Our Place Runs 5 Countries on Meta. 42 on Google. One Ad Has Been Live for 3 Years.

Last week I published a breakdown of Our Place’s Meta account. 502 ads, 94% of them DCO, 472 sharing the literal {{product.brand}} template variable as body text. A machine.

Then I scraped their Google ad library to write the cross-platform companion piece. I expected some overlap. Maybe the same products. Maybe the same messaging. Maybe the same countries.

What I found is that Our Place runs Google ads in 42 countries. Their Meta account runs in 5. One of their Google ads has been live continuously since March 13, 2023 - 1,103 days as of the scrape. Their Meta ads have a median age of 23 days.

The same brand. The same product catalog. Two completely different playbooks.

Let me walk you through what’s in the data.

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1. 703 ads. 42 countries. Legal name: “LAGOM KITCHEN COMPANY.”

Our Place’s Google ad account is registered under the parent entity Lagom Kitchen Company. “Lagom” is the Swedish word for “just enough.” The name never appears in any ad copy - it’s purely backend.

The account runs 703 unique ads (across Apify scrapes from both US and UK vantage points, deduplicated by creative ID).

Format breakdown:

• TEXT: 425 ads (60%)
• VIDEO: 192 ads (27%)
• IMAGE: 86 ads (12%)

Active in last 30 days: 292 ads. The remaining 411 stopped running within the last 6 months, but are still accessible in Google’s ad transparency archive.

Now compare this to Meta. Meta: 502 ads, 94% DCO, 0 text ads. Google: 703 ads, 60% text, 0 DCO.

The formats don’t overlap at all. Not partially. Not mostly. Literally zero.

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2. Meta Is 5 Countries. Google Is 42.

Here’s the Meta country map (from last week’s analysis):

1. US
2. UK
3. Canada
4. Australia
5. France

Here’s the Google country map:

1. United States: 500 ads
2. United Kingdom: 92
3. Australia: 76
4. New Zealand: 50
5. France: 42
6. Canada: 36
7. Spain: 28
8. Italy: 24
9. Germany: 24
10. Portugal: 21
11. Greece: 20
12. Netherlands: 17
13. Poland: 13
14. Romania: 12
15. Croatia: 11
16. Bulgaria: 11
17. Czechia: 10
18. Hungary: 10
19. Ireland: 9
20. Sweden: 9
21. Austria: 8
22. Finland: 7
23. Latvia: 7
24. Denmark: 6
25. Norway: 6
26. Belgium: 6
27. India: 6
28. Iceland: 5
29. Slovenia: 5
30. Mexico: 5
31. Lithuania: 5
32. Cyprus: 5
33. Estonia: 4
34. Malta: 3
35. Brazil: 2

42 total markets. Only 5 of them overlap with Meta - US, UK, Canada, Australia, France. The other 37 countries only see Our Place through Google.

Think about what that means for a shopper in, say, Poland or Greece or the Czech Republic. They’ll never see an Our Place Instagram ad. They’ll never get retargeted on Facebook. Their only exposure to the brand is when they type “non-toxic cookware” into Google and Our Place’s search ad appears.

My hunch is that Meta’s cost-per-acquisition in non-English Europe is too high to justify the creative overhead, so Our Place skips it entirely. Google handles the long-tail geographic reach with one ad running in 23 countries at once. More on that shortly.

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3. One Ad Has Been Running for 1,103 Days.

I parsed the first-shown and last-shown dates for every Google ad. Here’s what I found.

Median ad age on Meta: 23 days. Median ad age on Google (in European markets with available data): 650 to 750 days.

