Google vs TikTok ROI Reality Check

This dashboard compares platform-level efficiency through ROAS and CPA, then pressure-tests the result across industries and campaign types to see whether the usual Google-first assumption holds in this dataset.

Best overall ROAS
7.62x
+119.6% vs Google Ads
TikTok Ads leads the platform ranking on return.
Lowest overall CPA
$21.67
55.3% lower than Google Ads
TikTok Ads acquires conversions at the lowest cost.
Industry ROAS wins
5 / 5
TikTok led every industry
No sector in this cut reverses the top platform.
Campaign ROAS wins
4 / 4
TikTok led every campaign type
Even the Search campaign category favors TikTok here.
Consensus check

The dataset runs against the usual consensus. Overall, TikTok Ads posts the highest ROAS and the lowest CPA, while Google Ads carries the largest spend but the weakest efficiency.

TikTok returns 7.62x on spend versus Google Ads at 3.47x, which means the return gap is not a narrow edge but a step-change in efficiency.

Pattern consistency

The advantage is not limited to one pocket of the mix. TikTok leads ROAS in all five industries and all four campaign types included here, with Meta Ads consistently sitting in the middle.

The most important nuance: even in the Search campaign category, TikTok reaches 8.12x versus Google Ads at 3.92x.

Overall ROAS and CPA by platform
Bars show ROAS and the line shows CPA so the trade-off between return and acquisition cost is visible in one view.
ROAS by platform and industry
The heatmap makes the cross-industry pattern clear: TikTok stays ahead in every industry shown.
ROAS by platform and campaign type
Grouped bars show that the rank order remains intact across Display, Search, Shopping, and Video campaigns.
Industry ROAS detail
Industry Google Ads Meta Ads TikTok Ads Leader
E-commerce3.70x4.97x8.36xTikTok Ads
EdTech3.58x6.22x7.35xTikTok Ads
Fintech3.70x4.83x6.38xTikTok Ads
Healthcare3.12x6.51x7.68xTikTok Ads
SaaS3.29x5.70x8.26xTikTok Ads
Campaign ROAS detail
Campaign type Google Ads Meta Ads TikTok Ads Leader
Display3.16x5.82x8.01xTikTok Ads
Search3.92x5.77x8.12xTikTok Ads
Shopping3.23x5.54x6.85xTikTok Ads
Video3.53x5.51x7.56xTikTok Ads