Meta’s Ascent in India: Is Search’s Reign Ending?
India’s digital advertising landscape is undergoing a significant shift. Meta India is rapidly gaining ground on Google, fueled by the explosive popularity of short-form video and a growing base of small businesses. Whereas Google remains the dominant player, Meta’s 29% year-over-year growth in ad revenue – reaching Rs 29,392 crore in FY25 – is forcing industry leaders to re-evaluate the future of digital advertising in the country.
The Rise of Discovery-Led Advertising
Traditionally, search advertising – exemplified by Google – has focused on “intent-led” marketing, targeting users actively seeking specific products or information. Meta’s success, however, is driven by “influence-led discovery,” where users encounter products and brands through engaging content on platforms like Instagram Reels and Facebook. This shift is particularly noticeable among smaller advertisers who previously found search advertising inaccessible or cost-prohibitive.
Nikhil Rangnekar, CEO of Media Circle, points out that Meta’s growth isn’t solely about budget reallocation. A significant portion comes from new advertisers – small businesses, local enterprises, and direct-to-consumer (D2C) brands – who were previously underserved by search.
Is This a Structural Shift or a Temporary Spike?
Despite Meta’s impressive gains, experts caution against declaring the finish of search advertising. Upasna Dash, Founder and CEO of Jajabor Brand Consultancy, emphasizes that it’s “too early to call this a long-term structural shift.” She suggests the current momentum is largely driven by the monetization of Reels and the influencer ecosystem, which may not be sustainable indefinitely.
Rajiv Dingra, Founder and CEO of ReBid, offers a nuanced perspective, describing the moment as both cyclical and structural. He acknowledges the growing trend toward discovery-led consumption, where creators and short-form video shape consumer consideration. However, he as well recognizes that Reels monetization will likely stabilize over time, moderating Meta’s growth rate.
Trust, Attribution, and the Funnel
Even if Meta achieves ad revenue parity with Google, industry leaders emphasize that revenue doesn’t equate to trust. Search remains dominant when consumers have clear purchase intent. Advertisers are becoming more comfortable funding demand creation on social media, even with weaker attribution models.
Rishabh Mahendru, SVP, Client Success and Growth at AdLift, warns against over-crediting upper-funnel signals. Attribution measurement in India remains a challenge, with issues like bots and click farms distorting effectiveness. The risk lies in misinterpreting these signals and overvaluing discovery-led formats.
WhatsApp: The Next Frontier?
WhatsApp monetization is seen as a potential game-changer for Meta. Formats like status ads and click-to-message have strong potential, but Google is expected to respond strategically. While WhatsApp could expand Meta’s ad ceiling, it’s unlikely to be a “winner-takes-all” scenario.
Dingra suggests that scaled WhatsApp monetization could structurally expand Meta’s reach by pushing it closer to transactions and customer retention, influencing not just demand creation but also parts of the conversion process.
The Power of Integration
For advertisers, the key lies in integrating social, messaging, and search channels rather than treating them as silos. Social and messaging platforms shape intent upstream, while search captures it once it forms. Brands that understand this interplay will be best positioned to succeed.
Frequently Asked Questions
Q: Is Meta replacing Google in India’s ad market?
A: Not entirely. Meta is gaining significant ground, particularly with smaller advertisers and through discovery-led advertising, but Google remains dominant in high-intent searches.
Q: What is driving Meta’s growth in India?
A: The popularity of short-form video (Reels), the growth of the influencer ecosystem, and increased participation from small businesses are key drivers.
Q: Is discovery-led advertising more effective than search advertising?
A: It depends on the consumer’s stage in the buying journey. Search is effective for high-intent purchases, while discovery-led advertising is better for building awareness and influencing consideration.
Q: What role will WhatsApp play in Meta’s future growth?
A: WhatsApp monetization has the potential to significantly expand Meta’s ad ceiling, but it’s unlikely to disrupt Google’s dominance completely.
Did you know? India is Meta’s largest market, with over a billion monthly users across Facebook, Instagram, and WhatsApp.
Pro Tip: Diversify your advertising strategy across multiple platforms to reach a wider audience and maximize your ROI.
What are your thoughts on the changing digital advertising landscape in India? Share your insights in the comments below!