Top 10 longest-running Google ads:

1. 1,103 days - “Our Place® - The Always Pan - Nonstick without Toxic Metals” (TEXT, first shown March 13, 2023, still live March 20, 2026. Regions: France, US, Italy.)
2. 1,022 days - IMAGE ad (first shown June 2, 2023. Regions: Lithuania, Bulgaria, Greece, UK, Poland.)
3. 803 days - “Our Place - Wonder Oven® - Air Fryer & Toaster Oven in 1” (TEXT, Jan 8, 2024. Regions: Croatia, US, Portugal, France, Romania.)
4. 802 days - “Our Place - Wonder Oven® - Air Fry, Toast, Bake, Reheat” (TEXT, Jan 8, 2024.)
5. 802 days - “Our Place - Wonder Oven® - Made without PFAs” (TEXT, Jan 8, 2024.)
6. 792 days - “Our Place - Wonder Oven® - Replaces 4 Appliances” (TEXT, Jan 18, 2024.)
7. 772 days - “Our Place® Air Fryer & Toaster - Air Fryer & Toaster Oven in 1” (TEXT, Feb 8, 2024.)
8. 771 days - “Our Place® Air Fryer & Toaster - 1-Year Warranty, Free Shipping” (TEXT, Feb 9, 2024.)
9. 759 days - “6-in-1 Wonder Oven Our Place - Air Fryer & Toaster Oven in 1” (TEXT, Feb 21, 2024.)
10. 708 days - “The Titanium Always Pan® Pro - The First No-Coating Nonstick” (TEXT, April 11, 2024.)

15 ads have been running over 2 years. Another 8 ads 700-800 days. All are Wonder Oven search variations or Always Pan Pro search variations targeting European long-tail.

The #1 longest-running ad is worth sitting with. It’s a search ad. The headline is “Our Place® - The Always Pan - Nonstick without Toxic Metals.” The description is “Designed to making cooking easier with a non-toxic nonstick coating that’s easy to clean With the Always Pan you can…” Launched in March 2023. Still showing to shoppers three years later.

For comparison, Ridge Wallet’s ad library had some ads running 90+ days as long-tail evergreens and I flagged that as unusual. Our Place’s Google library has ads running twelve times longer than that.

My interpretation is that Our Place treats Google search as infrastructure, not creative testing. On Meta they flood, burn, replace. On Google they set it and forget it. Once a search ad converts, they leave it running until it breaks.

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4. The Ads That Last Are Wonder Oven and Always Pan Pro.

Of the 23 ads running over 365 days, almost every single one is either a Wonder Oven ad (first launched January 2024) or an Always Pan Pro / Titanium ad (first launched April-May 2024).

Timeline of Google creative waves:

• March 2023: 2 ads - The original “Always Pan - Nonstick without Toxic Metals” push. Both still live.
• January 2024: 110 ads - Wonder Oven launch wave. Most of this inventory still running.
• May 2024: 84 ads - Always Pan Pro / Titanium “300% stronger than stainless” launch. Much of this still live in Europe.
• February 2026: 15 ads - Recent freshening push, including the 6 French-localized ads.

The brand’s Google investment pattern is almost archaeological. You can see the product launches by looking at when new ads appeared, and you can see what worked by looking at what’s still live years later.

Compare this to Meta, where 93% of the current active library was built in the 12 weeks before the scrape. Meta is a weekly refresh. Google is a three-year accumulation.

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5. 111 Unique Headlines Across 425 Text Ads.

Meta’s messaging is locked. 472 of 502 ads share the literal {{product.brand}} body text. All the testing happens inside 159 unique card bodies.

Google is the opposite. Of the 425 TEXT ads, I could extract 133 with clean headline OCR. Among those, 111 unique headlines and 110 unique descriptions.

Almost every Google search ad is a different copy variant. That’s a deliberate choice - Google rewards keyword relevance, so you match headline to intent. A shopper searching “air fryer without PFAS” sees “Non-Toxic Airfryer & Toaster - Free Shipping & Returns.” A shopper searching “titanium non stick pan” sees “The First No-Coating Nonstick - 300% Stronger than Stainless.”

The headline variation follows Google’s classic sitelink structure - “Primary Brand - Secondary Hook - Proof Point.” 93 headlines use exactly one dash separator. 32 use two. 8 have no dashes.

