A pattern I kept running into early on, before we really systematized this: a cl
By Michael Erickson Facchin · August 3, 2026 · Curated by George's Blog
A pattern I kept running into early on, before we really systematized this: a client would come to me frustrated. "My Amazon ACoS is way higher than what my Google Ads guy is getting on CPA. Something's wrong."
Nothing was wrong. They were just comparing two different battles using the same scoreboard.
Here's the realization that changed how I think about this entirely: Amazon PPC and Google Ads aren't competing in the same arena, even though we measure them with similar-looking numbers.
On Amazon, you're advertising to someone standing at the checkout counter they typed a product name, they're ready to buy, and that intent comes at a price. A "high" ACoS on Amazon can still be an incredibly profitable outcome because the conversion rate on that traffic is often exceptional.
On Google, you're frequently catching someone earlier: researching, comparing, still deciding. That can look more "efficient" on paper, but you're also carrying more of the buyer's journey, not just the final step.
The moment I stopped telling clients "let's get your ACoS/CPA in line with the other channel" and started asking "what job is this channel actually doing in your funnel", that's when the strategy conversations got dramatically better.
Two channels. Two different weapons. Neither one wins by pretending to be the other.
That reframe alone has saved more account relationships than any tactic I can point to.