Highly trackable lead generation


Google Ads is the most popular Pay Per Click (PPC) advertising platform, accounting for 70% of the search engine market share. Every second, 2.3 million searches are made on Google and nearly every page of results includes search ads that have been paid for. If you are looking to implement paid search advertising for your business, Google Ads is certainly the place to start.

As displayed in Figure 1, when you enter a search query into Google you are served with a page of search results from a range of different websites. The paid search results are those (generally at the top of the page) with ‘ad’ written next to them.


Below them are the organic search results which aren’t paid for. Sometimes a search query may also return shopping ads or display ads.

If an advertiser wants to get one of their adverts into the paid search results at the top of the page for a particular search query they must bid on certain ‘keywords’. For example, a florist based in Camden may bid on the keywords “Florist in Camden”. How much an advertiser bids depends on how much they are willing to pay for a resulting click. This bid, combined with a ‘Quality Score’, assigned by Google (based on the quality of the advertiser’s proposed ad) determines which ads appear on the Search Engine Results Page (SERP).


A Google Ads account is structured in the following format:

Account > Campaigns > Ad Groups > Keywords/Ads.

A campaign is the overall goal you are trying to achieve by running an advertisement. It is usually composed of several ad groups. These are the specific parts of the campaign that you want to focus on and can group keywords into. Each of these ad groups serves different ads based on the keyword a user may search. A keyword is a word or phrase that you want to trigger your adverts when searched for by a user. You tailor your adverts so the target keywords are prominent.


As one of the most effective forms of digital marketing to drive positive ROI, Google Ads are a vital investment for your organisation


When using the Google Ads platform, advertisers are given a number of targeting options so their ads are only served to a specific audience. This ensures ad spend isn’t wasted as advertisers can include or exclude certain factors and adjust bids so their ads get clicks from users most likely to convert.

Some of the targeting options available on the Google Ads platform:

  • Location
  • Language
  • Gender
  • Age
  • Device (Mobile/Tablet/Desktop)
  • Time of day

Google Ads also offers an ‘Audience Solutions’ feature: a set of strategies and products that help an advertiser reach high value customers at an advanced stage of the buying cycle.


To help advertisers get more value from their ads and increase their visibility, Google offers a range of ‘ad extensions’ that will appear underneath ads at no extra cost. By adding extensions relevant to their business, advertisers can maximise the performance of their ads and improve their Click Through Rate (CTR), a KPI that has a direct impact on how high an advert ranks.

Examples include:

  • Sitelink extensions
  • Location extensions
  • Structured snippet
  • Callout extensions




Monitoring and maintaining multiple Google Ads campaigns can often be a laborious and time-consuming process. To take some of the legwork out of campaign maintenance and optimisation, Google offers a number of automated features for advertisers. Options available include a range of automated bidding strategies such as ‘Target Cost Per Acquisition (CPA)’ and automated ads such as ‘Dynamic Search Ads’.


Nathan Palmer Signify



“The king of PPC platforms! Having worked on Google Ads campaigns for nearly 10 years I love the challenge of working with different organisations to generate leads and sales online. If you’re looking to start a campaign or even want a free account check over, I’d be happy to help”