Below I break down the different ways Google Ads can work for your business, why some campaign types are faster at producing leads, and how to choose the right approach depending on your goals.
Overview: What are Google Ads?
Google Ads is the platform where businesses buy sponsored placements across Google-owned properties and the wider web. That includes search results, websites that run AdSense, YouTube, and even Gmail. Depending on the campaign type, you can push people to call you, visit your website, submit a form, download an app, or visit a physical store.
Campaign goals you can choose from
- Sales
- Leads (form submissions)
- Website traffic
- Phone calls
- App installs
- Local/store visits
- Brand awareness and reach
Search Ads — fewer steps, faster results
Search ads appear when people actively search for something on Google. These are the ads labeled “sponsored” at the top of search results. If someone searches “marketing agency Bay Area,” search ads are among the best channels to reach that person right away.
“When it’s search, it means fewer steps to get to your business.”
Why search ads are powerful:
- High intent: users are actively looking for a product or service.
- Direct actions: you can set campaigns to prompt phone calls or website conversions immediately.
- Faster ROI: because fewer steps separate the searcher from contacting you.
Google properties: Display network, YouTube, Gmail and AdSense
Not all Google Ads target search. Many ads run across Google properties and partner sites:
- Display ads on websites that use AdSense (local news sites, blogs, etc.).
- YouTube ads inside videos.
- Sponsored placements inside Gmail (especially the free accounts).
These channels are great for building awareness and reaching people who aren’t actively searching for your service. But keep in mind they typically involve more steps before a conversion.
The typical path from awareness to conversion
- A person visits a Google property (YouTube, a news site, or Gmail) and sees your ad.
- They click the ad and land on your website or a landing page.
- From your website they either call, fill out a form, or take another conversion action.
Because of this multi-step flow, display and video campaigns are usually slower at delivering immediate leads compared to search campaigns.
How to choose the right campaign type
Pick your campaign type based on what you want to achieve:
- If you want immediate inquiries and calls: prioritize Search campaigns and call-focused ads.
- If you want store visits: run Local campaigns optimized for store traffic.
- If you want brand awareness or to warm up cold audiences: use YouTube and Display campaigns.
- If you want to re-engage or nurture audiences: combine Display/YouTube with remarketing to people who visited your site.
Practical tips and recommendations
- Use “Call” or “Leads” campaign goals when you want direct, measurable contact (calls or form fills).
- Optimize your landing pages so visitors can easily call or submit a form—reduce steps between ad click and conversion.
- Allocate budget based on intent: more for Search if you want immediate clients; some for Display/YouTube for long-term brand building.
- Test creatives: headlines, descriptions, images, and video variations to see what resonates.
- Track conversions and calls. If you can’t measure it, you can’t optimize it.
- Use local targeting and local extensions if you operate a physical store or serve a specific area.
Example: Getting a client who searches for a local agency
Imagine someone searches “Bay Area marketing agency.” If you run a Search campaign targeting that phrase, your ad can appear at the top and include a phone number tap to call. That’s a single click or tap away from a live inquiry. For local service providers, these direct ads tend to be the most efficient path to new business.
Conclusion
Google Ads is flexible: you can target high-intent searchers or build awareness across YouTube, Gmail, and the web. For fastest, most direct results look to Search campaigns and call-focused strategies. For long-term brand growth, add Display and YouTube. Combine them, measure performance, and optimize based on the results you want—calls, leads, or store visits.
For more practical tips and help setting up campaigns, check out Salazar Digital – Marketing & Web Design and subscribe to stay updated.
