EzyDog — Full-Funnel Growth Case Study

Google + Meta Performance — Case Study

EzyDog Full-Funnel Growth

A 10-week look at how Google and Meta worked as one system — Meta building top-of-funnel awareness, discovery, and interest, while Google captured and converted that demand, including a lift in branded search.

ROLEPerformance Marketing, Apex Brands

SOURCEGoogle Ads & Meta Ads in-platform reporting

Campaign Totals

10 WEEKS · APR 27 – JUL 5

Total Spend Combined

$13,420

Total Purchases Combined

734

Total Conversion Value Combined

$60,996

Blended ROAS Combined

4.55x

Blended ROAS Google

6.89x

Blended ROAS Meta

2.22x

Meta's blended ROAS reflects its role earlier in the funnel — building awareness and interest — rather than direct last-click conversion.

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EzyDog — Full-Funnel Growth Case Study

The full-funnel thesis

Meta's ROAS is modest on its own — that's by design. Its job is to build awareness, discovery, and interest at the top of the funnel. Google, including branded search, is where that demand gets captured and converted. The week of Jun 22–28 makes the case plainly.

Proof point — week of Jun 22–28

Meta spikes, Google follows

Meta ROAS jumped 161% week-over-week the same week Google ROAS rose 39% and conversion value climbed 36% — a clear signal that Meta-driven awareness was converting through Google, including branded search.

4.31x

Meta ROAS (+161% WoW)

7.26x

Google ROAS (+39% WoW)

$2,443

Meta conv. value (+163%)

$4,818

Google conv. value (+36%)

Google: the conversion engine

GOOGLE ADS

Spend stayed remarkably steady across all 10 weeks while ROAS ranged from 5.2x to 8.8x — Google converted demand efficiently regardless of budget swings, peaking the week of May 25–31.

Weekly spend

Peak week spend

ROAS

Meta: fueling the funnel

META ADS

Meta's ROAS held in a modest 1.5x–2.5x band for most of the period — consistent with a top-of-funnel role — before spiking to 4.31x the week of Jun 22–28, the same week Google's numbers jumped too.

Weekly spend

Peak week spend

ROAS

Full-funnel synergy

Plotting both channels' ROAS together shows Google consistently running 3–4x higher than Meta — expected for a bottom-funnel, high-intent channel — with the two lines moving together in the highlighted week, right when Meta's top-of-funnel push was strongest.

Google ROAS

Meta ROAS

Proof-point week (Jun 22–28)

Weekly detail

Google Ads

Week	Spend	Purchases	ROAS	Conv. value	CPA
Apr 27–May 3	$662	48.00	6.64x	$4,396	$14.00
May 4–10	$683	53.79	6.28x	$4,287	$13.00
May 11–17	$685	50.45	6.62x	$4,534	$14.00
May 18–24	$633	56.28	7.35x	$4,659	$11.00
May 25–31	$605	56.97	8.82x	$5,338	$10.60
Jun 1–7	$713	61.80	6.12x	$4,364	$11.50
Jun 8–14	$700	62.64	8.07x	$5,652	$11.20
Jun 15–21	$682	47.37	5.21x	$3,549	$14.40
Jun 22–28	$664	54.95	7.26x	$4,818	$12.10
Jun 29–Jul 5	$653	54.43	6.75x	$4,404	$12.00

Meta Ads

Week	Spend	Purchases	ROAS	Conv. value	CPA
Apr 27–May 3	$782	18	2.08x	$1,629	$43.00
May 4–10	$919	28	2.53x	$2,327	$33.00
May 11–17	$650	18	2.21x	$1,433	$36.00
May 18–24	$810	20	2.06x	$1,669	$41.00
May 25–31	$619	19	1.76x	$1,092	$33.00
Jun 1–7	$553	21	2.23x	$1,231	$26.00
Jun 8–14	$543	13	1.46x	$790	$42.00
Jun 15–21	$561	13	1.65x	$928	$43.00
Jun 22–28	$567	15	4.31x	$2,443	$38.00
Jun 29–Jul 5	$736	22	1.98x	$1,453	$33.00