, and also why its clicks cost more. Meta is a discovery channel. People are scrolling, not really shopping, so your creative has to work a little harder and earn that click by kindling desire. It’s more complex, sure, but it’s also the way you reach buyers who would never have looked for you in the first place.
For a new London beauty or fashion brand, most of your future customers do not know you exist yet, so they are not searching for you. Meta lets you introduce the brand at scale and relatively cheaply.
The cost comparison
| Metric | Meta | |
|---|---|---|
| Average CPC | around USD 0.78 for all industries, USD 0.67 for ecommerce | around USD 5.26 on Search |
| Cost per lead | around USD 27.66 | around USD 70.11 |
| Buyer state | discovery, lower intent | active intent, higher |
| Main lever | creative | keywords and intent |
Source: Ryze and industry benchmark data, 2026.
The takeaway is not that Meta is simply cheaper and therefore better. It is that the two channels price the state of the buyer. Google costs more per click because the person is closer to buying. Meta costs less because you are reaching people earlier in the journey.
When to lead with Meta
Lead with Meta when your product is visual, when your brand is still building awareness, and when your average order value can support demand creation. Fashion, beauty, wellness, and home goods, which are strong UK ecommerce categories, all tend to perform well on Meta because they benefit from imagery and short video.
When Google earns more budget
Google deserves a larger share when there is real existing search demand for your category, when you have branded search to protect, or when you sell considered, higher price products people research before buying. Google Shopping and branded search often capture buyers Meta has already warmed up, which is why the channels compound.
How London DTC brands should split budget
There is no universal ratio, but a common pattern for growing DTC brands is to put the majority of prospecting budget into Meta to create demand, while running Google branded search and Shopping to capture that demand efficiently. As the brand scales and search volume grows, Google’s share naturally rises. The key discipline is to judge both channels on blended marketing efficiency across the whole business, not on each platform’s self reported ROAS, since both over attribute.
Frequently asked questions
Is Meta or Google cheaper for UK ecommerce?
Meta has a far lower cost per click, about 0.78 versus 5.26 on Google Search, but Google clicks come from higher intent buyers, so cost alone does not decide value.
Should a new DTC brand start with Meta or Google?
Usually Meta for visual products, because it creates the demand that Google later captures, and it reaches new buyers more cheaply.
Can I run both on a small budget?
Yes, but focus. Many small brands lead with Meta for prospecting and run only branded search on Google until volume grows.
How do I measure both fairly?
Use blended marketing efficiency, total revenue divided by total ad spend, rather than trusting each platform’s reported ROAS.
Build a channel strategy that fits your brand
SOMS Media helps London DTC brands scale profitably on Meta and structures the funnel so paid social and search work together. Book a free 20 minute audit, and we will map where your budget belongs across channels.