Navigating Online Advertising Part 2: Google Ads - How It Works & When to Use It

February 14, 2025

Whether you’re looking to generate leads, increase sales, or boost brand awareness, Google Ads allows you to reach users who are actively searching for products or services like yours.

Google Ads is one of the most powerful tools for driving targeted traffic to your website.

How Google Ads Works

Google Ads operates on a pay-per-click (PPC) model, meaning you only pay when someone clicks your ad. Ads are displayed on Google Search results, YouTube, and across the Google Display Network.

Search Ads: Appear at the top of Google search results when users enter relevant queries.
Display Ads: Visual banner ads that appear on websites within Google’s Display Network.
Shopping Ads: Show product images, prices, and links directly in Google Search.
Video Ads: Displayed before or during YouTube videos.

When to Use Google Ads

Google Ads is ideal if you want to:

Capture potential customers who are actively searching for your products or services.
Generate high-intent traffic to your website.
Retarget previous website visitors to bring them back.
Promote time-sensitive offers and seasonal sales.

Common Pitfalls to Avoid

Running Google Ads without a strategy can lead to wasted ad spend. Here are a few key mistakes to watch out for:

Using overly broad keywords: This can drain your budget quickly.
Not setting a proper budget and bid strategy: Poor budget management can lead to inefficiencies.
Ignoring negative keywords: These help prevent your ads from showing up in irrelevant searches.
Failing to track conversions: Without conversion tracking, you won’t know which ads are driving results.

Checkpoint: Are Your Ads Set Up for Success?

If you’re unsure whether your Google Ads campaign is properly optimized, it may be time to seek expert help. Ingenious, Inc. can assist in refining your strategy, managing your budget effectively, and ensuring your ads reach the right audience. Contact us today so we can lend a hand.

Stay tuned for the next article in our series, where we’ll dive into Meta Ads and how they differ from Google Ads!

Check out the rest of the series: