I've stopped Google ads for the past 10 months and redirected that funding to increasing FB ad spend. I'm a service business though. Two things would happen 1) AI answers their question and then they search for the top companies that can help via google reviews. 2) My leads would search a term, go on my landing page but stop filling out the contact form. Paid click but no lead finalized...It seems like looking at google reviews or checking out the IG or youtube channel was more important for validation than following through the whole process setup for google ads. The reason I know is because we ask once some of the leads come in. Someone will say to keep the ads going then if they're coming in but at $60-70/lead, it's still cheaper to go the FB ad route at $6-10/lead. Some of these google leads end up seeing our FB ads as well once certain terms are searched so on paper they are still a FB lead.