Meta Campaigns

Drive Results Beyond the Platform:

Insights from 11 Accounts

The Challenge

At Salestube, marketing decisions are based on data, not guesswork. Instead of assuming Meta campaigns deliver value for our clients, we ran our own study to get a clear answer: Do Meta ads influence search traffic?

We aimed to assess the synergy across the entire sales funnel, not just within a single platform. The results would inform recommendations designed to raise our clients’ overall ROI.

Our Approach

We used the Search Lift methodology, conducting studies with test and control groups to measure the real impact of Meta ad exposure on:

  • Organic search traffic

  • Paid search traffic (Google Ads)

  • Direct traffic

Scope

The study covered 11 ad accounts across Europe, spanning industries like retail, beauty, travel, and insurance. This ensured the results were both statistically valid and broadly applicable.

Measurement Setup

We used a test environment built on Meta Pixel and custom events, supported by UTM parameters and detailed tagging. This allowed us to accurately track whether users arrived on the website from an ad, an organic search result, or a branded search.

The Results

+32,3%

increase in direct traffic after exposure to Meta campaigns (confirmed in 10 tests)

+21,1%

increase in organic search traffic after exposure to Meta campaigns (confirmed in 11 tests)

+19,9%

more visits from Google Ads after exposure to Meta campaigns (confirmed in 11 tests)

The takeaway is clear: Meta campaigns generate incremental traffic beyond the Meta ecosystem. That’s a strong case for planning cross-channel campaigns that optimize for total business impact, not just clicks from one platform.