Google Ads, those sponsored listings that appear above organic search results, offer organizations a powerful way to reach potential customers who are actively searching for the products and services they offer. What makes Google Ads so popular and effective — and should your brand be running them?
Let’s break it down.
What are Google Ads?
It’s Google’s online advertising platform. You can purchase ads that will appear prominently on Google’s search results page when someone in your specified region searches for a set of specific keywords you choose. These are called Google Search Ads. If you want, your ads can also appear across Google’s broader ad network — including YouTube, Gmail, and millions of partner websites — though for this post, we’ll focus primarily on Search.
For example:
- A local construction company’s ad might appear at the top of the Google results page when someone in their target region types in “commercial construction company”.
- A nonprofit might promote their upcoming event to people searching for “family-friendly things to do this weekend in Burlington”.
And here’s how an ad might look:
Why run Google Ads?
Let’s start with the biggest reason: buyer intent.
People who are searching on Google are already looking for something — they’re motivated, curious, and often ready to act. Google Ads effectively capture that intent and direct it to your website.
Here are a few more reasons why Google Ads are highly effective:
Instant Visibility for your Brand
Organic SEO is important, but it takes time. Google Ads gives your business a shortcut to the top of search results—fast. This is especially useful for newer websites or time-sensitive campaigns.
This visibility is powerful brand awareness. Even when users don’t click on your ad, they are still likely to see your message and register your brand in their memory. So while organic search results may generate more clicks, they can struggle for rankings amidst strong competition. Using Google Ads along with a solid SEO plan is a smart digital marketing strategy that helps you get the visibility you need.
Targeted Reach
Google Ads lets you choose exactly who sees your ad. You can target based on location, interests, device, age range, and more—and you can continually refine your audience targeting. All this control and flexibility means that your marketing dollars can be spent on the people most likely to become customers. When used correctly, Google Ads is one of the best tools for generating real sales leads.
Budget Control and Flexibility
You set your own budget and can adjust it at any time. Whether you want to run a $10/day campaign or spend thousands per month, you’re in control. You can easily turn campaigns on and off, and even specify certain times of the day when you want your ads to run.
Measurable Results
One of the biggest advantages of paid search is transparency. With Google Ads, you can track the progress of your campaign, including which keywords are the most successful, how many impressions and clicks you’ve received, and the cost of those clicks. You can also track conversions such as calls, purchases, and form submissions. You’ll know exactly how your ads are performing and what return you’re getting. At Stride, we provide comprehensive monthly reports that provide a snapshot of ad campaign performance, along with any recommendations.
What does it take to run a great Google Ads campaign?
This is where strategy matters. Successful campaigns don’t just happen — they’re carefully built around strong keyword targeting, compelling ad copy, and optimized landing pages. At Stride, our Google-certified team takes a hands-on approach to helping clients build campaigns that are cost-effective, results-driven, and continuously optimized for improvement.
How to get started?
When done right, Google Ads can be one of the most powerful tools in your marketing toolkit. Whether you’re brand new to Google Ads or just looking to improve what you’ve already built, we can help guide the way. Call, email, or contact us here.
You can also read more about our Google Advertising services.
