Social media ads "catch" people in their feed; Google search ads answer people who are already searching: "website development in Baku", "air conditioner repair Yasamal". Someone like that knows they need the service and decides quickly. That's why well-set-up search ads are one of the fastest channels to deliver results.
How does it work?
You choose keywords — the phrases customers will type into search. When someone searches for one of them, your ad can appear at the top of the results with a "Sponsored" label. You pay not for impressions but for clicks (PPC — pay per click).
The click price is set by an auction, but money isn't the only factor. Google also assesses how well the ad and the page it leads to match the search (Quality Score). With a relevant ad and a good page, you can pay less than a competitor and still appear higher.
Keywords: where the real work is
- Choose words with intent. "order a website" and "website price" are close to a purchase; "what is a website" is an information search.
- Match types. Broad match brings lots of searches, but some are irrelevant; phrase and exact match are more controlled. Starting with phrase and exact match protects your budget.
- Negative keywords. Exclude words like "free", "job" and "course" — otherwise you'll pay for people looking for work or a free solution.
- Local phrases. Searches with city and district names usually bring warmer customers.
The ad text
Put the searched phrase and your offer in the headline, and what sets you apart in the description: price, timeline, guarantee. Always fill in the extensions — phone, address and links to extra pages (services, prices) — so the ad looks bigger and the chance of a click goes up.
The page the ad leads to
Clicks cost money, so visitors must find what they were looking for immediately. Send someone searching for "website development" not to your home page, but to the page with your website services and prices. That page also affects your Quality Score and click price.
When does it pay off?
- People search for your service on Google;
- the revenue from one customer is much higher than the cost of a few clicks;
- you can respond to enquiries quickly;
- you have a well-made page.
For a new product nobody is searching for yet, search ads struggle — social media ads are a better fit there.
Measurement
Don't start ads without conversion tracking set up: without seeing which keyword brings calls and enquiries, you can't split the budget properly. Strengthen organic search alongside the ads too — your Google Business Profile (guide) and your site's own content bring long-term free traffic.
If you'd like us to set up and manage your ad campaigns, see our PPC packages.
