“Unlocking Sustainable Growth Through Integrated Facebook and Google Ad Strategies With Heidi Sturrock”

Heidi Sturrock

Heidi Sturrock is a Search Marketing Advisor and Funnel Fixer with 24 years of experience in paid search, working independently with brands and agencies to optimize ad performance on Google, YouTube, and Microsoft. She is recognized for her proven track record of building high-performing campaigns and her expertise in leveraging automation, AI-driven strategies, and holistic, multichannel marketing to drive business growth even in challenging markets.

Here’s a glimpse of what you’ll learn:

[04:04] Heidi Sturrock discusses the dangers of cutting top-of-funnel ads too soon
[06:53] The power of incrementality and multi-touch attribution today
[11:44] What Google Ads actually offers beyond simple search
[12:54] Heidi shares Google’s automation and Performance Max secrets
[17:39] How modern Google Ads structures outperform outdated campaign setups
[19:09] Combining Google and Facebook for unbeatable customer targeting synergy
[25:54] Why Google clicks cost more and when it’s worth it
[31:03] Free tools and tactics to prove multi-platform ad effectiveness
[37:20] Avoiding costly mistakes by maintaining ad consistency during lean times

In this episode…

In a landscape where ad budgets are tighter and performance metrics are under the microscope, brands are under pressure to prove what’s really driving growth. With platforms like Facebook and Google often competing for credit, how can marketers ensure they’re not cutting off the very traffic that fuels their conversions?

According to Heidi Sturrock, a veteran Search Marketing Advisor and Funnel Fixer, true sustainable growth happens when Facebook and Google ads work together, not in isolation. She highlights that Facebook’s top-of-funnel awareness campaigns directly influence Google’s bottom-of-funnel conversions, creating an ecosystem that drives long-term performance. Heidi emphasizes the importance of incrementality testing, modern campaign structures, and understanding automation’s role in scaling efficiently. By aligning paid search and social strategies, brands can maintain momentum even when the market shifts and avoid the costly mistake of cutting off key demand channels.

In this episode of Truth About Social Ads, host Jason Smith sits down with Heidi Sturrock to discuss how integrated Facebook and Google ad strategies unlock sustainable growth. They explore the importance of multi-touch attribution, why automation should be approached with caution, and how brands can test incrementality before slashing budgets. Heidi also shares insights on adapting to AI-driven ad changes while staying true to brand integrity.

Resources Mentioned in this episode

Quotable Moments

“The smartest companies and businesses that have all of the channels lined up know that the ability to grow and recover will depend on not trying to chase metrics of the past.”
“What the name of the game really is is Incrementality at this point, right?”
“Let’s learn how to use them, and let’s learn how to work with the system.”
“Fighting it is futile, so learning how to adapt best to your brand using these tools now that Google has provided is the best way to do it.”
“Our job really is to carry over the value of what we’re doing in spending money, serving ads, trying to feed the funnel from the top to the bottom.”

Action Steps

Test incrementality before cutting budgets: Running controlled tests helps reveal how Facebook and Google ads truly influence each other’s results.
Align paid search and social strategies: Coordinating these channels ensures a steady flow of traffic across the funnel and avoids performance drops.
Modernize campaign structures: Updating outdated Google Ads setups allows smarter bidding models and AI-driven optimizations to work effectively.
Track holistic metrics, not just ROAS: Measuring overall revenue and marketing efficiency ratio (MER) offers a more accurate picture of ad efficiency and profitability.
Maintain steady ad investment through market shifts: Consistent spending preserves brand visibility and prevents competitors from capturing lost ground during downturns.

Sponsor for this episode

Spotlight Social Advertising is a results-driven digital marketing agency that helps businesses scale with powerful Facebook and Instagram advertising. Their expert team crafts highly targeted campaigns that attract the right audience, boost engagement, and drive real conversions.

Whether you’re a startup looking to build brand awareness or an established company aiming for higher ROI, Spotlight leverages data-backed strategies to maximize every ad dollar.

Ready to grow your business with expert social media advertising? Contact Spotlight Social Advertising today to get started.