A deep-dive into Paid Search.

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In previous LOCALACT Deep Dives we have discussed top-of-the-funnel strategies. Now let’s take a look further down the funnel at Paid Search, also known as Pay-Per-Click (PPC) ads. This type of advertising is designed to reach consumers who are actively searching for your products or services on search engines like Google and Bing. With these campaigns, you can effectively drive active consumers to your site. This makes them great for conversions or sales but can also be an effective tool for driving increased awareness of your franchise location. Here are a few key reasons you should consider adding in PPC to your marketing strategy:

  1. Adaptability is Key

Ever since Paid Search ads started on Google, they have been constantly evolving. What once started as a very basic text ad has become a powerful marketing tool. Paid Search ads are now “responsive ads.” This means your ads can “respond” to how the consumer is searching and adjust the ad to be more relevant based on their interest. For example, if the consumer is searching for “air conditioning tune-up appointment,” a responsive ad would include a link below that would allow for the consumer to directly click to the “make an appointment” page of your website. This level of responsiveness is more likely going to provide the information the consumer is seeking, resulting in a click to your website and a higher likelihood of a qualified conversion, lead, or purchase.

      2. High Visibility

Paid Search ads are a great way to get your brand seen at the top of your target audience’s search results. Google designates the top 3 spots of every search result to advertisements. In a study done by Clutch, they found that 75% of people think that paid search ads make it easier to find the information they are searching for on a search engine. Not only are these ads catching users’ eyes, but they also found that this resulted in 63% of users will click on a Google ad.

     3. Increased Conversions, Better ROI

Paid Search is known as the best tactic that results in conversions (especially when it is paired with a top-of-the-funnel campaign like Display). This is thanks to the last two points; PPC ads are adaptable and visible. This powerful combination creates many opportunities to show your products or services to an active audience.  As a result, these campaigns have great return-on-investment (ROI) because of the ability to target higher-qualified consumers with a high purchase intent.

Ready to get your brand in front of an audience ready to purchase? Or want to learn more about Paid Search ads on Google? Contact us at