Top secondary hooks (the phrase after the first dash):

1. “The Always Pan” - 16 ads
2. “Wonder Oven®” - 8 ads
3. “The First No-Coating Nonstick” - 7 ads
4. “Non-Stick and Non-Toxic” - 5 ads
5. “Woman & Immigrant-Owned” - 4 ads
6. “Free Shipping & Returns” - 4 ads
7. “Top-Rated Cookware” - 3 ads
8. “300% Stronger than Stainless” - 3 ads
9. “Air Fryer & Toaster Oven in 1” - 3 ads
10. “Get £45 Off the Pot & Pan Set” - 3 ads

What this tells me is that Our Place’s search strategy is built around product keyword clusters, not brand awareness. They’re showing up for “air fryer,” “titanium non stick,” “best cookware,” and matching each keyword cluster to a specific hook.

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6. 56% of Headlines Carry the ® Symbol. Every Search Impression Reinforces the Trademark.

Out of 133 headlines I could cleanly extract, 75 contain the ® symbol - “Our Place®”, “The Always Pan®”, “Wonder Oven®”, “Titanium Always Pan® Pro.”

That’s 56.4%.

Zero ™ symbols. They only use registered trademarks, not pending ones.

I flagged this because it’s a subtle but consistent pattern. Every search impression is working to reinforce brand equity. A shopper who never clicks still sees “The Always Pan® by Our Place®” and learns that the product is a registered brand. Over time, when they type “always pan” into Google, they’re searching for a specific product name, not a generic descriptor. That brand association isn’t accidental - it’s being built impression by impression.

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7. “Woman & Immigrant-Owned” - 8 Ads. Zero on Meta.

This is one of the findings that surprised me most.

In 8 Google text ads, Our Place uses the phrase “Woman & Immigrant-Owned” as a headline differentiator. Headlines like:

• “Our Place® | The Home Cook Duo - Woman & Immigrant-Owned”
• “The Best-Selling Pot & Pan Set - Woman & Immigrant-Owned”
• “Our Place®- Top-Rated Cookware - Woman & Immigrant-Owned - Free Returns”

Shiza Shahid - Our Place’s co-founder - was born in Pakistan and co-founded the Malala Fund before starting Our Place. This is the origin story the brand leans on heavily in press coverage.

But that positioning appears only on Google, not on Meta. I scraped the full Meta library (502 ads, 1,136 carousel cards) and the phrase “woman-owned” or “immigrant-owned” appears in zero of them.

My hunch is that the split is intentional. On Meta, shoppers are in a discovery mindset - they’re scrolling, not searching. The hook needs to be product-first (non-toxic, multifunctional, Wonder Oven). On Google, many shoppers have already searched the brand by name (“our place cookware”) and are in a validation mindset - the mission-driven framing works as a closing reassurance before the click.

I can’t say for certain that’s the logic. But the absence on Meta and presence on Google is a real, counted, repeatable pattern.

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8. One Ad Runs in 23 Countries Simultaneously.

Most Google ads in the library run in 1 or 2 countries. But there’s a handful of master ads that run everywhere.

Countries-per-ad distribution among ads where Dzomar’s scraper captured regional data:

• 1 country: 175 ads
• 2 countries: 56 ads
• 3 countries: 4 ads
• 5 countries: 1 ad
• 6 countries: 2 ads
• 7 countries: 1 ad
• 9 countries: 5 ads
• 16 countries: 1 ad
• 17 countries: 1 ad
• 20 countries: 1 ad
• 23 countries: 1 ad
• 26 countries: 1 ad

The 26-country ad is an IMAGE ad. The 23-country ad is a TEXT ad targeting Belgium, Bulgaria, Canada, Croatia, Czechia, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovenia, Spain, Sweden, UK, and US - all with the same copy.

What this tells me is that Our Place has a small pool of “evergreen” creatives designed to run continent-wide, alongside country-specific variations for their top markets. The 500 US ads and 92 UK ads are hyper-local. The multi-country ads are the coverage engine for smaller markets.

