Google ADS
Google Ads management.
Google Ads remains one of the most direct ways to reach customers actively searching for what you offer, and the platform has grown well beyond the old choice of Search or Display alone.
What are Google Ads?
Google Ads is a pay-per-click platform where businesses bid to show ads to their target audience and pay only when someone actually clicks.
Where it differs from most other PPC platforms is scope: Google Ads reaches across search results, the wider web, YouTube, Gmail and Google Maps, all from one connected system rather than several separate ones.
Google Ads campaign types
| Campaign Type | What It Does |
|---|---|
| Search | Text ads shown to people actively searching your target keywords |
| Display | Banner ads shown across the Google Display Network as people browse |
| Performance Max | An AI-driven campaign spanning Search, Display, YouTube, Discover, Gmail and Maps from one goal-based setup |
| Shopping | Product listings shown directly in search results, built for e-commerce |
| Demand Gen | Visual, feed-based ads across YouTube, Discover and Gmail, built for awareness and consideration |
Google Search Network
The Search Network shows your ad to people actively typing in the keywords you're bidding on, right at the moment they're searching.
If you're a law firm handling real estate, that means your ad appearing the moment someone searches for exactly that kind of lawyer in your area. These text ads reach people at the research and, often, ready-to-buy stages of the funnel.
Google Display Network
Rather than showing ads to people actively searching, display or banner ads are placed on sites your target audience is likely already browsing.
Click rates run lower than search ads, since these aren't active searches, but display ads are genuinely cheaper on a cost-per-click basis and useful for building brand awareness people don't yet know they need, or for retargeting past visitors back toward a purchase.
Read more about display ads →
Performance Max
Performance Max is Google's AI-driven campaign type, built to run across every Google surface- Search, Display, YouTube, Discover, Gmail and Maps- from a single campaign optimised around your actual goal rather than manually managed placement by placement.
It's become the platform's default recommendation for a reason, but it trades some manual control for that automation, worth understanding before committing budget to it.
FAQs
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Search targets people actively searching specific keywords. Display reaches people browsing, not actively searching. Performance Max runs across both plus YouTube, Discover, Gmail and Maps from one AI-optimised campaign. Most accounts benefit from a mix rather than relying on just one.
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Not automatically. It trades manual control for automation, which suits businesses wanting broad, efficient reach without managing each placement individually. Businesses needing precise control over exactly where ads appear sometimes prefer dedicated Search or Display campaigns instead.
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Google Ads buys immediate visibility. SEO and AEO build visibility that keeps earning after the ad budget stops. Performance data from Google Ads- which keywords convert and at what cost- can also sharpen SEO priorities directly.
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Ad budgets typically start around $1,000 monthly. Our management fee is 20% of ad spend, so cost scales directly with the budget you're actually running, get in touch for a quote scoped to your actual goals and the competitiveness of your keywords.
If you want a Google Ads strategy that goes beyond the basics, get in touch to speak with Lele, our PPC lead.
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