Google Ads as part of growth

Increase your business growth with Google Ads. Take advantage of highly targeted advertising, optimise your campaigns and connect with customers who are ready to engage. With these Google Ads strategies, you'll turn potential customers into growth.

What is Google Ads and how does it work?

Google Ads is a powerful online advertising platform developed by Google. It allows businesses to display short ads, service offers, product listings and video content on Google's advertising network.

When users search for a specific term related to a company or product, ads may appear above the search results. The system works on a pay-per-click model, where companies only pay when users interact with their ads.

Google Ads allows precise targeting based on keywords, user demographics or location. Google Ads allows businesses to effectively connect with potential customers, drive traffic, generate leads and drive growth.

Why should growth companies use Google advertising?

Businesses looking to grow can benefit significantly from Google Ads. Here are some key ways.

Manage your budget effectively

Google Ads is designed to work with varying budgets. It allows start-ups to set advertising budget limits, which helps them maintain control. You only pay when users interact with your ads, optimising your advertising budget.

Target potential customers precisely

Google Ads offers excellent audience targeting features. It allows you to connect with customers based on their search intent, location and demographics. The precision of targeting ensures that your ads reach the customers who are most interested.

Accelerating brand visibility

Google Ads gives you instant visibility in search results. This bypasses the time-consuming search engine optimisation process, which is an advantage when you want to grow quickly. Get your brand in front of potential customers quickly.

Measurable and scalable results

Google Ads provides detailed analytics for each campaign. You can track the effectiveness of your ads, customise real-time strategies and make data-driven decisions. The measurability and scalability allows startups to grow quickly.

Improving conversion rates

Google Ads helps you reach your customers at the right time, which is likely to lead to higher conversion rates. The service's ability to showcase products and services while users are actively searching will greatly improve conversion rates. As a result, Google Ads can significantly improve your return on investment.

Improving the presence of local business

Google Ads allows start-ups targeting local customers to gain visibility in local search results and drive traffic to their locations. This localised advertising can significantly accelerate startup growth.

Improving your SEO strategy

Google Ads complements your search engine optimisation strategy by providing keyword data. The data collected from campaigns can guide search engine optimisation efforts. The synergy between Google Ads and search engine optimisation will bring more organic traffic to your website.

Leveraging expertise and automation

Google Ads also offers automated bidding strategies and machine learning tools, which are excellent tools for optimising campaigns. These features save time and allow you to focus on your core business. You can also benefit from the expertise of experts to guide your strategy and ensure that your start-up is on the right growth path.

Responding to rapid marketing needs

Google advertising is a relatively quick way to reach potential customers. Once placed, ads can start appearing in search results and on the display network almost immediately. Rapid changes and testing are common in the business of growth companies, so Google Ads allows for a quick response to marketing needs and the ability to achieve results in a short period of time.

Types of Google ads you should know

Here's a breakdown of some of the key Google Ads formats to familiarise yourself with to optimise your digital marketing for business growth.

Search campaign

Google Search is a powerful platform for reaching customers who are actively looking for your products or services. These ads appear in Google search results, helping you to reach potential customers immediately. Effective tailoring of keywords can significantly improve the impact of your campaign.

Shopping campaign

Shopping campaigns allow you to showcase products directly in Google search results. It gives users a picture of the product, the price and the name of the shop. This type of advertising is ideal for retailers as it facilitates direct product comparisons and drives traffic to your online or physical store.

Display campaign

The Display campaign is designed to help you reach customers on two million websites and apps. This campaign uses text, image, interactive and video ads to grab users' attention. It is ideal for building brand awareness, retargeting users and reaching customers outside of Google's search environment.

Application campaign

App campaigns are perfect for promoting a mobile app across Google's vast network. This type includes Google Search, Google Play, YouTube and the Google Display network. The automated model optimises your ads using machine learning, making it easier to connect with your target audience.

Video campaign

Video campaigns allow advertisers to showcase video content on YouTube and other sites in the Google Display network. They are ideal for building brand awareness, promoting new products and engaging users with compelling storytelling. Video ads can significantly improve user engagement and conversion rates.

Local services - Ads

Local Services ads are a newer type of Google ad, designed specifically for local businesses and professionals. These ads appear at the top of Google search results and provide a trust mark and review to build trust with potential customers. They operate on a pay-per-lead model, making them a cost-effective solution for small businesses looking for local visibility.

Learn about the different Google Ads terms

Google Ads is a platform that contains a lot of jargon, which can feel challenging. So let's break down some key Google Ads terms to better understand and leverage this powerful tool to help your business grow.

Advertising extensions

Ad extensions enhance ads with additional information and increase their visibility. Extensions can include different types of information, such as contact details or website links, making the ads more attractive and informative.


AdRank determines the position of your ad on the search results page. It is based on the bid price and ad quality score, which is a key measure of the effectiveness of your campaign.

Offer from

A quote is the maximum amount you are willing to pay for your ad to run. It is a strategic decision that affects the placement of your ad and the success of your campaigns.

Type of campaign

The campaign type determines where and when your ads appear. Whether it's Search Network, Display Network, Video or Shopping, the choice depends on your advertising objectives.

Click-through rate (CTR)

Click-through rate is the percentage of viewers who click on an ad after seeing it. It is an important measure of ad effectiveness, helping to gauge audience engagement and ad relevance.

Conversion rate

Conversion rate is the percentage of users who perform the desired action after clicking on your ad. The desired conversion can be a purchase, a sign-up or any targeted action that reflects the success of your ad.

Pay Per Click (PPC)

PPC is a pricing model where you pay every time someone clicks on your ad. It offers a cost-effective way to reach potential customers and matches consumption with user engagement.