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9. Product Mix Per Country Tells Different Stories.

Here’s the product focus in each major market’s TEXT ads:

United States (37 ads)

1. Wonder Oven: 12
2. Titanium Always Pan: 8
3. Always Pan: 7
4. Home Cook Duo: 4
5. Perfect Pot: 3

Australia (44 ads)

1. Always Pan: 12
2. Home Cook Duo: 11
3. Titanium Always Pan: 9
4. Cookware (general): 7
5. Wonder Oven: 4

United Kingdom (29 ads)

1. Always Pan: 10
2. Home Cook Duo: 7
3. Cookware (general): 6
4. Dinnerware: 2
5. Perfect Pot: 2

France (26 ads)

1. Always Pan: 10
2. Wonder Oven: 8
3. Titanium Always Pan: 5
4. Home Cook Duo: 1

Canada (20 ads)

1. Titanium Always Pan: 9
2. Wonder Oven: 5
3. Always Pan: 3
4. Home Cook Duo: 3

Spain, Italy, Germany, Portugal, Greece, Netherlands, Bulgaria, Croatia, Czechia (combined Eastern/Southern Europe, ~70 ads)

• Almost exclusively Wonder Oven + Always Pan. Titanium barely surfaces. Home Cook Duo only in a few markets.

The pattern: English-speaking markets get the full product catalog. Non-English Europe gets a two-product funnel - Wonder Oven as the entry point, Always Pan as the upsell.

This matches the Meta pattern but from a different angle. On Meta, Wonder Oven is the hero product pushing hard in English markets. On Google, Wonder Oven is the evergreen default that handles long-tail reach.

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10. Only One Promotional Offer Appears at Scale: “£45 off the Pot & Pan Set.”

I pulled every offer string from the OCR data. The complete list:

• “View 7 prices from £45.00” - 5 ads (UK shopping ads)
• “Limited lifetime warranty” - 5 ads (Titanium Pro)
• “View 7 prices from $45.00” - 4 ads (US shopping ads)
• “Free shipping” - 4 ads
• “Bundle & Save” - 3 ads
• “Free shipping & returns” - 2 ads
• “100 Day Trial” - 2 ads
• “Get £45 Off the Pot & Pan Set” - 2 ads
• “1-Year Warranty, Free Shipping” - 2 ads
• “Up to 35% Off Sitewide” - 1 ad
• “-41%” - 1 ad (Titanium Mini Perfect Pot)

Compare this to Meta, where “SaveSecretSale” with a 20-25% discount appeared in 63 ads across a dedicated Fermat-powered funnel subdomain. On Google, there’s no equivalent promo machine. The biggest promotional push is a flat “£45 off the Pot & Pan Set” offer running in 10 UK shopping ads.

My interpretation is that Google traffic converts without needing the discount lever. A shopper who searches “always pan” already knows the product, already knows Our Place, and probably already has intent. Meta needs the discount to break through an indifferent feed. Google doesn’t.

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11. 10 Google Shopping (PLA) Ads with Price Display.

Inside the 425 TEXT ads, 10 have the specific offer string “View N prices from £X” or “View N prices from $X” - the signature of Google Shopping ads pulling from a Merchant Center product feed.

Regional distribution:

• UK: 5 ads (View 7 prices from £45.00)
• US: 4 ads (View 7 prices from $45.00)
• Canada (Belgium/Bulgaria multi-country): 1 ad (View 8 prices from CA$50.00)

The £45 anchor price is notable. That’s the entry-level price of the Mini Always Pan in UK pricing. Every PLA ad leads with the lowest price in the product set, which is a smart way to pull click-through even when the average order value is far higher.

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12. 6 Fully French-Localized Ads. Launched February 25, 2026.

Of the 42 France-targeted Google ads, only 6 are written in French. The other 36 run English copy with French landing page URLs.

The 6 French ads all share a launch date: February 25, 2026. This matches the Meta launch pattern almost exactly - the Meta French campaign burst was February 23-26. Our Place did a coordinated French-market push across both platforms in late February 2026.

