Back to Paid Ads & Growth
Section 2 · Google Ads
Search, Display, Video, Performance Max
Capture demand that already exists.
Traffic
Leads
Customers
Why it works
Google Search ads reach people already looking for what you sell — the highest-intent traffic on the internet.
Connects to
Traffic
Leads
Customers
When to use it
When buyers are actively searching for your product, service, or solution.
When NOT to use it
When demand doesn't exist yet — create it first with content and social.
How to use it
- Start with Search campaigns and exact-match keywords.
- Add negative keywords weekly to cut waste.
- Use phrase match before broad match.
- Improve Quality Score by matching ad → landing page → keyword.
- Test Performance Max only after you have conversion data.
Examples
Search
Bid on 'best CRM for solopreneurs'.
PMax
Let Google distribute budget across formats once you have 30+ conversions/mo.