Every advertising platform does something fundamentally different, and confusing their roles is the fastest way to waste a budget. Google Search captures demand that already exists: someone is actively typing 'AC repair near me' and you simply need to be there. Meta and TikTok do the opposite — they create demand by interrupting people who weren't looking for you yet but might want what you offer once they see it.
Because of that difference, you can't judge them by the same yardstick. Google clicks are expensive but warm; the person already has the problem. Meta and TikTok clicks are cheaper but colder; you're paying to plant a seed. Holding TikTok to Google's conversion rate will make you kill a channel that was actually doing its job further up the funnel.
For a typical service business in the Gulf, a sensible starting split is around 40% on Google for high-intent keywords, 35% on Meta for retargeting and lookalike audiences, and 25% on TikTok for top-of-funnel creative that introduces the brand. This isn't a law — it's a starting hypothesis you adjust as real numbers arrive. A brand-new business with no awareness may need to weight discovery more heavily; an established one may lean into Google.
The single metric that keeps you honest is cost per qualified lead, not cost per click. Clicks lie. A campaign can flood you with cheap clicks that never call, while a more expensive campaign delivers fewer clicks that turn into real conversations. Define what 'qualified' means for your business — a booked call, a WhatsApp message with intent, a form with a real phone number — and measure everything against that.
Retargeting deserves special attention because it is almost always the highest-return line in the whole account. Someone who visited your page and left is far more likely to convert than a cold stranger. Reserve a slice of your Meta budget specifically to follow up with recent visitors, and you'll often find it quietly produces the cheapest leads you have.
Review the split monthly, not daily. Daily numbers are noisy and tempt you into knee-jerk changes. Give each channel enough time and spend to prove itself, then move money toward whatever is producing qualified leads most efficiently.