The French headlines:

• “L’équivalent de 10 ustensiles” (The equivalent of 10 utensils) - 3 ads
• “L’équivalent de 10 ustensiles - Poêle antiadhésive non toxique” (The equivalent of 10 utensils - Non-toxic nonstick pan) - 2 ads
• “Céramique antiadhésive - Adaptées à la cuisson au four” (Non-stick ceramic - Suitable for oven cooking) - 1 ad

The French descriptions:

• “L’Always Pan, une grande polyvalence : de l’œuf au plat jusqu’au poulet rôti.” (The Always Pan, great versatility: from fried eggs to roast chicken.)
• “Cuisinez sans difficulté grâce au revêtement anti-adhésif non toxique & facile à nettoyer.” (Cook effortlessly with the non-toxic, easy-to-clean nonstick coating.)

The French positioning is strikingly different from the English positioning. English ads push “300% stronger than stainless,” “first no-coating nonstick,” “replaces N appliances.” French ads push “the equivalent of 10 utensils” and “versatility from eggs to roast chicken.”

My hunch is that French consumers respond to cooking scenarios more than technical differentiation. The English market wants specs. The French market wants stories.

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13. “300% Stronger Than Stainless” Is the Titanium Pro Anchor Phrase.

Across the TEXT ads, 20 different ads use variations of “300% stronger than stainless steel” in their description. The full description is almost always:

“The Always Pan® just went pro with titanium and the first no-coating nonstick technology. 300% stronger than stainless steel and as easy to use as a traditional nonstick pan.”

Or variations of it. They locked the description, then created 20 different headlines pointing to it. This is the Google search equivalent of Meta’s DCO strategy - fix the content, rotate the entry point.

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14. “Replaces N Pieces of Cookware” Is the Home Cook Duo Anchor.

22 ads run variations of “Replaces 16 pieces of cookware” targeting the Always Pan + Perfect Pot duo. Example:

“Cook so much more with so much less. Use the Always Pan & Perfect Pot for easy cooking. Together, they replace 16 pieces of traditional cookware to boil, roast, saute, and more.”

The number count varies by product:

• Always Pan alone: “Replaces 8 pieces” (it does 8 cooking functions)
• Always Pan + Perfect Pot duo: “Replaces 16 pieces”
• Wonder Oven: “Replaces 4 appliances”
• Perfect Pot alone: “Replaces 8 pieces of cookware”

This is consistent counting language. Every product has a headline number. My interpretation is that Our Place is borrowing the Vitamix/Instant Pot playbook - reduce the decision to “one product replaces N others” and the math does the selling.

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15. 192 Video Ads. All on Google Display Network. Zero on YouTube.

I parsed the preview URLs for all 192 video ads. Every single one points to Google Display Network (displayads-formats.googleusercontent.com) - none point to YouTube.

Regional distribution of video ads:

• UK: 30 ads
• Australia: 12 ads
• New Zealand: 12 ads
• US: 8 ads
• Canada: 7 ads

Non-English Europe gets almost no video. The video inventory concentrates in English-speaking markets, specifically skewing toward UK/AU/NZ.

This is a meaningful pattern. Video production is expensive. Our Place built their video library for the markets where Meta and YouTube compete for the same cost-per-view, and skipped video entirely for the smaller European markets where text ads do the heavy lifting.

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16. Two Major End-Dates: January 6 and January 12, 2026.

I looked at when ads stopped running and found two cluster dates:

• January 6, 2026: 46 ads stopped showing
• January 12, 2026: 34 ads stopped showing

Together that’s 80 ads killed in a single week at the start of January. Both dates are dominated by TEXT and VIDEO ads across multiple countries.

My hunch is that this was a year-end campaign wrap-up - holiday shopping creatives that Our Place paused once January traffic patterns reset. A lot of their 2024 Wonder Oven inventory also ends on these dates, which suggests they were pulling old evergreens at the same time they were planning the Q1 2026 Titanium Pro and Essentials push.

