The most common question we get from organizers: should I put my budget on Meta or Google? The honest answer is both — but in a specific order and for specific jobs.
Meta creates demand
Most people don't wake up searching for your event — they don't know it exists yet. Meta's strength is putting a compelling 6–15 second video in front of the right audience and making them want to go.
It's also where retargeting lives: everyone who watched your video or visited your page becomes an audience you can bring back cheaply.
Google captures demand
Once people know about your event — or are searching for 'things to do this weekend' — Google catches that intent. Search and Performance Max convert warm and in-market audiences at a strong cost per ticket.
How we usually split it
For a typical event we start weighted toward Meta to build the audience, then shift budget to Google and retargeting as the on-sale heats up. The exact split depends on your price point, audience and timeline — which is what the campaign plan is for.