Keywords are the search terms that trigger your ad to appear. They connect your ad to your target audience and play a key role in the success of your campaign. Keyword selection and optimisation are important factors in the success of your advertising.


Display impressions are counted every time your ad is shown on a search results page or on other sites in the Google network. It helps you assess the visibility and reach of your advertising efforts.

Key strategies for optimising your Google Ads campaigns

Optimising your Google Ads campaigns is crucial for driving traffic, increasing conversions and growing your business. Here are key strategies to improve your campaign's effectiveness, ROI and business growth.

Understanding the public: Any effective advertising strategy starts with understanding the interests and behaviour of your target audience. This knowledge allows you to tailor your ads to meet the needs of your audience.

Keyword optimisation: Choosing the right keywords is important to get your ads seen by the right people. Regularly evaluate your keyword list to ensure its effectiveness.

The structure of an advertising group: Grouping related keywords can increase the relevance of an ad. A well-organised ad group structure improves quality scores and ad placement.

Landing page accuracy: Your ad must lead to a landing page that matches the user's intent. Ensuring that the page is relevant can significantly improve conversion rates.

Price offer strategy: A well-defined pricing strategy helps to manage advertising costs effectively. Consider your campaign objectives and budget when deciding on your bidding strategy.

Testing of advertising texts: By testing different advertising texts, you can determine which resonates with your audience. Feedback can help you create more engaging advertising messages.

Location and timing alignment: Location targeting allows you to reach customers in specific areas. Timing your ads during peak times can also increase engagement and conversions.

Performance monitoring and adjustment: Regular monitoring will help identify areas for improvement. Use Google Ads analytics tools to tailor campaigns based on performance data.

Google advertising as a growth driver for different business models

Google Ads' dynamic platform allows businesses to target specific demographics, manage ad spend and accurately measure return on investment (ROI). This makes it the perfect tool to support growth in a variety of business areas. Here we discuss three different types of businesses and how Google Ads can help them grow.

Google advertising in B2B marketing

In B2B marketing, Google Ads stands out by increasing visibility. It allows businesses to precisely target other businesses to ensure that their services reach the right decision-makers. This precise targeting, combined with attractive ad copy, encourages engagement and helps maintain valuable business relationships.

See details ➜

Google Ads as a brand building tool

Building a brand is an ongoing effort, and Google Ads helps streamline this process. By constantly placing ads in front of your target audience, Google Ads improves brand recall. More importantly, it allows companies to track the effectiveness of their ads and optimise strategies, thereby strengthening the brand.

See details ➜

Optimising your online store with Google Ads

For online retailers, Google Ads is very important. It allows online shops to present their product catalogues directly in search results and attract potential customers to their online store. In addition, businesses can use Google's advanced algorithms to retarget visitors, converting them from browsers to buyers and thus driving business growth.

See details ➜

Customer story

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What is the difference between Google Ads and Google AdSense?

Google Ads and Google AdSense are two different sides of Google's advertising ecosystem, each with a unique purpose.

Google Ads is primarily an advertising platform. Google Ads allows businesses to target their ads to potential customers using search queries, demographic data and browsing patterns.

Google AdSense provides a platform for bloggers and website owners to monetise their content. Website owners can sign up to AdSense and install advertising blocks or codes on their sites. These ad units allow Google to display targeted ads on sites that are related to the content of the site or the user's interests.

When a user clicks on an advertisement on a website, the advertiser pays Google a certain amount of money, and part of this advertising revenue is passed on to the website owner.

Frequently asked questions

We've created a collection of frequently asked questions to help you understand Google Ads. The questions and their answers will give you insight into how to use Google Ads for maximum growth.

Can Google Ads help improve the search engine optimisation of my website?

Google Ads and search engine optimisation are different but complementary strategies. Google Ads can provide quick and valuable insights into keywords and ad text that resonate with your audience. These insights can help your search engine optimization strategy and, arguably, your organic rankings.

How does the Google Ads Pay Per Click (PPC) model work?

In the PPC model, you only pay when someone clicks on your ad. Your advertising budget is used more efficiently because you only pay for potential leads or customers. This makes PPC a cost-effective advertising strategy.

How do I measure the success of my Google Ads campaigns?

Google Ads provides detailed analytics to measure the effectiveness of your campaign. For example, you can track click-through rate (CTR), conversion rate and return on ad spend (ROAS), providing useful information about the success of your campaign.

Can I target specific devices with Google Ads?

Yes, Google Ads allows you to customise your price offers for specific devices. This allows you to focus on the platforms where your audience is most active. This can optimise the impact of your ad.

Is Google Ads suitable for small businesses?

Google Ads fits any budget, so it's suitable for businesses of all sizes. It allows small businesses to compete with larger companies by targeting the right customers effectively.

Can Google Ads help you target local customers?

Yes, Google Ads has a feature called "local search ads" that allows businesses to target their ads to customers in a specific location. This is particularly useful for businesses with physical locations or services in specific areas. It helps to attract local customers and increase footfall.

How does demographic targeting work in Google Ads?

With Google Ads, you can target ads based on demographic information such as age, gender, parenthood and household income. This helps you identify and better attract your target consumer profile.

Can I run multiple campaigns at the same time in Google Ads?

Yes, Google Ads allows you to run multiple campaigns at the same time. This allows you to simultaneously market different products and services, experiment with different keyword combinations and target different audience segments.

How long does it take to see results from Google Ads?

Results may vary depending on the industry, competition and budget. However, Google Ads can generally show results faster than organic search engine optimisation strategies. You may start seeing your first results within a few weeks.

Can I suspend or stop my Google Ads campaign at any time?

Yes, you can suspend or stop your Google Ads campaign at any time. This gives you flexibility in managing your advertising strategy and budget.

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