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17. No Ad Uses the Word “Lagom” in the Creative.

Just to close this loop, since the legal entity “LAGOM KITCHEN COMPANY” is what surfaces in every Google ad transparency record, I searched all 703 ads for any mention of “Lagom” in headlines, descriptions, or offers.

Zero ads. The name exists only in Google’s transparency metadata, never in customer-facing copy. Our Place is the brand. Lagom is the company.

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Cross-Platform Comparison

Here’s the full side-by-side of Our Place’s Meta vs Google strategy:

Dimension	Meta	Google
Total ads	502	703
Active (14-30d)	502 (all)	292
Countries	5	42
Primary format	94% DCO	60% TEXT, 27% VIDEO, 12% IMAGE
Unique body copy	159 card bodies	110 unique search descriptions
Unique headlines/titles	91 card titles	111 unique search headlines
Median ad age	23 days	650-750 days (Europe)
Oldest active ad	248 days	1,103 days
Hero product in ads	Wonder Oven (127 ads)	Always Pan (mentioned in 82 TEXT ads)
Discount structure	”SaveSecretSale” 20-25% off, 63 ads, Fermat funnel	”£45 off Duo Set,” 10 PLA ads
Non-toxic messaging	77.3% of ads	~10% of headlines
”Woman & Immigrant-Owned”	0 ads	8 ads
French localization	32 cards (mature)	6 ads (Feb 25, 2026 launch)
Creator/affiliate ads	52 ads (15 pages, 14 via ShopMy)	0 ads
Video ads	19 (3.8%)	192 (27%)
Campaign refresh velocity	156 new ads/week peak	~110 ads/quarter at launch peaks
Legal name visible	”Our Place"	"LAGOM KITCHEN COMPANY”

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Summary

If you skimmed to here, the patterns in one glance:

• 703 Google ads across 42 countries. Meta is 5 countries. Google reaches 37 additional markets including all of Eastern Europe, Scandinavia, the Netherlands, Portugal, Greece, Italy, Spain, New Zealand, and India.
• Longevity inversion. Meta median: 23 days. Google median in Europe: 650-750 days. One ad has been running 1,103 days continuously since March 2023.
• 15 ads running over 2 years. All are Wonder Oven TEXT search ads or Always Pan Pro “300% stronger than stainless” ads, launched January-May 2024.
• Format inversion. Meta is 94% DCO, 0% text. Google is 60% text, 27% video, 12% image.
• Unique copy volume. Meta compresses 502 ads into 7 unique link descriptions. Google expands 425 TEXT ads into 111 unique headlines and 110 unique descriptions.
• “Woman & Immigrant-Owned” appears in 8 Google ads, 0 Meta ads. Mission positioning surfaces only on search.
• One ad runs in 23 countries simultaneously. Another runs in 26. The multi-country evergreens handle coverage for smaller markets.
• “£45 off the Pot & Pan Set” is the only consistent Google offer (10 PLA ads). Meta has a full “SaveSecretSale” funnel with a dedicated subdomain. Google doesn’t.
• 6 fully French-localized ads launched February 25, 2026 - coordinated with the Meta French push the same week.
• 192 Google video ads, all on Display Network, zero on YouTube. Concentrated in UK/AU/NZ/US/CA.
• 80 ads killed in a single week (January 6 and 12, 2026). Year-end campaign wrap.
• 56% of search headlines carry the ® symbol. Brand equity reinforcement on every impression.

The full picture across both platforms: Meta is where Our Place runs a disposable, template-driven DCO machine targeting 5 countries with frequently-rotating creative. Google is where they run a 42-country evergreen infrastructure, with some ads still performing 3 years after launch, and messaging that leans into mission and validation rather than non-toxic fear.

Same brand. Same products. Two entirely different playbooks.

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I’m tearing down a D2C brand every week. If there’s a brand you want me to break down, DM me on X.