Meta Just Overtook Google in Ad Revenue
For the first time ever, Meta is forecast to exceed Google in global ad revenue in 2026.
eMarketer's May 2026 forecast confirms the shift: Meta at $243.46B, Google at $239.54B. Meta's growth rate is more than double Google's.
The headline number
eMarketer's May 2026 forecast: Meta will pull in $243.46 billion in 2026 ad revenue, surpassing Google's $239.54 billion. This is the first time Meta has exceeded Google in either US or global ad revenue. The gap is narrow but the trajectory is clear, Meta is growing 2x faster.
What's driving Meta's growth
Three things: Reels performance (sustained engagement, lower CPM than Stories), Advantage+ AI automation (campaigns that nearly run themselves with better results than manual setup), and first-party data strength (Meta knows users better than Google does for many demographics).
What's slowing Google
AI Overviews and AI Mode absorb informational queries. Search ad clicks are declining as users get answers without clicking. Search ad revenue grew only 11% in 2025 vs 15.9% in 2024, the deceleration is real.
What this means for your budget
If your paid budget is heavily Google-weighted, revisit allocation. Meta's Advantage+ Shopping campaigns are getting better ROAS for many DTC brands. LinkedIn (also Meta-adjacent in B2B) is winning enterprise targeting share. Test 20-30% budget shift if you haven't already.